Mobile marketing has completely revolutionized the world of marketing. Brands have rapidly discovered that mobile websites are no longer a luxury but a necessity. While mobile marketing can include a variety of aspects, ultimately it means that users are able to enjoy a completely optimized, seamless experience on all their devices. Basically, anything that a user can do on his or her laptop, they should also be able to accomplish on their phone or tablet.
Many marketers tend to focus on the importance of building an app when they think of mobile marketing. Mobile marketing actually involves much more than apps. The final goal of any type of marketing should be to drive traffic and qualified leads. This should be no less true with mobile marketing than any other type of marketing.
Among the most important steps you can take to generate leads with mobile marketing is to ensure that you have a website with responsive design, which will allow your website to be formatted properly across all devices.
Utilizing Progressive Profiling Technology
If you have noticed that your form completion rate is lower than it should be, the problem could be due to forms that are incompatible with the mobile experience. In most instances, web forms are too small to be completed on a mobile site. Furthermore, the zooming and scrolling often required to complete an entire form can be too cumbersome for users. Due to the vital information provided by such forms, it does not make sense to eliminate them. Progressive profiling technology makes it possible to create forms and designate questions that appear on a customized basis to leads. The idea behind this technology is that marketers are able to gather information on a progressive basis. Rather than having leads to complete lengthy forms with information that you have already collected, you can instead create forms that are short and quick to complete, leading to higher conversions. When it comes to optimizing opt-in forms for mobile marketing, the goal is to reduce as much friction as possible to users completing an action.
Along those same lines, it is important to make certain that your content is also optimized for a mobile screen. Begin by ensuring that all of your most important information is at the beginning, just in case users do not read all of the way to the end. When consumers are using mobile, there is an increased likelihood that they will be at the top of the sales funnel in terms of research. This means that it is even more important to ensure that you provide digestible information or else they may become frustrated and turn to the competition.
Call-to-Actions on Mobile
Call-to-actions (CTAs) are always important, but on mobile websites, they become even more vital. Do not be shy about letting users know what it is that you want them to do. Additionally, make sure that your CTA buttons are large and clear.
In addition to using call-to-action buttons, consider the use of click-to-call buttons. Keep in mind that an increasing number of users may be gathering information to make buying decisions while on their smartphones. In light of that trend, it is important to make sure that your mobile landing pages are optimized so that it is easy for users to contact your business. The best way to do this is by ensuring your business's telephone number is in HTML and set up so that users can simply tap on their phone and it will dial your number for them. Unbounce reports that this can result in a 20 percent increase in phone calls.
Making the Conversion On-Device Instead of Online
At one time, the onus was on marketers to boost their online conversion rates. Today, marketers must step up their game and work to make the conversion on-device. An increasing number of consumers are now purchasing products directly on their phones and tablets. Furthermore, Business2Community reports that 61 percent of consumers state that if they are not able to locate a product using their mobile device, they will turn to a competitor. The lesson here is that the easier it is to convert consumers on a mobile website, the less likely they will be to give their business to your competitor.
The nature of generating leads may have changed somewhat with the explosion of mobile marketing, but by paying attention to what consumers desire in their mobile experience, it is possible to boost your lead generation efforts.