The Mobile revolution is already upon us. Strategies in mobile marketing have become extremely relevant to business. In fact, every businessman looks towards a faster means of acquiring products through informative commercial details.
Tom Webster, Vice President of marketing and strategy at Edison research explains how mobile marketing involves three distinct eras. While we have passed the two eras of responsive design and mobile optimization, we are now well and truly in the era of advanced mobile marketing. The need of the hour is mobile content based on consumer needs relevant to the context of specific locations.
How do you chalk out an effective mobile marketing strategy that compels a smartphone user to action? One important factor of marketing techniques on a mobile platform is social media. What you actually need to think about is creating an effective combination of leveraging mobile apps, social media and marketing techniques on Mobile. Mobile apps particularly, are gaining ground as an effective medium to establish fast connections to a user’s social account.
Be it Facebook or LinkedIn, there is an app for almost every platform. Exploring the potential of using such factors to your advantage is what good mobile marketing is all about. Let’s explore 5 sure fire ways that can influence social mobile content with potential for conversion.
1.Planning: look before you leap, optimize your websites for mobile
Many businesses make the classic mistake of not optimizing their websites for mobiles and tablets. Mobile optimization involves techniques such as website design, loading, page speeds, site structure and several other elements to ensure you don’t chase away your visitors.
When you’re combining social media and mobile marketing, consider a responsive website design. As a matter of fact, it would be wise to hire a developer to modify the existing codes of your website. Alternatively you can develop a new responsive theme that features the proper format for mobile audiences.
2.Identify the mobile behavior of your audience
A mobile consumer market is a diverse arena defined by consumer behavior. Not only this, it may be too complicated enough to paint a clear picture of a definite audience.
In such a situation you need to address the following:
- Study consumer mobile behavior
- Analyze the most sought after mobile devices in the market (on averages)
- Research the minimum demands of mobile consumers
- What models of mobile devices are most likely to be used by your consumers?
- How are you going to convey answers to influence critical buying decisions?
3.Content volume should be in direct relation to buyers needs
While developing content for a mobile audience you need to take the challenges head on in trying to establish a pattern of consumer mobile behavior. You can’t chalk out strategies that provide a singular method of content for all. In order to produce relevant content, one major factor comes in to play here. That is quality. Quality will be the decisive and defining element in your strategy. Consumers will not mind reading that extra bit if it projects a viable solution to his needs.
Put yourself in the shoes of a consumer. What would influence you to make a purchase? It’s easy to write web content for marketing but mobile content is a different ball game. Moreover, you need to pack a punch within the confines of minimized and creative usage of language. .
4. Ways to encourage engagement on social media for mobile platforms
- Appealing images on blog headings
- EBooks and content should be visually exciting
- Use a conversational tone
- Emphasize on the individual aspect of content, be personal
- Make Facebook tabs accessible.
- Use short precise tweets on Twitter
- Consider Instagram
There is little sense in providing snippets of information when you are in an industry where buyers may require elaborate details. Providing those details prevents a buyer from navigating away from your content to explore other sites for similar material.
The majority of websites designed for mobile marketing carry too much hype and senseless imagery. This can be more of a Bane than a boon in marketing. Innate use of color and irrelevant imaging can distract a consumer from your message to the point of being rejected.
Your mobile design should be aesthetic enough to provide the right enhancement and highlights of your message. Here are some pointers for apt display of content and design
- Survey and consumer forms should be short without requiring too many details
- Restrict the use of multiple columns and downloads
- Scale your mobile site for easy readability
- Design and produce mobile content with the potential for sharing
- Keep simple layouts
- Implement a call to action in large mobile friendly text
5.Smart video content
In 2014 Nissan created a near viral video ad for its Rogue SUV. Nissan exploited the intelligent interactive element that featured an SUV in a battle with evil snowmen. While it did not target the Ad towards selling cars, it was more of an app that provided information on the vehicle’s extended features. Nissan utilized video to integrate the functionality of a touch screen to relay further information on the features of the vehicle.
The ad produced a 98 % engagement response. Not only this, It also provides valuable insight on how similar methods can be used to combine the effects of social media and mobile marketing. The ad interacted and engaged a consumer through innovation and creative content.
In conclusion, analyzing conversion rates and measuring the performance factors of your mobile marketing strategies is vital for the success of your mobile marketing efforts.