Engaging your mobile users is more important now than ever. Here’s what you need to know about developing campaigns for your mobile audience, and why it matters to your inbound marketing performance.
One of the major components of a successful marketing mix is your website. So let’s start there. You probably already know that with the right content and strategy, your website will work overtime for you. A great website will attract and engage your customers. But, you might be wondering, how can I get ahead of the curve? After all, it’s harder than ever to stand out as more and more companies crowd the online space. So what do you do?
You meet your customers in their most preferred space. This means going mobile!
Just two years ago, Google reported that mobile search queries outnumbered desktop queries for the first time. Clearly, in order to keep up with the competition, optimizing your website for mobile is simply a necessity.
40% of searchers will leave the website if it’s not mobile friendly. Here’s what it takes to maintain an aesthetic, accessible website for both desktop and mobile platforms.
The Mobile Experience, Demystified
Why go mobile?
Google loves it.
For SEO strategy, Google makes or breaks businesses. Google has a lot of data to parse through, so any way you can leverage SEO is going to be a benefit for your business. Implementing good SEO practices means bots can search your content more easily, and place you higher in the result rankings during an organic search. You want to be on that first page of the search results because, let’s face it, how often do users exhaust all the links and move onto the 2nd search results page? Not very often.
Part of being optimized means using inbound best practices such as adding longtail keywords and tailored content to ensure that when your most ideal leads go searching for a solution to their problem, your website will be one of the first that they see.
Your customers love it.
Demographically speaking, mobile usage isn’t just for millennials anymore. Smartphones completely dominate phone ownership and with that comes increased mobile usage. People are using their phones more often for purchasing decisions and productivity. Those are leads using valuable purchasing time on mobile and not on desktop—you want those leads!
Consider this: since 2011, mobile email opens have increased to 53%, making mobile the most used platform for email. In the same time period, Outlook opens have decreased 33%. This shows that mobile marketing is still on the upswing, and has a lot of potential to tap into.
Why creative businesses succeed.
The look and feel of your website, your brand, and the usability of your interface all aim to help improve your user experience. To succeed in today’s online marketplace, your website needs to provide solutions for users’ pain points without forcing content or boasting about your company. If you craft your content towards consumer pain points and not your company’s own services, your site traffic will appreciate the authenticity and authority of your brand.
Creativity is crucial because it makes the user experience more personal. The more company personality you can incorporate into the user’s buyer’s journey, the more likely they are to close with you in the final stages of their purchasing decision.
Mobile Marketing for Inbound: Best Practices.
Know your audience!
Having an inbound marketing strategy means having consumer-centric goals. Not only your website, but every component of your inbound marketing campaign should focus on proving the information, background, and advice that your ideal customers want and need. Ideally, you want to answer your best leads’ most pressing questions first, then provide supplemental material to answer as many secondary questions as you can.
Focus on what problems your visitor is looking to solve. Address how and when they prefer to approach pain points. This can vary between buyer personas and stages of the buyer’s journey, but these small variations can make all the difference when it comes to closing the deal.
When you are creating content, it is important to be transparent and informative. No matter the platform, your goal should be to amaze your audience with the information that you provide and the knowledge you share.
Quality content is crucial.
Think about your content as the holy grail. People are conducting a search query because they have a specific pain point that they are trying to solve. If they can’t get what they want, they will move on, no matter who is producing the content. 65% of smartphone users agree that when conducting a search on their smartphones, they look for the most relevant information regardless of the company providing the information.
Inbound Marketing Campaigns in Action
Here are some great examples of creative campaigns.
The best creative marketing campaigns align sales and marketing teams to provide a cohesive, compelling message. Once you’ve developed a few robust buyer personas, you can customize your content to appeal to the specific motivations and pain points of your most ideal customers. Creating marketing experiences for mobile users combines aesthetic simplicity with accessible functionality.
Wistia, a leader in Online Video Platforms, just released a Chrome extension which allows for professional looking video production done straight from your personal laptop webcam.
For the product launch announcement, Wistia released a video to showcase SoapBox’s features. The video is less than 2 minutes long, conveys the relevant information on what the feature is, and does so in a playful and genuine way. This marketing campaign is perfect for mobile users since they already spend a third of all online time watching video content. This campaign targets users on their most frequently used channel. In addition, the personality of the video sends a casual, approachable vibe to video production.
Starbucks mobile payments
Back in 2011, Starbucks introduced a program that made it easier for customers to buy coffee. At this time, mobile payments were still a new and relatively novel service offered by companies through smartphone payment services.Even when mobile payments were in their infancy, Starbucks reported that 3 million people paid using the app. The campaign was a win-win. For customers, paying seamlessly and quickly provided a convenient solution to the checkout process. And for Starbucks, positive press gave the brand authority as a tech-savvy, industry thought leader for state-of-the-art business practices.
Nissan interactive video ad
Nissan came out with this interactive ad in Winter 2013. The video features the Nissan Rogue doing battle with evil snowmen, which is entertaining enough. But what set this ad campaign apart from the competition is its use of interaction with touchscreens: there were timestamped ads that would pop up as the car displayed its various features. These feature “hotspots” led to Nissan’s website to learn more about the individual components of the car.The results were staggering. The minute long ad had a 78% completion rate and 93% engagement. They even resurrected the campaign for 2017! Nissan released their ad specifically tailored for the mobile platform by encouraging engagement through the use of the touchscreen.
Etsy is an online marketplace for handmade crafts and home decor. The mobile website caters to both types of visitors from the very beginning. When you first go to their mobile website, you're greeted with an option to search for specific items, shops, or categories. They cater to both vendors and buyers because they put site navigation on the very front of the home page.
By splitting vendors and buyers, Etsy efficiently moves their site traffic to the most preferred destinations of their users. The simple banner layout and use of white space makes the site easy to navigate and understand.
People are using their mobile phones more than ever, so take the time to use what you’ve learned here to develop effective campaigns for your mobile audience; reach your target leads on their preferred channels, and increase your chances of moving them through your sales funnel.
Subscribe to our BLOG
Stay in touch & learn how to attract customers, become a thought leader, create effective marketing campaigns, & more.