6 Tips on How to Drive Sales With Mobile Marketing
About half of all global internet traffic comes from mobile devices, and that’s only expected to increase. By 2021, it’s estimated that there will be 3.8 billion smartphone users worldwide when the average user already spends nearly three hours a day on their device. As it stands, mobile devices account for 70% of all time spent on media. In other words: it’s safe to say that the world has gone mobile, and so should your marketing plan.
Mobile marketing isn’t just the future of marketing, it’s an essential part of a marketing strategy right now. You have to reach consumers where they are, and that’s on their mobile devices, but that’s just the gateway. There are a lot of options when it comes to mobile marketing — from push notifications to email — but these tips can help you drive sales.
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Make Your Website Mobile Marketing Friendly
The first step to a solid mobile marketing plan is to make sure your website is optimized for mobile devices. You can send people to a landing page, but if that landing page is difficult to navigate on a smartphone or takes too much time to load, then consumers are going to bounce. According to Pingdom, most web pages load in 3.21 seconds, and even a 100-millisecond delay can cause conversion rates to drop by 7%. According to data from Google, conversions drop 12% for every second of load time.
The speedier the load time, the better. Ideally, you should aim for a load time of three seconds or less, where possible.
Ramp Up the Video Content
Whether your mobile strategy is focused on social or email, video should be a key component. According to research, 60% of people would rather watch online video than television and a whopping 75% of video viewing happens on mobile devices. The eyes are there, and they’re ready to convert.
According to Hubspot, adding a video to marketing emails can increase your CTR by 300%. That’s no small potatoes. Similarly, Optinmonster found that 93% of marketers have landed a new customer by a video posted to social media. Overall, video marketers get 66% more qualified leads per year than traditional marketers.
Use Mobile Push Notifications for a One-on-One Marketing Campaign
Email and social media marketing campaigns are great, but they have a huge chance of being overlooked. People’s timelines are buzzing with posts, their inboxes are flooded with spam. Push notifications — bite-sized mobile messages sent straight to your device — are a great way to ensure that you don’t end up in a spam filter or the dredges of Facebook’s algorithm. The best part is that the user is in control here. They sign up, they can unsubscribe, and they can choose which notifications to receive and how. In other words: you’re gaining access to qualified leads that want to hear from you.
Because push notifications are so short (often less than 50 characters) and easily read at a glance, they have an overwhelming ability to reach consumers. Current push notification platforms are capable of offering a hyper-personalized and real-time mobile engagement experience for users. However, not all platforms are the same. It’s crucial to understand what you want out of a push notification solution, and find the perfect balancing act that offers a high click-through rate, compliance with local data privacy regulations, and a great user experience.
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Go Beyond the Mobile Phone With SMS Marketing
Yes, the world has billions of smartphone users, but that still isn’t everyone. This is where SMS marketing comes in. SMS messages can reach all mobile phone users with a text plan, wherever they are, right in their pocket. According to Omnisend’s 2020 Marketing Automation Statistics Report, marketing campaigns have a 47.7% higher conversion rate when they involve SMS, and SMS campaigns have an average ROI of 2,700%.
SMS marketing can also be a good way of reaching out to smartphone users who have not yet downloaded your mobile app. And even if you’re not trying to drive sales, SMS surveys are also a great way to conduct marketing research. This can help drastically increase the effectiveness of your overall marketing strategy in the future.
But be careful! Under certain phone plans, users can be charged for receiving SMS messages, which is not a good look for your company. And in some areas, SMS marketing is illegal.
For a deep dive on the differences between push notification and SMS marketing, check out our blog post here: SMS vs. Push Notifications: Which One to Use and Why
Personalize Your Email Marketing
Email marketing is a key part of a comprehensive mobile strategy. According to research from Campaign Monitor, this platform has had the highest ROI for the last decade, with an average of $38 brought in for every $1 spent. The thing is that people are bombarded with marketing emails and most are left unopened, so personalization really shines.
Studies have shown that personalized emails have a 2.5 times higher click-through rate than emails that aren’t personalized and are six times more likely to drive conversions. Even something as simple as including a recipient’s first name in a subject line leads to a higher CTR, and personalized subject lines are 26% more likely to be opened.
Overall, Campaign Monitor claims that marketers have found a 760% increase in email revenue by using segmented campaigns, which cater emails to specific demographics like age, gender, or location.
Mind the Demographics and Timing on Social Media
Nearly half of the world’s population uses social media — even if they’re not on a mobile device. This makes social media marketing campaigns particularly effective, but not every platform is equal. The ideal social media campaign matches the platform to your demographics. For example, Facebook usage among teens has been dropping year-over-year, so if you’re trying to reach a younger demographic, it may be wise to focus your campaign on TikTok or YouTube, which is preferred by Gen Z. Similarly, if you’re trying to reach c-level professionals, you may want to use LinkedIn rather than Instagram.
There’s not just a science to where you post, there’s also a science to when you post. Some times are more effective than others. For example, Instagram posts generally garner the most impressions during weekdays on off-work hours like at lunchtime (11 am to 1 pm) and in the evenings (7 pm to 9 pm).
This guest post was written by:
Scott is a balanced risk-taker with nearly three decades of experience starting and growing advertising and marketing agencies. His business acumen is matched with a drive to build creative teams that thrive in open, collaborative work environments. He remains dedicated to helping his talented teams develop unique and effective integrated marketing programs that help employees realize their full potential while serving up impressive business wins for clients.