5 keys for a successful mobile marketing strategy

Mobile is now a key part of most companies’ marketing efforts. If you aren’t reaching consumers through their smartphones and tablets, you aren’t maximizing your outreach capabilities. An effective mobile campaign can make the difference between marketing success and failure.

mobile3With that in mind, here are five keys for successful mobile marketing strategies.

1. Develop your database
One popular strategy for mobile marketing campaigns is messaging. Your business can send messages directly to consumers to offer them coupons, discounts and other valuable information or rewards. If the recipient is already a fan of your company, such offers will likely be well received. They can not only lead directly to more sales, but also have a positive impact on your customer relationships.

However, you need to be careful. If you send these messages to the wrong people, they may have a negative reaction. After all, these messages are more intrusive than the average marketing outreach effort, and so they carry more of a risk of causing a backlash.

To strike the right balance here, it is critical to develop and manage your customer database, as PromotionWorld contributor Reu Rai recently asserted. While it may be tempting to simply add every customer’s phone number to your mobile marketing database and sending messages indiscriminately, this is not the best course of action, the writer explained. Instead, Rai recommended getting explicit customer consent before including any given individual in such a campaign. This way, you’ll reach fewer people, but those who do receive your messages will be far more likely to have a positive reaction.

2. Make messages count
In addition to taking care when choosing who receives these mobile messages, you also need to pay close attention to the messages themselves, Rai explained. In a lot of marketing strategies, frequency is paramount. You need to publish a great deal of social media content, for example, if you want these campaigns to prove successful. However, when it comes to direct mobile marketing, you need to exercise a little more restraint.

Rai emphasized the need to make sure that every message is worthwhile for your customers. Don’t send messages just for the sake of maintaining content, as this can do serious damage to your company’s reputation and customer relationships. This is true even if you are very careful to only include those customers who are most likely to appreciate your mobile outreach efforts. Quality should trump quantity when it comes to mobile messaging campaigns.

mobile23. SEO matters
SEO is critical for any company’s marketing efforts. Consumers increasingly turn to Google and other search engines when looking for a particular product or service, and the higher your company’s search rankings, the more prospects you’ll attract.

SEO and mobile marketing aren’t often spoken of in the same sentence, but they are innately linked, as Rai pointed out. Now that people rely so heavily on their mobile phones, they’ll often conduct Google searches while on the go. Rai argued that as a result, you need to take steps to make sure your mobile websites appear high enough in search rankings to increase your company’s visibility.

To this end, SEO best practices are essential. Most of the rules that regularly apply to SEO efforts are also relevant for mobile-specific websites. Focus on keywords, developing new content regularly, using links organically and so on. Unite your standard website’s SEO strategies with mobile and you’ll see a significant boost to both.

4. Keep the devices in mind
In many ways, smartphones are essentially just miniature computers. There aren’t really all that many things a laptop can do that a smartphone can’t. Consequently, business leaders can and should feel free to incorporate video, audio and images into both their mobile and desktop-focused marketing campaigns.

But with that being said, it’s still critical that you keep in mind the unique aspects of mobile devices which demand a different approach. Probably the single most important fact in this regard is the smaller screen size. With only a few inches of space, a smartphone screen will display your business’s content very differently than a PC will. If your website is overly crowded, cluttered and demands too much bandwidth, mobile viewers will have an unpleasant experience, and they’ll navigate away quickly.

That’s why responsive design needs to play a key role in your mobile marketing campaigns. With this technology, you can ensure that your website will be clear and attractive to all viewers, even those using smartphones.

To make sure that your responsive design efforts are working, though, you need to test constantly. Never assume that a new page design or embedded video will work fine in a mobile format. See for yourself. If possible, try accessing these elements through a range of different smartphone brands and models, just to be sure that there are no unforeseen hiccups. The more thorough your testing, the less likely you’ll run into problems down the road.

mobile15. Make it personal
A final key strategy for increasing the impact of your mobile marketing efforts is to emphasize the personal angle, as e27 contributor Dan Ferguson recently highlighted.

Ferguson pointed out that while many business leaders understand the importance of personalized marketing efforts, relatively few put this into practice when it comes to mobile campaigns. He noted that a recent Econsultancy study found that 43 percent of organizations offer a personalized experience to desktop users, but only 13 percent deliver the same level of personalization to mobile users. A lot of companies are missing out on the opportunity to maximize the impact of their mobile outreach.

Ferguson asserted that there are a number of ways that you can make the mobile experience personal for your intended audience. For example, you can tailor offerings based on the user’s actual location, offering information or offers that apply only to that specific area.

The more personalized your mobile marketing campaign, the greater its potential impact.