Why Mobile Marketing Is Vital To Your Company’s Sales
More and more businesses have been focusing on mobile marketing over the past few years. Despite this increasing popularity, many entrepreneurs have yet to figure out how beneficial the strategy can be for their company. As such, they may be losing out on a considerable amount of brand awareness, not to mention the sales that come with it. Naturally, business owners will want to increase their sales as much as possible, which means that developing a mobile strategy is becoming more of a necessity.
However, many people who might be new to the niche may not know what’s involved with the process, with some not knowing that there’s a difference between mobile and traditional marketing. This means that it’s worth looking at what it is and how it can have an impact on your sales funnel, both in a short- and long-term.
What Is Mobile Marketing?
In short, mobile marketing is the process of optimizing your website and other strategies for mobile devices, such as smartphones and tablets. This is done through making use of various technologies and software, such as location servers and other tools, which allows companies to better personalize their approach to gaining local customers. This is where it the process differentiates itself from traditional digital marketing, which tends to cast a wide net in search of website visitors, whereas its mobile counterpart is a more focused and targeted approach.
Benefits of Mobile Marketing
One of the core benefits of mobile marketing is the fact that it offers a hyper-local approach to gaining customers, which is often one of the largest drivers of sales. This is driven by the fact that the majority of the strategies used with it are aimed primarily at customers who are within a certain distance from your company. Furthermore, it can be much more cost-effective than the majority of other marketing strategies, such as television or radio advertising.
This affordability is further enhanced by the fact that it can often provide much more of a return on investment (ROI) than other marketing strategies, with these results easily being calculated. For example, you’ll be able to determine the effects of an SMS campaign that includes a code to receive a certain portion off their purchase based on the number of customers who come in and use that code.
With the variety of analytical platforms that are available and the depth of information that they provide, you’ll be able to determine where your website visitors are coming from and whether a particular campaign has been effective. This is especially true if you’re using link-tracking software or other tools that will allow you to collect a significant amount of data, regardless of whether they click through to your website.
These campaigns can also be much more direct than other forms of digital marketing, which means that you’ll be able to increase engagement with targeted customers. When done effectively, this will have a direct impact on your sales, which is often the most important benefit to the practice. Because the strategy is more direct than other campaigns, you can often see results much faster than you would with non-mobile focused strategies.
While many business owners may find it hard to argue that there are quite a significant number of benefits to mobile marketing, they may not be convinced that there’s a large enough market to focus on it. This isn’t the case, as there is an increasing number of people who access the web through a mobile device, with a variety of statistics to back it up. According to Statistica, searches from these devices accounted for 49.7% of worldwide searches in 2017, with this expected to grow in the next few years.
Based on a variety of other studies, this expansion is set to continue through 2022, where it’s expected to be close to 80% of web searches. This means that mobile-oriented marketing is something that already shouldn’t be avoided, with this becoming increasingly more vital as time passes. When it comes to businesses, this means that you could miss out on the majority of customers that may be interested in your products or services.
This is something that’s been affecting every country, with the global average currently standing at around 50%, which is growing steadily. As a result, the importance of the strategy is impossible to ignore. This is especially true when it comes to Europe and the Americas, which have a mobile penetration rate of 78.2% and 76.6% respectively. With those in mind, your sales can be suffering significantly if you don’t have an effective mobile-oriented strategy in place.
10 Tips To That Drive Sales With Mobile Marketing
With how valuable mobile marketing can be for your business, many people will be curious as to how they can use it to benefit their sales. There are quite a few tips and tricks that you’ll be able to do so, although many of us might find it difficult to differentiate between which ones are effective. That being said, there are a few that have been proven to increase sales:
- Create a mobile-optimized site
- Ensure your website is easy to navigate
- Create mobile-focused ads
- Develop a local SEO strategy
- Start an SMS (text) marketing campaign
- Create QR codes for quick access to products or URLs
- Develop a mobile app
- Drive engagement on social media
- Enable real-time tracking
- Use multiple strategies
By utilizing each of the above, you can rest assured that your marketing strategy is working for you and generating a significant amount of sales. However, it should be noted that each of the above tips will have various effects on your sales strategies, with some being more effective than others. Because of that, the most significant impact on your sales will be a result of using a combination of each. Much of this will need a considerable amount of time and effort before you start seeing the results come in, so you should have a significant amount of patience when you first start focusing on the strategy.
The Basics of Developing A Mobile Marketing Strategy
Outside of each of the above areas, there can be quite a few ways to develop a mobile-focused marketing strategy. When you first start developing the plan, it’s natural to feel overwhelmed, although you don’t need to be. This is because there can be a variety of easy ways to start with the process, with the first of these being to keep it simple. The primary reason behind this is that, while more and more people are using mobile devices, their attention span has become much shorter.
This means that you’ll need to keep your messaging simple and easy to understand, while also capturing their interest. This might seem like somewhat of a complicated process, although it doesn’t have to be. To properly achieve this, you’ll first need to cut out everything except the essentials. As a rule of thumb, you should look at whether a particular piece of content works toward your goal and then tweaking it until it’s something that will capture enough interest to lead to sales.
Speed is something that you’ll also need to look at because of this shorter attention span. This means that you’ll need to ensure that your website has to load and get your message across quickly. Should your website take too long to load, then a potential customer’s interest will wane, and they will leave without making any purchases, or even bothering to read your content. As a result, you’ll miss out on a considerable amount of sales. This is something that is tied directly to keeping it simple, as including aspects in your website that aren’t necessary means that it will take much longer to load.
You’ll also need to look at your customer’s habits while they’re on your website, especially if they’re leaving before making a purchase. For example, you should look at whether they make their way through most of the sales process, leave, and then come back later to finalize the sale. It’s also vital that you look at whether they get through a certain amount of the sales process before leaving and see whether or not they come back. By doing so, you’ll be able to identify if there are any choke points in your mobile marketing strategy that you’ll need to address. This will allow you to improve your marketing strategy over the long-term, which will help to increase your sales over time.
This is where testing and optimizing your strategy comes into play, as it’s rare that you’ll create the perfect strategy at the start. Without knowing what effect particular strategies are having on your sales, you may not see what is and isn’t working. This means that you’ll need to look at a variety of key performance indicators (KPIs), which can range from how many website visits you’re getting to how many sales it’s generating. By doing so, you’ll be able to see where you can improve and what problems potential customers may be facing.
Thanks for reading "The Beginner’s Guide to Using Mobile Marketing", by the Linchpin Team in Chicago, Raleigh, and Wake Forest.