In the not-too-distant past, there would have been a need to devote this first paragraph to proving the prevalence of mobile phones. But these days, you can see for yourself. Smartphones have gone from being a luxury to a necessity for the general public.
- 77% of Americans are smartphone owners.
And that percentage includes drivers. According to our research:
- 80.7% of Owner-operators use handheld devices to reach the internet.
- 70.5% of Company drivers use handheld devices to reach the internet.
Factoring mobile into your campaigns is essential to reaching drivers. So, the question is, how easy are you making it for drivers on smartphones to connect with you? And, are you getting them to convert?
Here are 6 tips to help tailor your campaigns to connect with drivers on mobile:
1. Think mobile first.
With the continued rise in smartphone ownership and usage, it’s wise to assume the elements of your campaign will be viewed on mobile whether you are prepared for it or not. Not making your campaigns mobile-friendly could make you invisible to thousands of drivers actively searching for a company like yours.
This makes the need for a mobile-friendly campaign an absolute must.
2. Optimize campaign visuals for the screen.
When building your campaign, remember that with mobile, you only have so much screen space. So simplify. Keep your mobile ads free of clutter. You want them to be eye-catching but not painful to look at. Make the focal point clear.
As for landing pages and emails, make sure they are easy to read on the small screen. We all know how difficult it is to view a page tailored for a computer screen on your phone. So it’s important to build mobile ads, landing pages, and emails specifically for mobile.
3. Choose the right response type.
The last thing you want is to get a driver on your landing page and have them steer away when they see how inconvenient it is for them to connect with you. So make it easy for them.
If you want drivers to convert, stay away from response types most likely to be inconvenient or tedious on a smartphone, e.g. a long form. Request only vital information like names, phone numbers, and email addresses.
An inbound phone call through click-to-call is a strong response type for a mobile campaign. It provides easy access to an interested driver that is both convenient for them and valuable to the success of your campaign.
4. Make it easy for drivers to respond.
People want their interactions with their phones to be fast and easy. Voice commands. Voice texting. Text abbreviations. These are all evidence of that. Keep that in mind when building data entry points within your campaign.
Remove friction by providing ways for drivers to give their information that doesn’t demand much effort. Utilize pre-populated fields, dropdown menus, and checklists.
The need for easy response only emphasizes the importance of click-to-call. The convenience of being only one click away from speaking to a representative is priceless for a driver.
5. Tailor your message to mobile.
Knowing there is much less screen space on a smartphone to convey your message than on a laptop, desktop screen, or tablet should force you to keep these two words in mind…short and concise. This will mean condensing your message and being straightforward.
6. Test your campaign on different mobile devices.
Walk through your own campaign on mobile to see what a driver will see when they engage with your campaign. Click through the campaign on different mobile devices with different screen sizes. What do your ads look like? Are there any elements of the campaign that are difficult to get through or non-intuitive? This allows you to make adjustments accordingly.
You may say to yourself, “I’m not a driver. I can’t be sure of how a driver would see this campaign.” But, you’re a human being. If your campaign can’t relate to a driver as a person first, it may not have a chance at getting their attention at all.
What to remember moving forward.
Drivers’ interactions with your campaign on mobile can make or break your chances with them. Use the tips above to make the experience a great and memorable one. It could be the key to getting the drivers you need.