We hear a lot about mobile marketing these days, but it can sometimes seem like nothing more than hype. After all, your site may not even receive much mobile traffic, so why bother with it? Perhaps it is all just the latest trend that will soon pass.
But mobile marketing is far more than that. It is here to stay, and every year it is becoming more important. Here’s why you need to pay attention to the growth of mobile, along with how to go about doing so.
Why You Can’t Ignore Mobile Marketing
You may have an excellent marketing strategy in place for both your online and offline activities. You may use agencies for event marketing and experiential marketing, and you may even hire mobile marketing agencies to organize marketing tours all over the country. This is all great, but unless you have a marketing strategy in place for mobile devices, you are almost certainly missing out on business.
The fact is that people are spending more time on their mobile devices. They are visiting more websites from their mobile devices, and they are also buying more—especially on mobile retails sites. In fact, some people don’t even use computers any more, and they exclusively use their smartphones and tablets. If you don’t have a mobile strategy in place, you are simply not reaching these people at all.
Google is also prioritizing mobile friendly sites in the search engines. Following its algorithm update earlier in 2015, if your site is not mobile friendly, you won’t even get a look in when people search for your products and services from their phones and tablets.
If you are not yet focusing on mobile, you can bet that your competitors are. If you wait too long, by the time you get in the game, it will already be too late. So make sure you are leading the way rather than playing catch-up.
Having a mobile strategy also helps to improve your brand image. When people check out your website and cannot find their way around because the text is too small and the images don’t load properly, this affects your image. People now expect you to have a mobile presence, and a good site will ensure they have a better opinion of your brand.
How to Optimize for Mobile
If you want to get your mobile marketing strategy up and running, start by designing a fantastic mobile website. This goes beyond using a plugin to make sure it is viewable on mobile devices. In addition, you will need to think about the purchasing process.
People buy in a different way on mobile devices, and you may need to simplify the process by streamlining it or by introducing alternative ways to pay rather than having to enter credit card details, which can be fiddly on mobiles. Responsive design is one of the best options, but it may not be the right option for you, so talk to your designer.
Click-through rates for mobile ads are going up, so people are more likely to click on your ads. This means you can take advantage of various forms of mobile advertising like PPC ads. If you want more people to call you directly, you could include a number in a mobile PPC ad by using call extensions in Google AdWords. This makes it easier for people to call you on the go, and you can set the numbers to display only when you are available to receive calls.
If you use email marketing, optimize your emails for mobile devices. People read their emails on their mobiles, so make your content easy to consume. Think about the length of the subject line and the type of content you include. Make CTA buttons that can be clicked on an resize your images to be more mobile friendly.
You could also incorporate QR codes into your offline ads. Allow people to snap the QR code with their phones and visit a dedicated page on your website, perhaps to take advantage of an offer.
This is just the start, however, so check out some more tips online, such as these tips at Forbes, and decide which techniques you can implement to start taking advantage of mobile marketing today.
Time to Get Serious with Your Mobile Strategy
If you have not yet taken your mobile strategy seriously, now is the time to do so. Having a mobile strategy in place is only going to become more crucial over the coming years, so it makes sense to start as soon as possible to make sure you are ahead of your competition. Start thinking seriously about what you can do to give your mobile marketing a boost, and make sure you are not missing out on the growing influence of mobile devices.
Jenny Lewis is an independent brand consultant. She is always keen to share her insights with a wider audience online. Her thoughts can be found on various relevant websites.