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7 Ways To Optimize Your Marketing Campaigns For Mobile

7 Ways To Optimize Your Marketing Campaigns For Mobile

Baking mobile into your marketing efforts used to be a sign of sophistication and an enviable marketing budget. Now it’s just a fact of life.

You put together a killer marketing campaign and present it to your team.

Everyone’s blown away by the concept. You’re just about ready for a victory lap around the office.

Suddenly your manager’s face scrunches up. “Wait a minute,” she says, “How’s this going to work on mobile?”

The color drains from your face. Why didn’t you think about that? 

You know that mobile traffic now makes up the majority of all internet traffic. Of course mobile matters!

So, you respond that you’ll figure out how to make it mobile-friendly before the day is out.

You start furiously Googling how to optimize marketing campaigns for mobile devices.

Thankfully the folks at SimpleTexting have put together a list of seven ways to make your digital marketing execution fit for a cellphone.

You borrow generously from these tips, your manager approves the campaign, and your company struggles to keep up with all the new inquiries from potential customers. 

You get a handsome raise and a promotion that looks great on your resume. (Okay, we can’t guarantee that last bit.)

Before you commit to naming your first child SimpleTexting, remember you still need to read the rest of the article. 

1. It’s Hip to be Square

AdEspresso ran an experiment where they compared the performance of square images and landscape images. 

As you can see from the table below, the square images produce a lower cost per acquisition (CPA) than landscape images. 

While that’s interesting as a standalone result, the largest difference was for Instagram where using a square image reduced the CPA by about 250%. The takeaway is that square images work best on mobile.

Even Google recommends using square and vertical video to engage mobile customers. A Buffer A/B test highlights why: Square video outperformed landscape video on each social media network. In some cases, the square video resulted in 30-35% higher video views and an 80-100% increase in engagement.

(If you want your website to work optimally for customers browsing devices, remember that square images are easier to reposition for smaller screens.)

2. Keep It Short

When you’re on your mobile device, think about the kind of content you want to consume. 

You don’t want to read War and Peace on your phone. Instead, what you want is quick and digestible content. The aim of the game is to be clear and concise and use short titles.

The same goes for any video content. It’s how Quibi is aiming to be the first app to make short-form TV and movies into a lasting medium on your mobile device. To do this, it’s creating “snackable” series and films each told via multiple short chapters.

3. Plan for the Fold

Browsing the web on our phones can be a frustrating experience. Load times can carry on forever, and there are too many cluttered and challenging to navigate mobile pages out there.

In addition to avoiding these issues, you need to be sure to hone in on your above the fold content. 

The concept of “above the fold” refers to the upper half of a web page and what is visible without scrolling down the page.

It’s crucial on any landing page, but it’s especially important for converting mobile users. Take this example from Hulu, the value proposition is immediately viewable, the call to action is clear, and the text is easy to read. 

4. Incorporate SMS Into Your Campaign

“Oh boy,” you’re thinking, “The text messaging service is telling me to incorporate SMS into my campaign, what a surprise.”

The reason we bring up SMS is that you can’t optimize your marketing campaigns for mobile without acknowledging the mobile channel with the best engagement and conversion rates. Consider these statistics:

We wrote an entire article on how SMS fits into multi-channel marketing, calling out a ton of use cases from driving app downloads to increasing customer loyalty with text message updates. 

Are you skeptical that SMS can fit into your upcoming marketing execution? We recently interviewed the founder of The Twenty to learn more about how it combines texting and Instagram Live to promote a new QVC-style show aimed at millennials. 

The possibilities are endless.

5. Timing Is Everything

Segmenting your marketing campaigns by day can help optimize your marketing campaigns for mobile. Your campaign’s timing will depend on your product or service.

For example, if you’re promoting a new lunch deal, then it makes sense to time your ads, text messages, and emails, when people are planning their lunch from their phones mid-morning.

Similarly, if you’re promoting a TV show that will be on at night, it’s best to day-part ads to show during the evening commute, when people are planning their evening from their phones.

6. Optimize for Page Speed

Back in early 2018, Google confirmed that page speed is a ranking signal for mobile search. Beyond better performance in the search engine result pages (SERPs), page speed is incredibly important for the mobile user’s experience. 

Source: Google

We’re the first to admit that optimizing your mobile landing pages for mobile is a bit of a headache. You need to consider your mobile site design, reduce any code bloat, and cut down on redirects. 

While it can come across as sorcery to those with less technical backgrounds, there are many steps you can take to optimize your mobile page speed. If you want to learn more, we recommend checking out this article that outlines how to make your mobile site load faster.

7. Encourage Social Engagement

Basing a Super Bowl ad campaign around the idea of a pop-culture celebrity death is a controversial idea. That’s what Planters did with its Super Bowl ad this year. 

Where did people go to air their views on the ad? Twitter, of course. Social media is where your target audience goes to air their opinions and share interesting content. Smart marketers capitalize on this.

While your business might not have the deep pockets to air super bowl ads, the lesson of baking social engagement in your marketing campaigns is still valuable.

Use social sharing icons that are visible and easy to access from your mobile site. Make sure that the sharing options are available for mobile platforms, so users can share content with whatever social site is their favorite.

We’re walking the walk here. We recently launched a content campaign around tech CEO’s salaries that incorporates a social sharing element.

Your Marketing Strategy Can’t Ignore Mobile

Baking mobile into your marketing efforts used to be a sign of sophistication and an enviable marketing budget. Now it’s just a fact of life. 

You’ve got lots of different options, but you must establish your customer’s journey. Once you do, it will be apparent that most of the steps occur from a cellphone.

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