Over the past decade, there has been a huge shift toward mobile access when it comes to browsing online. With the continual advancement of mobile devices, it’s now becoming the leading method of accessing the internet. As of 2020, 61% of website visits come directly from mobile devices, representing an increase from 57% the previous year.
This is a trend that we’re continuing to see advance, with mobile phones being the most used device online. With this in mind, marketing departments around the world are beginning to shift their tactics to directly accommodate for this new wave of access.
Instead of running desktop-focused advertisements or creating websites that are built for desktop usage, businesses are turning to put mobile access before absolutely everything else. To help you keep up with competitors, we’ve outlined the four best mobile marketing tactics that you can employ to help boost conversion rates.
- Baseline Optimization
- Move To Videos
- Text Message Marketing
- Voice Search Optimization
Let’s get right into it.
Before we dive into the nitty-gritty of mobile marketing tactics and tips that you should be incorporating into your campaigns, you need to make sure that your company has the basics down. When it comes to mobile browsing, many websites don’t transfer easily from desktop to mobile consumption. Often, moving elements are misaligned, text is unreadable, and pages become extremely long and impossible to navigate.
The first step when turning your marketing campaign to focus on mobile is to ensure that your home website is completely optimized. By going through your website and fixing any visual issues, you’ll be able to create a space that not only works on mobile, but actually looks fantastic.
Considering the vast majority of your users will be accessing your website through mobile, making a big impact on your home site is vital. Before anything else, make sure your website is as optimized as possible, putting mobile users first.
Alongside just making your site mobile-friendly, you also need to ensure your content provides a great user experience. The vast majority of consumers will click off a webpage if it doesn’t load quickly on their mobile, meaning that backdoor site optimization is also mandatory.
By going through your website and optimizing both the content and the layout of that content, you’ll be able to create a more cohesive user experience. That means that whenever a user comes directly to the homepage, or onto one of your content pieces through any content marketing you’ve done, they’ll be welcomed with the perfect mobile experience.
Get the basics perfected first, then you can move on to the more interactive elements of great mobile marketing.
Move To Videos
With the rise of mobile marketing efforts, the vast majority of users are now preferring video marketing content to static content. With the rise of fast-paced video consumption through apps like TikTok, users are now accustomed to watching videos. With this in mind, one of the best things you can do to help convert more of your mobile viewers is to turn to video content.
Instead of producing fixed content that users have to read and scroll through, attempt to produce marketing concepts that align with this new mobile age. Create short-form videos that move through the basics of your product of why they’re so effective.
Try to accommodate for mobile users, even posting to social sites which have the largest concentration of mobile users – just like TikTok. Video as a core marketing strategy aligns perfectly with increased mobile use, and will positively impact your conversion rates going forward.
Text Message Marketing
While email isn’t going anywhere anytime soon, text message marketing has become a fantastic method of getting marketing materials out to customers. Typically, text messages have a much higher percentage of users that open them, which means you can really make a positive impact on your marketing if you focus on text message campaigns.
Due to the high open percentage, text message marketing is a great place to offer coupons or other marketing benefits that will help your customers. With this, they’re more likely to engage with your text message and head onto your website.
Even if you’re continuing on with email marketing, you should make sure that your email signature and content are optimized for reading on mobile. Content can look very different on desktop and mobile, so be sure to use content that works for both. Follow this tutorial of how to add a signature on iPhone if you’re looking for an email signature that will work for you on mobile.
Email signatures will ensure your company looks professional when online. When optimized for mobile, they are sleek and will fit right into any marketing materials that you’re sending out. Remember, although mobile insinuates a certain level of being casual, you can’t forget about the fundamentals of professionalism – no matter whether you’re using email or text.
Voice Search Optimization
With the rise in usage of mobile phones for browsing, we’re also seeing a steady incline of users searching the internet using voice features like Siri. In fact, 55% of users now use voice searches frequently, demonstrating the need to structure your website to allow for this mobile feature.
By going into your website’s schema markup, you’ll be able to describe what specific pages are about. With this, you’ll then be able to help search engines have a better idea of what your pages are covering, meaning they’ll be recommended more actively when someone searches through voice.
Additionally, if you build lots of pages that focus on answering questions, then your FAQ format will ensure you catch lots of search terms through voice questions. Typically, when people search on their mobile with voice, it comes in the form of a question, so focusing on producing this content is a great form of content marketing for this new age.
Mobile marketing isn’t a new field, but it’s one that’s continuously growing in popularity and importance. Given the trend toward increasing mobile access to the internet, now is the time for your business to get ahead of the curve and begin to focus on producing mobile-friendly content.
From creating a website that is accessible from a mobile device to changing your content strategy to favor production mediums that mobile users prefer, there are a lot of great strategies you can use to increase your conversion rate from mobile marketing. Give the above four tactics a try, and you’ll be well on your way to making mobile your most lucrative marketing stream yet.