Strategies to Drive Conversion on Mobile

It’s difficult to overstate the importance of mobile in today’s digital marketing landscape. The fact is, if you aren’t focusing on how to appeal to audiences on mobile, you’re already falling behind the competition. That being said, diving into mobile marketing may seem intimidating. Do you have the technological capabilities? Will it cost a fortune? These are common concerns, but mobile marketing doesn’t necessarily mean launching a costly mobile app. Mobile marketing is about doing everything you can to be present on mobile when your users are, and meeting their needs whenever they encounter your brand in a mobile environment. These are 6 areas you can focus on to improve your mobile marketing plans.
Mobile-optimized site
This is a dead giveaway that doesn’t hurt to reiterate. To meet expectations of mobile users, you must have a website that’s thoroughly optimized for mobile. All aspects of the site experience should be tested on mobile devices and tailored to the behavior of mobile browsers. This means content should be designed to be easily digested by a multi-tasking mobile user (short paragraphs, bullet lists or favoring scrolling over clicking), form fields should be easily
accessible using thumbs and fingers, information should be auto-filled as much as possible, and the most critical item being load time, which must be lightning quick.
Mobile-optimized email
The emails your company sends will be read on mobile devices. This is true for B2B companies that target the workplace crowd. The number one activity people use their phones for is email, and we all know that today’s modern workers check email long after they’ve left the office. All of us are troubled by inboxes overflowing with marketing messages that just keep coming, day after day. It’s hard enough to capture a user’s attention. If you do manage to get them to open your email, why risk losing them just because they’re reading on mobile and your emails are only fully
functional on desktop? Users won’t forgive a lackluster mobile email performance — they’ll simply trash your  message and carry on. It isn’t difficult to make sure your emails are optimized for mobile and, in fact, many email marketing services offer responsive templates that make the job easy. If you’re designing your personalized email template, consider how text would show to mobile users. Remember that what looks like a short paragraph on desktop will take up considerably more screen space on mobile. Make it easier for mobile readers to follow by using a stacked layout. Don’t forget that your calls to action buttons should be easy to click with a mouse and a thumb.
Mobile-only social channels
Remember when we said mobile users love to use their phone to check email due to its convenience? Well, social media use is another one of those big mobile activities that account for a lot of  user time spent with mobile. Not only is this a good reason to have a robust social media marketing strategy (reading go where your audience is), it’s further incentive to develop your presence on mobile-only channels, like Instagram and Snapchat (technically Instagram is no longer mobile-only while the core functionality remains mobile-only). Having a powerful social presence, and understanding that many users who interact with your brand are doing so from a mobile device, is key to success with mobile marketing. Investing in paid media is sometimes essential to ensure your brand is present on mobile when your users are.
Mobile-specific paid social campaigns
While an organic social presence is important, applying a paid spend to some of those mobile-specific social initiatives can be very worthwhile. Create ads for platforms like Snapchat with quality visual content, and apply targeting options to ensure you reach the right audience on the preferred device. Targeting options for ads on these platforms are becoming increasingly specific and intricate, allowing brands to truly garner the highest ROI possible to users that are most likely to convert. For e-commerce brands where you can take customers directly to the point of
purchase, the ability to serve ads to users that engage with other (and similar) accounts frequently, have shopped the products before, or fit into a certain lifestyle demographic, is an incredibly valuable opportunity.
Mobile-specific paid search campaigns
The needs of mobile searchers and desktop searchers are not necessarily the same. Both might enter queries that contain the keywords you’ve determined are valuable to your brand, but their intentions and outcomes are likely distinct. That’s why it’s a mistake to simply copy your desktop paid search campaigns over to mobile. How would you know if the ad copy and bid strategies that work for the desktop audience will be as effective for a mobile audience? Running a smart mobile search campaign includes taking the time to design them specifically for mobile audiences.
Video, video, video
There’s one thing mobile users love – video! In 2017, more than 60% of mobile users will be watching digital video on their devices. As a marketing channel, video is growing and the appetite for video content is getting higher. Investing in creation of video content is a smart move from the perspective of content marketing. The attention and investment funneled into content marketing shows that it’s becoming increasingly difficult to differentiate yourself. Video is a way to make your brand stand out and when done right, it attracts a lot of attention and also has the potential to reach audiences distinct from those most likely to read your blog.
Mobile is the word on every marketer’s mind in 2017. Searching for ways to connect with mobile audiences is a key focal point of a forward-thinking marketing strategy. Mobile marketing cannot be an afterthought — it should be central to every aspect of your marketing efforts. From site design to email templates, social engagement to paid search, plan for mobile across the board and in every campaign you execute.
To learn more about mobile marketing and how it can help your brand, visit

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