After all, if the digital age has changed the way consumers interact with businesses, businesses have to change the way they interact with consumers. In other words, considering that most businesses fail because they struggle to generate enough leads and turn them into customers, businesses have to think of mobile marketing strategies to reach consumers who don’t adhere to traditional marketing models; they have to turn mobile devices into well-oiled lead generation machines. Thankfully, the how to do mobile marketing and generate leads is exactly what we’re going to be covering today. Before we get to that, though, let’s go over some mobile marketing statistics to truly understand why it’s important to inject mobile marketing techniques into existing strategies.
Mobile Marketing Statistics
If you want to know why you should delve into mobile marketing, it’s because the total number of global mobile users has been increasing for the past couple of years. For example, starting with 4.1 billion in 2015, 2016 saw an increase to 4.3 billion, 2017 to 4.43 billion, 2018 to 4.57 billion, and finally, 2019 is expected to see an increase to over 5 billion. Adding fuel to the fire is the fact that mobile users universally consume more twice as many digital minutes per person than desktop users, which means that you have twice as many opportunities to reach them!
As to where they’re spending theses digital minues, 89% of consumer media time is spent in mobile apps, with the other 11% in mobile web. Something else to say about mobile app marketing is that mobile app usage has been growing by 6% year over year, and this includes eCommerce apps. In fact, mobile shopping is the fifth most popular activity on mobile internet-using devices, and 80% of smartphone users even say they are more likely to purchase from companies whose mobile sites or apps help them easily find answers to their questions.
If that knowledge doesn’t push you to consider how to increase mobile marketing spend and revamp your strategy, then maybe the next five tips and mobile marketing ideas we’ll cover will do the trick.
1. Make Your Website Responsive and Mobile Friendly
The first tip we’re going to cover, to make your site responsive and mobile friendly, may seem obvious, but considering the number of unoptimized websites you’ll come across during a normal browsing session, it isn’t for too many people with a business today. For example, a website may be responsive, meaning that its content can be resized for any device accessing it, but this doesn’t mean that it’s mobile-friendly.
That is to say, if a website’s images are too large, or maybe there are too many render-blocking resources, its content may load properly, but its speed will be drastically reduced. When this happens, the vast majority of mobile users will simply abandon the website, which is absolutely detrimental for lead generation efforts.
2. Make Your Emails Responsive
If you have a responsive website that’s also mobile friendly, it makes no sense to have content that’s not suitable to appear on mobile devices, and this includes email. For instance, as a tried and true marketing tactic in almost every industry, email marketing is vital for lead generation, but efforts will fall short if the emails can’t even be properly seen when accessed—leads will turn into wasted opportunities.
To stop this from happening, you should implement responsive email templates that detect the screen size of a device and then “turn on” different sets of rules for that screen size, which means that everything—the fonts, images, layout, colors and navigation—will be modified to appear best on whatever device it’s being seen. In doing so, you’ll not only ensure that your offers are seen by everyone, but also that they’re seen in the best possible light.
3. Put out Some Mobile Ads
On average, smartphone conversion rates have gone up by 64% when compared to the average desktop conversion rates. In other words, if you were considering spending money this year on ads, mobile the way to go…at least for the majority of your ad spend. Apart from getting more return on your investments, another benefit of putting out mobile ads is realized when you think of the original purpose of an ad: to gain exposure and increase leads.
If gaining exposure is the goal, and ads are the tool being used, then smartphones and tablets, devices that your users most likely carry on their bodies at all times, should be the preferred medium. After all, in doing so you’ll be able to reach them at all times of the day, not only when they sit down and log into a desktop or laptop.
4. Pair Your Website with a Mobile App
Whereas mobile apps used to be constrained to brands with large enough funds to develop and create them, that is not the case anymore. Today, mobile app development is both cheaper and easier with the use of templates that only need to be tailored for each brand. With this in mind, and when you think back on the statistic saying that almost 90% of mobile time is spent engaging with apps, it’s easy to see why mobile apps are becoming an essential tool in many brands’ marketing strategies that allow them to engage with users on the device and medium of their choice.
5. Pair Your Website, Mobile App and Social Channels with a Chatbot
Finally, the last of the mobile marketing tactics we’re going to cover today is to pair your website, mobile app and social channels with a chatbot, which will allow them to support and respond to all your leads at any hour of the day. A little backstory for those who aren’t familiar with chatbots, they’re essentially AI-backed programs that can live on your digital properties at all hours of the day, and can respond to your users’ queries in real-time. As such, chatbots can act as both customer service and sales representatives, and are able to generate leads for you even when you’re sleeping.
Mobile marketing can be loosely defined as the action of sharing your brand and its offerings in a way that is optimized for smartphones and other mobile devices. Whether you’re doing it through an application, your website and social channels, or pretty much any of the types of mobile marketing mediums out there, the point is to make sure your entire audience has equally positive experiences with you, regardless of the device they’re using, so you can increase leads and get them to convert down the line. As to the how, here it is all over again:
Best of luck!
Matthew is a content writer for Aumcore, a digital marketing agency based in NYC that specializes in all things SEO. He writes on a variety of subjects that include tailoring a mobile SEO strategy to covering the latest emerging technologies.