Smartphone users in the United States spend an average of 158 minutes or more than 2 ? hours every day on their mobile devices, and 75 percent will even bring their cell phone or tablet into the bathroom with them. Clearly portable Internet access is a deeply personal and very important thing, and building a successful mobile marketing campaign hinges on a business’s ability to create and foster that sense of connectivity. Here’s how:
- It’s a Beautiful Day in the Neighbourhood
Catchy childhood ditties by Mr. Rogers aside, there is something special about shopping locally. These days some 40 percent of mobile searches are focused on location, and your business strategy needs to keep that in mind. If you have a brick-and-mortar business, you can’t just cross your fingers and hope someone will drive past your shopping complex and notice your awning. Use geo-targeting to focus your advertisements on nearby zip codes, incorporate localized keywords into your content, and optimize your meta tags using relevant city or shopping center names.
- Make Your Mobile Design Consumer Friendly
Three things will kill your audience’s attention span before you can say “sign up here”: boring design, pages that don’t load, and links that go nowhere. You can pay a web designer to optimize your site for superior mobile performance so that it automatically adapts to the technological limitations and/or actual specifications like screen size of whatever device your end user decides to view your content on. It’s an extra step (which means extra money, of course) to take, but the upside is significant: 70 percent of searches initiated on mobile devices lead to online action in an hour or less. That means that a potential costumer looking at your website now may be paying for their purchase in mere minutes. That’s a pretty powerful reason to ensure your mobile design is approachable.
- Make Your Audience Feel Involved
Quick question: What feels better, being talked at or being a part of the conversation? There’s a difference between delivering a message and getting consumers involved in a dialogue that’s beneficial to both parties, and the latter is much more likely to build loyalty. There are a lot of ways to get your readers involved:
- Look for Guest Bloggers ? Surprise! Your opinion isn’t the only worthwhile one out there. By allowing other experts to have a voice on your platform you come off as inclusive and appreciate of the insights of others.
- Retweet and Repost ? If your social media followers are taking the time to share their thoughts with you, show that you value the time and effort they took by passing on their ideas. You don’t have to agree with everything they say ? in fact, you can use the opportunity to elaborate on their tweet or even take an opposing but respectful stance ? because it’s more about the interaction and recognition.
- Acknowledge Criticism ? It’s hard to hear criticisms, especially when the thing being critiqued is something you worked particularly hard of or are particularly proud of, but even negative feedback needs to be acknowledged. You wouldn’t ignore a ringing phone in your office, and you shouldn’t ignore less-than-positive posts on your mobile marketing platforms. Use it as an opportunity for growth and move on to bigger and better things.
- Expand Your Concept of Content
Content marketing has proved its value, but the written word is slowly giving way to videos, infographics, and webinars and these new channels offer new ways to connect. For instance, 40 percent of video views on YouTube come from users on mobile devices. Creating your own YouTube channel allows you to deliver branded content that introduces audiences to what your business is about in a fun, entertaining, and memorable manner.
The bottom line: Ask not what your audience can do for you, but what you can do for your audience. By creating content that makes them feel valued and involved, you’ll foster a connection that may eventually turn into long-term loyalty and a whole lot of sales.
About the Author
Sophorn is an inbound marketer specializing in attracting targeted visitors and generating sales qualified leads. Through Trumpia?s SMS marketing automation solution he helps businesses and organizations communicate effectively with their customers or members. Watch Trumpia’s 5-Minute Demo on how to execute an effective mobile marketing strategy.