Mobile marketing is becoming increasingly sophisticated. With the rise of smart phone usage, gone are the days of SMS being your only option for marketing to mobile handsets. This article looks at four different mobile strategies that will help you boost your bottom line.
There’s no question that marketing to mobile
users is now a necessary part of doing business
online. But which strategies should you zero in on?
Beyond simply having a mobile-optimized site or app, which strategies are most likely to improve user experience, while also boosting sales? In this post, we’ll take a look at four of the most effective mobile marketing strategies for driving engagement and conversions.
1. Optimize for micro-moments
Increasingly, we’re seeing users turn to their mobile devices for quick, in-the-moment advice, help or information. Instead of sitting down to research a topic or issue in depth, they’re more likely to take immediate action, and to expect instantaneous answers.
For instance: A user who performs a query like, “How much Advil to give a 12 year old” clearly wants one accurate, bite-sized piece of information in that moment. They don’t want graphs, videos, charts or an in-depth comparison of various painkillers. Google GOOGL +1.00%
has termed these “micro-moments
”. They have identified four types of micro-moments that business owners should be aware of:
- I-want-to-know moments: e.g., “What is the capital of Washington State?”
- I-want-to-go moments: e.g., “Where is the nearest grocery store?”
- I-want-to-do moments: e.g., “How do I cook a turkey?”
- I-want-to-buy moments: e.g., “Adidas CourtVantage sneakers”
In order to optimize for these moments, business owners need to anticipate ahead of time what their customers are likely to need, then create content that perfectly fulfills those queries. That content then needs to be available instantly, in bite-sized pieces – so users can easily find and use it while on the go.
2. Use QR codes to streamline user experience
One way to provide relevant info as quickly and seamlessly as possible to mobile users is through the use of QR codes. One of the most popular uses of QR codes among consumers is for comparison-shopping. According to a 2014 Harris poll (cited
by Harvard Business Review), 24%
of respondents said they use their smartphone to scan an item’s QR code to compare prices online and in-store.
Using a QR code for product comparisons means being present for those lucrative “I-want-to-buy” micro-moments, so their value can’t be stressed enough.
Whatever you’re using QR codes for, they should ideally act as shortcuts for getting valuable information into the hands of your customers and prospects. Generally speaking, they shouldn’t take your customers to your home page, but rather to very specific, targeted content.
Possible uses for QR codes on your site may include:
- 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 form
- Offering a coupon
There are many possible ways to use QR codes as part of your marketing strategy
. Just be sure you’re using them to actually streamline
the user experience – and not making it more convoluted.
3. Use hyperlocal marketing to connect at the city and neighborhood-level
More than ever before, consumers are turning to their smartphones for location-specific information. And I’m not just talking citywide information – I’m also talking hyperlocal
based on very small, specific geographical locations (like neighborhoods or even specific streets).
Here are some ways you can use hyperlocal marketing:
Get your mobile site or app ranking for location-based keywords (don’t forget to optimize for street and neighborhood names, not just cities)
Get listed in local directories and review sites (like Google My Business
Use hyperlocal advertising to geographically target your ads to mobile users in your area
Contribute to local publications (e.g., community newsletters, local newspapers, etc.)
Work on getting mentions, links and reviews on local blogs
Hyperlocal marketing can not only help boost local sales, it can help you build your brand’s reputation in your community. As local users see your content, listings and ads, they’ll become more familiar with your brand, leading to increased local brand recognition, trust, and sales.
4. Use SMS marketing to connect with users on-the-fly
There is huge potential when it comes to SMS marketing.
Consider these stats: According to Venture Beat
, the open rate for text-based promotions is 98%
. Compare this to around 20%
for traditional email campaigns.
According to SlickText
, the average click-through rate (CTR) for text marketing messages is 36%
– compared to email’s 6-7%.
And research suggests the use of mobile coupons is only going to grow over the next few years. According to Juniper Research
, there will be approximately 1.05 billion mobile coupon users
But while the opportunity is huge, many business owners are unsure how to use SMS and MMS (multimedia messaging service) to capture the attention of their subscribers.
Following are four ways to use SMS marketing effectively.
Offer a valuable incentive for signing up: Many people are understandably reluctant to hand over their phone number. Offering a significant discount can be enough to quell this reluctance.
Publicize sales and events: Send bite-sized announcements for product launches or other promotions.
Send appointment reminders for service-based businesses:Increase appointment show rates by sending timely reminders.
Customer surveys (the shorter the better!):g., “We want to know how we did! Reply and let us know.”
Mobile marketing lets you reach your customers and prospects anytime, anywhere. And with sky-high open and click-through rates, your efforts are more likely to have direct, positive results.
Mobile marketing allows you to directly participate in your customers’ journey. By being present for their micro-moments, streamlining their mobile experience, and providing timely communications via SMS, mobile marketing should be a key part of every business’s marketing strategy.
By/Source: Jayson DeMers, Forbes