Whether you are just starting to dip your feet into the mobile marketing pool or have been swimming in it for quite some time, it’s always refreshing to take a look back at the basics to see if you’re heading down the right track. The definition of success varies greatly from marketer to marketer and from goal to goal. However, the key components of successful mobile marketing campaigns are quite simple and common amongst marketers. With so many channels, strategies, and shiny new mobile devices, it’s easy to overlook the basics. Let’s take a dive into five things marketers should base their mobile marketing foundation on in order to boost efficiency and conversions.
Get Mobile Ready
First and foremost, if you’re working on mobile targeted campaigns, be sure to have a mobile friendly (or at least responsive) website and test it on multiple screen sizes. You want your users to have an effortless experience, so keep in mind that navigating on a smaller screen can be challenging. If you haven’t created a mobile friendly site yet, do so before launching your mobile campaigns so your budget doesn’t go to waste.
Know Your Customer
As you begin marketing to your customers, be sure to tailor your campaigns toward your target audience. Know where your customers come from, what they are looking for when visiting your website, the types of devices they are using, and even how tech savvy they are. As you strategize, analyze your audience and determine whether you can provide them with a product, service, reward, or solution via downloads, scans, opt-ins, sales, and so forth – all while using your budget to achieve optimal results. If it doesn’t work for your audience, don’t waste your time and money. Study your customers so that you can impress them all while achieving your campaign goals.
One of my favorite and highly recommended methods of reaching out to customers is through opt-ins. To utilize your budget most effectively and to keep your customers coming back for more, setting up an opt-in database can provide both you and your customers with a great experience. By doing so, you can later customize and control the messages you send out, all while revving up your campaign ROI. Relevancy is key. Keep your customers interested and they’ll be loyal.
Map out your customers’ questions and problems by providing answers and solutions. By determining the challenges your potential customers have, it will allow you to develop more compelling messaging. Add value and save time for the user. Whether you decide to use SMS, email, or other mobile methods, be sure to offer relevant offers and content.
Keep It Simple
I’m sure many of us have experienced this at one time or another, but it can be quite painful when trying to navigate a website on a mobile device that has excessive content, no direction, and way too many options. Don’t frustrate your users and provide them with a terrible experience. They WILL go elsewhere. Compared to desktops, mobile devices have extreme space limitations, so be sure to keep content – whether text or images – clean, clear, and to a minimum. Less is more when it comes to mobile. Use a simplistic approach by limiting steps and options in order to deliver value efficiently and quickly to your customer.
Lastly, how do you determine success? Regardless of the type of campaign, it’s important when executing one to have defined key performance indicators, or KPIs. Ask yourself, what are you trying to measure? Perhaps they are downloads, sales, scans, opt-ins, or other objectives. Set clear and realistic KPIs, such as “collect x email addresses by x date,” or “convert x amount of customers at an average cost per action (CPA) at $x”. KPIs are the metrics that define what we want to achieve and indicate success.
The mobile marketing landscape is still booming and provides a fertile opportunity to marketers. Build out a mobile friendly site, understand your audience, provide solutions to problems, keep it simple, set KPIs, and track data properly in order to measure success. Whether you market on smartphone, tablet, or even desktop, be sure to use the device to your full advantage so you can successfully showcase your brand across all channels, stay ahead of the competition, and drive the most conversions possible.
Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she led a variety of marketing and communications projects at San Francisco startups. Becky received her bachelor's degree in English from Wake Forest University. After living nearly a decade in San Francisco and Seattle, she has returned to her home of Charleston, SC, where you can find her enjoying the sun and salt water with her family.