In 2020, there are many ways you can reach consumers and grow your brand. Between email, social media, and your website, you can pinpoint plenty of different options to get more conversions and sales.
Despite all of these options, many business owners forget to optimize their site for smartphone users. A jaw-dropping 5.13 billion people own mobile devices, so by not targeting these potential customers, you’re leaving money on the table.
You’ll be glad to know that there are ways you can start optimizing your brand for mobile users, even if you’re getting a late start. We want to highlight some of the things you can do to get more results from your mobile marketing campaign.
So today, we are going to explain how to get your site ready for smartphone users, how to keep these people interested in what you’re offering, and much more.
Let’s dive in!
Tune UI and Performance for Smartphones
The first thing we want to discuss is your website’s UI and overall performance on a smartphone. Your website loading times, accessibility, and design all play a role in how mobile users interact with your brand.
For example, did you know that a 1-second delay to loading times can bring conversions down by 7%? It’s not uncommon for some pages to take four or more seconds to load if it’s not optimized for smartphones. Imagine all of the people you can keep invested by simply running a free speed test and making changes as needed.
When enhancing the site performance, loading times are just the beginning. If someone navigates to your website from their phone, your user interface (UI) needs to adjust to fit their device. Smartphone screens are much smaller than desktops, so button placement and size will have a direct impact on user engagement.
Imagine trying to buy something from an online store, but you can’t add the product to your shopping cart because the add to cart button is too small. Sounds frustrating, right? Making changes to your design will help you avoid these situations and overall boost the effectiveness of your mobile marketing strategy.
Send SMS Promotions
SMS, also known as short message service, is one of the most popular ways to reach your mobile users. Essentially, SMS marketing campaigns center around getting mobile users to engage with your brand through text messages.
In most cases, the users don’t have to directly respond to the text to take advantage of the offer. Many SMS promotions allow the recipients to open a link to the deal directly from their smartphone.
There are plenty of great benefits to using text messages to grow your business. First, text messages have an absurdly high open-rate. The reason for this phenomenon is simple; people don’t like leaving notifications up on their phones. Consequently, people are much more likely to check a text message than open an email.
You can gather phone numbers from customers when they subscribe to your email list. Better yet, send out an email after they subscribe, asking if they would like to receive special promotions directly to their smartphone.
Now you can send out information about promotions, announce flash sales, and even promote new products to an audience that’s already interested in your brand.
Include Video Content
Video content is extremely popular on websites, in email, and incredibly valuable on social media. You may be surprised to learn that 90% of social media users say that they watch video content through their favorite platform.
When you consider that mobile users are now watching videos more than desktop users, it becomes clear that video marketing plays a vital role in securing more leads and conversions. If you want to keep up with the lightning pace of most people using their smartphones, you have to deliver high-quality video content consistently.
Videos tend to get more engagement and lead to more traffic and sales overall. You can include videos on your blog, start a YouTube channel, or even share custom videos to your other social media accounts. Platforms like Instagram and Facebook thrive off of video content, so it’s easy to see why marketing teams are now making video content a pillar of their mobile marketing strategy.
If you want to get more value from your video content, consider adding a transcript and including keywords where it’s necessary. These seemingly minor additions will result in more people seeing your videos and website as you climb the search engines.
Using the right keywords in your transcript helps Google identify the intent of the video. The more keywords you include, the better Google will understand the topic of your content, which allows them to show your video in results for relevant searches.
Leverage the Power of Mobile Ads
Mobile ads are incredibly effective at getting more people to sign up for your email list, participate in events, and buy products from your online store. It’s your job to use these ads to reach users on their smartphones.
Using Google Ads, you can reach your audience on social media, search engines, and other websites. There are several ways you can implement these advertisements to grow your brand.
The most common way to get more traction with your advertisements is to show them to users who haven’t discovered your brand. A targeted Facebook campaign can help you grow your social channel while getting more people engaged in the products or services you offer.
You can also create retargeting advertisements that pop up for users who visited your website but failed to take a specific action. For example, if someone adds items to their shopping cart, but fails to check out, they are perfect for retargeting ads.
Research shows that adding a retargeting ad to Facebook results in 98% of potential customers seeing the advertisement, which improves their chances of coming back and completing their order.
All of your mobile ads should feature short, clear messaging that lets users know what to expect if they sign up for your company. It’s also worth adding custom calls to action for users based on how they engaged with your site in the past. Exploring these elements through your Google Ads account can help you significantly boost your revenue, engagement, and brand visibility.
Optimize for Voice Search
The last topic we are going to discuss today is voice search and the impact it has on mobile users. Traditional SEO keywords are determined by user intent. But the way that they communicate their intention is with the words that they type. We are sure you know that people don’t speak the way that they type, so voice search keywords tend to differ from the regular SEO words and phrases you use to rank your site.
It’s estimated that 50% of all mobile searches will occur with a voice-activated device by the end of the year. Luckily, there are several ways you can optimize your website to meet the needs of customers using Amazon’s Alexa or Google Assistant.
Instead of focusing on short words, consider targeting more long-tail keywords. Google searches from people on speakers tend to be longer, and therefore more specific. Ranking for these long-tail phrases will help you improve your search position over time.
For instance, if your keyword is “paper lanterns” you may want to consider targeting something like, “how can I make a paper lantern?’ The longer question sounds more like what someone would say, as opposed to type.
Keep user intent in mind when you’re thinking about the words you want to use on your site. Ask yourself, “Am I answering the question posed by my keyword?” If the answer is no, you’ll need to go back and reassess your content. Your ranking isn’t everything. If mobile users don’t take anything of value away from your content, there’s a chance they won’t come back for a repeat visit.
Meeting users’ expectations by delivering crisp answers and offering solutions to their problems can help you grow significantly. Consumers trust businesses to create content that helps them solve a pain point, meet a goal, or keep them entertained. If you’re having a hard time linking your content to any of these three categories, it may be time to think about reworking your blog topics and structure.
Mobile marketing is here to stay. Every year bigger and better devices get released to consumers. As a result, more people are using their phones for online shopping than ever before. We expect to see a steady increase in mobile use for both fun and shopping in the future.
It’s not too late to start using these strategies to grow your business. The logical starting point is your target audience. Think about what the people who visit your website want to see when they arrive, and use that information to market that moment through ads, video content, text messages, and stellar site performance.
As you learn more about the people that frequent your website, you’ll have a much easier time creating mobile content that catches people’s attention in your industry. Persistence is the key to success. You can’t give up if you don’t see the results you were expecting right away. Mobile users are diverse, smart, and know what they want, so it can take some time to formulate a mobile marketing strategy that yields significant results.