To Reach an Untethered Audience
We’re seeing that mobile marketing is a hot trend for 2014. When setting up your marketing campaigns, it’s important to address the portion of your audience that will view (and hopefully respond) via their mobile devices. If your product or service is complex, the sales cycle will most likely bridge multiple devices including desktops, laptops, tablets and smartphones. When setting up your marketing initiatives, keep these mobile marketing tips in mind.
Gotta Have a Mobile-Friendly Site
Having a mobile-friendly site is fundamental. Not only will it help with improving results of your mobile marketing, it also addresses the variety of screen sizes used for desktops and laptops. A mobile-responsive website will ensure your mobile marketing campaigns deliver a seamless user experience where menus are touch-screen compatible. If you’re not sure what percentage of your website traffic is coming from mobile, go to Google Analytics. You may be surprised at the size of your mobile marketing audience.
Focus on the User Experience
This mobile marketing tip is all about testing your campaigns for readability on a small(er) screen. Is it easy to read and respond to your offer on 3″ screen? Do you have a clear call to action? What’s the experience when filling out a form with a touchscreen keyboard? If you don’t already, be sure to do quality assurance testing across various browsers and devices before launching any campaign, especially a mobile marketing one.
Make It Fast
We’ve mentioned that page load speed is an element of White Hat SEO. Google pays attention to sluggish sites. More importantly, human audiences are impatient. Your mobile marketing campaign may be beautiful, using graphics and photos that are eye-popping… but if your audience bails four seconds after landing it doesn’t help your ROI.
PPC Mobile Marketing Tip
If you’re already investing in online advertising (e.g., Google AdWords), you might consider specific campaigns directed to your mobile marketing audience. Here’s a quick checklist to make sure you make the most of your mobile advertising:
- clean, crisp design that complements your website brand. It should look related, but you may eliminate elements like busy sidebars to cater to a smaller screen.
- clear call to action with an eye-catching button. Don’t leave it to chance as what action you want your visitor to take next.
- click to call functionality makes it easy for a prospect to call you without having to dial manually.
Lastly, re-marketing can give your mobile marketing campaigns a lift… as your ads will follow your prospect even after they leave your landing page.
Contact Details & Search-ability
Sometimes your audience is searching for you on their mobile device simply to figure out how to contact you… either via phone, email or driving instructions to a physical location. This mobile marketing tip is all about making it easy to connect. Google Think Insights provides research on how mobile marketing is changing the search landscape.
Do you have a search feature on your website? If not, add it as it’s a best practice. Also double-check to see if your site search is getting tracked in Analytics as you may be missing out on a gold-mine of insight about your visitors and prospects. When you better understand what they are seeking, you can modify your site to make it easier for them to find it quickly.
Those are our mobile marketing tips. What would you add?
How can we help?
Need more mobile marketing tips? Want to drive more qualified traffic to your website in 2014?
We are the spectrum group online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.