As in all marketing, a tailored strategy for mobile marketing is essential. Your strategy is determined by your business, audience and goals. Your effectiveness depends on delivering quality brand experiences for mobile users. It’s all about the customer. Always start there.
Get Persona-ble for Mobile
Defining your audience, their needs and preferences is where any successful marketing strategy starts. Developing specific buyer personas are a valuable way to represent each of your customer groups and how they behave on mobile devices. Create a profile that describes each buyer’s background, primary sources of information, goals, challenges, preferred type of content, objections, and role in the purchase process. It’s easier to determine a channel and voice for your marketing messages when you have a clear picture of who you’re talking to and what voice to use.
- 48% of users start their mobile internet sessions on a search engine.
- 56% of B2B buyers frequently use smartphones to access vendors’ content.
- 95% of adults primarily use their smartphones to access content/information.
Pay attention to your target audience’s mobile behaviors and preferences. How much of their web usage happens on mobile devices? Are they comfortable completing a purchase on a smartphone? A little research goes a long way in developing a solid strategy that will meet your buyer’s needs. Pull data from analytics for mobile traffic on your website and landing pages. Survey your prospects and customers about their use and preferences on mobile devices. Do your buyers open emails in the morning or evening or weekend? Use data from A/B testing and previous marketing campaigns to complete your persona profiles.
Set Mobile Marketing Goals
Once you have gathered intel on your audience and have a handle on who you are talking to, it’s time to pair that knowledge with strategy. Setting clear goals will help you map out your mobile marketing strategy. Be sure your marketing goals are directly tied to business and sales goals. When setting mobile marketing goals, be sure to include key stakeholders, decision makers and creatives.
Questions to answer when setting mobile marketing goals:
- Where are you starting from? What are your previous/current goals for mobile marketing? What strategies have employed to date?
- If you’re already marketing to mobile audiences, how are your campaigns performing? What works? What doesn’t? What is being measured? What is not measured?
- How does mobile marketing fit into and support your broader goals?
- What do you expect from your mobile marketing efforts.
- Who are your key audiences for mobile marketing?
- Review your client personas and the data you have on mobile usage.
- How are you engaging your mobile audience cross-channel?
Establish KPIs for Mobile Marketing
All marketing initiatives should be tested and measured using KPIs. Setting measurable KPIs will help your team clearly identify what success looks like and provide data-driven standards for decisions. Here are a few common areas to consider when determining KPIs.
- Time – what is your timeline for profit or growth goals?
- Traffic to Key Sales Pages
- Engagement Rates
- Conversion Rates
- Retention Rates
- Customer Service/Support Interactions – public marketing opportunities for your company.
Track Mobile Metrics
This may sound complicated, but it’s actually easy to gather basic mobile user data from Google Analytics. By adding “Device” as a category in your analytics dashboard, you can see data on the quantity and types of mobile traffic you are getting on each page of your website. Similarly, you can add “Device Category” to your Site Content dashboard to see how mobile affects traffic, pageviews and bounce rates.
- Mobile behavior data will shed light on how your audience engages with your mobile-friendly content.
- Mobile conversion data can uncover areas where further optimization is needed for mobile users.
- Mobile page views and bounce rates will show what content your mobile users find most interesting and engaging.
The mobile user data you gather from Google Analytics and email marketing platforms will help you know several important things. You’ll see where to focus your optimization efforts, what search queries are leading mobile traffic, what areas are highest performing, and more.
Modify Mobile Strategy As You Go
As with all marketing campaigns and efforts, use the information you gather through this process to inform, revise and improve your goals, strategy and tactics. Keep testing, measuring and monitoring to increase your mobile marketing strategy’s effectiveness.