As we discussed in our piece on optimizing for mobile piece, mobile browsing has surpassed traditional desktop users. With more and more consumers turning to their handheld devices for information and entertainment, it’s no surprise that the business world is constantly refining their mobile marketing strategy. Serving a diverse crowd and facing its own set of unique circumstances, mobile advertising requires a specially tailored approach to ensure success. It can, at times, feel ambiguous as to what the best tactics are. To ease some of the confusion, we’ve compiled a list of five common mistakes you’ll want to make sure your brand avoids.
One message for all customers
There’s no arguing that having a cohesive message is a good thing for your brand, but many businesses will neglect to consider the diversity of their target audience and opt for a one-dimensional approach. A quick look at the smartphone market alone will tell you that consumers value the opportunity to feel unique, even when using the most widely adopted hardware (think about how many different cases there are for your phone). While you may be offering the same product or service to your audience, they way that they engage with the product they use to receive your message can be vastly different. A blanket email or SMS message simply won’t do. Find out where your core demographic spends most of their time on their handheld devices and tailor your message to fit. Social media, for example, is an ever-growing hotspot for activity, but each platform has a different “tone”. Twitter allots you just 140 characters to get your message across, where Facebook gives you a little more space. Both have their benefits, and with careful planning, can be extremely successful in guaranteeing ROI.
Poor or confusing calls-to-action
Just like any other form of marketing, your goal when turning to the mobile market is to drive results. You wouldn’t leave a voicemail without providing your contact a way to get back to you; the same logic applies to mobile marketing. Keep your instructions for following up easy, dynamic, and clearly defined (easily distinguishable from the rest of your content) to reduce confusion and boost results.
Making it hard to follow through on your call-to-action
Your message has reached your customer, they’re interested, keen to find out more…yet, when they go to provide their information the process is a headache. See the problem here? You may want to collect as much information as possible up front, after all, warm leads are fantastic, but remember that your potential customers are using their fingers on a tiny keyboard to fill things out. Try to make things as simple as possible or you’ll risk being turned away out of annoyance. Remember, you can also collect more information later on.
Not optimizing for mobile
This sounds like common sense, right? Unfortunately, there are still quite a few mobile campaigns out there that, when clicked, take users to a site that isn’t compatible with their device. Beyond being counterproductive, this type of disconnect can impact your overall brand. Consumers may associate your “misleading” link to a site that “doesn’t work” as a sign of your business’ overall capability. Avoid this type of fallout by doing your homework in advance and ensuring that both your click-through landing page, and core information hubs of your website are easily accessible to those viewing via phone or tablet.
Not following up!
An integral part of every sales pitch, in person or otherwise, is the follow-up. A successful mobile campaign can produce a continuous lead generation stream for businesses. At this point, your marketing strategy should have solid next steps in place to determine how you will follow up with each. “Following up” should be more than just providing discount codes or other pieces lacking genuine engagement. Share valuable information about your products exclusive to your campaign, links to video testimonials and other content specifically designed to further engagement. Whatever you do, don’t leave your leads hanging; it’s a costly mistake that far too many companies make all too often.
Mobile marketing, when done correctly, can be one of the most powerful tools in your arsenal. With the right steps in place, you’ll find that mobile campaigns can be a cost-effective way to reach your audience and shorten your sales cycle. Avoid these five mistakes, and you’ll be well on your way!