Mobile Marketing Strategy: Essential Guidelines To Drive Mobile Conversions

Mobile marketing isn’t about flashy apps that no one uses or trendy technology that will fall out of fashion in a matter of months -- it’s 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 setting. Image Credit: Etsy Etsy's ecommerce site offers an incredible experience for users on mobile devices. Mobile-optimized email Without question, the emails your company sends will be read on mobile devices. 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. Mobile-only social channels Remember how mobile users love to use their phone to check email? Investing in paid media on social is also essential to ensure your brand is present on mobile where and when your users are. Create ads for platforms like Snapchat or Instagram with high-quality visual or video content, and apply specific targeting options to ensure you're reaching the right audience, at the right time, and on the right device. Running a smart mobile search campaign means taking the time to design them specifically for mobile audiences. The attention and investment brands are now funneling into content marketing means that it’s becoming increasingly difficult to differentiate yourself. From site design to email templates, social engagement to paid search, plan for mobile across the board and in every campaign you execute.

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GoPro and Lilly Pulitzer are two brands that exemplify best practices when it comes to mobile marketing.
GoPro and Lilly Pulitzer are two brands that exemplify best practices when it comes to mobile marketing.

Image Credit: GoPro, Lilly Pulitzer / Image Designed By: Blue Fountain Media

GoPro and Lilly Pulitzer are two brands that exemplify best practices when it comes to mobile marketing.

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 said, diving headfirst into mobile marketing can 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 (in fact in 99% of cases it doesn’t). Mobile marketing isn’t about flashy apps that no one uses or trendy technology that will fall out of fashion in a matter of months — it’s 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 setting. Here are 6 key areas you can focus on to improve your mobile marketing efforts.

Mobile-optimized site

Hopefully by now this one is a dead giveaway, but it never hurts to reiterate it. In order to meet the needs and expectations of mobile users you absolutely must have a website that’s thoroughly optimized for mobile. Every aspect of the website experience should be tested on mobile devices and tailored to the behaviors of mobile browsers.

Etsy's ecommerce site offers an incredible experience for users on mobile devices.
Etsy’s ecommerce site offers an incredible experience for users on mobile devices.

Image Credit: Etsy

Etsy’s ecommerce site offers an incredible experience for users on mobile devices.

That means content should be designed to be easily digested by a multi-tasking mobile user (think: short paragraphs, bulleted lists, and favoring scrolling over clicking), form fields should be accessible using thumbs and fingers, checkout information should be auto-filled as much as possible, and, perhaps most critically, load times must be lightning quick.

Mobile-optimized email

Without question, the emails your company sends will be read on mobile devices. This is true even for B2B companies that target users in the workplace. One of the number one activities people use their phones for is email, and we all know that today’s modern workers check email at all hours, even long after they’ve left the office.

All of us are plagued 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 be forgiving of lackluster mobile email performance — they’ll trash your message and move on.

Seamless sends emails with content, imagery, and buttons that are optimized for mobile devices.

Image Credit: Seamless

Seamless sends emails with content, imagery, and buttons that are optimized for mobile devices.

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 own email templates, consider how text will…

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