Generate Leads with These 6 Mobile Marketing Tactics
Using mobile marketing to generate leads may not be as straightforward as your other lead generation tactics, but it is a profitable and efficient way to reach your audience through a constantly growing channel.
Have a look at how Google describes a “multi-screen’ world:
Generating leads through mobile marketing requires taking a step back and thinking about ways you can optimize the information and content you already have for mobile experiences.
6 Tactics for Generating Leads with Mobile
- Employ Progressive Profiling Forms
- Create Simple Calls-to-Action
- Provide Discounts & Customer Loyalty
- Optimize for a Mobile Screen
- Make Your Phone Number Clickable
- Try a Simple Text Campaign
TACTIC #1 – EMPLOY PROGRESSIVE PROFILING FORMS
Forms on a mobile device can be extremely frustrating.
The fields are usually too small, and you end up clicking the wrong line. Also, the forms are usually much longer than you want them to be.
And lets be honest, as a user, because of these limitations, you will likely turn to another website that doesn’t require such a heavy form experience.
But as marketers, we don’t want to get rid of a form. Forms are the core of conversion on web pages. That’s where progressive profiling comes in.
Progressive profiling technology, a feature that is usually an extension of integrated identity tracking and data warehousing, allows you to set up iterative forms that enable you to designate different questions appear on different forms, then reassemble the full profile in your data warehouse.
This way, every time a lead fills out a form, you are progressively collecting valuable new information about them while keeping your forms short and easy to complete.
This enables you to build up the amount of information, or intelligence, you collect about your individual leads without causing more friction in the conversion process.
Ultimately, progressive profiling technology enables you to collect the right information from your leads at the right times.
By hosting progressive forms on your web content, you optimize your mobile presence for shorter forms and higher conversions.
TACTIC #2 – CREATE SIMPLE CALLS-TO-ACTION
When creating CTAs for your website, think about how they will appear on different devices.
You may not want the most visually heavy design as that could be distracting on the small screen of a mobile device or tablet. But you do want an image with clear, readable text.
That means short, to-the-point CTAs that get your message across quickly with only a few words.
TACTIC #3 – OFFER DISCOUNTS & ENHANCED CUSTOMER LOYALTY
Another way to measure your mobile presence is through discounts and promotions that will be redeemed through mobile devices.
This can be in the form of promo codes, customer loyalty discounts, or even on-location specials.
Lets take Kings in Boston as an example.
Kings is an entertainment facility with bowling lanes, pool tables, bars, and a full-service restaurant. Kings
makes it clear to customers entering the facility that if they like the Kings Facebook Page, they will receive free shoe rentals for that day. So of course, many customers pull out their mobile device, go to Facebook, and like the Kings page.
Kings created a small, but effective, sense of loyalty with its customers by having them like its Facebook page with their mobile devices.
After they do that, the Kings social media team can nurture their new Facebook leads and keep them coming back to the business.
TACTIC #4 – OPTIMIZE CONTENT FOR A MOBILE SCREEN
Think about the situations and places you have been in when you pull out your phone to read an article or check your email.
Typically, you only have a few minutes and are trying to kill time. You may be waiting for the next subway to come or at the doctors office. Either way, you only have a short period of time to consume the content, and you don’t want the content flooded with filler words and fluff.
When writing for a mobile audience, there are rules.
- Frontload your content. Readers may not get to the bottom of the article. Don’t put the punchline in the last line. Make sure people understand the purpose of the article from the start.
- Next, make the content easy to digest. Bold your headlines. Make them short and tweetable. Do not write for the purpose of writing, but write concisely.
- Finally, A/B test some of your content to see what performs better. Does your audience like lists? Do they like how-to articles? What are they most likely to fully read, especially on a mobile device?
TACTIC #5 – MAKE THE PHONE NUMBER CLICKABLE
When a person picks up their mobile phone, they are going to take an action. Whether that’s opening an app, searching for a company, or simply texting a friend.
A mobile device is more action-oriented versus a tablet or desktop computer.
Knowing this, consider how to get potential customers to the point of conversion faster, and make it as easy as possible to do that.
One easy technique is to ensure your phone number is clickable on your website. By doing so, customers do not have to copy and paste or memorize your phone number — just one tap and they are instantly dialing.
The fewer clicks you need to complete an action, the more likely you will have someone complete an action rather than bouncing off your site.
TACTIC #6 – TRY A SIMPLE TEXT CAMPAIGN
In addition to optimizing your experience for mobile, devices also open the opportunity to start text message campaigns.
While marketers have grown accustomed to channels such as email, there is still room for growth in the SMS channel.
Let’s take Pizza House as an example. An in-store sign to get a special deal for texting them. Pizza House will then send alerts up to 4 msgs/month (which isn’t a lot) when it has a new discount or deal.
These texts continue to nurture known customers. [/col]