3 Tips on Creating a Mobile First Marketing Strategy

Given the number of smartphone users across the world—as many as 2 billion by the end of the year according to some estimates - we've far surpassed the point where business can choose to ignore mobile marketing. In fact, according to CIO, upwards of 28% of all sales now take place via some sort of mobile device.

The problem, however, is that many businesses fail to have a well-defined mobile marketing strategy in place.

Even though mobile marketing is a vital part of any business, companies should not be in such a rush to develop and release an app that they skip the most important pre-planning steps. Before considering app development, your business needs to ensure it first covers the following bases:

Tip #1: Hammer Out Conversion Points

Chances are you have ideas swirling around about conversion points. Often, these conversion points involve white papers and/or newsletter signups; however, these aren't really acceptable for mobile users because of their longer forms for signup. One way to work these into a more mobile-friendly setup is by using email input and the keyboard shortcuts available with HTML5.

In the course of considering your conversion points from a mobile perspective, you may discover other avenues to engage with customers. One possibility is offering mobile coupons, which experts suggest could really hit its stride by 2019. This can be done as easily as giving shoppers an opportunity to scan QRC codes and enter an email address in order to access a coupon. An added tip though, you should require as few steps as possible or you're likely to lose the customer.

Tip #2: Know How to Reach Your Local Audience

This is an early step you must make. As users are increasingly becoming more mobile, you'll need to understand how a mobile search differs from one being made from a desktop. The biggest (and most obvious) is that mobile searches take place away from home and mobile users typically want a quick answer.

You should also take the time to learn why people are making these searches and then tailor your mobile offerings accordingly. This includes keeping an eye on your content and gearing it toward your local community.

Finally, paying attention to local searches (like Google, Bing and Yelp) can lead to a big payoff. The auto-generate nature of these sites can lead to inaccuracies, therefore it is important for businesses to both claim and check the content to confirm important information (i.e. store hours, product/service photos, location, etc.).

Tip #3: Mobile Viewing Optimization

There's a high likelihood that you've already optimized your website in terms of responsive design, or have plans to do so. (If you haven't, consider finding out how our sister company for mobile development, Bizmosis can help.) However, if you're just getting started, don't stop your optimization at touch-friendly buttons. You need to ensure that you include the proper content structure—this includes using shorter paragraphs.

Additionally, with mobile it's best to get straight to the point and stick to concise, 1-2 sentence paragraphs at the most. Using subheads, numbered lists and bullets will also make scanning your content easy. Consider consumption context: If your customers can't scan your content quickly at Starbucks, they may never read it.

Mobility trends are quickly becoming industry standard. To ensure that your company is on track, consult the enterprise mobility experts at Innovative Architects. With offices in Atlanta and Washington D.C., our mobile consultants have the expertise and experience needed to offer comprehensive technology consulting services for small, medium and large businesses in Georgia, Alabama, Florida, Tennessee, North Carolina, South Carolina, Mississippi and New York.