Spanora Media

Planning, implementing and optimizing your mobile marketing program

Mobile marketing is both a short-term and a long-term strategy, and to create a successful program, there are certain steps you’ll need to follow.

Step 1: Create mobile buyer personas. 

Understanding your audience is the first step to any marketing strategy, and buyer personas are a valuable tool to aid in that understanding. Buyer personas are fictional representations of your various types of customers. Create a profile that describes each one’s background, job description, main sources of information, goals, challenges, preferred type of content, objections, and/or role in the purchase process. It is easier to determine a channel and voice for your marketing messages when you have a clear picture of your target audience. Observe mobile habits, utilize A/B testing, and you’ll build out useful buyer personas for mobile.

Step 2: Set goals. 

Before you launch a mobile marketing strategy, you’ll need to determine your goals and create a plan. Our guide will help you understand customer lifecycles and develop personas, build your marketing calendar and marketing automation toolkit, and define your mobile marketing goals and key performance indicators (KPIs) across all channels. Determine main objectives, key audiences, and how you’re developing cross-channel engagement so you can analyze how the channels you’re currently using can be included in your mobile marketing strategy. 

Step 3: Establish KPIs. 

Just like your other marketing efforts, mobile marketing needs to be tested and optimized. Determine which realistic, measurable KPIs define your mobile campaign’s success. 

Engagement. Provide mobile-friendly content for potential customers who are searching for information about your industry or product. Make sure your website is mobile responsive to improve mobile SEO.  

Acquisition. Make sure lead nurturing emails are mobile friendly with clear calls-to-action. Buttons in emails should be near the top of the message and be big enough to easily tap in order to facilitate click-throughs. Then make it as easy as possible for someone to fill out a form on your mobile-optimized landing page.  

Customer service. In a connected, social marketplace, customer service is very much a marketing opportunity. Allow your customers to easily reach you through any platform they want, including simple click-to-call buttons for smartphone users.

Step 4. Monitor mobile metrics. 

Google Analytics can help monitor mobile usage of your site. Mobile behavior data reveals how well your mobile content engages your audience and conversion data indicates whether or not some of your key landing pages still need to be optimized for mobile browsing. Dashboard tools can show you the quantity and quality of traffic, page view metrics, bounce rates, and more. 

Click here: To learn more about our digital marketing services or Call/WhatsApp us on +256393208410.

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