06 Oct Digital Marketers use what happens on Mobiles to Optimize ROI
Smartphones are no longer an optional platform for you to reach people. Smartphones are in fact the most popular device in use right now. Most web users prefer browsing the web on their smartphones instead of their computers. Why? Convenience for one thing. Let’s say I wanted to look up Cox Internet Plans quickly. I could power up my computer, type it in the browser and then view the results. Alternatively, I could just use my phone which is in my hand anyway. In fact, most smartphones come equipped with voice-activated AI assistants. That don’t even require you to type anything. There is an astonishing 64% increase in smartphone customer conversion. This suggests that if you’re not optimized on mobile, you’re missing out.
How can I optimize ROI from a mobile perspective?
The rundown in simple. If you optimize your marketing efforts on mobile devices, you can significantly increase customer conversion rates and ROI. But how does one go about it? While the field of mobile marketing is too vast for one simple blog, here are 4 distilled tips on how to boost ROI from mobile marketing:
- Keyword context is important on mobile
- Having a mobile-friendly site is not optional but imperative
- Know when to utilize aspects of smartphones for mobile marketing
- Track your results and adjust your mobile strategies accordingly
Without further ado, let’s dive right into them.
Keyword context is important on mobile
If you want improved results from your mobile marketing, you need to know the difference between desktop and smartphone users. Specifically, the difference between how they perform searches on their mobile or desktop. The most glaring difference is that generally, mobile users tend to perform more specific searches than desktop users. A desktop user, when searching for a car may enter a broad type of car like “station wagon”, “SUV” etc. A mobile user will go further by searching for specific makes or models of specific cars. The key thing to focus on here is context. Optimizing your site for vague keywords and phrases will not work here. In fact, Google is now aiming to bring up search results based on user intent. Pair this with Google’s mobile-first indexing and you can understand how important this is. Even if a user is searching from a desktop, the indexing is dependent on mobile versions of websites. Google’s algorithm will show results based on rankings of the mobile version specific websites. The idea is to create content that is more focused on user intent and common queries about your website.
Having a mobile-friendly site is not optional but imperative
It is no longer optional to have a mobile-friendly version of your website. People expect that a brand or business will have a website that is equally easy to navigate on mobile and desktop. This is important both in terms of retaining mobile customer attention as well as improving SEO. Google makes use of both desktop bots and mobile bots to crawl websites. But recently, it is beginning to prioritize the results of the mobile bots over desktop bots. This makes it doubly crucial to have a mobile-responsive website. Not only that, it has to be properly optimized for mobile users to pay attention. Otherwise, your bounce rate increases.
Know when to utilize aspects of smartphones for mobile marketing
Many businesses fail to utilize the smartphone as a means of opening up new marketing possibilities. One such example is text message marketing. While many are hesitant to employ it, text message marketing can yield significant results when done properly. Almost all smartphone users are texting other people anyway, so they are more likely to view a text. Email marketing can often end up with your emails piling up in the recipient’s spam folder. Another avenue to explore is a mobile-specific app for your business to engage more customers. The thing about mobile marketing methods is that they are easy to track and refine, which brings us to our final point.
Track your results and adjust your mobile strategies accordingly
It is not enough to work on mobile marketing efforts. You need to be able to track your strategies and refine them as needed. This helps you gauge which areas of your efforts need improvement. One important area to track is the comparison between paid and unpaid traffic conversion. You need to know which one of the two offers higher conversion rates. Ideally, paid traffic conversions should be higher because you are the one choosing the keywords. If organic conversions are higher than paid ones, you may need to adjust your targeting tactics. As a general example, Frontier Internet Customer Service should get more conversions from paid mobile advertising than organic traffic. It leads to an analysis of costs per lead. That should be as minimal as possible for your paid mobile campaign to succeed.