Mobile Inbound Marketing: What You Need To Know About Mobile Conversion
Mobile Inbound Marketing
Your inbound marketing is it mobile friendly?
Mobile optimization is more critical than ever since, in the last 7 years, the use of these devices has increased by 220%. Mobile marketing has to be integrated into our strategies from the start, but do you know how to combine mobile and inbound marketing? We’ll tell you!
Mobile Marketing And User Behaviour
According to ComScore’s Digital Future in Focus, 87% of users use smartphones, compared to 56% of desktop users. Although the computer is still the most used device during the day (because it is when we are at work), tablets and smartphones are used more at night, a factor that you must consider when planning your mobile marketing strategies.
Another essential element to consider is the role of mobile phones in purchasing decisions, since users use them to study products during different phases of the process, for example, to compare prices or to search for stores near them. Mind you, desktop users still have higher conversion rates than mobile users, indicating that they may be using mobile for research and desktop for shopping.
Regarding specific behaviours, 36% of users see daily videos on their mobiles, 33% of users who search for local information do so through mobiles, and 54% use them to search for product prices.
These user behaviour trends have led Google to take the mobile version of pages as a reference when positioning results, known as “Mobile-First Index“. In short, it is essential to take care of all aspects of mobile marketing to have a good brand presence.
How To Do Mobile Inbound Marketing
Find Out How Users Interact With Your Brand On Mobile.
In the previous section, we saw some general data about the behaviour of mobile users. Still, if you want to create a genuinely satisfactory mobile inbound marketing experience, you will have to delve into the specific behaviours of your users.
To do this, you can start by filtering your website usage statistics for mobile visitors and compare them to desktop users to extract patterns. Another helpful strategy can encourage users to fill out a survey in exchange for a discount coupon.
Optimize Your Website For Mobile
Your website is the visible face of your brand, and a good percentage of your visitors will reach it via mobile. Therefore, the first essential step of any mobile inbound marketing strategy is that your website is optimized for mobiles.
In practice, this means making your web page display perfectly on small screens (either through responsive design or with other technologies), making it easy to navigate it using the thumb and, above all, that the loading times are fast so as not to generate frustration among users.
Adapt Your Images And Videos
In addition to making your website easier to navigate in general, I recommend paying particular attention to your images and videos so that they offer an excellent mobile experience. Here are some recommendations:
- If you think your videos will be viewed primarily on mobile, consider shooting vertically so users don’t rotate the screen.
- Pay attention to the size of the images because if they are too large, they can slow down the loading of your entire website.
- Analyze how your images look on small screens, especially if they have a lot of detail or contain text, to make sure they’re legible.
Make Mobile Conversions Easy.
We know that the conversion rate from mobile is lower than that from computers. To encourage purchases from these devices, it is essential to optimize your ecommerce and ensure that it offers a good shopping experience. To remove potential roadblocks, it provides a variety of payment methods, including Paypal.
Another strategy that can help maximize conversion from mobile is using social media shopping like Facebook and Instagram.
Create Mobile-Friendly Emails
Users often check their emails on mobile, so they must be optimized to offer a good experience. To get it, sign up for these tips:
- Be careful with the length of the subjects: check the maximum number of characters that can be seen without cuts from a smartphone.
- Check the image sizes to make sure they look good on mobile screens.
- Choose a font that is legible and not too small on mobile.
- Many mobile marketing apps offer mobile previews, so it’s a good idea to check them out before you send
Take Advantage Of Social And Messaging Applications.
Social networks are another channel in which mobile is king, so having a good brand presence on the networks used by your target audience will help you develop your mobile inbound marketing.
Also, consider the possibility of using messaging applications such as Facebook Messenger or WhatsApp to communicate with your customers, especially in matters related to customer service. This is one of the preferred channels for many users, as it offers excellent immediacy.
Launch Your App
Many smartphone users prefer to use applications instead of web pages, as the browsing experience is more comfortable. Therefore, branded applications can be a fantastic resource to contact them and offer them features such as:
- Segmented content based on your preferences.
- Product purchase and replacement options.
- Customer service and information about products and services.
- Loyalty programs.
- Personalized coupons and discounts.