The statistics surrounding mobile usage are staggering. Nowadays, it’s not difficult to come across information that tell you things like “5.1 billion human beings own a smart phone while 4.2 billion own a toothbrush” or, in a more marketing-esque context, “52% of mobile ads lead to a phone call” and so on and so forth. But what do these numbers tell us about it’s impact on generating targeted sales leads?
Facts can only take us so far; the insights that we draw from them are the things that really move us further. For example, one well-known statistic flying around today suggests that about 90% of mobile searches lead to action with more than 50% resulting in a purchase. What does this mean for your efforts at acquiring and following targeted sales leads? Does this mean this kind of marketing is the Holy Grail that some marketers have been searching for? Far from it.
While it is now an indispensable tool in most modern marketing strategies, it works best as a complement rather than a substitute for the rest of the more traditional marketing channels. In addition, developing a mobile experience for your marketing audience is only one component in your campaign to generate laser-targeted sales prospects. Here are five insights on making the most out of this type of marketing as a lead generation tool – without the hype, of course:
1. Direction is conversion. Having a clear sense of direction for your mobile marketing efforts is more important than using the medium itself. However, before you can begin setting which way you want your campaign to turn, you have to become aware of the environment in which you’re operating. Your handheld presence and properties have to consider the specific needs that devices, apps, and operating systems have and then strive toward fulfilling those first.
2. This is really different. It goes without saying that mobile provides a vastly different experience for you and your target sales leads alike. Aside from the demands that the handheld platform has, you have to consider a separate set of digital marketing tactics than those applied to your desktop-specific campaigns. In most instances, there’s a definite need to adopt a different order of priorities for specific marketing actions such as those for lead acquisition and conversion.
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3. Handheld users want shortcuts. If there’s a shorter way to get from A to B, have it placed on your mobile properties. Such audiences seek immediate gratification. They typically prefer shorter, action-oriented options over lengthy and vague choices. In fact, most b2b lead generation and appointment setting specialists recommend ensuring that important conversion actions occur with a single tap.
4. Guesswork must be avoided. Similar to how you deal with other aspects of your marketing campaign, careful testing and measurements must sit on top of your mind when assessing the progress of your marketing efforts. Mobile marketing encompasses a broad set of marketing activities such as emails, social media, search, etc. Metrics and analytics from these areas traceable to the handheld platform have to be examined thoroughly and within context.
5. Mobile needs other channels too. As earlier alluded to, mobile marketing isn’t a stand-alone marketing tool; nothing is. In the B2B setting, traditional channels like tradeshows as well as inbound and outbound teleprospecting remain the top priorities of marketers. Numerous studies have shown that internet leads have to be responded to or contacted by phone in order to get them moving along the sales pipeline. It certainly helps in providing web-generated prospects, but channels like telemarketing ensure deals get closed.
What other insights do you have on the role of mobile marketing in lead generation?