In case you haven’t heard, Elon Musk called us cyborgs. Seriously, he recently said in an interview that “people don’t realize — we are already a cyborg because we are so well integrated with our phones and our computers. The phone is almost like an extension of yourself. If you forget your phone, it’s like a missing limb.”
Similarly, as a marketer, if you forget to include a mobile marketing strategy, you’re missing out on a big portion of potential traffic for your website.
According to Statista, mobile devices made up 54.8% of global internet traffic in 2021. The most popular activities include watching videos and getting on social media. More than half of people use their cell phones to get online daily.
As with most promotional efforts, if you don’t develop a plan of action, you can waste a lot of money with very little results. Here are the best ways to support a smart mobile marketing strategy and reach new clients.
1. Audit Your Performance
Are you aware of how well your site currently performs for mobile users? Take the time to test how your site looks and functions on a variety of handhelds. Pick up your own smartphone and tap every link and button to ensure things work as they should.
Take the time to fill out forms. Can the process be simplified? You don’t want to lose potential leads because they grow frustrated and bounce away. Look for third-party integrations so they can choose to use Facebook or Google information with a single click and not punch in actual characters.
2. Study New Technology
Every year, new smartphones hit the market. Manufacturers come up with different features and they can impact the way your user interacts with websites. Some of the latest smartphone technology trends include multiple cameras, better security features, faster processors and 5G connectivity options.
The capabilities of mobile devices advance rapidly. Know what the latest developments are and implement them into your advertising strategy.
3. Enhance Voice Search
Make sure your site is optimized for voice search capability. People tend to say, “Hey, Siri” and ask a question while on their mobile phones. They might also have smart speakers in their phone they use for quick searches for products and services. If your site is voice search ready, the search engines are much more likely to share the results with the user.
Think about the natural language patterns people use when asking questions. You can search for your topic on Google and pay attention to the “People Also Ask” section for some of the phrasing options. Repeat the question on your page and then answer it for the user.
4. Make Writing Skimmable (like this article)
Put yourself in the shoes of a person using a small screen to read an article. If you have heavy blocks of text, you’ll lose them. Instead, use short paragraphs, bullet points and subheadings to allow for digestible pieces.
Those using a mobile device to access your website might not read every word of the text. They might scroll down quickly and absorb the headings and then read a few bits and pieces. Work to create writing that is easy to digest.
You can always offer more in-depth information via videos or longer guides. For now, your basic content should be digestible.
For social media, using a balance of text and images is vital. Facebook ad images with more than 20% of the picture devoted to text are either rejected or have limited reach. Where you place content dictates how much white space, text and photos to use.
5. Consider Multiple Channels
Your customers may access information about your business in a variety of places. They might visit your brick-and-mortar store, hop on your social media page and then visit your website. Think about the different points of contact people utilize to reach out to your business.
Datareportal’s Digital 2021: Global Overview Report estimates about 4.2 billion people use social media regularly. Around 5.22 billion or around 66% of the population use mobile phones. If your social media tactics aren’t on par with what smartphone users want, you risk losing them to competitors.
Test any advertising on social media and see how it looks via the app on a small screen. Is it something easy to digest and commands a quick reaction?
6. Make Navigation Easy
People expect the scope of your nav bar to decrease on mobile devices. Some people hate the hamburger menu, but it works very effectively on a smaller screen to not take up needed space but still indicate there is more information and a rich navigational hierarchy.
Limit the number of options for categories. Combine the ones you can and go with subcategories to further refine topics. A handful of categories is more than enough to peruse on a smartphone screen.
Keep in mind screen sizes differ, making it harder to select interactive elements on some devices. Are your navigation options large enough for anyone to tap easily? If it is too difficult to select an option, users grow frustrated and bounce away.
7. Tap Into Mobile Messaging
Many brands design their own apps or use SMS to reach out to customers. People have their phones on them 24/7. You can reach out to them immediately and offer a special sale, let them know about a limited number of products or just share exciting news.
SMS and pushes via apps helps consumers feel connected to you. Imagine someone walks past your store and receives a push notification inviting them to come inside and receive a free promotion. Perhaps you text them when a new item matching their past buying history arrives.
There are many ways to use mobile messaging to connect with users. Consider what might work best with your business model. Pushes are a good match for retail stores. SMS messages might work best for a B2B model.
Make Changes Frequently
Create campaign KPIs (key performance indicators) and monitor them with Google Analytics, ad platforms, SEMrush and/or Ahrefs. To gain additional insights, use SpyFu to pay attention to what your competitors are doing and borrow any particularly successful idea. By continually optimizing your campaign based on performance, you’ll be surprised how quickly your mobile website traffic will increase.