3 Ways to Maximize Mobile Lead Generation

Marketing techniques and tools continue to evolve at a mind-boggling pace, so much so that it can be challenging to keep up. Whenever a new mobile-focused idea starts creating buzz, it isn’t unusual for even the most savvy business owners to scratch their heads and think, “Should we try that too?” But it’s important to remember the old saying that a jack-of-all-trades is often a master of none. So unless you have a highly-skilled agency handling all of your marketing efforts for you, it might not be the best idea for you to invest too much time or too many resources into jumping from one trendy tactic to the next for your lead generation. Instead, start by reviewing your current initiatives, making sure all foundational elements are in place and then slowly, strategically incorporate a new mobile approach (one at a time). Here are a few specific tips to aid in this process.

Simplify Your Calls to Action

When you look at your current mobile marketing efforts, email is probably a big component. That’s great, as it can produce some stellar results for lead generation! But you may also be missing something with your emails that could be hindering the clicks and sales they end up yielding for you. Take a closer look at your calls to action (CTA). Do you include multiple CTAs in each email? Pare down your CTAs so each email includes only one and double check that the action you want the prospect to take is exceedingly clear. Simple language and minimal steps are best. After all, it’s been found that emails with a single call-to-action increased clicks by 371 percent and sales by 1,617 percent. A little bit goes a much longer way.

Keep the Mobile Device in Mind

It’s now common knowledge that people view websites, emails and other marketing materials on a variety of devices. But whether it’s a smartphone or a tablet, your most important initial task is to make sure they are receiving your message how you intended them to. This means that your website should be responsively designed, and your emails should be optimized for mobile viewing. Even if you think you have this base covered, take a few moments to look into more deeply. It’d be wise to do some testing on one before deploying a new offer to your customer base. For example, try viewing an email on the Apple iPad mini 4’s 7.9-inch screen to make sure the formatting remains as you designed it to. Otherwise, the entire point of the communication could be made moot.

Furthermore, new smartphones come equipped with iBeacon, which is a newer technology you may want to evaluate integrating into your marketing plan. iBeacon technology uses Bluetooth in order to cue personalized, relevant offers to be released in real-time to mobile devices that are in a prime geographic location to receive them. This could be a great way for you to reach your target customers in the moment that they might need you most. But the best iBeacon marketing is thoroughly thought out and meticulously planned, so this should go on your list as something to research fully before diving in.

Consider Progressive Profiling

There’s a conflict in marketing today. Businesses want as much information about their prospects and customers as they can get, while consumers get easily aggravated by being asked to fill out form after form after form. Especially on a mobile device, webforms can be a hassle and many people will give up on a brand if they have to jump through too many hoops in order to achieve their goal. A great compromise is called progressive profiling. The gist of this is that, with each further interaction with the company, a prospect will be asked to enter a little bit more information. By asking for it in small increments over time, buyers are far less likely to become frustrated—and marketers will still get in-depth information, just spread out over more time. A lot of marketing automation software offers a way to do this with your current system. For example, take a look into Pardot  or Mautic and see if it’s right for you.

No matter what other businesses may or may not be doing when it comes to mobile marketing, keep the focus within your own walls. By simplifying your CTAs, making sure all your materials are suited for each possible type of mobile device and considering iBeacon technology and progressive profiling, you’re on your way to integrating some of the most powerful new tools and techniques, while still taking your time and doing things well. That’s the best of both worlds, and a combination that’s most likely to help your business succeed.


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