A few weeks ago I contacted a solo ads seller and after all the preliminaries he asked me how well my landing page worked on mobile devices. I quickly got out my cell phone and tried it. Fortunately, I was able to report that my landing page loaded quickly and correctly.
Statistica says, “For 2017 the number of mobile phone users is forecast to reach 4.77 billion. The number of mobile phone users in the world is expected to pass the five billion mark by 2019. In 2014, nearly 60 percent of the population worldwide already owned a mobile phone.”
That’s a huge market and this is a trend that you absolutely need to take into consideration as you move your business forward. Mobile marketing is becoming more important every day as mobile usage grows. With more and more free wi-fi, people are spending more time on mobile devices than ever before. They’re also buying more through their mobile devices as the following infographic shows.
In March, 2016, Adam Lella observed that smartphone app usage was “inching closer and closer to 50 percent of all digital media time spent.”
Lella also said, “Digital got exceedingly close to becoming the largest advertising medium despite facing continued challenges such as viewability, invalid traffic (IVT) and the more recent issue of ad blocking.”
TechCrunch reported in June 2015 that smartphone users spend 85% of their time on their phones in apps, but there are only 5 apps that get heavy usage (there’s really a big two – Facebook and Google, and then there’s a huge dropoff to Amazon, Apple, Yahoo, Microsoft, and eBay).
Mobile isn’t just the future; it’s happening right now.
Here we are in 2017 and mobile has firmly taken control – mobile left desktop in the dust by the end of 2015. Today, if your content can not be easily accessed, viewed, and acted upon from a mobile device, the rest of the market will leave you in the dust.
Facebook is still number one, and if you can get your content to Facebook in a way that gets noticed by prospects, you can profit there. If your content is SEO-ready for Google, you can get noticed. Otherwise, more social media savvy marketers are likely to run rings around your business.
What works on mobile? Visual. We live in a visual culture and attractive images have been proven to boost engagement. They work great on Facebook, and they’re necessary for the image-based mediums like Instagram and SnapChat.
Video content works well on mobile and video continues to trend upwards as more and more marketers make it an important part of their marketing mix (see my recent posts on video and YouTube).
eMarketer says “Video habits are steadily moving to mobile – though a large share of respondents said they watched mobile video on Facebook and YouTube, nearly as many (50%) watched mobile video on Snapchat daily, and nearly half (42%) said they viewed mobile video content on Instagram every day. Twitter trailed behind with just 24% watching mobile video…”
Contently predicts that 69% of all consumer traffic will be video in 2017 and that it will climb to 82% by 2021. Social media platforms have been adapting to this move toward video including Instagram, SnapChat, Facebook, and Twitter. YouTube, of course, has been at the forefront of this trend.
One of the reasons that video is such a good tactic for marketing on mobile devices is not only that it attracts more views and it leads to more shares. 1/3 of all time online is spent watching video, and when a video touches emotions it is more likely to be shared.
Here are my 12 best tips for using mobile for marketing.
12 Tips For Mobile Marketing
- Make sure that your website is mobile-friendly. Since more people are accessing the internet on mobile devices, your website needs to be ready to receive that traffic. Is your website mobile-friendly? The easiest way to check this is to go to your website from your mobile device. Here’s another way: http://mobiletest.me/.
- One of the keys to mobile-friendly is simplicity. Whatever you do, make sure that your website is easy to navigate.
- Make sure that your content is mobile-friendly. This means that your content works on different mobile devices – mobiletest.me is a good site to use to check this. All your content – texts, images, video, and whatever else you put on your website or in some other form of communication needs to be mobile friendly.
- Structure your writing for mobile. This means short chunks rather than long sections that fill up the screen and continue to fill up the screen as readers scroll down. Short paragraphs, subheadings, images, and bullet points all help the reader to stay with you.
- Short headlines get the most response on mobile – CoSchedule recommends six words for the highest click-through rates.
- Optimize your emails for reading on mobile. Litmus.com reported in January that 53% of emails are now opened on a mobile device – a 500% increase in four years. Some of the following tips within this tip will apply elsewhere: a) keep your subject lines short, b) use a single column template, c) keep your email under 600 pixels wide, d) use a large font size, and e) use small images.
- Text messaging is perfect for mobile and text messages get more opens than email. The first rule of text messaging for businesses is getting permission from your recipients to do it. Here’s a great infographic on text messaging for business by SlickText.com:
- Maintain a significant social media presence on the platforms that you are utilizing. Whether it’s Facebook, Twitter, Instagram, or another platform, don’t post and run. Take the time to develop relationships with your customers and clients, and your potential customers and clients. Don’t be afraid to start conversations, ask questions, and build community around your brand.
- As important as personal engagement is today, you also must have good automation. Much of what applies to digital marketing in general applies here. You need automation to capture leads, delivering messages, and giving you timely analysis and reports on your business efforts. Mobile marketing automation can take your business to a higher level with realtime stats, push notifications, and other bells and whistles that aren’t otherwise available.
- Integrate your mobile marketing with the other aspects of your marketing. This means that you have coherence in your marketing plan across platforms and media.
- Have a call to action and optimize it. What I mean here is that you compell your readers to take action and you provide the means for them to do so. If you want them to click on a button, make sure that the button your provide is large enough to be activated by your readers’ thumbs. According to Smashing Magazine, the perfect size for your mobile button is between 45-57 pixels.
- Use customer feedback forms and brief surveys to get a better understanding of your customers and clients. SMS is an easy way to do this.
Those are my best 12 tips for mobile marketing. What would you add? I welcome your comments and questions, and your likes and shares.