A mobile marketing strategy includes smartphone and tablet targeting, optimisation and reporting to enhance presence on the many mobile devices that are available.
With the recent growth in mobile usage of over 400% for searches and purchases, businesses can no longer afford to ignore customers who are increasingly using mobile as part of multi-channel shopping.
So, mobile traffic cannot be ignored, and here are 10 mobile marketing strategy tips you should implement now:
1. Plan your strategy
Create a mobile marketing strategy to plan how you will target mobile users with your product and service offers. The strategy should detail how your target audiences are using mobile to search, browse and purchase products. For a retailer for example, that means understanding the relationship between mobile search and purchases and how that relates to desktops and if they use their Smartphones for showrooming (examining a product in a shop before buying it online).
2. Research your market
Find out who your target audience is and target the segments that are most relevant for your business. Remember many people use their mobile to search but they use other devices to make their purchase such as desktop, laptop and visiting the store in person. Knowing this as it relates to your sector will help you pick the best strategy including keywords and ads to target on mobile.
3. Define your objectives
Having identified your markets and the mobile strategy you want to implement, now you should create marketing objectives that are relevant and specific to your business. Use Google Analytics to research your key metrics like session and visitor counts, bounce rates, average time on page, mobile devices used and then create objectives for these.
Mobile Marketing Strategy Tactics
The following tips are the tactics that help you to achieve your objectives and meet the needs of your customers:
4. Mobile responsive website
Making your site mobile responsive is more important than ever, due to the recent announcement by Google that sites that are responsive will benefit from higher rankings on mobile devices.
You can test how mobile responsive your website is by using the free tool here https://www.google.co.uk/webmasters/tools/mobile-friendly/
If you are on WordPress, there are thousands of responsive themes that you can download and use for your site. Overall, a mobile-responsive site is a good user experience for your website visitors and it leads to greater visitor satisfaction.
5. Create mobile ads
If you run Google Adwords campaigns, you should create mobile ads if you have specific offers for mobile users. Many local businesses like restaurants use this effectively to show timely offers and with a telephone number available, visitors can call directly from their mobiles.
6. Create a mobile site
The debate over creating a mobile responsive site versus having a mobile website has been raging for a while, however a responsive site has suddenly become more important as explained above. However, a mobile website is still a viable option because it allows you to easily structure how your site looks on mobile devices.
7. Create a mobile app
For online retailers, shoppers are increasingly downloading apps to make their searches and purchase of clothing, footwear, accessories and others a lot easier. Also, they are doing this to get coupons which are easily available on apps and encourage purchase. Retailers without apps are losing customers and the opportunity to create loyalty, to their competitors that have apps.
8. Increase mobile bids
If you advertise on Google, you can adjust your mobile bids and increase them to gain more prominence on these devices. You can also choose which networks see your ads and which devices too, by adjusting this in your campaign settings and then increase bids for your choices.
9. Localise your mobile marketing strategy
Mobile is also prominent for local searches and for people on the go, finding services is easier and quicker on mobile devices. So you should create a Google My Business account and create listings for your business to appear on Google Maps and for other searches.
10. Track and report
An effective way to track and report on mobile traffic is through Google Analytics and creating profile for mobile traffic. This simplifies your reporting and makes it all look less cluttered. You can even filter this further for specific countries that you are only interested in marketing to.