Mobile technology is evolving, consumer needs are increasing, and smartphones are being used more and more. For businesses to succeed , it is therefore essential to develop a good mobile marketing strategy . Indeed, there are several methods for attracting prospects , and that's what we'll explore in this article.
Mobile marketing strategy: what points should you consider?
Identifying the persona and the objective
The persona is the type of customer to target. Understanding what this customer looks like is crucial for determining the communication strategy . It's essential to define their age, gender, and social media platforms —in short, a profile of the prospect .
Defining your objective is also necessary in a action marketing. You must recognize what you are looking for, whether it is to bring traffic to a site, improve its reputation, or build customer loyalty.
Use of the "responsive" version of the site
The goal is to adapt the website to a smartphone format for optimal display quality. Screen size and loading time are key factors to consider. To achieve this, Google has developed a new tool called " Mobile-First Indexing ," which prioritizes the mobile version of pages.
Mobile SEO optimization
Indeed, SEO must adapt to the screen size of a smartphone. Consequently, prioritizing short keywords is invaluable. In this case, once a user performs a search, you would appear on the first page of results.
Enable geolocation
Geolocation essential , particularly for hotels and supermarkets. When someone connects to a Wi-Fi network, Google tracks them on its servers and sends them a notification asking for their opinion on a nearby website.
Sending Marketing SMS Messages
SMS marketing is a highly effective way to persuade a prospect. Over 90% of smartphone users are enrolled in SMS-based affiliate and loyalty programs. Businesses can communicate more easily with their target audience through commercial SMS messages. With only 160 characters, they must use the most effective messaging.
Development of a custom mobile application and activation of push notifications
Mobile apps help businesses engage prospects and build customer loyalty. In fact, 80% of time spent on a mobile device is dedicated to apps, according to a 2018 ComScore report. Having your own app is therefore essential, especially when it comes to enabling push notifications. Furthermore, promotional notifications encourage users to make a purchase, particularly in the late afternoon. They are useful for keeping customers and prospects informed about new offers and promotions.
Optimizing email marketing strategy
To convince a prospect, email remains one of the best strategies. According to a study by the SNCD (French National Union of Direct Marketing), 76% of mobile users make purchases after receiving an email from a company. Therefore, sending emails to announce promotions or new products can increase sales rates.
Capitalizing on social networks
To grow your audience , developing a social media advertising campaign is essential. In Messenger, you can share videos, photos, or text in users' "Chats." On Snapchat, Instagram, and Facebook, businesses can post promotions and new products in their Stories, which are accessible to all their followers. YouTube also allows advertising messages to be displayed while videos are playing. Furthermore, sponsored posts on social media allow you to reach users who have already shown interest in a similar product or service. Websites will therefore see more visits, and apps will be installed after a social media ad campaign.
Video publishing
According to a report published by Wyzowl, almost 90% of internet users watch videos on their smartphones. Therefore, to encourage mobile users to visit a website , it's advantageous to publish a large number of videos. By adding calls to action , sales can increase even further.
Adoption of Bluetooth marketing
Activating Bluetooth marketing allows notifications to be sent to nearby smartphone users. This is a very effective technique around points of sale or during specific events. However, this strategy is only valid if the person has their Bluetooth enabled.
How to analyze the results of a mobile strategy?
Numerous tools for analyzing the results of a mobile strategy already exist. To use them effectively, it is necessary to select key performance indicators (KPIs) in relation to the company's objectives.
First, Google Analytics and Google Search Console allow every website administrator to analyze their audience. How? By regularly monitoring marketing campaigns and measuring the results for each, including page ranking performance for predefined keywords. They also allow you to track the number of visits to a site.
Secondly, there are tools like Localytics and Flurry that measure activity mobile app. These tools allow you to understand user profiles and measure user engagement and retention. They do this by counting the number of conversions over a chosen period.
Ultimately, Amplitude is a platform focused on user behavioral data for applications, both on the web and on mobile devices. It also tracks their progress through the conversion funnel .
In conclusion, having a good mobile marketing strategy requires significant effort, including creating a mobile survey to identify potential customers, developing your audience on social media, and creating a web app for each marketing campaign. With these methods, you'll see an increase in both your lead conversion rate and customer engagement.
