More and more consumers are searching for businesses on their phones and tablets, leading marketers to create online presences that reflect this shift away from desktop-only searches.
Consequently, a lot of marketers have ticked the basic mobile marketing boxes. They’ve built a responsive website, established a presence on social media, and are creating mobile-friendly ad campaigns.
Once you’ve gotten those essential elements locked down, it’s time to take things to the next level. If you’re wondering how to improve your mobile marketing strategy, look no further; I’ve got five next-level tips to share with you.
1. Step Up Your Website Game
If you already have a mobile marketing strategy in place, chances are you’ve built out a mobile-friendly website. It loads quickly on all devices, and you’ve used responsive design so that it looks great no matter the screen size. Good for you!
Now it’s time to take things up a notch. Consider adding other mobile-friendly features that make it even easier for consumers to interact with your brand online. Include a click-to-call option on your website so that if they have a question and want to talk to someone on your team, it’s a seamless leap from your website to making a call to your support team.
Include social icons on your site so that it’s easy for consumers to navigate to your profile pages on social media as well. Remember that platforms like Instagram are designed to be used primarily on mobile devices. By linking from your website to Instagram, you’re encouraging those on mobile to check out the rest of your online presence and come to know another side of your business.
2. Use SMS Marketing
Some businesses are hesitant to text consumers. It feels like a whole new frontier, separate from their other marketing strategies. Plus, it feels too personal; do people really want to hear from a business via text?
Believe it or not, the numbers show that they really, really do. Seventy-five percent of consumers are okay with receiving texts from brands, if they’ve opted in.
And they’re more than just okay with it: They actually read the messages. In fact, consumers open 98% of SMS messages.
Even given these incredible statistics, relatively few businesses are using SMS marketing. Only 30% of consumers receive texts from businesses they patronize. If you’re looking to improve your mobile marketing strategy, there is a huge opportunity to move into the SMS game now before your competitors do.
3. Discover What AR Can Do for You
Augmented reality (AR) is an emerging trend in the digital marketing space. This technology allows you to overlay computer-generated imagery onto the real-world image displayed through a phone’s camera. And while it may sound like something out of a futuristic novel, it’s actually a valuable tool for marketers today.
AR technology allows consumers to give your product a try in the virtual world before they make a purchase decision. Furniture stores have used it to allow consumers to see how a couch or bookcase would look in their real room. Clothing brands are letting consumers “try on” shoes by simply pointing their phones at their feet.
While AR might not be the perfect fit for all businesses, if you can find a way to harness the technology that goes beyond marketing stunt and provides real value for consumers, you can create a highly personalized and memorable experience that paints your brand in a favorable light and can improve your mobile marketing strategy in a big way.
4. Invest in Geofencing Technology
Most of these other strategies involve interacting with consumers who already know about your business. They’ve navigated to your website, signed up for your text messages, or downloaded your AR app. But if you really want to improve your mobile marketing strategy, it pays to think of ways to reach out to consumers who don’t yet have you on their radar.
That’s where geofencing comes in. This mobile marketing strategy allows you to establish a virtual perimeter around any area. You can set it up around your business, around a busy commercial area in your city or town, or even around your competitors’ stores.
When consumers enter the digital fence, you pick up their phone’s signal via GPS, and the geofencing system automatically sends them a notification about your business. You can send them a limited-time offer or provide them with a link to the appointment-booking page on your website.
The great thing about geofencing is that it uses mobile technology to introduce you to new consumers who are right in your neighborhood. If you show up in mobile search, it’s possible that the consumer could be many miles away and will simply never drive to your business, no matter how great your website is. With geofencing, you’re pushing your messaging out only to those in your immediate area, who you know are near enough to stop by and see you if you offer a solution they need.
5. Don’t Forget About Voice Search
If you’ve got the mobile marketing basics down, you’ve already undertaken a mobile-centric SEO strategy. But SEO is always changing, and voice search is going to be the next big influencer in the SEO game.
Currently, 31% of all mobile searches are initiated through voice; by 2020, that is expected to leap to 50%. But the tricky thing about voice search is that voice assistants only offer up one answer at a time. If your business isn’t the first one they mention, you might get overlooked.
To optimize for voice, you have to make sure your content is mobile-friendly and written in natural language. Voice assistants pull content based on the way the consumer asked the question, and people speak to their voice assistants in the same way they would to a real person. Finally, it’s important to make sure you’ve claimed your business listing on the major local listing sites — like Google My Business and Yelp — as that’s another source for voice assistants who are looking to pull relevant nearby business information for consumers.
Mobile marketing is not a new concept for most marketers. But like all of digital marketing, it’s changing and expanding at a rapid pace. If you want to improve your mobile marketing strategy to speak to where mobile is today and where it’s headed tomorrow, these five areas of focus are a great place to start.
If you’re looking for even more ways to improve your existing mobile marketing strategy, let’s talk.