Mobile usage has surpassed desktop usage in recent years, and while businesses have realized the import of mobile for marketing, small and medium size businesses seem to be lacking behind. They have yet to wrap their heads around having a mobile app for their business. They consider them costly and difficult to maintain for their small sized business. Most of them realize the importance but do not know an effective, efficient and cost friendly way to go about it.
Having a sound strategy for mobile is not all that difficult, especially if you know what you want to achieve. There are several things you can try to make your mobile strategy effective in no time:
Utilize Social Media
People are spending tremendous amount of time on social media. While one may think a business’ own presence on social media with a page or account is enough, however, this strategy is not going to last very long. The fervor usually dries up over time and there remains a constant need of engaging content. Facebook now promotes pages with engaging content and therefore the likes keep coming apart from paid sponsorship.
Social media can also help you promote your own mobile app and get users to install it. According to Flurry Analytics, mobile users are spending 86% on Apps. Most of this is spent on social apps but with your own app you can acquire more exposure and consumption.
Monitor Social Media
In addition to ensuring a strong presence on social media, it is equally important to build up insights and measure performance through these channels. Social media serves as a primary link with the mobile population and each day billions of tweets are generated and millions of posts are shared. It can help you understand how well you are performing with your audience and how is your competition doing. With these insights you can modify your marketing strategy on the fly and do real time marketing so to speak.
Have a Mobile Site
This should be your first step in getting your business mobile ready. While having an App for mobile is a great step, mobile site is absolutely necessary. Your website serves different purposes than your App. The latter is for frequent visitors who want quick access while the former is for everyone. Google recommends having a mobile site only if you must have only one kind of website. With a responsive website, your ranking will improve and eventually you will make conversions.
Use Tools to Analyze User Behavior
When you invest in your App, you would naturally want to know how it is doing with the users. You can use in app tools or services to monitor user behavior and find out the weak points in your app. You can use services like Localytics that can help you retain users and analyze huge amounts of data. This is important as you want to take the most customer-centric route with your app.
Determine Usage with Location and Time
There are multitudes of devices now and an all rounder marketing strategy would take this fact into account. Also, the usage varies by location, time and even the user itself. People use tablets more often on weekends, holidays and evenings. Smart phone usage peaks during rush hours and break hours while desktop usage is peaking during working hours. If the target audience includes working adults than the prime time to post or send something would be weekends. These considerations can really put your mobile façade to the maximum possible audience. Ostensibly, this is going to require a deep analysis and research but it will narrow down the time and location to the ones with most optimal possibilities.
Form a Special Team for Mobile
Mobile’s outreach is undeniably strong and massive and such a field requires skilled and experience personal to manage every part of the mobile marketing strategy. It may look like a big investment but by having a mobile dedicated team, you ensure that your mobile strategy is on point. Your team will be conducting surveys, collecting statistics, developing ideas and monitoring budgets, basically everything mobile related will be their responsibility.
Use Other Channels to Divert Audience towards Mobile
Besides social media, there are many outlets you can utilize to divert traffic to your mobile app or site. Many people watch television and use smartphones simultaneously. If they see something on TV, they will instantly search about it on their phone. Therefore, your mobile strategy has to take multiple screens into focus and almost use it connectedly with one enforcing the other. This way you get maximized ROI and your mobile presence grows stronger.
Be Consistent With Your Mobile Strategy
With so much going on in the mobile world, it is easy to lose focus from your identity and goals. Whatever you are doing, and whatever devices or audiences you are targeting; always remember to align your strategy with your own brand. You need consistency to earn your name and establish yourself on multiple platforms. From your fonts to pictures, and from your website to your Facebook page, everything needs to have a common identity.
Work on your App’s Ratings
Ratings can make or break your App and you need to ensure that you have good ratings and reviews. If the ratings are low and reviews are negative, find out what is causing this scenario and work on it to solve it. In fact, this approach will earn you very loyal customers alongside giving you feedback about the app and a chance to improve it.
Mobile sales have skyrocketed over the years and are showing no signs of declining. What does that mean? If you are not going mobile, you are not going on the right track. Having a good mobile strategy does not require a lot of investment or resources. You can start slow and build up your mobile presence one step at a time. If you create a team dedicated to mobile related marketing, you will see faster growth and optimal results. Measuring performance and taking insights is equally important as creating mobile content. Mobile serves as a great way for you to present yourself as an always on conversation friendly business. People like to communicate about their concerns and they do so using mobiles. The more effort you put into your mobile strategy, the more fruits it will bear.