Mobile lead generation is rich in data and thrives on the connectivity only the internet could provide on its various platforms. While the PC continues to be king in all methods of outreach from businesses online, exposure through mobile platforms and the consumption of digital media on-the-go has been on the rise for years, even surpassing traditional computers in the US for the first time in 2014.
This is in large part credited to the development of Internet infrastructures that allow for more reliable and faster-processing networks that allow people to access data through refined web browsers and various apps. In order for startups to be successful they must first be visible–here are a few lead generation strategies intended to help you get that exposure you need:
1) Simple Landing Pages
Unlike accessing web pages through a traditional PC, where complexity can be embraced and seen as an artistic and marketing accomplishment from the position of the designer, simplicity works in the favor of mobile devices. Meeting the necessary points of intuitive control and buttons, simple to navigate with touch or minimal controls, and providing adequate information to the user in a limited space, you can determine if you’ve got a successful landing page or screen obstruction.
The need for simplicity is largely an issue of loading. People have been conditioned to have ready access to all things online as they move, as a response lead generation has to be prepared with something that can load in an instant. The fancy graphics and interactive parts of a page one would marvel at on their laptops will work against this. Additionally, every visit to your site by a new visitor is like delivering an elevator pitch to investors. Startups will be familiar with need to jam as much information as possible into as few words as they can manage, and their landing page has to do the same from a 3-5 inch screen.
2) Clear Call to Action
A call to action is generally the first thing a visitor should find when going to your web page or app. Considering the size of the screen it will be seen on and the load time on that device optimizing a short pitch to urge visitors to browse, purchase, or perform any action you need them to, the call must be both direct and engaging to be effective.
3) Streamline Form Filing
A staple in mobile apps and web pages is the filing of forms in order to gain features or send and receive data. Touchscreens have made this both easier and more difficult. Through the daily use of smartphones people find these methods of data input to be friendly and intuitive, but screens may be too small to properly accommodate the form or too many fields may make it difficult on the user to input data.
This proves frustrating for both sides as users who go through the trouble of filing a form generally want to access or contact your business, and such data invaluable for the growth of your business. To combat against this easily-overlooked design flaw, adapt progressive measures such as applying data already provided by the user to cut down on their time filing. Limiting the number of fields needing user input can also prove to be user and mobile friendly, as too many requests for information can turn visitors away.
4) Optimize all Content
Just because you’re on a mobile platform you shouldn’t feel restricted in what you can or can’t do on your page or app on order to reach your customers. First impressions still matter, even more so at a time when attention spans are shorter and distractions are at a click away. Knowing where to compromise presentation for optimization can help you stand out amongst your competition and keep visitors on long enough to see what it is you have to offer. As long as your direct with all content, providing the most pertinent data at the top of pages and beginnings of articles, and what you have to offer won’t slow down the loading of pages on mobile networks, you should always seek to impress both visually and conceptually.
5) Reach the Right People
Having an effective message to deliver is important, but it only works if that message reaches the right people on the right platforms. Thanks to the nature of smartphones, data about usage of apps and mobile browsers are more accurate in their reporting than their desktop counterparts. Such data makes marketing campaigns simpler and more cost-effective than they’ve ever been. Marketers are now skilled in acquiescing and processing this kind of data in order to reach the proper demographics, generating leads that can be followed up on.
6) Innovative Testing
With speed in communication also comes faster turnarounds in research and development. By tweaking your site with adjustments based either on user feedback or your own intuition, you can see the response in traffic to your site via handy algorithms. While such data was collected of many months of investigative research, one can track their progress daily and learn what does and doesn’t work when designing a site or app optimized for mobile devices.
7) Picking Publishers
Publishers, like all businesses, find bases they now how to target and apply their focus there. With enough data on hand, you can find a publisher that works best with your portfolio in order to meet your objective. And by being able to track changes in real-time, you can quickly decide if you’ve picked a publisher in error and might possibly need to find another.
8) Independent Campaigns
Startups that want to be seen as legitimate businesses able to compete with established brands must expect to collaborate with others in order to succeed. This is where marketers and publishers come in handy. However, the usefulness of the Internet makes is so businesses can conduct some marketing work in house.
Through smartphones one can receive both data that could be traditionally accessed from a PC and other mobile devices as well as SMS messaging often used for texting. A great way to expand you mobile lead generation when other methods seem stagnant is with an SMS campaign.
Due to its popularity and common usage, SMS has been developed and sophisticated to a point where media can be easily applied to short messages sent out to customers as alerts. These can be opted into by applying via app, web page, or communicating with numerical code via a number tied to your business. Like most subscriptions this can be another opportunity to ask your customers to share some vital data about their usage to be used for marketing purposes. Additionally, a call to action can be placed here to ask something of your customers, such as sharing the location of a business or promotions you are running in return for rewards.
This method of customer engagement is popular with new businesses as they find a customer willing to sign up for anything is one who intends to do business again, and if they are willing to share data they are likely to work towards rewards as well. It’s a mutually symbiotic relationship where every party wins.
9) Reward Loyalty
A way to engage visitors and make customers feel appreciated, thus inclined to use your services again, is to offer a reduction in price. It’s a tested model of increasing sales–offering discounts and coupons to repeat customers. With mobile devices promotions can be sent to customers with ease and without the loss of printing and distribution one would have to expend with traditional flyers and coupons. Additionally, the feel of exclusivity one enjoys from receiving an email with a reduction in price for something they’d have bought anyway actually serves as a second call to action.
And these rewards can be distributed and activated in engaging ways that think outside of the email inbox. Location-based services can be used to reward customers who visit brick-and-mortar stores. Linking up through social media to talk about a business, serving as free marketing, can be responded to with discount codes. There are virtually no limits to the application of innovative reward programs through mobile platforms.
Building a business from the ground up is grueling work that can consume a great deal of time and resources you may not get back, and while there is no exact science on how to make one succeed knowing the terrain on which you travel can better your odds for success.
About the author:
Broke Bloke is an Entrepreneur, Digital Marketing Consultant & professional blogger. After being laid off his job of 10 years, he started Broke Bloke Blogs offering marketing advice for bloggers, marketers and small businesses.
Tom Treanor is the founder of the Right Mix Marketing blog. He’s the author of the Search Engine Boot Camp, the co-author of Online Business Productivity, and regularly speaks at industry and corporate events. His writing has been featured on the Content Marketing Institute, Social Media Examiner, Copyblogger and other leading industry blogs.