Mobile Marketing Strategies And How to use ThemAbbakin
As a business owner or marketer, do you want to know why your business need mobile marketing strategies and how to implement them? Well, mobile marketing is a component of a multi-channel campaign, called Digital Marketing. Mobile marketing is aimed at reaching out to your target audience on their smartphones, tablets, and/or other mobile devices.
Usually, mobile marketing process is usually implemented via Mobile-friendly Websites, Emails Marketing, MMS and SMS Messaging, Social Media Marketing, and Mobile Applications. Mobile devices are taking over the IT landscape. Today consumers are constantly connected to their personal devices or smartphones.
According to recent report, 80% of internet users have smartphones, tablets and other mobile devices; making Mobile Marketing Management a top priority list in today’s’ digital marketing environment. Mobile marketing therefore provides businesses with the time and location sensitivity; with the opportunity to customize their business information in a way to promote their goods, ideas and services.
As one of the best Mobile SMS Marketing Agency in Nigeria, we can help you develop an effective mobile marketing plan that will market your products or service to millions of potential buyers. We crafting compelling brand communication strategies, build your mobile contacts and send bulk SMS messages for businesses of all sizes. Here are some reasons why your business needs mobile marketing strategy.
Experts Reviewed Mobile Marketing Strategies
Mobile marketing can be seen as the advertising information delivered over mobile electronic channels in the forms of text, graphic and voice messages. Most times when people hear the term mobile marketing, SMS messaging is the most common delivery format that often comes to mind.
However mobile marketing experts don’t see SMS messaging really going much further! Thus, Mobile Search Engine Marketing (MSEM) is the second-most common channel; followed by display-based ad campaigns.
The Kelsey Group, a marketing research company, have predicts that mobile search marketing will account for 73% of mobile marketing by 2013, an upfront projection from the previous 24% in 2008; And that the SMS-based campaigns would shrink due to privacy regulations, like Do Not Disturb features.
Thus, online and offline display-based campaigns are expected to stay relatively up and continue in the future. So the question now is: How can you leverage the mobile marketing landscape while it lasts? Of course, there are several effective mobile marketing strategies you can adopt in your marketing plan.
The kind that works best for your business would depend on your jurisdiction, industry, target audience, and budget. With the increasing popularity of smart phones users; especially the younger generation, mobile marketing is still great way of reaching the right people; just like the social networks.
Therefor, having a good mobile marketing strategy in place will definitely make your marketing campaigns something more effective. Below are 8 steps in integrating mobile marketing strategies in your digital marketing mix. These marketing efforts will increase your brand exposure, lead generation and boost your sales revenue.
BEST MOBILE MARKETING STRATEGIES AND HOW TO USE THEM
8 Ways to Implement Mobile Marketing Strategies in Your Business
#1. Develop Your Mobile Buyer Personas
Understanding your audience is the first step to any mobile marketing strategy. Your buyer persona is a valuable tool that will help you in that understanding your ideal audience.
Buyer personas are simply fictional representations of the various types of your customers. It creates a profile that describes each customer segments based on their background, lifestyle, location, job description, level of income, main sources of information; their personal and business goals, challenges, preferred type of products, objections, and/or role in the purchasing processes.
When you have a clear picture of your target audience, it is easier to determine the right channel and voice to use in your marketing messages. In making a specific point to define your target audience, including their mobile habits as well, this will make your mobile marketing efforts more effective.
- How much of their web usage happens on mobile devices?
- What kinds of smartphones are they using and what they’re using them for?
- Are they comfortable completing a purchase on a smartphone?
- When are they likely to be reached most: on weekdays or weekends?
- In the morning, at work, or in the evenings, or while on the traffics?
A simple way to start is to research your audience big data reports on mobile usage.
However, some of the interesting research observations available include:
- 65% of all emails are first opened on a mobile device.
- 48% of users start their mobile internet sessions on a search engine (Google, Yahoo, and Bing).
- 56% of B2B buyers frequently use smartphones to access vendors’ content.
- 95% of adults primarily use their smartphones to access contents and information online.
To better understand your specific target market, you can use Google Analytics to monitor your site’s mobile traffic statistics. You can also ask or carry out survey on your clients and prospects; getting information about their mobile web usage and buying intents.
The type of audience you’re hoping to reach will influence the kind of mobile marketing strategy to use.
- Who are your key audience(s) for mobile marketing?
- How are you going to engage your mobile audience?
- Are they young and tech-savvy individuals?
- Are they mobile game players?
Then, Facebook Mobile Promoted Posts or in-game Ads might be more likely to get their attention. So, talk about your customer personas in light of mobile usage updates. All the general and specific data you got will help you develop audience personas that include mobile usage insights.
#2. Design Mobile-Friendly Website
Mobile devices can disrupt the way people engage with your brands. Make sure you are producing contents that are perfectly aligned with your persona’s needs. Offer mobile values to your customers! If a brand is not offering values to it’s customers, a purchasing decision would not occur – Marketing 101.
If you are thinking about increasing engagement and conversion rates on mobile, then provide mobile-friendly contents for potential customers who are searching for information about your best products or services online.
Offer a good user experience (UX) and user interface (UI) on all devices via responsive web designs and mobile applications; with clear calls-to-actions (CTAs). Make sure your website and landing pages are mobile-responsive. Implement mobile search engine optimization across your email marketing templates, social media platforms, and mobile/web applications.
A mobile-friendly website is no longer an option—it’s a must. The rise in mobile traffic coupled with Google’s mobile-ranking factor means your company’s website must adapt to mobile devices in order to stay competitive.
For search engines, “mobile-friendliness” means that:
- Content fits on the screen without side-to-side scrolling or zooming.
- Mobile content loads quickly.
- Site returns no mobile-specific errors.
Google has even provided a free mobile-friendliness tool to help you determine how to best improve your websites. The most important reason to maintain a mobile-friendly site is to create a consistent and engaging user experience. Making sure your mobile users’ experience is as easy and seamless as possible should be your primary mobile marketing goal.
#3. Create App-based Marketing Software
App-base Marketing is a form of mobile marketing strategy involving the use of Mobile Applications. Mobile Apps can support many business goals, including exposing your brand products, driving user engagement, and supporting your e-commerce or news related services.
Just like any other marketing channel, it’s important to consider how web apps can be used for customers acquisition. If 80% of mobile time is spent on gaming apps, how can you push your ads across to your target audience?
To maximize an app’s impact on your business growth, you will want to follow the entire app creation processes; from Mobile Application Development, through to the adaptation and publishing stages.
You may offer extra features or mobile specific content in exchange for a user’s contact information, this would still be similar to how you would gate content on your website for the same purpose. Just make sure the app encourages user engagement in order to build relationships and loyalty, and—of course—drive conversions.
Mobile Conversions are driven by two types of Advertising Messages:
- Push notifications and
- in-app notifications.
Both communicate directly to your audience, and should be considered as strategic marketing channels. Additionally, you don’t have to create an app yourself to leverage mobile app advertising. Services like Google AdMob can help you create mobile ads that appear within third-party mobile apps like games – in the form of text or display advertising.
In-game ads can appear as pop-up banners, full-page image ads or even youtube video ads that appear between loading screens. Facebook also allows marketers to create ads that are integrated into Facebook’s mobile app. Also, Facebook’s mobile Promoted Post ads integrate well with Facebook’s news feed; so that users often don’t even realize they’re looking at ads.
#4. Use Hyper Local Search Engine Marketing
Mobile marketing is not just about personalization, customization and connecting with customers. It’s also about understanding their locations and interest. When it comes to mobile, its best practice to keep things simple, and optimize for local search – so as to align with mobile users’ queries.
More than ever before, consumers are turning to their smartphones for location-specific information. They’re looking for quick, advice, in-the-moment help or services; so they expect ‘accurate’ bite-size of information and products.
Today, people are no longer searching ‘near me’ because they expect their device to have the geo-location features that will automatically give them the best searches and results they need. Business owners therefore need to anticipate ahead of time – what their customers are likely to need, and then create contents that perfectly fulfill those queries.
According to ThinkwithGoogle insight, “Four in five people use search to find local businesses. And these searches provide a view into consumer’s interest and intent in a given place. People are now asking question like: ‘Where is the nearest gas station in Lagos City Nigeria?’. Marketers can now use this kind of purchase intent to offer the most relevant ads in their target markets.
To connect at your city and neighborhood-level, use local search engine marketing like Google mobile search ads; featuring extra add-on extensions like click-to-call or Google maps.
Here are more ways to use Hyper Local Search Marketing:
- Get your mobile website or app ranking for location-based keywords
- Don’t forget to optimize for street and neighborhood names, cities
- Get listed in local business directories and review sites (like Google My Business)
- Use hyper local advertising to geographically target your Ads to mobile users in your town
- Contribute to local publications (e.g., community newsletters, local newspapers, etc.)
- Work on getting mentions, reviews and build backlinks from local but industry websites or city blogs
Using Hyper-local Mobile Marketing Strategy can not only help boost your local sales, it will also help you build your brand’s reputation within your community and increase website traffic. As local users see your content, listings and/or ads, they’ll become more familiar with your brand, leading to increased local brand recognition, thrust, and revenue growth.
#5. Leverage Mobile SMS Marketing to Connect Customers!
The retail market is a perfect business model to leverage the power of mobile, especially when you take advantage of location data. SMS messaging, also known as “short messaging service,” involves capturing a users’ personal phone numbers and sending them text messages containing your special offers.
Considerations: (Email Marketing, SMS and MMS)
According to Venture Beat, the open rate for text-based promotions is 98% – compared to around 20% for traditional email marketing campaigns. The average click-through rate (CTR) for text marketing messages is 36% – compared to email’s 6-7%; says SlickText. Almost 50% of consumers in the United States make direct purchases after receiving an SMS-branded text.
Research also suggests that the use of mobile coupons is only going to grow over the next few years. For retails businesses, a coupon can be used to drive in-store foot traffic, online conversions, and customer retention or even help promote a new product and service.
In a highly competitive market, coupons show value to the customers, especially if it is delivered in a timely manner with the right message. There are many ways to use a coupon and a mobile device is the perfect vehicle to deliver the brand message anywhere, anytime.
But while the opportunity is huge, many business owners are unsure how to use SMS and MMS to capture the attention of their subscribers. SMS and MMS are very powerful mobile marketing channels . However, there is huge potential when it comes to SMS marketing.
Here are Four Ways to Use SMS Marketing Effectively
- Offer a valuable incentive for signing up: Many people are reluctant to hand over their phone number due to some reasons. So offering a significant discount promo can be enough to put an end to this reluctance.
- Use SMS to publicize sales and events: By sending bite-sized announcements for product launches, upcoming events, or other promotions.
- Send appointment reminders for service-based businesses: Increase appointment show-up or school resumption rates by sending timely reminders.
- Use short customer surveys (Example): “We want to know how we did so far! Reply and let us know.”
#6. Why Can’t You Try MMS Marketing Too?
A similar way to reach your audience on mobile devices is MMS, or multimedia message service. MMS can be sent peer-to-peer, from a mobile messaging service provider or from a website to a mobile phone.
MMS messages can include text, photos, videos, and audios, GIFs or expanded media options that allow for more branded messages and create better tie-in than other marketing campaigns.
Why should you use MMS marketing to reach your mobile audience?
- MMS texts have a higher customer engagement with a 15% average CTR (click-through-rate).
- Multimedia Message Service increases campaign opt-ins by 20% over SMS.
- Subscribers are eight times more likely to share MMS content on social networks.
Because MMS offers a richer media experience than simple SMS text messages, you should make the most of those extra media options such as:
- Include engaging visuals.
- Tie the MMS to a multi-channel marketing campaign.
- Make the message easily shareable via social media buttons.
#7. Email Marketing Is Best for Direct Communications
Marketing directly to someone’s mobile device is more personal than targeting an audience through other media channels; and thus very powerful mobile marketing options. However, it’s important to take privacy regulations into consideration when reaching people on a mobile device either through SMS, MMS or email marketing strategies.
Because these messages are considered automated calls, in the U.S. they fall under the Telephone Consumer Protection Act (TCPA) of 1991. Thus, make sure to handle them with detailed strategy.
Below are some best practices to consider:
- Give adequate notice to consumers about receiving messages from you (using a shortcode-based program).
- Get opt-in consent or confirmation forms before sending marketing SMS and MMS messages.
- Make it very clear how someone can opt-out of your campaign programs.
- Be personal, respectful, and clear.
- Keep the text content under 160 characters.
- Don’t use slang or abbreviations.
- Offer the recipient something of value.
- Make it clear who is sending the message.
- Craft a clear call-to-action.
- Use compelling images.
#8. Use Barcodes to Streamline Your User Experience
Another way to provide relevant information as quickly and seamlessly as possible to mobile users is through the use of QR codes or barcodes.
One of the most popular uses of QR codes among consumers is for comparison-shopping. Here, customers use their smartphones to scan an item’s QR code to compare prices online and in-store. QR codes are also scanned by users, who are then taken to a specific web-page that the QR code is attached to.
Whatever you’re using QR codes for, they should ideally act as shortcuts for connecting and accessing valuable information or function into the hands of your customers and prospects. Generally, barcodes shouldn’t take your customers to your home page, rather, it should take users to the specific, targeted content, form or product.
How to Use QR Codes on your website:
- Taking them to a campaign-specific landing page
- Functioning as a Facebook ‘like’ button for your business page
- Offering detailed info on a particular product or group of products
- Taking them to a contact page or registration form
- Offering a coupon, and more
Final Thoughts: Best Mobile Marketing Strategies & How to Use them
Mobile technology is moving at a speed and your company must be able to move with it successfully. Everything that can be done on a desktop computer is now available on mobile devices. From opening an email to visiting your website, to reading your news content; local business information is now accessible through a small mobile screen.
Now you see why your business need Mobile Marketing Strategies? Mobile marketing allows you to directly participate in your customers’ buying journey; by streamlining their mobile experience, and providing them with timely info.
Using mobile marketing strategy is a large chunk of any growth hacking marketing campaign and can give your brand or company an edge over the competitions. As a leading corporate branding and digital marketing agency in Nigeria, we can help your business stand out by implementing effective Mobile Marketing Strategies.
From email marketing to Pay Per Click advertising, content marketing for SEO, social media marketing and mush more, there are different mobile marketing channels to reach your audience where they are most comfortable. Optimizing your website and email for mobile devices, taking advantage of the SMS and MMS channels, and building a mobile app for your most highly engaged audience are all big projects and we’re glad to be a part to your business developments.
As your on-demand mobile marketing partner, we can start on a good note by creating your buyer personas – getting a clear idea of where and how the majority of your target audience spends their mobile time. Through analytics, we can gain concise report and data of your target audience and consumer insights. The idea here is to find a mobile marketing company or agency that knows mobile marketing strategy and technology better.
Contact us now to discuss your mobile marketing services.