If you’ve been ignoring mobile as a marketing channel, chances are you’re missing out on a ton of leads.

Mobile ads can be six times more effective than desktop ads. People are in love with their smartphones. Every time there’s a free moment, we instinctually check our phones to read emails, search the web, browse social media, etc. This means there are great opportunities for marketers to reach and engage their audiences through an exciting new channel, and it’s crucial to incorporate mobile into your overall marketing strategy. Because people are so enamored with their smartphones, you have the potential to engage mobile users at an even higher rate than your desktop users.

Here are 3 tips to ensure your mobile marketing is performing at the highest level:

1. Think Mobile-Specific

If you want your mobile visitors to convert, put yourself in their shoes. Think about what needs they have, and what content they want. This doesn’t mean you need to build a mobile-specific site, but you should be able to deliver mobile-specific content, quick links and calls to action (either with a mobile site, or CSS and server-side coding). This will help you dramatically increase mobile user engagement and mobile conversions. Here are some ways to think mobile-specific:

  • Use different calls to action: If you’re a software company, offering mobile visitors to sign up for a free trial isn’t the best call to action. Does your software even work on mobile? Perhaps, “Sign up for Newsletter” or “Call Us Now” are much better suited for a mobile visitor.
  • Trim down forms: Filling out forms takes time on mobile. Try narrowing your fields or eliciting certain info that a mobile user might be more apt to fill out. For example, is it easier for a user to type their name or their email address into a field? Which is more useful for you?
  • Mix up your content: Mobile is all about “Now.” Smartphone users are going to click and share content that draws them in immediately. Make sure your mobile content is concise and engaging.
  • Re-prioritize content: Mobile users are looking for different info as well. It’s important to prioritize that info accordingly and monitor what info mobile visitors are accessing. This will help you determine which user flows to promote and allow your visitors to be more efficient in finding info and converting on your site.
  • Video Content: Videos are very effective at engaging smartphone users. In fact, 51% of mobile traffic comes from video consumption. Video is a great way to drive mobile visits through social media, email campaigns and/or mobile ads.
  • Link Email Campaigns to Mobile Landing Pages: 43% of email is opened on mobile. If you’re running frequent email campaigns, make sure you can redirect mobile users to a mobile-optimized landing page (especially given our stat above that mobile landing pages improve conversions by 40%).

Thinking from a mobile user’s perspective will enable you to be much more effective at engaging and converting mobile visitors. Don’t simply take all of your desktop content and squeeze it down for mobile. Rather, rethink your content, calls to action and campaigns for the mobile user.

2. You’re Only As Good As Your Load Times

Load times are crucial when it comes to mobile. Research shows that for every one second delay in load times, you experience a 7% drop-off of traffic. So if your web page takes over five seconds to load on mobile, chances are you’re experiencing at least a 35% drop-off, simply due to people not wanting to wait. Additionally, 40% of users would go to a competitor’s site after a bad mobile experience.