Mobile technology has become increasingly important in our lives. Actually, you may be reading this article on a mobile device. If not, your phone is probably either in your pocket or lying on your desk. Our phones are always within easy reach.
Your target audience is not unique in this regard, they are using mobile devices too.
Your audience segments within your target industries are heavily reliant on mobile devices. Here are a few stats about how these audiences are staying connected.
- 54.3% of contractors used internet-enabled phones. Of those 34 years old and under, 100% use internet-enabled phones.
- 52.6% of fleet owners use handheld devices to access the internet, with another 28.3% also using tablets.
- 49.2% of owner-operators use handheld devices to access the internet. Another 22.5% use tablets for the same purpose.
- 55.1% of company drivers use handheld devices to access the internet, with 22.3% using tablets.
The expansion of mobile technology beyond basic call and text capabilities has drastically changed the way marketers are forced to look at campaigns. Marketers from every industry have fixated on finding new ways to reach their target audiences on mobile devices.
As mobile usage continues to rise, it is more important than ever that you are correctly building campaigns targeted to reach your mobile audiences.
1. Cater to the lead you need.
We talk about this a lot in our driver recruiting posts, but it is important for marketers to understand this point as well. If you are creating a mobile marketing plan, you need to cater your marketing to generate a specific lead type.
Form submission leads are a bit tricky for a mobile campaign. First of all, you should never design a mobile marketing campaign that converts through a long form submission. Your audience probably won’t supply detailed information on a smartphone. It’s important to include as many drop-down and check-boxes as possible so it is easier for your audience to fill in the information.
Click-to-call is another great option for mobile marketing campaigns. It’s a simple action for your audience to take. They only have to click a single button to be connected to one of your representatives.
You might also use calls-to-action directing your audience to download an app or navigate them to a truck stop or parts and repair center.
Optimizing your marketing for mobile isn’t enough, instead you need to customize your marketing to enhance your audience’s experience.
2. Be more than mobile friendly.
Your emails and landing pages are an important part of every campaign, regardless of whether you are targeting audiences based on desktop/laptop or mobile devices. However, you can’t simply clone the email or landing page you sent out for last week’s campaign and expect it to convert.
You need to design your landing pages and emails so that they are easier to use on a small screen. Remember, the design will appear different according to what kind of devices your audience use. Therefore, your design needs to be created specifically for mobile devices.
You should also test your marketing on different devices. There are a wide range of screen sizes which can affect the way your content looks to users. For instance, the new Galaxy Note 4 has a 5.7” screen, whereas iPhone screen size currently ranges from 3.5” to 5.5”.
Your copy should also be written for mobile. While copy needs to be straightforward and concise on landing pages, this is even more important for mobile campaigns. You need to cut down your verbiage to the bare minimum on your mobile landing pages. Every word you use needs to be perfectly powerful and communicative.
Your mobile landing pages and emails need to feel like they are specifically for mobile devices and not something that has been repurposed.
3. Customize your message for mobile.
Another important element of your mobile marketing plan is to customize your message to accomplish certain goals. This goes beyond determining your preferred lead submission. Now you need to create a message which is more likely to convert your audience on mobile devices.
First of all, you need to learn who is using their mobile devices to interact with you. Obviously you need to know who your target audience is, but you need to go beyond just recognizing the need to target fleet owners, contractors, or owner-operators.
Once you get to know the details of how your target audience uses mobile devices, you can create a specific message that addresses pain points unique to your prospects. Remember that we don’t use mobile devices for all of the same things we use our laptops or desktops for. It’s important to tailor your messaging to address specific concerns and direct specific actions that are applicable to audiences using mobile devices.
Creating a message that addresses the specific pain points of your audience and directs them to take a mobile specific action is key for mobile marketing success.
As mobile technology becomes more integrated into daily life, marketers have to work harder and harder to effectively target and market to mobile audiences. Understanding how to correctly use your marketing elements will help you convert your audience even when they are on the go.
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