We are living in a world of smart devices. The percentage of smartphones, tablets and media players is growing every day. Nowadays it’s common to see people travelling on train or bus using their smart devices instead of paper-printed magazines or newspapers. It’s part of the market that has been growing exponentially over the last four years, so it would be logical to think about your business strategy based on this fact.
But how? Which are the steps you should follow to create a mobile strategy that works effectively? How do you define your target audience? What platforms should you go for? Those are some questions that this article wants to answer, by providing five simple steps that will help you to develop an effective mobile marketing strategy without any limits.
Step 1: Define your target audience
The most important thing is to know who you are trying to attract. There isn’t a defined profile for people who use mobile devices, because it depends on the country or region where you are. What makes us think about the first step of an effective digital strategy is that there are social media platforms specially designed so that they can be used by our smartphones and tablets. So, one of the first things you have to do is define your target audience in order to choose which platform will suit them best.
For example, if you are looking for teenagers then obviously Twitter would not be the best choice. Teenagers usually prefer Instagram or Tumblr. If your main objective is increasing brand awareness then Facebook’s ad service might be your best choice. If you want to provide information and news then Paper.li is a tool that we recommend.
The main idea is that you have to define who you are targeting with your mobile strategy before choosing where they are going to use their devices or the kind of content, they will find interesting. Also, remember that no audience is 100% homogeneous, so different people from the same group might behave in a different way according to age, country, interests…and these facts must be taken into consideration when doing segmentation research for developing our strategy.
Step 2: Decide on the platform
This step will depend mainly on the first one, which determines your target audience. The most important thing about this decision is that you must know that there are different mobile platforms and each one offers special features like accessing geo-location data, social network integration…so it’s important to choose the right one for your business.
For example, if you have a fashion store then Pinterest is a really interesting platform where your customers might use their devices. If your main objective is finding new clients then Facebook’s ad service can be very effective as it allows targeting people from specific regions or even countries. Paper.li could be a good idea if you want to provide information about current events or news related to topics that might interest people from specific countries or languages.
Step 3: Building the right strategy
It wouldn’t make sense having an effective mobile platform without a proper strategy to take advantage of it. First, we have to define the objectives we want to achieve and the budget available for this project.
You can choose from different options such as developing a mobile application, creating a website or optimizing your current one so that people can access it using their devices. If you want for example for your business to be at the top of Google’s mobile search results then you’ll need to optimize your site and develop an app. It’s also important that these three steps must be done according to what we defined in step 1: Define your target audience and Decide on the platform.
Step 4: Tracking and measuring success
This is another really important part because it will help us which actions are having a good or bad effect on our objectives. We usually use different tools that measure conversions, the number of people reached and how many downloads we had.
The most important thing is using the right metrics to be able to know what works best for your business, because it may vary according to your objectives. If you want for example, take advantage of your mobile strategy then success will be measured by the number of visitors or the number of sales. But if you are looking at increasing brand awareness then its main metric will probably be the number of shares.
Step 5: Debriefing and reviewing your results
This step is absolutely necessary so that all staff involved in this project knows what they achieved, their mistakes and which actions must be improved in order to achieve better results in the future.
Mobile strategy is a great way to interact with your customers or your audience, make them feel closer to your brand and increase brand awareness. What’s important is taking into consideration the tips we mentioned here so as to avoid common mistakes and make sure that all work done will have an impact on our business. And don’t forget: Mobile first!