With most internet traffic coming from phones rather than desktops, mobile marketing has become the way for companies to connect with customers and drum up new business. However, errors in your mobile marketing efforts can water down your campaigns, turning a potent cocktail into a weak one. Don’t let small mistakes dilute your returns. Keep them strong by avoiding these common slip ups.
Treating Mobile Sites Like Desktop Sites
Even though desktops and smartphones aren’t the same, many businesses insist on treating them as if they were. Mobile screens are smaller and hand-operated. Sites that aren’t designed to optimize that experience are going to frustrate customers in a hurry. Instead of shrinking down your full site, you need to build an upgraded version with features geared towards mobile users, such as:
- Smaller Images. People have little patience for slow websites, especially mobile ones. Large format images are the most common reason mobile sites have such long loading times, so choose modest size images instead. If users need more detail, let them zoom in or download the picture. Cutting images may also be a good idea. Removing one or two helps the site load faster without diminishing its impact.
- Large Buttons. Users tapping a screen with their finger are less precise than users clicking a mouse. Large buttons let them select the right option even if they’re off target. If you have to use smaller buttons, space them out to prevent someone from hitting the wrong one.
- Larger Text. It’s easy to read small text on a large screen, but small text on a small screen is a no-go. While users can zoom in, it’s a time-consuming process. Enlarging your text lets them scroll faster.
Besides better elements, mobile sites also need a streamlined design. Mobile users usually check their phone on the go and don’t have a lot of time to waste. Your most important content should be presented clearly as soon as they log on. The search function should be easy to find and forms should be as simple as possible. Offer to save their information for when they come back again. The less time they spend inputting data, the happier they’ll be.
Focusing on Only One Tactic
Smartphones are versatile, with many ways to go online and access content. Mobile marketing is equally robust. Every app is another way to connect with customers. In fact, mobile platforms have become so numerous, there is no reason not to focus on as many as you can, especially considering that:
- Americans watch six hours of video on their smartphones every week
- 25% of app usage is dedicated to social media
- 75% of Gmail users check email on their phone
- 63% of Google searches are made on mobile devices
With so much content consumed on smartphones and tablets, companies would be foolish not to go mobile with every aspect of their marketing strategy. By limiting mobile marketing to SMS/text messages, you’re also limiting the returns it can generate.
Hiding Their Call to Action
When businesses reach out to customers, they have to make it clear exactly what they want them to do. The average user only spends 10-20 seconds on a website before clicking away. But sites with a clear value proposition can hold their attention for much longer. This is especially true in mobile marketing, where messages have to be compressed due to screen restrictions.
Sadly, too many companies prioritize their content over their call-to-action (CTA). While content is ultimately what persuades consumers to buy, the CTA is what converts. It should be:
- Visible. CTAs need to be large and prominently placed above the fold within your message. They should be big, but not big enough to block out the rest of your content.
- Concise. When it comes to CTAs, short messages work best. Tell users exactly what to do and what they’ll gain. “Click to Save 50%,” for example.
- Compelling. The best CTAs create excitement, urgency, and scarcity. Use action verbs (e.g. buy, boost, unlock, maximize), time-sensitive phrases (hurry, now, don’t miss out, offer ends soon), and exclusive language (unique, limited edition) to motivate users.
- Colorful. Make your CTA as bright and bold as possible. Employ shadows, gradients, and contrasting hues to separate your message from the background. You want it to stand out and draw attention.
Poor Transitions Between Platforms
Smartphones allow users to access the internet through multiple platforms. But because each platform is built for a particular purpose (email, social media, etc.), companies often need to redirect users from one to another in order to complete a purchase. The harder this process is, the less effective your marketing efforts will be. Consider adding a few app-specific features to make the transition as smooth as possible. For instance, you could:
- Redirect users to a mobile landing page rather than your homepage. Specialized landing pages are easier to streamline.
- Allow them to log into your site with social media credentials.
- Create buttons to apply discounts and promotions, rather than asking them to enter codes.
- Pay using drop-down information stored on the mobile device.
Not Segmenting Your Audience
One of the biggest errors in your own mobile marketing efforts is talking to customers as if they were all the same. Generic messages are quickly brushed off, while personalized messages are more likely to be read and acted upon. Segment your audience using data such as age, location, and income. You can also send messages based on past behavior, including their purchase history ‒ a highly effective way to generate fresh sales.
Bolster Your Mobile Marketing with YPM
YPM mobile marketing doesn’t just connect you with customers, it converts them. We tailor your messaging in order to appeal to your core audience while running up new leads at the same time. With us behind you, your marketing reaches more people and generates higher returns at a lower cost. Contact us today to learn more!