Is mobile marketing something you should worry about? The answer is – most definitely! Today more people browse the web using their smartphones, than their computers. It is more convenient this way, as you can go online from a bus, in a café or bar, basically from any place that has a Wi-Fi connection.
So, it would be unwise to ignore this unique opportunity to grow your customer base, since both your digital marketing and online business in general will suffer if you ignore mobile users. In the following article we will discuss how to harness this lucrative potential of mobile devices, and how to create content that is more attractive for mobile users.
Optimize your website for smaller screens
Your website or online store needs to be adjusted for the smaller smartphone screens, because if the website won’t load, or simply doesn’t look good on a smartphone screen, it’s ranking and authority will never go up. Search engines have a job of finding high quality and reliable websites for the users, and by not optimizing for smartphones and tablets, you give crawlers a message that you have done a sloppy job.
So, you need to do this regardless if you are a fan of mobile marketing or not. However, what does quality mobile optimization actually imply? Well a few things actually:
- First of all, your website should be able to open and load on a smartphone, and users should be able to browse your content by simply tapping on the screen. So, make sure your buttons are not too close to one another, and make sure the text inside them is visible.
- Second, navigating a website should feel natural for smartphone users. In other words, your pages need to be longer, and relevant content should be accessed by simply scrolling rather than opening tons of dropdown menus.
- Third, it should have a natural call to action, so the cart button should be clearly visible, and the shopper should immediately know how to make a purchase.
Basically you can check how your peers have handled this, and try to create your own version of an online store. The one with your logo, your colours and artwork and with your content.
Create smaller blog posts
In order for mobile users to find your content engaging, they need to enjoy it. It is true that long and insightful blog posts are better for rankings and relevance in general, but user engagement and bounce rate are also important elements that influence the quality of your website.
In other words, you can create more simple articles or create infographics, so that people who browse your site using their smartphones can get meaningful chunks of information without straining their eyes.
If you have to sit for half an hour and scroll through a lengthy text on your mobile, you won’t be thrilled, since these devices were not originally intended for reading big chunks of text. So, take your lengthy and complex content, simplify it and make it more accessible to those who are using smartphones.
Create an app
Another way to make shopping more engaging on mobile is to rely on apps, rather than an online store. You can be way more creative in this area and create an app that makes the shopping experience much more fun than an online store. One of the recent trends is to create an app that contains a model of your store, which users can explore it on their touch screen.
Once they tap on the desired item, it will be zoomed and displayed along with its price, plus they can turn this 3D model around and check out how it looks in its entirety. Furthermore, these apps are compatible with VR headsets, so users can actually walk through the 3D version of your store, which is really next level online shopping.
You should create an app for both Google Play and the Play Store (Android and iPhone), so that no smartphone user is left out. These apps can send a notification whenever a new item appears in your store, or when there is a special discount. Moreover, the app can be used to pre-order products or to check how many items you have left in stock.
It should also display and notify users when they are near your physical store, and greet them. Needless to say that the apps should be free and without any ads. Here is more in-depth guide on how to create an android app and some app maker tips for iPhone.
Finally, the most potent type of notification is definitely the SMS notification, since users will definitely open it. The problem is that this type of notification can be perceived as bothersome, and customers are likely to block that content or unsubscribe.
However, you need to ensure this doesn’t happen by giving them some sort of benefit for allowing you to message them in this fashion. For instance you can give users who receive SMS notifications discount codes that can be entered in the online store or app. This is a small price to pay, considering that you can always be sure the consumers are notified of any important sales news or special offers.
Another word of advice is to discover who your core consumers are. Since the majority of the users share the same traits, location or interests, you can tailor the language in your notifications and updates to resonate with them, and make the whole experience more interesting. You can create automated messages that include the name of the subscriber as well, and make it more personal and engaging.
These were some of the easiest ways to reach your target audience using smartphones. It will require some sacrifice and quality tools, as well as a skilful development team, but you will create far better engagement and achieve higher ROI in this manner.