Is Your Marketing Strategy Too Static?

With almost half of social media users accessing content through their phones, the world of social media marketing is changing.  Everything needs to be ready for the fast-paced on-the-go user, accessible at the touch of a fingertip.  As everything mobilizes, your social media marketing strategy needs to as well. Having a mobile marketing strategy is the key to your brand’s success, allowing you to engage with your audience 24/7. Static marketing is becoming irrelevant so without a user-friendly plan, your business may just slide right off the radar. If your site is not mobile friendly, it will be abandoned for your competitor. Mobile devices are only becoming more prevalent as the market in tablets, iPads, eBook Readers, Smartphones, and even the basic cell phone grows. Users check their devices for email, news, and social updates….don’t you want to be a presence on all of those?

Making Your Social Media Marketing Strategy Mobile Friendly

There are many ways to make your social media marketing strategy mobile friendly, from something as simple as marketing through SMS texts to allow access for even the most basic cell phone user, to more in-depth methods. One of the most important things to focus on for your brand in the mobile sphere is your website:

    • Any content on your site, including articles, blog posts, and especially your site’s search engine, should be flawlessly displayed and effortlessly accessed through a mobile device.

 

  • Include your search engine on every page at the top for easy navigation through your content. Your site should be able to detect mobile users and route them to a mobile-friendly version of the web page.

 

 

  • Creating an app for your company takes this one step further. This allows users to avoid going through their internet browser, and cut right to your content.  You can then use the app to filter the content you find more relevant to mobile users, specifically targeting this sect of the market through your app.

 

 

  • Implementing an effective online display campaign is an important part of your social media marketing strategy! You can improve upon brand engagement by optimizing your video and image campaigns on your website and social media channels!

 

 

 

Being able to share content through a mobile device is essential for bringing your brand into the age of technology. Any content should be able to be easily shared through Facebook, Twitter, Pinterest, etc. so there should be buttons available for all pages accessed through the mobile device, and included in your app as well. Over 50% Twitter users access it via mobile devices , and more than 25% of Facebook posts are made using mobile devices as well. You should also have a company profile on each of these social media outlets, that can be accessed through your site, app, etc. You want to cast as wide a net as possible to increase your audience outreach and visibility, weaving a web that leads back to your brand in as many ways as possible.


Using Mobile Technology for Promotional Purposes

Social media promotions such as contests, giveaways, etc. are useful mobile marketing and mCommerce tactics that create more engagement with businesses and consumers/clients. By bringing these promotions mobile, you are once again bringing the ease and convenience to your audience:

    • SMS mobile marketing: As mentioned earlier, SMS campaigns are an easy way to reach out to customers. Anyone with a cell phone can receive SMS messages (simple text messages), therefore providing you with a wide audience reach.  Although easy and cheap, you do have to be careful of becoming yet another spammer and scaring away customers instead of bringing them in. To make SMS mobile marketing work for you be careful of who you are sending your promotional code out to, how frequently you are sending out SMS messages, and make sure you are staying within legality limits for SMS mobile marketing.

 

  • Email campaigns: These can act as a successful marketing tool, but make sure that the email you send out is optimized for mobile usage! Over 75% of users check their email on their mobile device, so it is crucial that you pay attention to your email design, keep the message short and concise, and make any links or attachments clear and easy to click.

 

 

  • Social Media Integration: Promote through your social media pages, as these should be easily accessible through mobile devices.  You can either create a separate page for your promotion and provide links on your {Twitter, Facebook, Tumblr, Instagram, etc.} pages or just promote directly through these pages. Pay attention to the value of image implementation when integrating social media into your campaign.  “A picture is worth a thousand words,” only begins to describe the effectiveness of visual marketing!

 

 

  • QR Codes: Another popular choice for your social media promotion is to use a QR code (i.e. the 2 dimensional bar code that Smartphone users can install a scanner app for). What’s great about the QR code is it employs traditional methods of static advertising (placed on window, bus, bench ads and more) yet when scanned, brings you into the mobile world, leading a user right to your choice of URL. This creates a unique user experience where they may come across the QR code by chance in their mobilized lives, but then it brings them to you through their device. QR codes are a fun gimmick that can even go on your business cards!  Just be careful how you use them – you want to make sure they serve a purpose other than simply bringing users to your website.  Have them link to a social media promotion, make sure they bring the user to a mobile-friendly site, and test it first!

 

 

  • Gamification: The mobile games market is exploding, with its projected value expected to grow to over $18 billion by 2016!  Incorporating a gamification methodolgy into your app implements this “game” mentality by creating interactive activities for the mobile user.  When players accomplish desired tasks within a gamification feature, they receive rewards, and through these incentives you can therefore increase customer loyalty.  Gamification capabilities increase user engagement, and therefore the overall consumer experience.

 

 

 

If using a site like Google Analytics, you can also see how your site has been accessed, so you can follow and analyze trends, and see if your mobile marketing strategy is succeeding. Their Mobile Devices report breaks down visitor statistics by mobile device, provider, brand, etc. which can be very helpful in understanding your mobile traffic. There is a lot you can do with mobile marketing strategy, and we’ve only begun to scratch the surface for you. Mobile device sales and usage trends support the move towards the mobile marketing world, so hop aboard before you get stuck in static!

By Jess Spar

 

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