If you’ve been reading anything about mobile marketing lately, you likely already understand that investing in it is basically a sure thing. Beyond that, how can you use mobile marketing to boost your business’s brand, not to mention your bottom line? Below are 7 ways to help you with mobile marketing in 2016.
7 Ways to Kill it With Mobile Marketing in 2016
1. Get Yourself a Strategy
There are times in life when spontaneity is the best way to go, and then there is your mobile marketing strategy. See the difference? To win with mobile marketing you 100 percent need a plan. Some experts advocate for the SMART method:
2. Rethink the Humble QR Code
The poor QR code has a bit of a bad rep, but that’s just because people aren’t sure how to use them. You can’t use a scannable code to deliver information on a bus ad or a bumper sticker, but if you stick one on an in-store display or a magazine ad, you’re bridging the real world/digital world gap (more on that in a minute) and you’re giving customers a way to research their purchase (and your product) easily and efficiently.
3. Make Your Brand Mobile Friendly
If you’re treating your mobile app or website just like you treat your full-sized (as in PC or desktop) website, you’re doing it wrong. Mobile sites have different needs, and if you don’t cater to those needs, you’re doing more damage than not having a mobile site at all. For starters, be sure you have responsive design, which will ensure that your site loads and reads well on whatever device consumers choose to use, and pepper your appropriately formatted mobile blogs with mobile friendly links – and throw in a fully operational m-commerce app while you’re at it.
4. Keep Up a Steady Flow of Content
A survey of smartphone users found that 80 percent check their devices within 15 minutes of waking up. People can’t wait to see what happened while they were sleeping, and what should be happening is your site – and app, probably – releasing interesting new content. It can be hard to keep up a steady flow, which is why hiring a company that specializes in content creation can be so beneficial. Those experts know what’s hot, what’s not, and how to support your brand and message using what’s happening out there in the “real world.”
5. Different Content for Different Channels
So now you have a desktop website, a mobile website, an app, SMS and email campaigns, social media… you can send all the same stuff to each channel, right? Yes and no. You can’t just duplicate content from one channel to the next because most people follow more than one channel and will get turned off by the repetition. Each channel should have some new content, some curated content specific to that channel, and some universal content that’s presented using a title and excerpt ideal for targeting that channel’s demographic.
6. But… Build a Cohesive Campaign
It sounds contradictory, but your different channels with different content still need to be cohesive. If you’re offering different deals on different sites or have even slightly different logos or color schemes, your branding will suffer and so will consumer confidence. Buyers want to know that if they buy through your app they can get continued service through your website and vice versa. Remember, you’re widening the network of opportunity, but that web still needs to be connected.
7. Understand the Power of Mobile Search
More and more people are searching for businesses using their mobile devices, and more than half of those mobile searchers are making purchases based on the businesses they find. That’s a great statistic for companies who are perched high on Mount Google, but if your website is nowhere to be found, you’re in big trouble. Incorporating local SEO, as in words and phrases that reflect your city, state, zip code, neighborhood, shopping center, etc., will get you in the game.
Text Marketer found that 60 percent of smartphone users are using those phones as their primary way to access the internet. It’s not longer a matter of splitting your marketing resources between desktop and mobile – the world is on the move, and if you want to stay relevant, mobile marketing (and the 7 smart tips above) are the way forward. Period.
What do you think of what I’ve covered so far? Will you start your mobile marketing campaign? I would love to read your comments below.