It’s a mobile phone pandemic. Used by almost everyone – both the young and the old – mobile phones have become an invaluable tool in our everyday lives. In fact, you only have to walk outside to notice this mobile phone pandemic is very real.
The Mobile Lowdown:
According to Statistica, the global mobile population amounted to 4 billion unique users. 82% of customers use their mobile phone while making a decision about purchasing in-store.
As a marketer or salesperson responsible for revenue generation, it’s important to tap into this growing mobile trend so you can reap as many of its benefits as possible.
Mobile devices are more than just a tool for communicating – they've become an important tool for research, engagement and transactions. Your current and future customers expect to engage with your organisation’s website via a mobile phone or tablet so you need to make sure it’s designed to be a mobile responsive website.
The Mobile Buyer’s Journey:
The mobile buyer’s journey is unlike traditional buyers. Mobile buyers are connected consumers; and because of this, shopping never sleeps.
With the swipe of a screen, the buyer’s journey has been revolutionised. Today, mobile buyers are able to instantly research, select and purchase everything from small goods to big-ticket items. Mobile buyers are not afraid of making big decisions on little screens – and because of this, you and your organisation must make big decisions in order to capitalise on this opportunity.
There’s a good chance your next customer’s first experience of your brand is on a mobile device so while you are thinking about their user experience also think about all the other potential touch-points across your organisation, digital and non-digital, and make sure there are no weak points. A great mobile experience followed by a bad call to pre-sales could lose you this sale and the next.
Covering All Channels:
If your primary objective is lead generation through inbound/content marketing make sure you have all your channels covered to drive traffic to your mobile responsive site.
Plan your campaign by thinking about your audience and key value proposition first, then work out the best channels to communicate with them and finally, how you plan to capture that lead data on your website. For example, is your site integrated to marketing automation tools such as Hubspot or Marketo? Or does your Website Content Management System (WCMS) provide email marketing, forms and reporting tools?
No matter what solution you choose, your content, landing pages and forms need to look great on a mobile device and deliver a user experience that makes it easy to engage.
Get A Lil’ Personal:
In the world of successful website lead generation, personalisation is the key to help guide your potential customers to action. Even the less sophisticated online buyers are aware that you have access to data that could be used to improve their experience. Use data wisely but don’t waste the opportunity to present relevant content to your anonymous or recognised visitors, and accelerate their buying decision.
Getting personal also increases your chances of collecting more data which can be stored in your CMS, integrated CRM or marketing automation platform, and used to upsell or cross-sell, or send notifications to your sales team using email and workflows so they can act quickly and close a deal.
The Perfect Combo:
Your mobile responsive website combined with a strong paid and organic search strategy should make it much easier for prospects to find you on their mobile devices. The easier your prospects can find you, the more inbound traffic will land on your website. Website content personalisation should ensure that they only see what is relevant to their needs. Marketing automation tools make it easy to capture lead data, nurture the opportunity and inform sales to close the deal.
The future of buying and the future of your business is mobile. So make the transition to a mobile responsive website a priority decision and get your share of the mobile customer market. For more best practice considerations for creating an effective mobile strategy, read our free mobile optimisation guide.