Drive Additional Inbound Leads With These 4 Rules for Mobile Marketing

By Sophorn Chhay
When 80 percent of Internet users own smartphones, it is no surprise that mobile marketing has quickly become one of the leading sources for generating inbound leads. Traditional outbound marketing efforts, such as cold calls, snail mail and trade shows have decreased in their effectiveness while inbound marketing campaigns have provided new growth opportunities. Driving more inbound leads is aided by the fact that approximately 70 percent of all mobile searches generate consumer action within an hour of the completed search.

If you want to capitalize on the current mobile trend within the consumer market, you need to focus your efforts on generating inbound leads with the following four rules.

Create Click-to-Call Digital Ads
Did you know that the search call volume increased by 16 percent from 2015 to 2016? This has allowed companies to capitalize on the growing number of consumers who are searching for products, services and companies from their phones.

When consumers complete a mobile search, they want to immediately take action. The easiest way to deliver valuable leads is to allow consumers to click and call your business directly from your digital ads. Google and Bing have made it easier for marketers to optimize their pay-per-click ads with the click-to-call feature. This tactic is fast and effective at delivering solid inbound leads to new businesses. Plus, it provides results that can easily be tracked and analyzed to further improve efficiencies.

Capitalize on Mobile Social Ad Opportunities
In a recent mobile marketing survey, 89 percent of participants stated that they search for local businesses using their smartphone on a weekly basis. Fifty-eight percent of participants from the same survey stated that they complete mobile searches for local businesses on a daily basis. Combine these statistics with the knowledge that an unprecedented 89 percent of consumer media time is spent using mobile apps (with the majority of that time spent on social media apps), and suddenly using social media ads to drive inbound leads seems like something that should have been completed yesterday! The moral of the story is clear: If you want to drive more inbound leads, you need to create compelling social media ads that will attract the 4.2 billion people who access social media sites via mobile devices.

Optimize Each Landing Page for Mobile Consumption
Driving inbound leads through mobile marketing requires that you have a completely optimized mobile site. This means you must have information that is prominently displayed, easy to read and propels viewers to take action via a click-to-call, click-to-email or click-to-download feature. Creating a mobile optimized website not only drives inbound leads, it also boosts SEO ranking as Google and other search engines give mobile websites additional preference in their ranking algorithms.

Create Native Advertising Opportunities 
Native advertising offers the advantage of blending into the stream of content that people digest every time they use their mobile devices. The beauty of a native advertising campaign is that you can create an ad with a strong call to action that seems more like a search or social post. When consumers encounter native ads, they continue to experience the natural form and function of the platform they are using, which allows them to interact with the ad and increases the likelihood they will take action.

If you want to deliver more inbound leads, you must be prepared to explore new opportunities which lend themselves to the consumers’ willingness to engage with user-friendly brands and businesses. Generating inbound leads via mobile marketing will improve your ability to connect with consumers and create improved consumer relationships throughout the year.

Sophorn Chhay is the marketing guy at Trumpia, a mobile content delivery service that allows users to customize their one-to-one marketing efforts by interconnecting and optimizing all digital platforms. As an innovator in two-way SMS/MMS marketing, Trumpia’s mission is to empower brands and public figures with interactive access to their audiences, reaching targeted affinity groups in a personal way. Trumpia delivers world-class content such as video, ticketing, polling, products sales, contests and giveaways.

Pragmatic Institute

Pragmatic Institute

Pragmatic Institute (formerly Pragmatic Marketing) has continuously delivered thought leadership in technology product management and marketing since it was founded in 1993. Today, we provide training and present at industry events around the world, conduct the industry’s largest annual survey and produce respected publications that are read by more than 100,000 product management and marketing professionals. Our thought-leadership portfolio includes the Pragmatic  Framework, eBooks, blogs, webinars, podcasts, newsletters, The Pragmatic magazine and the bestseller “Tuned In.”

 

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