According to Strategy Analytics, the number of smartphones in use around the world topped 1 billion in 2012. With more people using their phones to connect to businesses with each new day, you simply can’t afford to phone in your mobile marketing strategy. Here, courtesy of CIO.com are 10 tips small businesses can use to reap big profits from their mobile marketing. The tips were compiled from mobile marketing experts across a wide range of companies.
1. Assess Your Readiness for Mobile Marketing
There’s no sense in driving consumers to your mobile brand — whether it’s your website or a mobile app — if you don’t create a great mobile experience for the consumer.
2. Launch a Mobile-friendly Version of Your Website
“Mobile Web surfers are a demanding bunch. If they visit your website and it’s not optimized for both the device they’re using and the different ways [that] mobile users behave, they will get frustrated and leave,” says Ken Barber, Vice President of Marketing at mShopper.com.
3. Use Responsive Design for All Pages Great and Small
One current mobile marketing trend involves the concept of responsive design, which automatically adjusts the layout and content of a webpage depending on the type of device and size of screen.
4. Target New Device Owners for Holiday Marketing
Take advantage of the tremendous number of new devices in the market after the holiday season with limited-time offers exclusive to mobile users.
5. Keep Your Mobile Site Simple & Easy to Navigate
“If your mobile marketing efforts direct users to an app, keep the app simple,” says Matthew David, Chief Digital Strategist of Compuware’s Mobile Solutions Group, adding that the most functional apps, such as Instagram, are task-driven and straightforward. “Not only can simple apps be built quicker, they are easier to navigate … [and] load faster. If your content takes more than three seconds to download, you increase the risk of losing your potential customer.”
6. Be (Extra) Smart With Text Message Marketing
Barber says any text message sent to a mobile shopper must offer something worthy of the very personal interruption. Research by mShopper.com shows that mobile subscribers respond best to specials that are limited-quantity (Only 10 left!) or limited-time (48 hours only!), as well as those that offer exclusive information (We’ve just launched a new product!) and helpful tips about how to use a product (Watch this helpful video).
7. Take Advantage of Mobile Social Media
Don’t discount social media in your mobile marketing strategy, says Compuware’s Matthew David. “Today, more than two-thirds of Facebook users access the service via mobile at least some of the time, and more than one in six people exclusively use mobile phones to access Facebook.”
8. Don’t Silo Mobile Marketing
Understand mobile’s place. It’s important to know where in the mobile funnel a brand sits — and where it eventually wants to be. “Brands need to continue to build awareness and differentiation amongst competitors while driving direct sales activities across devices,” says Mark Strecker of Amobee.
9. Optimize From the Ground Up; Make It Live Off the Device
From creative to targeting to measurement, mobile campaigns need to take full advantage of the medium to get the best results. If executed correctly, targeted mobile advertising provides brands with the ability to measure precise brand engagements, behavioral analytics and app rank.
10. To Succeed, You Must Test, Test and Test Some More
When testing, it’s important to isolate one variable to test at a time. Your tests could include the color palette, the words in your headline, the placement of your forms or different images. “Big changes to the design and content of your pages can be beneficial to attracting and converting mobile users, but you may also find that the smaller, simple tweaks to your pages can have a big effect as well,” Jeff Shearer of Egencia says.
For a more in-depth look at these 10 useful mobile marketing tips, click here.