4 Ways to Improve Your Mobile Marketing Strategy

As society becomes more technology driven, businesses are forced to evolve and adjust to the dynamic nature of the marketplace. Mobile has changed the way consumers interact not only on the B2C level but also in B2B. Studies have shown that 42% of researchers use a mobile device during the B2B purchasing process, while 74% say they are likely to return to a company’s site if it is mobile-friendly. These numbers confirm that a mobile marketing strategy should be a top priority. By utilizing these four tips your business will be well on its way to success in a mobile world.

1. Assess Your Target Audience
As with any business, it’s essential to evaluate your audience before taking action, and mobile is no different. There are several questions you can ask regarding mobile implementation and your client base. How does my audience access our communications? Would a mobile app serve them well? Can my site be easily viewed on phones and tablets? By asking the right questions, you can assess your audience and determine how you can properly address their needs.

2. Make Your Emails Mobile-Friendly
According to a Hubspot poll, 51% of emails are read on mobile devices, and 74% of people say that they primarily use their smart phone for email. It’s pretty clear that optimizing your emails for mobile devices is vital to reach your audience. The first step in doing so is making your subject line short and sweet. Mobile users have shorter attention spans when browsing, which means your subject line should catch their eye quickly and encourage them to open.

Now that you’ve got their attention, make sure your email has clear and concise design. Single column templates offer great visibility and make it easier to scroll through. Lastly, avoid tiny fonts on links at all costs. Your text should be simple to read on an initial glance, with no need to zoom. Also, be sure to use buttons that are easy to tap even for those with large fingers. Below is an example of a poorly optimized mobile email on the left, compared to a well-optimized mobile email on the right.

3. Optimize Your Website for Mobile
Your emails are now mobile-friendly and clients are opening them an astonishing rate, awesome! But what if they decide to click through to your website once they’ve opened that email? If your website isn’t properly optimized for mobile, then you’re effectively wasting all the work you put into your amazing email design because the two go hand in hand. Most of the principles you used for your mobile emails also apply to your mobile site design, including easy to read font and fluid layouts. Your mobile sites main goal should be functionality. Users should be able to access the same sections from your desktop site on mobile, but in a more concise manner. When optimizing your site for use on mobile devices keep in mind that large amounts of text are a turn off. Consider alternatives such as dropdown menus, checklists and pre-populated fields. Lastly, avoid pop-ups. Pop-ups require greater concentration and navigation which is in direct conflict with proper mobile optimization. 

4. Consider Creating a Mobile App

It seems as though mobile apps have become the default answer to “how do I improve my mobile marketing?” First, it is important to identify exactly what a mobile application is. Mobile apps are software applications developed specifically for use on small, wireless computing devices such as smartphones and tablets. While mobile apps hold a great deal of value, they are not useful for every business. Refer back to our first recommendation and determine whether or not a mobile app is appropriate for your target audience before deciding to implement one into your mobile marketing strategy. One way to utilize a mobile app in B2B is for supply ordering. Users can place new orders securely as well as store their shipping and billing information. If your business is keen on hosting events, an app could also be worthwhile. An event app can offer numerous possibilities such as an exhibit map, session schedules, speaker bios or even contact information for networking. If you decide to implement a mobile app for your business, be sure to thoroughly research developers that have experience in your specific industry. 

Your mobile marketing strategy will continue to evolve over time. Analytics must be measured and tweaks will need to be made. However, by implementing the four tactics above, your business will be well on its way to conquering the mobile game.