Out with the Old and In with the New
Traditional marketing efforts are becoming obsolete. It’s no longer effective to interrupt customers with bothersome cold-calls or bland, unsolicited emails to push products they have no interest in.
With a rapidly increasing 2+ billion smartphone users worldwide, the marketing industry has been given a whole new spectrum of ways to connect with their audience through mobile.
This mobile revolution allows marketers to strategically guide consumers through each phase of the buyer’s journey by optimizing personalization.
The age of marketing with personalized content has entered its surge, with mobile at the forefront. As marketers, we must focus our efforts on what our consumers want.
Personalized Mobile Content is Essential to Your Marketing
People are always on the go and carrying their mobile devices. With the emergence of mobile, you can now understand each consumer on an individual level.
Whether it’s to read product information or compare prices, mobile is an essential part of the online and in-store shopping experience. In fact, 9 out of 10 consumers utilize their smartphones while shopping in-store, providing marketers with rich opportunities to reach their audience during key moments of the purchase journey.
In order to stay ahead of competitors, brands should take advantage of creating personalized mobile content by catering messages accordingly through each phase of the journey.
3 Keys to Increasing Mobile Traffic:
1. Understand your audience segments.
To drive mobile traffic to your website, you must not only know who your audience is by demographics and psychographics but also pay close attention to what they do, how they spend their time on mobile and what they purchase.
Behavioral segmentation allows you to track and divide your consumers into groups based on individual attributes including interests, app usage, and purchase patterns.
By tracking how your target audience engages with content such as mobile display ads and in-app ads, you may be able to predict when and how to deliver your next message, ultimately hiking mobile traffic and opening new possibilities for conversions.
But remember: All content should be individually personalized and focused on engaging the consumer to ensure positive responses from your audience.
2. Create individualized content for each phase of the buyer’s journey.
Being able to identify where your customers are in the buyer’s journey is the most critical step in working towards increasing your mobile traffic.
Discovery: Your primary goal in the discovery phase is to raise awareness of your brand. Brand awareness can be achieved by providing valuable content to your audience. Valuable content can range from blog posts and eBooks to media such as display ads and video. With 80% of social media consumption taking place on mobile devices, be sure to push relevant content on the correct platforms according to your individual consumers’ usage.
Evaluation: The evaluation phase should be focused on giving your audience a sense of personal engagement. The key is to keep the consumer’s attention and differentiate your brand from others. Remember to cater personalized content according to your segmented audiences. Content at this phase of the journey can include informational webinars, interactive forums, and personalized emails using real names.
Purchase: The final phase of the buyer’s journey is where consumers take the next step to purchase from your company. During the purchase phase, your brand has the opportunity to showcase what products or services you offer. Content can include free trials, product comparisons, and case studies.
3. Utilize your target audience’s ideal communication platform.
Which platform is your target audience most active on? Are there certain platforms you should avoid?
Tracking your target audience’s behavior and activity on social media will allow you to understand where and when they are actually engaging.
Don’t sweat it if it seems like certain platforms show less activity than others; this gives you the opportunity to spend more time optimizing on the platforms your audience spends the most time engaging with your brand. Pay close attention to the times of day they engage most, as this will give you an edge on predicting when they will engage next.
By recognizing each platform that your audiences are most active on, you will be able to optimize your content distribution and in turn, increase your mobile traffic.
Connecting with your segmented audiences and building your campaigns with a personalized approach through each phase of the buyer’s journey can ensure that your mobile traffic is always improving and increasing.