Mobile optimisation of your website is important, but that is just one part of the user journey. To get the best results from your efforts, it is key that you optimise your full marketing campaigns for mobile, if your customers are using mobile.
Think about every touch point your customers have with you from the moment they hear about you to the purchase, and then the communication following purchase. Each time they hear from your or interact with you needs to be optimised for mobile if they are using mobile at that point. Here we will look at a selection of marketing tools and how to use them for mobile consumers.
- Advertising: Often the first point of contact, paid advertising can generate sales directly and / or increase awareness. It can also be the first point of contact before a sales funnel that eventually leads to a sale. Through such advertising platforms as Google Adwords, you can target your advertisements to mobile users by increasing or decreasing those bids. If you are using graphic adverts, you need to make sure they display on the smaller screen.When planning your advertising campaigns and targeting mobile users, it is important to think about the experience. What are they doing? Are they likely to buy? If you find that your adverts don’t generate clicks on mobile, then maybe think about using mobile adverts for data capture, with wishlists, send to a friend, email signup and competitions.
- Social Media: More and more of us are accessing social media on mobile, so there is a good chance that many of your social media followers view your posts on their smartphones. To keep your posts optimised for mobile, without alienating your desktop and tablet users you can:
- Keep the amount of clicks down: Wherever possible, keep your users where they are. Don’t push them to unnecessarily click through to websites if you can give them the same information and experience in an image or a line of text. If you do require someone to click a link, don’t bombard them with adverts once they get there.
- Don’t over complicate: Pages and pages of text in a post can be irritating on mobile, so don’t bury the lead, keep it simple and think about whether you would want to read it all on a smartphone.
- Direct Marketing: This can be used both before a sale and after a sale and digitally, email is the most common method is through email marketing. However, mobile has brought in SMS among other methods of communication.
- Email Marketing: Make sure your emails are responsive and display well on a mobile handset.
- SMS: If you have mobile numbers for your customers, you can provide useful and brief information on SMS. Text messages are best used for customer retention, rather than customer acquisition and generally work well for things like reminders and notifications. There are various services that provide SMS messaging and you can generally choose between a plug-and-play option that works in a similar way to MailChimp or an API service that you add to your CRM.
- Payment Method: These days there are plenty of options for quick payment, so make sure you test out your payment process on mobile. Is it too complicated and fiddly? Sometimes entering credit card details can be annoying, so many mobile shoppers prefer using PayPal.
Optimising full marketing campaigns for mobile can be a daunting task, but here at b:web we offer digital marketing services to help you. If you would like us to manage the marketing for your business, please contact us.
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