When implementing a lead management strategy, marketers are challenged to find the most effective ways to engage and remain top of mind with their target audiences. Today, no other device is closer to people than their smartphone. Think about it: when, if ever, do you leave home without your smartphone? How often do you sleep with your smartphone on your nightstand?

Considering that Forrester predicts that nearly 80% of US e-mail users will access their emails via mobile by 2017, we can say that integrating mobile in your lead management strategy is not an option but a requirement! Here are five tips for doing so:

1. Integrate mobile in your e-mail strategy

Mobile phone social icons 5 Tips to Integrate Mobile in your Lead Management Strategy

The more senior your targets are, the more likely they are to read email on a smartphone or a tablet! The goal of this post is not to talk once more time about email overload; we already know buyers are flooded with information every day. If your email doesn’t display properly on a smartphone or a tablet—or if it doesn’t display at all—you won’t have a second chance to be read.

The best practice is to design responsive e-mails (e-mails that will adapt their template to the size of the screen used to display them) that will ensure that emails are enjoyable to read. Thinking mobile first also means that you need to avoid technologies that are not widely supported by mobile devices, like Flash, or large contents that will take a lot of time to load.

2. Adapt your landing pages and social media content for mobile devices

Having mobile friendly emails is a first step, but if your readers click in an email and land on a page that is not displaying properly, all of your efforts will be ruined! You also have to design your landing pages for mobile devices – responsive design again being a must.

You need to have a clear and catchy call to action and/or useful content, all compatible with mobile devices. You also have to deliver content that will look good on mobile on social media, because there is a high chance people will click on it from a mobile device, and that may be their first contact with your brand.

3. Use SMS, with care

We sometimes forget it, but while all phones are not able to receive e-mails and browse the web, all mobile devices are enabled to receive calls and SMS! This is a tool to use with care, because it is more expensive than e-mail and may be perceived as more intrusive by users. It is very convenient to remind people of an appointment, or make sure people have the latest information for an event.

Smartphones are often able to detect when you are sending an address, and display a link to a map. If you are confident in the fact most of your audience has a smartphone, you can also include a shortened link or even a pURL to some exclusive content.

4. Develop your mobile application

Even if it requires some investment, a mobile application is the best way to always be close to your customers. If your users are registered, you can track their activity on the mobile app, and even make their lead score evolve depending on the actions they perform. You can also customize the content displayed inside your mobile app, depending on visitors’ score and history.

5. Mobile push helps animate and re-active apps

Once you are equipped with a mobile application, you can leverage push notifications to animate your lead management strategy. Free to use and relatively well received by users, push notifications are so far seen as less intrusive than SMS. Push notification are a unique chance to make sure people are launching your application, and you can leverage them to send transactional notifications or personalized offers, linking to customized in-app content.

Congrats, you’re well on your way towards delivering a full SoLoMo experience! It is complicated to get truly Social, Local and Mobile, but with some strategy and a lot of creativity, you will ensure your brand will be always accessible for your leads.

What other ways have you seen brands incorporating mobile into their lead management strategy? Feel free to leave a comment below.