How can a Mobile-First Marketing Mix Help Small Businesses Improve Lead Generation and Conversions?
Akshay DeogiriNovember 30, 2021
Mobile phones account for over 50% of the time spent online, and with mobile users on the rise, this figure will only increase. Mobiles also dominate eCommerce. It’s projected that mobile commerce sales will make 73% of all eCommerce sales by the end of 2021.
With mobile devices outperforming desktop devices in almost all aspects, implementing mobile-first marketing strategies can be an excellent idea for small businesses to increase leads and sales.
A mobile-first marketing mix is a marketing strategy where businesses prioritize targeting, engaging, and converting their mobile audiences. This could be by developing mobile apps or mobile-friendly websites, running mobile ads, or investing in social media to engage mobile users.
Let’s look at the key benefits of implementing a mobile-first marketing mix for small businesses.
Reach a Larger Audience
Over 5 billion people (~67% of the global population) use mobile phones. A mobile-first approach increases your reach by allowing you to reach billions of people worldwide. Hence, you can find new customers and explore new avenues for business and revenue.
Leverage Multiple Marketing Channels
Mobile marketing enables you to leverage a wide range of marketing and advertising channels. These include:
- Mobile App: Around 90% of mobile internet time is spent on apps. Small businesses can build mobile apps to engage users and build strong relationships with them.
- Mobile Website: A mobile-friendly website improves usability and user experience. It also helps you rank higher in search engine results, as Google considers mobile-friendliness a vital SEO signal.
- Mobile Ads: All advertising platforms, including Google Ads, Facebook Ads, and Microsoft Ads, allow you to run mobile ads to reach a mobile audience.
- QR Codes: You can create a QR code, link it to your website or social media, and put it up on your product packaging, print ads, billboards, etc.
- Beacons: Beacons are Bluetooth-enabled devices that can send promotional messages to connected mobile phones. Many retail stores and restaurants use beacons to engage shoppers.
In addition, you can leverage SMS marketing, in-game mobile marketing, and other channels to advertise to a mobile audience and get more engagement and conversions.
Strengthen the Relationship with Your Customers
People spend most of their online time on mobile phones. If you continuously interact with your customers on mobile platforms like social media and apps, you’ll build strong relationships with them.
The Rule of Seven also comes into the picture. It states that a user needs to come across your brand at least seven times to identify and engage with it. Around 50% of mobile users check their apps over 11 times a day; you can utilize this opportunity to interact with them more frequently and build strong relationships with them.
Get In-Depth Customer Insights
Mobile marketing campaigns are easy to track and provide critical customer insights to help you make informed decisions. For instance, mobile app usage data tells how often a user opens your app and what actions they take.
Similarly, advertisers can examine their mobile advertising results by tracking metrics like click-through rate (CTR), cost per click (CPC), Return on Ad Spend (RoAS), Advertising Cost of Sale (ACoS), and more.
If you use QR codes, you can use a QR code solution to track the number of scans and their location.
Offer Top-Notch Customer Experience
Customer experience has a clear relation with sales and customer retention. When you deliver memorable customer experiences, you make customers happy. When customers are satisfied, they’re more likely to buy from you again.
Mobile marketing allows you to create a personalized experience for your consumers. You can show personalized app content or advertisements based on users’ past behavior and preferences. Mobile apps also allow you to create memorable UI/UX experiences for your users.
More Sales and Revenue
Mobile-first marketing directly impacts the bottom line. Since mobile commerce is on the rise, internet users readily use mobile phones to find and buy products. Thus, mobile-specific marketing campaigns can help reach users with a high buyer’s intent and get more conversions.
Furthermore, mobile apps simplify the buying process. If you sell products online, you can create an eCommerce app like Amazon and allow customers to make purchases quickly and effortlessly.
With mobile users booming at a rapid pace, it’s safe to assume that smartphones are the future of the internet. People use mobile phones and apps for everything, from shopping to social media to watching videos online.
This increasing scope of use makes mobile-first marketing the go-to approach for small businesses. Companies with limited marketing and advertising budgets can start with mobile marketing, as it’s cost-effective and gets more conversions.
However, it’s essential to develop a robust mobile-first marketing strategy. Be sure to understand your customers well and develop your mobile marketing mix accordingly.
Akshay is a digital marketer and a startup enthusiast exploring the myriad avenues of everything marketing. At Beaconstac, he enables companies to bridge the gap between the physical and digital worlds through the use of custom QR codes.
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