Mobile Marketing Strategy – Where To Start

Link to video:  Mobile Marketing Solutions – Let’s Talk Five Strategies

Mobile Strategy

Obviously mobile is really important in our daily lives. I’ve talked about it for 10 of the 10 years I’ve written this blog. Yet, it’s still important to review how to apply new and traditional mobile concepts into your current creative business growth plan. These days there are many different approaches, some you may not have considered.

We live in what many referred to as a mobile-first world. And when I say mobile first, you may think about websites, and rightly so. Actually, I’ll address websites later in the article. First, let’s think about your personal habits. Then, let’s consider the general public and what people actually do on mobile, and what they do not.

You may be reading this article on a mobile device. About 42% of people read this blog on a mobile. Whether people are checking your site out on mobile or not depends on the type of content you deliver. Take a moment to think about the kinds of things you like to look at on mobile. Do you like to read in-depth articles on mobile? probably not. So, if you are reading this article on your phone, chances are you will not finish it now. Maybe you’ll just skim through it, possibly read the first paragraph or two just to get the idea of the blog post.

You may not like to read email on small phones because emails can be a little bit too long while you’re on the go. Chances are you’ll wait until you get on a larger computer to finish or reply. Shorter emails you’ll reply to right now. However, if it has a lot of content such as video and photos, it may be saved for later too. When you develop a mobile plan, consider what your target market does and why they are there. Now, we have the starting point for our mobile marketing strategy.

What We Like On Mobile

Let’s dig a little deeper into some of the things we like to do on a mobile phone. We like to text. In other words, we like short, direct information on mobile. We like video — video is huge on mobile. This is because we don’t have to do anything after we press a play button to watch a video. Our phone screens are big enough to give up enough information so we know what’s happening on the screen, we’re entertained. Remember, audio is super important with mobile. It’s true, if you don’t have good audio, people will not watch, even if you have awesome visuals. Poor audio will sink a video every single time.

This leads me to another activity we like to do on mobile. We like to listen to podcasts, especially when we do things such as yard work, or exercise. Podcasts are a helpful way to get the word out about your product, your service, your expertise, or just build online authority.

Texting And Messaging

Let’s take a step back to think about texting and messaging on social media.  We like short, quick text to the point back and forth communication. We use emojis or even a gif once in a while. We send words, symbols or short sentences to get the point across. You’d be amazed (or not) at how people communicate on a smartphone without actually saying anything people living in 1980 would recognize. We have a new form of communication which has developed over time – it’s quick, short and to the point. However, one thing we don’t like, especially when it comes to texting, and even messaging is spam. People don’t like messages from sources they are not expecting. So, how do we approach texting and messaging to actually make it effective for our business?

One of the concepts which make texting and messaging so effective in marketing is the high open rate. The percentage of people who actually look at the message. However, we get really mad when companies send us stuff we don’t care about. So don’t spam. Don’t buy lists and send stuff. Use text and messaging as a support system. I found it effective to remind people of appointments or let them know about an event or a special sale is coming up. In other words, you want people who know you to receive these texts and messages. Send to people who are really interested in what you have to offer.

When it comes to messaging, such as Facebook message bots, it’s a similar experience. Message bots are a big deal and will continue to become an important communication tool over time. You can create message bots that people can opt into based on the need for specific desired information. For example, I have a client who has an outdoor service, which means the weather is a big deal. So, we created a message bot for people to opt-in to which lets people know specific information about the weather in their location. Of course, accompanying the messages and information they requested is optional relevant support from the company.

Now, there are a lot of ways you can approach bots. However, the main thing is to make sure what you offer has value. So it’s kind of like an opt-in email list, offer something of value, and then people will give you their name and email, which you can market to later.

Podcasting For A Mobile Audience

Podcasts can be an important part of your mobile strategy. This doesn’t mean you have to create a podcast, however, I’ll address creation later. First, think about ways in which you can sponsor podcasts. Look through iTunes, SoundCloud, Stitcher. Find podcasts related to your industry. You can sponsor those podcasts to get the word out about your business. Don’t just sponsor one episode or one podcast, that’s a waste of money. This is a longterm branding and marketing strategy.

Develop your own podcast. It’s an excellent way to up the branding game. Create more awareness for your business and your brand. You can also increase your authority within your industry when you podcast on a regular basis. It’s really not that hard to create a podcast. And it’s certainly gotten easier over the years. In the old days, I did everything manually as it relates to uploading and distribution of the audio files. But today, there are a lot of excellent support resources.

I live in a larger city and currently, I have about four podcast studios within a mile or two of where I’m sitting right now. If you want the highest quality production, that’s a good way to go. You don’t have to invest in all the equipment you can test it out first. If podcasting works for you, then you can invest in your own studio.

All you really need is a microphone and a way to record. You can use an inexpensive digital recorder. I use a Yeti microphone connected via USB to my laptop. I have a MacBook Pro, so I use Garage Band to record my podcast shows. The thing is, there are a lot of different ways in which you can record. If you want to do interviews, there are multiple ways in which you can interview people online. I like to use Zoom. However, you can also use Skype or Google Hangouts. It’s really easy to upload an audio file to a host such as SoundCloud and deliver the podcast feed to other locations such as Stitcher Radio or iTunes. The first step is to get started, which is probably the hardest part of podcasting.

Video And Your Mobile Strategy

Video is another area you want to consider when it comes to developing authority and community for your mobile marketing strategy. It’s an excellent solution, more companies and professionals than ever are sharing their expertise and telling good stories with video.

You have a lot of options when it comes to using video as part of your marketing strategy.  Facebook, Instagram, LinkedIn, Twitter, IGTV (which is the vertical version of a video on Instagram) are excellent choices. Oh, and don’t forget the standards such as YouTube and Vimeo.

So where should you start with video? Personally, I would begin where you have the strongest community. If you have a good Facebook community start there. If you have an excellent Twitter community, start with Twitter. If you don’t have a community, I would go directly to YouTube and build your video community on YouTube first. I believe the opportunities are much greater overall, especially with the power of the YouTube search engine.

Your Next Step Is Live

If you really want to connect with your community as part of a mobile strategy, I would definitely consider going live. For live video, stick with your core community. However, consider Facebook if you are on YouTube and YouTube if you are on Facebook. Periscope was certainly hot at one point in time. But this platform has faded. Periscope still has value, however, I think YouTube and Facebook are your best first two choices to consider.

Websites And Mobile First

I want to discuss websites next because it’s the center of our marketing solar system. It’s important to make sure your website is mobile friendly. You may have heard about Google’s mobile-first index. It simply means that Google looks at a websites mobile friendly factors for ranking, especially when someone searching from a mobile device. In the past, it was desktop first, because most people were on a laptop or desktop computer. Google has reversed this because a majority of the traffic now comes from mobile. And of course, Google is keeping up with the times.

Here are a few things to consider as it relates to your websites mobile solution. First, is your website responsive? We are well into the age of responsive websites. In the past, we might have a subdomain designed for mobile. However, today every website should be responsive and fit nicely on the screen in which it is displayed.

We’re in the mobile-first world, which means we design our websites to go on mobile phones first before we consider how the site looked on the desktop. However you design it, it needs to be responsive. For example, if you have a lot of information on the big desktop version of your website, you remove some of the information and make the page more streamlined for mobile viewers.

Fast On The Draw

Another important element for mobile website success is to make sure your website loads fast. People do not have the desire to wait for your website to load. You think they might, but they don’t. Every second amount to a loss of opportunity on mobile.

Search

When it comes to mobile, search is still important.  A higher percentage of people who land on your website from a mobile search are buyers. So make it easy for them to buy. If the idea is to get them to your location, such as a restaurant, make it easy for them to find your location.

Your website needs to be a good mobile resource. What problems do people have in your industry? What are people searching for? And how can your website be the solution? How can you fix their problem quickly? How can you make it easier to do business with you using a mobile device?

Setting Goals For Mobile Success

If you want to understand what social media, marketing, and advertising platforms you should use for your mobile strategy, it’s important to set up some goals first. Before you finalize your goals, understanding your website analytics.  See what percentage of your website visitors are from mobile, this can open your eyes as to the importance of mobile. Mobile users — they’re buyers. Knowing the numbers (analytics) helps give you direction in terms of what is working and establishing realistic goals for your company.

Yes, plan your goals. However, before you can reach your goals, you need to understand your customer’s goals? Consider the four areas of marketing I like to focus on in my seminars.  How can I use mobile to develop awareness of my brand, drive traffic to my website, improve conversions (sales) and retention of my hard earned customers?

If you’re trying to drive traffic to your website, you can advertise. Both Facebook and Google are good advertising platforms. With Google, people just have to click a button and they’re calling your business from wherever they are standing. There are a lot of excellent ways in which you can use the new services available on many of the different digital mobile-friendly platforms. Usually, those services are in line with the goals of your customers.

Mobile users are active in some way because they need more information about a product or service. And if you can provide such information, you have a much greater chance of earning a new customer. There more things you can do today on mobile to support your customer and earn new customers. But some things are still the same, like understanding the problem of your customer and how you can be the solution.

However, we need to think about why they would go to their mobile phone first to find the solution to their problem. Why would they go to Google? Why do they look for a video or listen to a podcast? There are very good reasons for each of these things. You need to think about how you can fit these concepts into your mobile marketing strategy to serve your future customer.

Dig down deep, get creative and find new things you can combine with your marketing strategy to separate yourself from the competition. And if you do that, you will find a mobile success strategy.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.