Most lead-generation advertisers have taken the time to optimize their funnels in order to improve conversion rates and quality of their leads. However, when approaching mobile, many advertisers don’t put in the necessary resources to succeed on mobile devices. Advertisers need to place just as much emphasis and attention on building solid mobile lead-gen campaigns as they do their desktop counterparts.
Mobile traffic is going to continue to grow and take over traditional advertising channels. For example, there has already been a rapid shift towards mobile in social media, with Facebook accumulating 15% of all U.S. mobile spend in 2013, according to eMarketer. A similar shift is being made in email, with 61% of consumers now reading at least some of their emails on a mobile device, according to Marketing Profs. By being proactive and innovative, marketers can use these trends to establish their company as a market leader.
This article outlines three cost-effective strategies you can deploy to implement a successful mobile lead-gen campaign.
Strategy #1: Format Your Pages for Mobile Devices
Many advertisers are lured by sexy terms like responsive design or HTML5, causing them to overcomplicate the process. When designing for mobile keeping it simple is the best rule. Building basic landing pages with simple forms and clear calls to action will ensure your page loads properly and quickly across all devices. Avoid having touch functionality, as many consumers who are either older or living in emerging economies still use feature phones that don’t support it. Designing simple mobile landing pages will also improve load time and will reduce bounce rates of users visiting your site over a mobile network. Since the user is on a mobile device make sure to take advantage of information like GPS and header info to auto-fill as much of the consumer’s data as possible.
Strategy #2: Use Pay-Per-Call and SMS Marketing
Two ways to capture leads that are unique to mobile are pay-per-call and SMS/text message marketing. If you have a call center, using pay-per-call can generate qualified calls to your IVR or inbound call center. Setting up a pay-per-call campaign is easy with several vendors that offer robust analytics and tracking capabilities. SMS/text message marketing, when utilized within the proper compliance and regulation standards, can also be an effective way to nurture your lead. Mobile users are busy and may not have time to fill out a full form when visiting your funnel. By simply capturing their phone number (with proper opt-in) you can follow up with a series of SMS messages to get the user to complete the process.
A major benefit to using both pay-per-call and SMS is that they are available on all phones, not just smart phones.
Strategy #3: Native Apps
Now, let’s get to something that is only available on smartphones, but can be a huge opportunity for the right advertiser: native apps. Imagine being able to force users who visit your current Web lead form to bookmark your site. This is, in principle, how app installs work.
Building an app to capture leads need not be a huge undertaking. You can build very simple apps that more or less are a shell for your lead form. We suggest starting with Android as it is an easy framework and the user base is much more diverse than iOS.
Getting users to install apps, especially ones on the phone’s app store, is much easier than getting a user to commit to a form right away. Once installed on a users phone you will always be around in their consideration set and allows them to fill out your form when it is more convenient for them. In addition, native apps can pull a lot of information, including email and phone number, directly into the app, thus reducing the quantity of fields a user will need to submit.
Mobile is evolving quickly. The brands that adapt quickest stand to benefit the most as consumers move to mobile as their primary source of information. The most obvious, but often poorly executed step is to mobilize your current lead-capture flow. Another route is to take advantage of the power of phones and capitalize on the Pay Per Call and SMS functionality. Lastly, for marketers that really want to push the envelope, consider building native apps. Not only will you have a new touch point with potential leads you will also benefit from organic store rankings on Google Play and iTunes.
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