As entrepreneurs, we learn early on the importance of using a great marketing strategy to scale our businesses. But what happens when everything we’ve learned is swept out from beneath us? That’s right, mobile marketing is taking over, and it’s a whole new beast: not only do people absorb information through mobile differently, but users also have differing expectations for mobile experiences.
How do I know? Because I happen to be a mobile app developer myself! I’ve built my business’ mobile marketing strategy (MMS), and have duly advised over a hundred clients on how to invest in thoughtful (and successful) mobile marketing strategies themselves.
Here are 7 things you can do to make your MMS investments successful:
1. Don’t Work Alone
The number one thing you can do isn’t about software: it’s about engaging your whole team in developing mobile marketing solutions.
Remember, the people in your employ are mobile users themselves, and they know your brand inside and out. They’re in the best position to give you qualitative user feedback for any of your mobile marketing initiatives. And hey! It’s also a sustainable way to maximize the knowledge capital you already have.
2. Know your Options
As with any endeavor, it's critical to orient yourself in the space before getting in too deep. For instance, many of my clients think they know all the ways to market via mobile, but they’re often surprised when I show them even a few of their options:
- SMS marketing
- App-based marketing
- Mobile Social Media
- QR Code Marketing
- Bluetooth marketing
- Location-based services
Were some of these new to you, too? Then it may be a good idea to consult with a mobile development agency before moving forward; they can really clear up any remaining questions you have about mobile marketing strategies. In fact, even one consultation can give you some insight on what to expect when you begin marketing via mobile.
Industry Tip: When outsourcing custom app development, remember that the best development agencies these days are committed to client education and transparency from design to deployment, so be sure to look out for an agency that has a systemized approach to mobile app development.
3. Invest in Analytics
Even some of my most successful clients have come to me without any prior knowledge of the power of analytics, so don’t worry if you’re in the same boat. What I can tell you is that investing in analytics has led to a tangible increase in my mobile marketing returns, every time.
I won’t get into the how-to’s of analytics here, but this article might give you a fairly good start.
To continue, I use Google Analytics for our marketing analyses, you have a few options depending on your marketing stream. Some social media or blog platforms have basic analytics features built in, but I would advise going with a system that gives you mobile-specific data, like whether your customers are logging in through iOS or Android devices. These small insights into mobile user behavior can then be used to personalize your mobile message and increase overall conversions.
4. Optimize for Mobile
Mobile requires personalization, but it also requires customization. Mobile is a different medium than a desktop webpage, meaning the technical aspects of your layout should be different as well.
Whether you’re creating a whole new mobile application for your business, or simply optimizing your existing webpage for mobile, here are a few optimization aspects to consider:
This is critical. The mobile version of your site or mobile application should load quickly, or users will abandon you. Think With Google is a great way to see how quickly your page loads.
Typing on a smartphone is trying as it is on a small screen, so remember to keep any forms that you’d like potential clients to fill out short. Try to include pre-filled options where you can.
Make sure there’s an easy viewable option for closing any mobile alerts you may have included on your “home” page - it can often be lost in the sidelines, and users will abandon your site if they can’t get to the information they came for quickly.
As a side note, you can further test your site for mobile optimization using tools like Google’s PageSpeed Insights, or build responsive mobile email designs with Litmus.
5. Think Like a Mobile User
If you’re like me, you probably don’t want to think about how many times you look at your phone on average, but estimates put it at about every 12 minutes! With so much power over our brains and attention-span, it’s no wonder that mobile technology has altered a consumer’s service expectations.
Think of it this way: mobile users often feel that they are interacting in a “private” space when on their phone. This privacy thus increases the efficacy of more targeted and intimate marketing campaigns - when users feel an ad (or article, or product) speaks to them, they are more likely to engage.
6. (re)Brand for Mobile
One of the biggest mistakes I see clients make is to use the same message for their web or in-store branding as they use for their mobile site. And while the three need to intersect, consumers have different priorities when they’re (literally) mobile.
Here are a couple of things to consider when re-aligning your message for mobile:
- Optimize for Local: Almost one-third of search queries have local intent. How can your mobile marketing plan better cater to local audiences?
- Millennials are the next largest mobile consumer demographic, but they’re also a generation of headline scanners. Catch their attention in two seconds or less with a great hook in your search results caption.
Investing in a mobile strategy can seem like a lot of work, but the task is in fact really freeing! It’s an arena that allows you to be creative and engage with your users where they stand. Best of all, it’s a science lab where you can begin your company’s journey into the future.
So experiment! Don’t hold yourself back. It’s in these early testing phases that you’ll begin to see where your greatest engagement comes from. You can literally have fun with it, choosing a few loyal customers on which to test your more “out-there” engagement strategies and scaling them up from there.
Scaling up Your Success is Possible in a Mobile World
Truly, there’s no room for standing still in the world’s fastest-growing marketplace, which means you need a flexible, scalable mobile marketing strategy for your business. Making a habit of using successful digital marketing tactics and strategies will only benefit your personal growth, meaning you’re well on your way to better understanding mobile marketing for your business.
Joe is the founder of TopFlight Apps , an award-winning app team of entrepreneurial designers and developers based in Irvine, California. We are one of the leading healthcare app developers in Orange County and our clientele include Stanford Medicine, Medable, and Merck.