Mobile makes accessing everything we want, whenever we want, exceptionally simple from a consumer standpoint.
But even though endless pop-up ads make it seem otherwise, mobile can make marketers' jobs incredibly difficult. The solution is to sort out some solutions ahead of the holiday season.
Much like online marketing upped the ante for traditional marketers, mobile has raised the bar again. That statement oversimplifies the matter though, because the struggle marketers face with mobile is different.
Whereas traditional marketers knew they were outclassed and had to bone up on online marketing strategies to stay relevant, online marketers seem to be focusing on the same bag of online tricks for mobile when they should be leveling up and mastering new skills.
What are these new matters requiring mastery? Everything from how to attract your target audience to converting mobile website visitors. And influencer marketing is first on your list of items to check off.
Influencer Marketing, Mobile-Style
If your marketing default relies on overused advertising tactics, including those ads already mentioned and sponsored posts (on any platform), you’re missing the boat.
Sponsored posts are expensive and ineffective when it comes to building long-term relationships with consumers.
The immediate spike in your reach analytics is fleeting and largely meaningless here. It's money misspent.
Readers don’t trust sponsored posts. They trust people. You already know that, of course. What’s different when it comes to mobile influencers is where and how they’re connecting to your audience.
Finding Mobile Influencers
Activating relevant influencers on the most popular mobile sites can be complicated.
First, you need to find them. Then you need to sort out compensation (because you know they’re not evangelizing anything for free) as well as provide very clear guidelines around what you want posted where and when.
And although you’re working with professionals (influencers take their roles seriously), the potential for miscommunication looms large. Once a mismanaged tweet is out there, you can’t take it back. And timing is everything.
There are tools available to help you sort this out. One even focuses specifically on mobile — Influential, which allows you to create brand safe content where you “review and approve every image, video, and piece of text before it's released, in realtime.”
And regardless of whether you use this technology or create a solution on your own, you’ll want to borrow some of the strategy it offers, specifically:
- Select influencers with not only an extensive following, but an engaged audience
- Establish protocols for creating specific imagery (or create it yourself), along with EXACT wording and hashtags for social media posts
- Be sure everyone is clear on timing for sending out content, as you’ll want all of them to hit send at once, from every platform you’re targeting, to increase the odds of creating a conversation around what you’re doing
- Create a clear dashboard for gathering and analyzing the effectiveness of influencers’ efforts, understanding what matters, how you’re measuring it and what success looks like
But that’s not even close to all of it. Once you create a kickass mobile marketing campaign and have your target audience flocking to your site – what happens then?
If your website loads too slowly — and most of them do, that hard-won traffic will click away.
Don’t worry, there’s a fix for that too.
Converting Mobile Traffic
Those responsive web designed (RWD) sites everyone has right now work well for mobile access, but they’re dropping the ball when it comes to mobile conversions. Here’s why: It’s a one-size-fits-all approach that makes your content viewable, but it’s not viewed as quickly as it needs to be.
“Amazon discovered that they improved their earnings by 1 percent for every 100 milliseconds shaved off their site loading time.”
But what options are there beyond RWD (which is still a great option to have in place, by the way)? You need to consider Adaptive Web Design (AWD) – and you need to consider it before that holiday traffic hits!
RWD doesn’t optimize by device type, but AWD does.
It moves beyond RWD limitations and converts mobile visitors at a higher rate because it provides a device-optimized experience. As reported in Conversion Scientist, with AWD, “only those files which are required are transferred from server to mobile device. Optimum media files can be chosen that are suitable for the device and browser. This is how AWD delivers specific user experiences.”
No one has the budget or the time to retool their whole website. And you shouldn’t even consider it straight out of the gate. But you should look into creating AWD landing pages where you can direct these mobile campaigns from your influencers.
Optimizing with responsive templates can be very difficult so the key is to make sure your landing page builder allows you to split test and optimize your pages by device type. UnDelay.io is offering early access its AWD landing page builder that does just that, and you don’t need to be a tech-type to use it. You’re welcome.
Bringing It All Together
You still have time to get ready ahead of the holiday shopping rush – don’t waste it.
We all know that mobile use is exploding and that most of your audience will reach you from their phones. Make sure you’re reaching them with that in mind and preparing landing pages for their arrival — because if you’re not, you can be sure they’ll find a competitor who is.
Title image by Maliha Mannan.