Mobile Marketing Why and How

Friday, September 13, 2013

Mobile marketing is becoming more and more important across the board. According to researchers 22% of UK users have already given up the desktop for mobile forms of accessing the web (source: Mobithinking).

Why?

With trends like these only likely to increase over the coming years with mobile devices becoming more powerful and apps more clever, it's down to marketers to learn how to leverage mobile marketing to their advantage.

More companies than ever are issuing staff with mobile devices, people travel for work more now than before, they attend meetings and conferences with tablets instead of laptops, and more and more people are working from home than ever before, using their mobile devices to stay in touch.

In the B2B and Professional Services arenas this has largely been a neglected area of the marketing mix, but it is becoming more important than ever to jump on the train and to start ensuring that your firm is mobile ready. 

How?

Identify your mobile users, use Google analytics and see how much traffic you are getting from mobile devices already. This will enable you to see how much of an effect the mobile revolution is having on your business already.

Customise your mobile site, for mobile not for desktops. Take into account all of the capabilities of mobile devices but also the limitations such as the small screen, no mouse, limitations on not being able to easily type lots of text.

Don't make your users sit through the rendering of large images, if they are not on an unlimited data plan this is going to cost them money for a start, not to mention they will get bored waiting for images to download and it's likely your abandonment rate will jump up!

Make your content easy to get to, on a desktop site, it's easier to have content hidden away behind multiple pages that people have to click to get to. On a mobile site this is going to frustrate your users. It needs to be easy to navigate, and easy to find what they are looking for.

Use the features specific to mobile such as GPS, for checking in when they are at your offices, click to call functionality, QR codes for people to land on targeted landing pages.

Create content specifically for the mobile market. Make the content for your mobile sites shorter, to the point and less wordy. Make sure that people don't need to scroll through lots of words to get to the heart of what you are trying to say.

Make sure that your e-mail marketing is mobile friendly by creating plain text and HTML versions which will easily display on mobile.

Ensure you have written descriptive alt text on images so that if they don't load on mobiles, the users know what should be there.

Make sure that your subject line is clear and inviting. You don't want to end up in somebody's delete folder because you had an univiting subject line which they didn't feel compelled to read.

Don't hide who you are in the Sender field, make sure whoever the Sender is in this field, is somebody recognisable to recipients. Somebody respected within your business who's emails are less likely to be deleted.

Make sure you integrate your mobile campaigns with your inbound marketing plan, make sure that all of your mobile marketing activity is integrated into your CRM system for logging and tracking.

Use mobile to help move leads through your sales funnel. If you've got a prospect who has initially engaged via mobile you know this is a good way to continue to engage with them, so don't try shifting them to something which suits you better, work with them.

Ensure that you have calls to action throughout your mobile marketing, mobile site, e-mails etc. Keep your users engaged and wanting to come back to you.

Integrate paid search by using Google Mobile Ads to drive traffic at your mobile site. This way you get targeted mobile traffic.

Get the best of both worlds and use a mobile app and a mobile site. Users have preferences with some preferring one over the other, but the preference is split. Why keep your foot in one world and miss out on the potential business of the other? You can also develop iPad apps where there is much more scope for development due to the bigger screen and capabilities.

Get a shortcode for your business so that people can easily SMS you and/or respond to SMS from you. You can run SMS polls, send news blasts via SMS, and ask for feedback. 

If your site auto-switches to the mobile site on recognising somebody is using a mobile device, give them the option to switch back to the full site if they want to. Sometimes they will be after some functionality which is lost in the mobile site and they will actually want the full site even though it doesn't look or work as well in the mobile interface.

Legal Bits
Always make it easy for people to opt out of any marketing you do, data protection laws are there to protect the people you are mailing so don't make life hard for them as this will impact negatively on you.

Ensure your privacy policy is easy for users to access and that it is clear on how you will store and use their data. Be honest, and make sure that you do store their data securely. Check out the CAP Guidelines for information on data management specific to mobile marketing.

If Terms & Conditions need to be adhered to by the user make sure that they are clearly visible, don't hide them away, this makes it seem as though you have something to hide.

Test, test, test
Whatever you decide to do, always test everything in everything. You may have built your email, or web app for one device but you can guarantee someone will open it in something else. So make sure it opens appropriately in everything you can think of. Or that there are good diverts in place. The rule for everything online is to test, test test!