The way people consume content has changed dramatically within the past 5 to 10 years. This makes it imperative for startups and small businesses to understand what mobile marketing is, it’s different types, and how to integrate an efficient mobile marketing strategy into it’s business in order to stay competitive and grow.
Mobile marketing is different from other methods of marketing because it lets businesses get directly in front of customers on devices they use all the time — smartphones and tablets. From mobile check-ins to text messages, to emails and social media, mobile marketing can help startups and small businesses boost sales when they send coupons or offer discounts, sales, or promotions to customers. It’s smart to reach out to customers on the devices they constantly have in their hand – that is why mobile marketing impacts both online shoppers and walk-in customers, too.
The growing number of smartphone users around the world are driving mobile marketing. This in turn has increased mobile online traffic to 57 percent compared to 43 percent for desktops. Four out of 10 online transactions are now made from mobile devices. 51 percent of consumes prefer to use smartphones for the entire shopping process.
Startups and small businesses can use mobile to engage with customers using measures that don’t require a huge budget or advanced technical knowledge.
Here are seven key tactics startups and small businesses can use to succeed in a mobile-first market:
Use a Mobile-first Web Design
The foundation for an efficient mobile strategy is using a mobile-first web design. Mobile-first web design means the design process begins with the mobile version of the site and is then modified into a responsive design that fits screens of all sizes including tablets and desktops.
Web design and SEO are like two peas in a pod. Web design influences many site ranking factors including site speed, behavior metrics such as time on page and pages per session and conversion rate to name a few. As a tool to bring in leads and sales, your website should be easy to use.
Optimize Your Site for Speed
In addition to a mobile-first design, a site needs a number of other features to be mobile friendly. One of the most important usability requirements is that your site should load quickly on mobile devices. The average mobile page takes 22 seconds to load, but 53 percent of visitors will leave after 3 seconds. Also, bounce rates drop 32 percent if you site loads faster than 3 seconds.
To be competitive, strive to make sure your site loads in 3 seconds or less. Google provides an online mobile-friendly test tool to help you optimize your site loading speed and other aspects of your site design.
Optimize Your Site for Local Search
The smartphone has become the primary digital tool for most consumers under 50, and the large majority conduct local searches with varying degrees of frequency. There has been massive growth in “near me” queries. Many of those queries also carry buying signals, such as “can I buy” or “to buy.” Small businesses need to be especially focused on local search.
Suppose your business is an Italian restaurant in Chandigarh. Your potential customers will be searching on their mobile devices, using terms such as “Italian restaurant Chandigarh.” They’re also likely to use local terms for neighborhoods, such as “Italian restaurant Madhya Marg.” The same principle holds true for any type of business in any location.
To optimize your site for local search, make sure you’re listed under Google My Business with all of your information, such as address, phone number and business hours. Think of local SEO when you create any content for your website. Put in plenty of local search terms (city, region, neighborhood) matched with keywords that people are likely to use when searching for your type of business. This will help you get more business from people on mobile devices.
Take Advantage of Texting (SMS) and Messaging Apps
Text-based marketing is attractive to businesses due to its urgency and intimacy. 85% of mobile device users prefer a text from businesses over phone calls or emails. Research shows that majority of users would pay more for a product or service that comes with text support, and feel more positive toward brands that offer mobile messaging. You can use text messaging to engage at every stage of the buying process, which becomes more and more important when we’re challenged to create better customer experiences across our entire customer relationships.
WhatsApp (a pun on the phrase “what’s up”), is the market leader with 1.5 billion monthly active users around the world. Users of messaging apps are willing to engage with businesses.
67 percent of mobile messaging app users expect to use chat more for communicating with businesses over the next two years and 53 percent of users are more likely to shop with a business they can message directly, according to Nielsen’s Facebook Messaging Survey.
Take Advantage of Push Notifications
Push notifications are crucial to any mobile marketing strategy. Notification is a standout amongst the most useful approaches to catch the short attention spans of today’s consumers and increase mobile traffic for your business. The key to effective notifications is utilizing them imaginatively that empowers commitment, yet doesn’t pester the buyer.
Push notifications are an incredible vehicle for taking part in this growing marketing trend where organizations convey a more light and humorous tone with their customers. When push notifications are imaginative, clever, or fascinating, organizations build this relationship and are much more likely to experience success from their endeavors.
Make Your Social Media Campaigns Mobile-Friendly
The growth of mobile devices and the rise of social media are two closely related trends. People using smartphones and other mobile devices are spending a lot of their time on Facebook, Twitter and other social media sites. That is the reason it’s fundamental to develop your social media efforts with mobile users in mind.
Make your content mobile-friendly. This implies focusing on shorter content, as people on mobile devices would prefer not to look through loads of pages. Mobile users also favor visual content such as images and videos. Test everything to make sure your images and other content are optimized for mobile.
Accept Mobile Payments
You can make things substantially more advantageous for your mobile customers by giving them mobile payment options. There are many services now, such as Paytm, Google Pay, Apple Pay, Venmo and others, that make this easy. This is more important for some businesses than others. If you sell products online, it’s essential. However, even brick-and-mortar businesses can benefit from this approach by letting people order and pre-pay on their mobile phones. You can also sell gift certificates this way.
If you’re selling items or services online, make the buying process as straightforward and streamlined as feasible for mobile users. Certain social sites, such as Pinterest and Instagram, now have “buy” buttons where customers can make purchases without leaving the site. This hasn’t quite caught on yet, but could very well change. You certainly have nothing to lose by using “buy” buttons where available. Aside from this, ensure clients can easily explore your shopping cart or get to your order page. Test the process frequently and fix any glitches or hiccups.
Mobile is an incredible medium for organizations to exploit, especially when it comes to marketing. Its straightforwardness, ease, and demonstrated achievement rates are only a couple of the numerous reasons businesses profit by it.The marketing world is changing every day as the number of mobile device users rapidly increase. Regardless of the size or age of your business, every company ought to be continually enhancing their mobile marketing strategy to capitalize on these consumer mobile usage trends.
iEntrepreneur: Your Trusted Partner in Creating a Mobile Marketing Strategy
iEntrepreneur is an integrated digital marketing agency that combines several strategies to help generate awareness and leads for startups and SMEs. Our careful approach focuses on the uniqueness of your brand and leverages digital methods including social media, SEO, SEM and digital marketing.
When you trust iEntrepreneur to create your mobile marketing strategy, you’ll experience an uptick in search, lead generation, business growth and profit margins. Ready to learn more? Contact us today.