Mobile marketing: Learn how to use and increase your conversions
Just look at the side, it can be in a queue, on the bus, in a restaurant and even at home to catch someone messing around on the cell phone, is not it? And there is still the risk, many times, of that person being you!
We use the phone at all times, whether to communicate via instant messaging, to use applications when it comes to exercising, analyzing accounts or playing.
In addition, there is the immediacy of social networks, and there is still time to make a call from time to time, right?
And this is not just with you and the people of your life. According to Teleco, in July 2018, Brazil reached the mark of 234.7 million mobile phones!
In addition, according to the findings of the Global Consumer Insights 2018 study, prepared by PwC, 41% of consumers have already made purchases through smartphones, while 30% have already transacted via tablet.
Five years ago, these percentages were 15% and 20%, respectively. According to the same report, between 2014 and 2018 the number of people who buy via the internet rose from 58% to 65%.
With all this data, it is clear why mobile marketing has gained so much space. In addition to helping reach the target audience in media where it is practical all the time present, this type of marketing has become essential for businesses.
It is no longer a differential, and now it is necessary to incorporate mobile marketing into its strategies. So, follow this post and understand how to apply these techniques in your business!
What is mobile marketing?
Knowing that people are increasingly clinging to their handsets, companies have begun to see advantages in getting closer to their consumers. They are using this medium both to make their brands better known and to help increase sales.
In this way, it can be said that mobile marketing is a set of marketing strategies that aims, through the characteristics and functionalities of mobile devices, to interact with customers and Leads and influence them.
It is important to remember that a natural approach is needed without intrusive advertising. So, devise strategies that are naturally linked to the use of this medium in the day to day of the user, using the features offered by these devices to generate interaction.
Take advantage of the opportunity to stand out in the market with the advantages that real-time marketing can offer through the mobile.
Why Invest in Mobile Marketing
If you're still wondering if mobile marketing is really important to your business, know that:
- There are more handsets than televisions in the world.
- About 86% of smartphone users use their devices while watching TV.
- About $ 22 billion is spent on mobile advertising.
Remember, too, that the number of smartphone users grows each year. Sometimes people have more than one line for personal use.
Now that you know how important it is to be in this endeavor, let's understand even better what are the best reasons to invest.
Mobile shopping is growing more and more
According to the WBS; the biggest manufacturer of women's black bomber jacket report, purchases made through mobile devices account for about 14.3% of all orders. And the expectation is that this percentage will grow even more in the coming years.
You need to find customers who have features that require your product. Right? With the geolocation of the cell phone, it is even easier to invest in this strategy!
Imagine: announcing or being in touch with people who are looking for your services or products and who are close to your establishment.
This allows you to attract more potential customers to your physical store if that is your business or even more customers for your business by region.
Bet on the presence
Apps like Facebook, Instagram, Twitter, and Foursquare are used daily by thousands of users, whether to communicate or stay informed.
So be sure to be present in these media and build a close relationship with your customers, increasing the visibility of your brand.
With mobile marketing, you can communicate with your audience even more quickly. As we've said, people spend almost their entire day on mobile devices, checking for notifications and updates. Thus, the efficiency of your messages can be enhanced.
How to use this strategy?
Now that you know the benefits of using mobile marketing as a strategy to increase your sales, understand how you can apply it to the best of your ability.
One of the most important techniques, and also one of the most used, is the use of SMS.
To apply it, you must have a contact list. You can use the sending of messages for various purposes, such as remembering payment dates, sending order status, sending promotions, information about launches, invitations, among others.
One of the main advantages of SMS Marketing is that it comes to have opening rates of approximately 98%! Is not that great? Just imagine how many people you can impact in each campaign!
Also known as Proximity Marketing, this type of action allows you to use Bluetooth functionality to share multimedia files with other devices and to report on products and services.
It is a good strategy to be used by local businesses since the range of Bluetooth is relatively small. This way, they can make available files, like product list or catalog of purchases or even files of videos for promotion.
The great advantage of this strategy is that it is totally free and does not require any kind of maintenance cost. It's important to remember that most users leave their Bluetooth devices turned off to save battery power, for example. Therefore, it is also good to perform clear communication in your dependencies.
Optimize your site with responsive pages
When you want to impact your users with mobile marketing one of the most important things you need to think about is that your site needs to be mobile first! That is, it must first be thought of and adapted for mobile devices.
Nobody deserves to zoom in, does not it? A site not adapted for mobile loses the customer as soon as it enters. In addition, Google prioritizes to deliver in their searches sites that are "mobile-friendly", that is, that take into account the peculiarities of this version.
Develop friendly content
Before dividing your content and selecting how to show it, you must take into account the space of the cell phone.
Short and persuasive titles show what benefits the prospect can find and then leads you to acquire your product or service.
Understand the sales funnel
Do not forget to apply your sales funnel when designing your mobile marketing strategy. It's one of the key steps to getting your lead to the end of the purchase!
Ever heard of QR Code? This is a technology that can generate great results for your strategy. It functions as a 2D barcode that the user can use with the camera of the mobile phone, redirecting it to a page.
So you can further increase the reach of your marketing strategy by quickly targeting customers to any link on the internet.
That way, you can use the QR Codes in the communication of your company, from putting it in the packaging of your products, flyers, and posters, among other features.
Do not forget about remarketing
In your campaigns, create remarketing lists so you can reach out to that potential customer who has visited your site but has not yet purchased your product or service. Sometimes it just needs one more boost to buy.
Google My Business
Have you heard of Google My Business? It makes it easy for users, both mobile and desktop, to find you. It works like a local map, and once you're on the list, it makes your traffic from the search engine increase a lot.
Being present in it is very simple! Sign in to Google My Business and register!
Invest in multi-channel campaigns
To increase the reach of the campaigns, it is ideal to think of strategies that use several channels, complementing each other. The secret is to integrate actions with apps, social networks, chat platforms, WhatsApp, mobile display, among others.
Monitor and analyze results
Perhaps you may be wondering how to know if your entire mobile marketing strategy worked. The main way is that your sales will increase!
But it is good to point out that by using such actions, it is possible to measure each one in the comma! That's right, you can know exactly where each access came from, which generated more purchase and all relevant information.
That's why it's important to define the KPIs (Key Performance Indicators) or the metrics that will help you measure the success of your campaigns right at the beginning of the strategy.
With this in mind, it is necessary to generate follow-up reports so that actions can always be directed towards the best results.
4 practices to apply mobile marketing successfully on a daily basis
You already know how to use good mobile marketing planning. Now, you have to make sure your actions really win customers and deliver the expected results, right? For this, we made a list with some tips and practices that should be taken into account when designing your plan.
Do not be intrusive
We know that interacting with the public is essential. But, first of all, you have to understand that you must be careful not to bother the user. So a very important word for this is planning!
Do not forget to understand the routine of your prospect, what interests you, and in addition, send messages that make sense to him.
Make sure the experience is very good!
Would you be a customer of a brand that does not provide you with good experiences in your channels, be it shopping, self-service or even post-purchase? The answer is no, right? You can not let this happen to your prospects and customers!
So, ensure the efficiency of the entire process. And remember: before launching anything, try it! Test for the end user to have a good experience with what you offer.
That way, you can generate empathy for new business and retain new customers!
Highlight your differentials
It is important that you make it clear to the consumer what kind of benefits your product or service brings to it! This increases your conversion rate even more.
Enjoy your social networks
In general, the interactions carried out through mobile devices on social networks are quite high. Take advantage of this information to increase the efficiency of your online campaigns!
Think about these features and how to win your audience in that environment. Know where he is, what he does, how he behaves, and how best to communicate with him on that channel!
Get to work
Now that you have valuable information on how to generate profit for your company with mobile marketing, get your team together and get to work!
Vander Deeman Graduated in Economics from PUC-SP and Financial Planner certified by IBCPF. He began his career as a search engine analyst at Bluedio T6 and has more than 12 years of experience in operations desk, fund management, investor relations and equity allocation.