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Mobile marketing strategy framework

Advertising | Tutorials | Last updated September 25, 2019

Today, out of 4.33 billion internet users, 91% are mobile internet users, approximately 3.98 billion. If you haven’t got a mobile marketing strategy by now, use our framework to make one. 

1. Understand your audience

Understand your website audience

In order to get the most of your website on mobile, you first need to learn who your mobile audience is. The best way to do this is by checking your Google Analytics reports. 

Check the devices

Under Reports >> Audience >> Mobile you will find 3 Device Categories (Desktop, Mobile, Tablet). This report will help you understand how many of your users actually visit your site from mobile. Select the data from the beginning of the year up until now and you may find out you get most of your users from mobile or on the contrary, you get only a few mobile users.

Check your Analytics goals

If you are using goals, you can also measure how your leads got in touch with you, how many of them sent you contact forms or called directly from the website, and how many customers reached the thank you page, by using their phones.

You can do that by going under Reports >> Conversions >> Goals >> Goal URLs, then input Device category in the secondary dimension.

Learn more details about your audience

After you have found out how many mobile users your website gets, go deeper.

Under the audience menu check at least the reports from the next submenus:

  • Demographics – to find out more info about the age and gender of your audience;
  • Interests – to find out what are your audience’s main interests;
  • Geo – to find out your audience’s language and location;
  • Behaviour – to check the new vs returning report, frequency and recency report and engagement report;
  • Technology – to find out your audience’s Browser & Operating System, and Network.

2. Check your website’s mobile performance

Check your website’s mobile performance

By now, you know who your audience is. The next step for efficient mobile marketing is to verify if your website is mobile-friendly

Test your website responsiveness

The fastest way to test it is to access your own website from your personal mobile phone and see if it shows as it should.

To be accurate, check if your website is mobile-friendly by testing it with Google’s Mobile-Friendly Test

Or you can go in-depth with a Lighthouse audit. You can run it through Chrome DevTools by accessing the Audits tab. The report offers a detailed audit on Performance, Accessibility, Best Practices, SEO, and Progressive Web Apps. Lighthouse also offers improvement suggestions on the issues it identifies.

Check the metrics

Go to the Mobile reports and check how your website is performing on mobile.

Correlate bounce rate with pages/session and average session duration. If your website isn’t a blog, a high bounce rate is the first bad omen, especially if you have low page/session and avg. session duration.

For blogs and websites where most of the organic traffic comes through the website’s blog, a high bounce rate (70-80%) is normal but only if the avg. time on page is high enough for a user to read an article.

SIDENOTE. Bounce rate is single-page sessions divided by all sessions, or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.

Test the mobile page speed

Page speed is crucial. Even if you come up with an Oscar-winning mobile strategy, your conversions will be down in the sink if the website takes ages to load.

The quick way to check your mobile page speed is with Google’s PageSpeed Insights.

This test will also show you suggestions for page speed improvement.

To keep a close eye on this metric, visit the reports under Site Speed submenu, under the Behaviour menu.

Look how are your conversion pages performing

The conversion pages for a website are usually the contact pages, checkout pages, campaign landing pages. These are the pages where you especially want the lowest bounce rate and exit rate.

To do so, check the Landing pages and Exit Pages reports which can be found under Reports >> Behaviour> Site Content.

Check your mobile web design

The most common issue with low converting websites is poor design. If your website looks crowded and chaotic on small screens, this will result in negative user experience for mobile users. 

For your mobile strategy to work, your website needs to be user-friendly on any screen it is shown on.

Make sure to position and size every element from logo to menu to texts and headings in a clear and aesthetic hierarchy.

elements hierarchy on mobile screen

3. Develop your mobile strategy

Develop your mobile strategy

After you made sure your website is swell on mobile, develop your goals and strategy.

Set comprehensible goals

In order to achieve results with your mobile website, first, you need to aim. You won’t be doing that with a sniper rifle but with goals, SMART goals.

For a goal to be smart it has to be: 

  • Specific (use well-defined and focused, specific actions)
  • Measurable (put concrete numbers in your goals)
  • Attainable (make them realistic and achievable)
  • Relevant (set goals based on your business realities and needs)
  • Time-Based (every goal you have needs a deadline).

Let’s take some fictional goals for example:

  1. Grow the number of website mobile users by 60% in the next 3 months.
  2. Acquire 10,000 new accounts through the mobile website in the next 3 months.
  3. Gain $700,000 revenue through your mobile website in the next 3 months.

Outline your mobile marketing strategy

I. Brand communication analysis

  • What is your Unique Selling Proposition (USP)
  • What benefits do you give?
  • What are your values, concepts, and ideas?
  • How does your brand help customers?

II. Competitors brand communication analysis

At this stage, you have to look at to identify your direct competitors and analyze their brands by answering the same questions from above, just like you did for your own brand.

III. Marketing Strategy

  • Come up with the main message for your ads. Make sure to include the USP;
  • Choose the communication channels and touchpoints (Organic,
    Ads, Social media, In-apps, etc.);
  • Plan messages delivery (Especially for ads – When will they be delivered? How often? For how long?);
  • Establish the budget (for every activity).

4. Plan and execute your mobile strategy

Plan and execute your mobile strategy

Communication analyses

After outlining the activities you are about to work on, you need to actually set what resources are you going to spend. 

Your brand analysis and your competitors’ brand analysis shouldn’t take more than one day. These two sections can be taken care of by one person. If you have the human resources and want to move faster you can assign two people, one for each.

The USP

It’s important to keep in mind that a USP is a unique advantage only you provide to your customers. How are you better than your competition?

E.g.: You have a cryptocurrency exchange. Your competitors offer online crypto-wallets inside their platform. Your platform also offers that but a good USP could be: “Free crypto-wallet hardware for active traders.”

Benefits

When it comes to benefits, they can be common to your competitors. Also, you have to make sure you offer enough benefits so customers don’t consider your competitors a better alternative.

E.g.: All your competitors have trading courses, a mobile app, 24/7 support, and direct exchange between some tokens. Make sure your exchange offers these benefits as well. 

Values, concepts, and ideas

Values, concepts, and ideas refer to your brand ideology, affinities, the way you treat your customers, even your internal organization. People tend to stick with coherent and consequent brands that say what they do and do what they say.

E.g.: If you state that your cryptocurrency exchange wants to make tokens accessible all over the world but geographically blocks all of Asia, that is massive inconsistency. Even something as simple as saying 24/7 support and not being able to meet the standard requests will be seen as an inconsistency.

Help your customers

How does your brand help a customer is one question that should have had an answer even before the business started. It refers to the utility, the problem it solves, and the reason a human being would invest resources in a certain product or service.

E.g.: A crypto exchange allows customers to trade digital currencies for conventional fiat money or other digital currencies.

Execution

After you identify or come up with the core message for your mobile marketing communication prepare your ads and texts. There are lots of types and formats for mobile advertising so you need to pay special attention here.

Prepare Content

To develop your mobile content you should work with an agency and come up with new materials regularly. If you don’t want to work with an agency and don’t have internal resources to do that, you can always contact freelancers on dedicated platforms. 

A good copywriter, a talented designer, and a skilled videomaker, and maybe a decent animator should suffice.

Either you work with an agency or a few freelancers, in one or two weeks you should have your content ready. Once delivered the materials can be reused for a while. Remember to update your content because it will get less relevant in time.

SIDENOTE. Besides your regular content, the best practice is to have dedicated content (articles, ads, media) for the main Holidays of your audience.

It’s most preferably to focus on evergreen content, content that remains relevant in time. 

Even something like a presentation video that you have used for years can lose its relevance if you have gone through a rebranding or your field of activity has gone through major transformations. 

Content delivery

For mobile organic traffic, hire a professional to target mobile users with SEO. This is a long process that may take up to a year or even more. 

Also, SEO is an activity you should constantly keep your eyes on. Once you get the rank you desire, don’t take that as a given. 

You can lose your position overnight due to algorithm updates or competition.

Assign a person for your social media. Improve your social media presence because out of 3.54 billion active social media users, 3.46 billion active mobile social media users. That’s 97%. Social media is a good medium to share your content on and most platforms offer some advanced advertising tools dedicated to mobile.

SIDENOTE. Focus only on social media platforms that are relevant to your business. Linkedin is an appropriate platform for a cryptocurrency exchange because its users are there with professional or business-related interests. Instagram isn’t for obvious reasons.

Assign a person to take care of the ad platforms. Through ad platforms, you can do search, display, in-app, push notifications, even SMS ads. Schedule planning shouldn’t take more than one or two days.

The budget is another one-man job. It is important to take into consideration the maximum budget allocated for internal resources, external resources, professional services, advertising, and link building.

5. Mobile Marketing Evaluation

Mobile Marketing Evaluation

First and foremost you need to have a look over the SMART objectives. You did put a deadline to your goals, so once you meet the due date, see in what proportion you reached the targets.

1. Grow the number of website mobile users by 60% in the next 3 months.

At the end of the said 3 months, you will check if the number of website mobile users grew by 60%. If it did, congratulations. If it didn’t you underachieved. If it grew over 60% to 100%, even more, you did great.

2. Acquire 10,000 new accounts through the mobile website in the next 3 months.

You do the same with the second goal. After 3 months have passed you will check the number of signups that took place through your mobile website and see if you have gotten more or less than 10,000 new accounts.

3. Gain $700,000 revenue through your mobile website in the next 3 months.

When it comes to measuring this goal make sure to separate mobile revenue from the others. It’s important to be as accurate as possible here because you want to measure your mobile marketing efforts results.

Secondly, check if your activities did fit in the budget.

You may have achieved your SMART goals, even got 700 grand. The allocated budget was $500,000. If you did achieve all your targets without surpassing your budget, you can throw a party. If you exceeded your budget, you need to optimize your campaign.

And before you go, always remember to calculate your Return on Investment (ROI).

Return On Investment
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