Jared Atchison December 28, 2020 There are plenty of exciting ways to grow your business in 2021. More people are using email and social media than ever before, and the result is plenty of new opportunities for leaders and marketing teams across all industries.
One aspect of marketing you may be neglecting is your mobile strategy. Over 3.5 billion people own mobile devices globally, which means you’re leaving a lot of money on the table if you’re not doing everything possible to reach smartphone users.
If you need more context, consider this; the average person spends 3.3 hours on their smartphone every single day. You can maximize sales and conversions by looking for opportunities to put your business front and center while your target audience uses their phones. The thing is, mobile users have slightly different behaviors and interests when compared to their desktop counterparts.
Our goal today is to reveal four effective mobile marketing strategies you can use to help your brand thrive following the new year.
Emphasis Personalization
In 2020, we learned that consumers love personalized experiences. Business owners quickly figured out that catering to their audience’s needs is a great way to generate more sales. You can see personalization aspects across all of the major marketing platforms today, including social media, email, and on-site.
Nailing personalization will help you get more mobile conversions in 2021. People are interested in engaging with companies that offer products that help with specific pain points or cater to individual goals.
The best way to make this strategy work for you is to understand the customer personas that visit your site. Personas are generalized personality type profiles that define your target audience. For instance, a sporting goods store would have personas for football fans and separate profiles for people interested in basketball.
Because your products or services offer multiple solutions, you need to consider these factors when offering personalized content or promotions to smartphone visitors. Using a mobile-responsive design ensures that their experience is personalized to their interests and their device.
Leverage the Power of Voice Search
Another trend expected to impact mobile sales specifically is voice search. Consumers use smart speakers like Amazon’s Alexa to search the internet, but mobile phones play an equally important role.
Android and Apple-powered smartphones have a voice assistant that smartphone users can use to ask questions, browse the website, and make purchases. We know that more people are using their devices to place orders too. A surprising 22% of people using smart speakers, including their mobile phones, used their devices to buy a product.
You can improve your voice search visibility by including new keywords throughout your content. The truth is, people rarely speak the way they type. When you’re creating blog posts, use a conversational tone, and include some of these new words throughout your content.
Now, when someone is searching for your chosen keywords, there’s a chance your site could pop up in their results. Due to this exposure, they could go to your website and become a subscriber or customer. Mobile users are likely to follow their voice-activated device’s suggestion, so getting this part of your mobile marketing strategy right is essential.
Simplify Processes and Empower Users
Next, let’s talk about your website’s design and choices you can make to empower users. The people interacting with your brand want a smooth and seamless experience across all platforms. Smoothing out your edges and using each marketing platform to your advantage will help you dramatically boost your mobile conversion rate.
For instance, you may want to consider adding a customer support feature to your largest social media accounts. A whopping 63% of people expect customer support options through social media. If a smartphone user is thinking about becoming a customer, not having an additional support option could be a deal-breaker.
Your objective is to make things as simple as possible for visitors discovering your company and those interested in the products or services offered on-site. So, improving your page loading times and reducing clutter on your website will ensure that mobile and desktop users alike can find exactly what they need.
It’s also a good idea to simplify the big moments in the buying process. For example, fine-tuning your checkout page ensures that more customers stick around and complete their order. As a result, you’ll see fewer abandoned carts and an improved customer retention rate.
This part of the process will evolve in phases. Take your time and slowly improve navigation, design, and function availability across all platforms, and you’ll see more mobile engagement.
Shift to Visual Content
We’ve also noticed a drastic shift in the way people consume content. Mobile users are a big fan of visual content like images and videos. Both of these types of media see more engagement when compared to simple text posts.
There’s an additional engagement level that people get from experiencing others doing things instead of writing about them. It doesn’t matter what industry you’re in; there are plenty of ways to mix up your content for mobile users.
If you’re looking for a new way to generate more mobile leads for your email list, consider creating an infographic lead magnet. Lead magnets are essentially pieces of content that users can get in exchange for their email addresses. An infographic is a visual piece of content that displays interesting points and facts for people to read.
Creating a lead magnet with a nice piece of visual content will encourage mobile users to subscribe, which opens the door to future engagement opportunities.
Video content is also extremely helpful in helping brands grow their mobile audience. In fact, video content alone is 50x more likely to drive organic traffic than text-only posts! Think about unique videos you can make that focus on your products or industry as a whole. You can make an opinion piece, guide, tutorial, or even spend some time chatting with your followers. People love video content, and that trend will not change in 2021.
Final Thoughts
As you can see, 2021 is the year where existing trends will continue to grow. As more people get comfortable using mobile devices, expect to see an increase in shoppers by 2022. We think that there will be an increased demand for these strategies as brands continue adapting to their customers’ needs.
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