Developing a Successful Mobile Marketing Plan

Mobile advertising and marketing strategies are essential for local businesses looking to reach their target audience. Due to their size and limitations on data transmission, these devices must be specifically addressed by your company’s marketing efforts.

Whether looking to increase brand awareness, generate leads, or promote your products and services, marketing for mobile devices requires careful consideration. This consideration has led to the concept of responsive web design.

This post will cover what you need to know about crafting a successful mobile marketing plan for your business. We will cover how to view mobile user data, create effective user experiences on mobile devices, improve your search results ranking, and more.

Setting Your Goals

The first step in developing an effective mobile advertising and marketing plan is to define your goals.

Are you looking to increase sales? Drive more traffic? Improve customer loyalty? Once you have established these objectives, it will be easier to focus on the digital marketing strategies required as you create your plan.

Benchmark Your Current Market Position

Using Google Analytics you can segment your online users by the mobile device and further by brand. This will help you in understanding who uses your website, where they come from, what content they consume and so much more.
By tagging your web traffic properly you can see the direct effects of social media, paid ads, and even email marketing.

Once you establish what has happened historically you can determine the gap between where you are and your goal. This is the foundation for creating your objectives and mobile marketing campaign.

Identifying Your Target Audience

Knowing who you are targeting can make or break your mobile marketing plan. Again Google Analytics can help you identify your target audience.
You will know key characteristics such as demographics (age range, gender), device preferences (iOS or Android), and location (local vs international). You can even see their interests (gaming, shopping), socio-economic factors (income level), and more.

This understanding will help you craft campaigns that are tailored specifically for them.

Designing the User Experience

Your target users expect different experiences when using their mobile devices. It really is a simple matter of how a user is expected to interact with their device. For example, mobile devices do not have traditional keyboards but do have touch screens.

Compared with other platforms it’s important that you keep in mind how small the screens are when designing for these platforms. Also, load speed is much more critical on a mobile device that has limited data bandwidth.

Consider how users might engage with the touch screen to access your information. Even the menu is different and condensed. How do they navigate between pages or even page sections easily?

If possible try A/B testing various techniques before settling on one approach so that you can optimize and get the most out of each campaign.

Using Mobile Apps & Push Notifications

Having a presence on both Google Play and Apple App Stores is becoming increasingly important for businesses looking to stay competitive in today’s market. An app not only provides potential customers with easy access to information about your business but can also act as another communication channel.

Apps can help users communicate with customer service representatives or make purchases directly from their devices. Apps give you the ability to send push notifications which keep users informed at all times about any updates or offers related to your brand.

Optimizing For Search Results Ranking

Even if customers don’t find out about your business from app stores or other sources, it’s likely that they will come across it during their web searches. Mobile searches are cataloged differently than desktop device searches on Google and have their own ranking factors.

Natural search results ranking or paid advertisements associated with specific keywords are the target of search engine marketers. How your content gets indexed, ranked, and subsequently served to users can either increase or decrease your visibility in the marketplace.

It’s important that website pages feature relevant keywords in text content as well as titles and meta-data descriptions. For mobile users, it’s imperative to ensure fast loading speeds across all devices supported.

Users seeing posts on social media sites such as Twitter, Facebook, Instagram, Snapchat, etc. are also indexed and ranked by Google and show up on Search Engine Report Pages (SERPS). Youtube is also owned by Google and sends powerful ranking signals to search engines for your business.

Mobile users are at a higher risk of leaving your page before they can interact with it due to slow load speed. Page load speed is especially impacted by your images and videos. These must be optimized accordingly so they don’t slow down the site too much and send negative signals to Google.

Furthermore, utilizing analytics tools like Google Analytics can provide valuable insights into user behavior and engagement levels. This resource helps inform decisions related to specifically relevant content creation efforts

Analyzing & Implementing Tactics To Increase Traffic

Beyond optimizing websites and blogs for obvious search engines such as Google, Yahoo & Bing, there are several other methods used by companies looking to increase online traffic. The internet is home to the phenomena of pay per click advertising as well as social media.

Studying usage patterns helps to inform future marketing plans. Because you can track nearly any statistic you need to determine which metrics you care about most to track and monitor effectiveness.

Social posting of engaging visuals along with intriguing text headlines with relevant keywords allows businesses to reach broader audiences. These platforms also help you measure success by tracking their platform specific analytics including clickthrough rates, engagements, unique impressions, video views, likes, shares, comments, etc.

Redirecting visitors from these platforms back onto landing pages helps build up mailing lists. Mailing & SMS lists are the only assets that you own. All of these other platforms can opt to remove your listing or decrease and even ban traffic to your properties.

Have you noticed that social platforms are predominantly used by mobile users? Many of these platforms have control of their AI that determines who sees what content. Making sure that the dominant user has a good experience greatly influences visibility.

Every Phone Is Email Capable

Just think about that statement for a second. Every phone is connected to an email service provider period. This is what allows people to use and log into apps, have a centralized calendar, and so much more.

Many people have become indoctrinated as a course of habit to check their email and mobile devices make it very easy and convenient. Your mobile device even alerts you when new emails are received.

Email is known to increase visibility and top of mind awareness drastically when you request reviews, ask for feedback directly, and use newsletters to direct users to content they may be interested in.

Emails sent with proper execution practices increase revenue significantly. The fact is people who gave you their email via your website will already be familiar with your company’s products & services.

You can effectively promote products through case studies highlighting achievements to further improve trustworthiness and enhance loyalty even further.

Maximizing Brand Awareness Through Content Creation Strategies

Ensuring a strong connection between consumers wanting to purchase items based on desires, needs, and wishes depends upon regular creative strategies. Having consistent useful content keeps readers engaged and helps to ensure conversions. This strategy applies to all of your devices.

Once you have identified opportunities by reviewing your mobile data your team can create tactics to implement right away to test and validate your assumptions.
Of course, you will need to refine these strategies over time according to changes, trends, and observable metrics. People don’t buy if they are not aware of a problem, a solution, and the ability to access the solution readily.

Keep writing blog & social posts and articles discussing topics like handling potential objections. Research when possible to have an idea of what people are searching for and encourage interactions with your brand.

You have the ability to create larger communities with groups and by encouraging likes & shares which means your content gets broadcasted to a wider range of individuals. This ensures brand recognition and further develops social proof.

Mobile Devices Are With People Everywhere All The Time

People literally have their mobile phones on us nearly all of the time. Even children have mobile devices readily available to them.

This means that mobile devices are our preferred method of communication. Business owners can no longer dismiss the importance of specifically creating mobile marketing plans.

Remember people forget easily and are presented with staggering amounts of information via their mobile devices. The easier you make it for people to become aware that you are capable of helping them the better.