At the launch of the first iPhone in 2007–as part of a 77-minute announcement–Steve Jobs declares: “It’s the internet in your pocket for the first time.”
It’s easy to be prescient now, but no one could predict how radical the device was and how it changed the world. It also changed marketing: mobile is the fastest-growing digital marketing channel in the world.
Most modern marketing write-ups focus on cutting-edge marketing technology like AI, virtual reality, and IoT. Forget them all. If you’re running a small business, none of these things should be your focus.
The modern marketing tips deserving of your attention focus on baking mobile-friendliness into everything you do. The good news is that they’re easy to plan and execute. They also work.
Here are eight modern marketing tips for the mobile age broken down into the four main stages of the customer journey:
Google prioritizing mobile-friendly content on its search engine was a seismic shift. All the talk about the need for mobile-friendly websites was no longer theoretical. Ignore mobile searches and risk losing traffic.
Anyone dragging their feet on a mobile-friendly site got a rude awakening. The customer journey is now facing a similar fate. It’s not some future trend either––it’s already here.
When connected consumers want to make a decision, they reach for the device that’s always closest to them. The resulting journey is complicated, fragmented, and often done in real time.
Have you ever stood outside a restaurant and quickly Googled it to read reviews? Or, compared in-store prices with competitors while changing in a dressing room?
If you’re still not convinced, consider the following:
From awareness to loyalty, customers are using their mobile devices at every step of the way.
If you market across digital channels in a way that isn’t mobile-friendly, you’ll create unnecessary friction and lose business.
The “awareness” stage is where people are looking for answers, resources, education, research data, opinions, and insight. Here’s how to make it mobile-friendly.
Almost all listeners consume podcasts while performing other tasks––doing chores at home (61%) and driving (55%) were the most common.
When you’re vacuuming or sitting in a traffic jam, it’s hard to read a blog post (at least not safely). Brands are now able to reach people in previously unreachable moments.
Podcasts are ideal for contemporary marketing, where people are busier than ever before. Plus, podcasts and mobile devices are synonymous, making it the perfect target for your communications.
There are three ways to market your business with podcasts:
Creating a podcast is great for brand building, but it can take a while to build traction. Plus, it takes a lot of work to produce a quality podcast.
Getting interviewed on podcasts is a different story. Podcasters are always on the search for interesting people to interview. Thinific wrote an excellent piece on how to get interviewed on top podcasts in your industry. (It’s a 31-minute read so grab some coffee).
If you’re new to the podcast channel, guest interviews are a great jumping-off point. Similarly, mid or pre-roll podcast ads are an excellent way to spread the word about your brand.
No modern marketing strategy is complete without some degree of video marketing.
Results from a Google study found that when millennials watch videos on smartphones, they are far less distracted than when watching videos on any other screen, including TV. This fact should come as no surprise for anyone who scrolls social media while half-watching something.
In a multi-screen world, mobile isn’t the second screen—the behaviors Google reported suggest that mobile is the main screen.
No one’s watching Ben Hur on their mobile phone, so it’s worth noting that videos need to be short and consumable. You don’t need a big box office budget either.
You can dip your toe in the water by using Instagram Stories, Snapchat, and that thing all the kids are talking about, TikTok. Believe it or not, an excellent device for shooting high-quality videos is right in your pocket. Look at this simple example from Ikea (although don’t try this at home):
Video has applications to the entire customer journey. You can show real-world examples of customers using your products or create how-to videos to show how easy your product is to use. You can even create videos that provide useful tips once someone’s purchased.
The “evaluation” stage, where people are doing substantial research on whether or not your product or service is a good fit for them.
Organic content—like reviews, ratings, and customer testimonials—can help you educate buyers as they evaluate your business.
A recent survey found that consumers read an average of 7 reviews before trusting a business. The same survey also found Facebook to be one of the most trusted review sites for local consumers. 80% of people access Facebook only via mobile phones, so it ticks the mobile experience checkbox too.
What we’re getting at is that it’s a no-brainer to add reviews and testimonials to your Facebook page. It could help convert visitors into paying customers and give you a competitive advantage.
If you want some ideas of good customer reviews and what they can teach you, this is a useful resource.
The good news about mobile ads is that cost per click (CPC) is still considerably cheaper than it is on desktop according to research from WordStream:
If most organic traffic is coming from mobile searches, yet your ads only target desktop users, you are missing out big time.
Your remarketing audience already knows who you are, so there’s no sense in showing them generic, introductory ads.
Remember, these people were on your site, but they didn’t follow through with a purchase. Use this as an opportunity to address their hesitations and convince them to come back and convert.
The research and evaluation are over, so now the customer just needs a clear pathway to purchase.
People use their mobile devices to shop more than ever before. But the average mobile retail site performance doesn’t live up to expectations—leading brands to lose customers and sales.
Mobile sites lag behind desktop sites in key engagement metrics such as average time on site, pages per visit, and bounce rate. For retailers, this can be especially costly since 30% of all online shopping purchases now happen on mobile phones.
There are a ton of ways to improve your mobile experience, but here are three steps you can take that are particularly effective in increasing your mobile page speed:
Some websites feel like whack-a-mole, only with discounts and offers.
Get 10% off when you sign up for our email list. Here’s 15% off this product. We’re doing free shipping now. It’s hard to know where to focus.
It’s a shame because offering great incentives persuade visitors to convert. With that in mind, we recommend you declutter and highlight one main incentive.
For Toroe Eyewear, SimpleTexting’s mobile sign-up widget generated an extra $7K in revenue and increased the store’s conversion rate by 200%.
The widget makes it easy for website visitors to text in a keyword. (A keyword is a word, phrase, or other combination of numbers and letters that allows people to subscribe to your text messages.)
When visitors click on the widget, it opens a pop-up with more information on Toroe Eyewear’s text marketing program and offers a 10% discount.
When visitors click on the widget, it opens a pop-up with more information on Toroe Eyewear’s text marketing program.
Customer experiences don’t stop once they’ve handed over the money. If all your marketing resources focus solely on awareness, consideration, and purchase, you’ll only get short term growth at best.
High customer retention is built on great post-purchase care. Whether your customers are buying a meal kit subscription or a new TV, you want your customers to see value in your product or service.
For example, Apple Music built an interactive playground where you can either remove or add music to your library. They want to make sure you hear the right music, or otherwise, they risk losing you to Spotify.
The challenge with onboarding is ensuring that your message is heard. The open rate for emails hovers around 14% for all industries. That means less than 1 in 5 people will even read your onboarding message.
Sending a post-purchase SMS sequence can help here. You increase retention by educating your customers on how to get the most out of your products by taking advantage of the 98% open rate of texts. By choosing SMS instead of email, you’re ensuring customers actually engage with your messages.
You could send the following onboarding sequence that includes a welcoming message and then several follow-up tips. Don’t place too many CTAs because they may confuse users. Take them a step at a time with only one call to action per SMS.
We touched upon the importance of reviews in educating and convincing customers to do business with you. It’s clear that reviews matter and even represent roughly 15% of overall search ranking factors.
Reviews also offer a way for customers to provide feedback, advocate for your business, and influence your product development strategy.
We are openly biased about our preference for sending review requests via SMS. People ignore emails, turn off push notifications, and throw away paper forms, but they almost always read their texts.
If you want to learn more about collecting reviews via SMS, check out this article.
When people hear modern marketing, it’s understandable that their minds wander to futuristic AI platforms.
Building a contemporary marketing strategy merely involves reading the room. The key as always is answering a single, crucial question in the most honest way possible: Where are my customers now, and how do I communicate with them?
For the former, the vast majority of consumers are on their cellphones. Still, there’s no single right strategy on how to answer the latter part of that question. These examples and observations aim to provide a starting point for you to work out what your approach should be in the mobile age.