As more consumers are learning about brands on their mobile devices, integrated marketing strategies will need to evolve along with consumer behavior. By optimizing your digital strategy for mobile as well as desktop, you will boost your client reach and brand visibility. It might seem like a minor change, but it’s one that can have a big impact, especially now that many consumers only check the Web through their smartphones.
Looking to optimize your next marketing campaign for desktop and mobile users alike? Follow these simple tips to optimize your digital strategy today.
- Create a mobile app
If your company has a larger marketing budget, then this is definitely an option to consider. Designing a mobile application will centralize customer experience into one easy-to-use app. From a user perspective, the best mobile apps are intuitive and customizable, adding an extra layer of convenience for users. On your end, an app provides you with useful data about customer behavior. If you go this direction, be sure to hire a professional app developer.
- Send mobile-friendly emails
Every aspect of your mobile presence will likely be different than your desktop presence. While you can get away with more elaborate design and longer blocks of text on desktop emails, you will have to simplify to optimize for mobile. Consider smaller amounts of text, frequent subheadings, and careful use of graphics to make your email easily digestible on a small screen. Often, these mobile-friendly changes can actually increase click-through rate on desktop devices as well.
- Have a substantial social presence
The days of sacrificing quality for quantity are over. Today’s consumers want meaningful content they can use and share, so be sure to include this in your integrated marketing strategy. Be sure to interact with customers on your social sites as well, building a sense of community.
- Design a mobile version of your website
In fact, this is something you should have done years ago! According to HubSpot, studies show that 62% of businesses that designed a mobile-specific website saw an increase in sales. Mobile-friendly sites have simple designs, high quality images, plenty of white space, and readable text. Be sure test out various websites before you settle on the perfect design. There are also a variety of free tools that allow you to see what your website looks like in various resolutions and devices.
- Do you have brick and mortar locations? Then take advantage of geotags
The ability to label your post with a geotag or encourage your customers to “check in” at your business is a simple and useful digital marketing tool. By simply adding a location, you will expand your customer reach significantly. Plus, you will encourage higher interaction on social media apps like Instagram and Facebook.
Finding the perfect digital strategy will require trial and error, so be sure to take advantage of mobile data and analytics as you go. Not only will these reports help you track marketing ROI, but they will also show you where you need to make changes. Once you find the ideal balance of features, you will see increased customer attraction and retention.