Social media and mobile marketing go hand in hand. Most people have a smartphone these days, and apps make it so much easier to check your social networks on the go. Mobile phones are no longer solely used to call people up, and it could be argued that phone calls are no longer even the primary function of a phone. A recent study of Samsung users found that 39% of their customers said social media was their favourite thing to do with their phone, and over a billion of them have downloaded the Facebook app.
So how can businesses tap into the powers of social mobile marketing and connect with their audience, even when they’re on the go? Leveraging your mobile presence can be tricky, but we have some tips that should get you on the right track and make your mobile marketing magical:
Content is now viewed on a mobile device on a regular basis, so it’s important that anything you produce is mobile-friendly and responsive. Make sure the content you create is formatted in a readable and shareable way, and that any images will respond and resize to the appropriate mobile device screen.
It’s also a good idea to think about any internal links you want to place in your content and look at whether they will take the reader to another piece of mobile-friendly content or not. Mobile users share content twice as often as desktop users, so it’s important to make sure your social buttons are properly working across all platforms – this allows your audience to easily post your content straight onto their social networks.
Post Content at the Right Time
When it comes to mobile content, users can blink and miss it. Newsfeeds and timelines get updated so regularly that your content needs to be published right in front of your audience’s eyes. There’s no ‘one size fits all’ time of the day to aim for, but Facebook’s insights feature will tell you when your fans are online.
As a good rule of thumb, your audience will be looking for new content on the commute to and from work and when they are sitting around on their lunch break. People are more likely to engage with and share content when they have time on their hands, so targeting them while they are at work or after they have gone to bed is unlikely to get you the traction you desire.
Repurpose Content in Different Ways
The great thing about social networks is that they all have their different strengths and advantages. Facebook is great for longer written posts, Twitter gets the message across in a snackable tweet, Pinterest and Instagram focus on pictures, and YouTube is obviously brilliant for videos.
When creating a piece of content, think about how you can utilise these platforms to make the most of your content on every different social media app. Mobile users love visuals, and content with visuals is much more likely to grab someone’s attention on a smaller screen or device.
Use Paid Advertising
It is estimated that by the end of this year, the global mobile ad market will surpass £70 billion and count for more than half of digital ad spend. In 2015, 78% of people who clicked on a mobile ad then went on to make a purchase a couple of days later.
Instagram, Facebook, Twitter, and YouTube all offer a range of advertising opportunities that can easily be tracked and amended, and short social ad campaigns can be relatively inexpensive. Instead of taking up a small space in the sidebar, social media adverts on mobile take up a large chunk of the user’s screen, meaning they are more likely to be seen and clicked on.
It should go without saying that your business should have a consistent brand presence across all social networks, but a surprising number of businesses don’t. It’s important to keep all your contact details up to date and to use the same logo and branding across all channels. Mobile devices have small screens, so quick and easy recognition is key, and sometimes just having a consistent logo can make all the difference to a user recognising your brand.
Try and use each of your social networks on a regular basis, so your audience knows to expect regular content from you. Mobile users have a shorter attention span and want fresh, relevant content presented to them as soon as they check their phones, this means you need to keep your posts consistent and engage with them at every opportunity.
The world of social media and mobile marketing is always changing, but it’s good to stay on top of your game and focus on the areas you can control. There are lots of different ways to maximise your social media strategy on mobile, you just need to build up your following and post regular, engaging content.
Monitor your efforts and track your audience’s internet habits, then analyse the results and tweak your strategy where necessary. In an ever-evolving world of digital marketing, sometimes it’s just about keeping your engagement levels high and showing your audience the human behind the brand.