Mobile marketing is quite a new term in the marketing world and is one that isn’t that familiar with a lot of businesses.
It’s using a digital marketing strategy that’s targeting an audience on there smartphones tablets and other mobile devices by way of apps, social media marketing, SMS, email marketing and websites (this includes landing pages).
Most of the marketing rulebooks have had to be torn up with the emergence of mobile. It has completely disrupted an industry that was fairly stable for quite a few years.
It’s disrupting the way people engage with major brands, the way in which they access information, the way consumers are researching products and services. Even the amount of times they are accessing their email has changed.
There are many global marketing strategies you can use today. However, the most effective and relevant in this article is mobile advertising. This means understanding your mobile audience and designing your content with them in mind. From here we can look at things like remarketing and retargeting, using SMS and producing mobile apps.
Every niche and industry are different. The way in which you build a mobile marketing strategy will also be different.
It’s important that the one you develop for your business is unique and that specifically targets your niche.
The good news is, with the technology we have today we can very easily customise and personalise everything so that our target audience feels that we talking to them and they’re not just a number in a spreadsheet.
Understanding your mobile audience is very similar to understanding your audience on a desktop. We need to craft a buyer persona (a fictional representation of your client).
A buyer persona can be found by using analytics such as Twitter Analytics and Google Analytics. These tools help you build a profile of your perfect client by looking at their demographics such as age, gender, geographic location etc.
Knowing how much time they spend on their mobile is also key. There will be some of your clients that don’t feel that comfortable about making purchases on a smartphone and one of the easiest ways of doing that is by researching mobile usage:
Did you know that 65% of all email is first opened on a mobile device or that 95% of adults primarily use their smartphones to access content/information?
This is where Google Analytics comes in because it allows you to monitor your sites mobile traffic numbers. If you start understanding this data as well as surveying your clients you should be able to build up a good understanding of just how much they’re using their mobile.
Similar to the desktop you also have the ability to A/B split test two versions of the same campaign. You can test things like headlines, using short or long copy and even different images.
With this data, you can go even further by monitoring how well your email campaigns work with certain landing pages and work out if you get a better response on a weekday, weekend, in the morning or in the evening. And as we discussed earlier, we can also look at subject lines to find out which one gets the best click-through rate.
With all this knowledge you should be able to develop a really comprehensive mobile buyer persona for each campaign.
So what exactly does success look like for you and your team?
If you don’t know this then you need to ask a series of questions:
What are you doing at the moment with regards to mobile marketing? This will be your main starting point and it’s important that everyone in your team is on the same page.
If you’re already doing a little mobile marketing, how well are those campaigns performing? By asking this question you can identify the things are working, things that aren’t working so well and what you can improve upon.
As discussed earlier, who is your key audience and how can you better serve them based on their buyer persona?
How are you reaching your clients across the mobile channel and where are you getting the best results? This will vary from company to company and niche to niche.
Some companies might do really well with their content marketing strategy whilst others are seen some great results with the paid media strategy. Whichever one is working the best, analyse it, improve on it and see if there are other opportunities and other channels you can use.
KPI’s are what we call in marketing terms as Key Performance Indicators. Like any marketing strategy mobile marketing needs to be tested so that it can be optimised.
If you have realistic and measurable KPI’s then you should see some good results.
So what is considered a success?
Engagement – If you provide mobile-friendly content for your potential clients at the point in time in which they are searching for the information, then that is a success.
Acquisition – Getting in front of your potential client when they are searching for solutions to their problems is one thing, converting that potential client into a lead is another. That’s why it is important to have clear “calls to action” in your copy. Ensure you have clear call to action buttons and make sure your landing page is mobile optimised.
Customer service – It’s extremely important that you allow your customers easy access routes to get in touch with you such as simple “click to call buttons” and help assistance (normally found in the bottom right-hand corner as a pop-up).
So how can you identify the right KPI’s for your mobile marketing campaign?
Ask yourself the following questions:
Am I looking to increase conversions via my email messages?
Am I looking to improve traffic levels to my lead Generation pages and sales pages?
Is there a way to better qualify my lead prospects?
Is there a better way of improving our calls to action so that we get high conversions?
The easiest way for most small businesses to monitor mobile usage is to check Google Analytics.
This data should show you how well your mobile content is engaging your audience. it will also indicate which of your landing pages and sales pages still need to be optimised for mobile browsing.
one of the best ways or tracking your mobile visitors is the focus on overall volume, the demographics and they’re buying patterns. Once you’re armed with this sort of data you can then work on optimising your mobile website.