Mobile is huge. We get it. The statistics continue to prove it. According to Morgan Stanley, 90% of consumers have their mobile devices with them 24 hours a day, seven days a week. And iMedia Connection found that there are five times as many cellphones in the world as there are PCs. Chances are good you’re reading this blog post on a mobile device right now.
So now that we know it, what can we marketers do about it? After all, we want to do more than survive the mobile tidal wave that’s cresting even as we speak. We want to ride it to success – generating more leads, more conversions, and more revenue.
In a new eBook from Act-On, marketing expert Jamie Turner outlines the steps you need to take to generate leads with mobile marketing. As the founder of the 60 Second Marketer and CEO of 60 Second Communications, Jamie is extremely skilled at developing mobile, social and traditional campaigns for businesses of all sizes across multiple industries.
First, Master the Basics of Mobile
Before you dive in to mobile marketing, however, you should make sure you have the essential elements in place. Otherwise your lead generation strategies will be less likely to succeed.
- Test Your Mobile Website: Is your mobile website performing as well as it should be? You can use Google’s Mobile-Friendly Tester to find out. That way, you can confirm whether or not your mobile website is as functional as you think it should be.
- Create Mobile-Friendly Lead Generation Forms: It’s simple. Make it easier for prospects to fill out your forms and they’re more likely to do it. Making them responsive to mobile devices will result in higher conversions.
Once you’ve got those basic components in place, you’ll be ready to get started.
Going Mobile and Getting Results
Creating engagement with mobile users isn’t rocket science, but there are a lot of ways to do it right – and to get it wrong. Here are nine ways to generate more leads and create more customers with mobile-friendly marketing strategies.
1. Create Mobile-Friendly Email
Studies show that as much as 53% of the people viewing your email may be doing so from a mobile device. If you’re not optimizing your campaign for mobile, you risk alienating the majority of your audience. With the right marketing automation solution, you should be able to test and optimize your email campaigns for mobile users.
2. Run a Native Ad on Facebook
A native ad is a promotional message that’s embedded in a Facebook feed. Since half of your prospects will probably be viewing your native Facebook ad through their mobile device, it’s a simple and easy way to get started in mobile. Learn about the rules of engagement on Facebook with this toolkit.
3. Develop a Local Mobile Paid Search Campaign
When your customers are on the go (and using a mobile device) they’re more likely to be conducting searches for local businesses. A study conducted in December 2013 (by comScore, Neustar Localeze and agency 15 Miles) showed that 79% of mobile phone owners and 81% of tablet owners used those devices for local searches. If you’ve got a business that depends on local traffic, make sure you’re showing up in local mobile searches … if not, you could be missing out. Moz has a tool to verify whether or not you’re showing up in local searches.
4. Create a Mobile Survey
If you’re giving a speech or presentation and want to engage your audience through their smartphones, consider using a tool like TwtPoll to create a poll the audience can respond to via their devices. It’s a great way to take advantage of mobile in a B2B environment and to engage prospects with your brand.
5. Launch a Rich Media Mobile Display Campaign
Rich media is an excellent way to get people engaged with your mobile display campaign. You can have fun with rich media ads. Create games, quizzes, puzzles – anything to keep people interacting with your brand. Learn more about the benefits of using interactive content and quizzes for creating engagement.
Here’s a creative way to create engaging, interactive mobile emails. Scratch-It makes it easy to send messages with a lottery-ticket-like interface. On a phone or tablet, the recipient swipes the screen with their fingers to reveal the offer or call to action.
6. Use Geo-Locational Mobile Ads to Target Business Prospects
One of the great things about mobile display is that you can geo-target people who are located in a specific area – even in a specific building. Get some mobile SEO best practices, as well as some mistakes to avoid.
7. Use SMS at Events and Trade Shows to Capture Leads
Nearly all of your business prospects can read texts via their smartphones. Why not use that to your advantage? You’ll need an SMS service provider to help you (since running SMS campaigns can get technical), but this is an under-utilized technique that can and should be taken advantage of by B2B marketers. Try texting about your break-out session or special show-only offers.
8. Develop a Mobile App to Increase Customer Loyalty
What are some ways you can use a mobile app to increase customer loyalty in your business? Is there an ordering process for your B2B customer that could be simplified via an app? Get tips for creating a mobile app for B2B sales and marketing from Chief Marketer.
9. Use LinkedIn Mobile Features to Target Your B2B Customers
More than half of LinkedIn Inbox page views are happening on mobile devices, so why not leverage this B2B tool in your next mobile campaign? Sponsored InMail provides a powerful vehicle for marketers to reach business audiences. And since it’s available via mobile, it’s worth testing for your business. Don’t stop there. Here are 10 things B2B marketers should be doing on LinkedIn.
Download the eBook to get more information and tips for taking advantage of mobile to develop successful lead generation strategies. How do you use mobile marketing to drum up new leads? Share your insights in the comments.