Desktop advertising is quickly becoming a dying art. Though you would currently be remiss should you decide to omit desktop advertising from your Internet marketing campaign, mobile advertising has already overtaken desktop advertising. Globally, the mobile advertising market is almost $70 billion in size. In fact, Facebook made almost 70% of its revenue in 2014 from mobile advertising. That is a gargantuan chunk of their income, and it should be easy to deduce from this statistic just how important mobile advertising is.
The truth is that mobile users don’t always purchase directly from their smartphones and tablets, though. Studies have shown that many users like to shop around online via their smartphones to compare and price products, but some will actually go to a brick and mortar store to actually make the purchase. If your business doesn’t have a brick and mortar location, this is a huge problem because you’re missing out on mobile conversions to your competitors.
There are a lot of mistakes that Internet marketers and business owners frequently make when trying to reach users on a mobile platform. Follow these tips to help improve your mobile conversions.
Maximize Your Use of Video Content
They say that content is king, but as far as mobile platforms are concerned, video content is king. Almost every teen and young adult streams video content on a regular basis, and failing to implement video in your marketing and content strategy is going to hurt your conversions.
Also, people usually prefer video content on mobile devices as opposed to reading. The reason for this is due to the screen size of mobile devices. Sure, you can read just about anything on your smartphone, but it is far easier to watch a video.
However, when most people think of video marketing campaigns, they usually think of ads that were designed by a team of professionals that smaller businesses wouldn’t be able to afford. Cartoons, graphic design, and high-quality cameras may not fit the budget of a small business. Fortunately, there is great news. You don’t need to run high-tech and well-designed ads. Instead, you could utilize content marketing in the form of a video.
And the best part? The video content doesn’t even need to be created by you. By embedding YouTube links, you can take advantage of video content without breaking any laws or regulations.
Don’t Forget to Target Local Mobile Search Traffic to Improve Conversions
Of all mobile searches, over 50% of them are local searches. Basically, people turn to their smartphones to find the closest pizza shop or auto repair center. Failing to target local search traffic in your area means you are harming your conversion rate.
But stop and think about it. Why would someone look for a local restaurant or service in their area if they didn’t intend to make a purchase? Local mobile searches are made by people with the intent to buy. They’re not simply browsing local restaurant chains because of idle curiosity. Web studies have shown that over half (closer to 60%) of local mobile searches result in a purchase. Just remember that both mobile ads and content need to be tailored for local searches.
Understand Mobile Payment Options
There’s always something new online, and one growing industry that is incredibly useful online is mobile payments. Though Google has already entered this space with Google Wallet, other competitors are also competing for a slice of this market. Apple has already introduced Apple Pay as of 2014, and other people are following suit.
Furthermore, there are now ways to make point of sale purchases with your smartphones and mobile devices. Though they are not so incredibly popular that they are the de facto payment option, this industry is certainly experiencing rapid growth. As a business with a website, you will need to watch these trends and implement any mobile payment options in the future to make sure that you don’t miss out on lost conversions.
Target Multiple Devices
You need to make sure that your website is optimized for multiple types of platforms and devices. Google has already made mobile-friendliness a ranking signal for the SERPs, but you need to make sure that you have all of your bases covered. You see, some users visit the same websites from a variety of devices. Smartphones, tablets, and desktops are all used to make purchasing decisions. After doing their research on a desktop or tablet, for example, a user may decide against making a purchase if they find it difficult to pay on their specific smartphone platform if they don’t currently have access to their tablet or desktop. Though it may sound counter-intuitive, your website needs to target cross-platform devices to ensure that you don’t miss out on mobile sales.