Mobile lead generation is more than opportunity for brands today. It’s essential. In May 2015, Google announced mobile search exceeded desktop search. More recent data shows users spend an average of 2.8 hours on their mobile devices daily. Smartphones make up 80% of the use with nearly 90% of the time spent in Apps.
To capitalize on the immense opportunity requires strategy. The first part of the strategy involves recognizing that mobile lead generation isn’t an add-on. It constitutes a leg of an overall digital marketing strategy. Let’s take a look at five strategies brands can apply to capture mobile leads.
This exciting new approach reaches consumers when they enter a pre-defined area. This strategy uses GPS or technologies like iBeacon for specific areas within a retail location . When users with an app for the brand enter the geo-fenced area, they receive a message for special offers, discounts, or really any “hook” to encourage them to buy now.
2. Let’s App-timize
Some marketers dispute the 90% stat on time spent in App. Instead, they say it’s closer to 80%…right, so either way, mobile lead generation needs to account for the marketing of your App and in-App ads. If you have an App, the first step is to get your App found or get it launched successfully. Next, design ads for Apps with a keen eye to audience expectations for engagement. Two good ads types? Display ads and video.
3. Local Listings
Local listings leverage GoogleMyBusiness and Bing Places for Business and provide an ideal way to get noticed by users doing “near me” or “close by” searches. Although it’s called “local listings,” make no mistake, this strategy works for both local and global brands. It alerts search engines to brick-and-mortar locations and improves organic and paid search results. Plus, local listing searches capture hot prospects who are ready to visit the location or make a phone call.
4. Display Ads
The wide range of content that includes text, graphics, flash and video make display ads an exceptional way to connect with a target audience. Programmatic ad buying increases the speed and efficiency as it algorithmically matches ad s with audiences in real-time. Include remarketing with the display add strategy and it guarantees you stay in front of your mobile audience.
5. Paid Search
What’s that? Paid search is so 2015. Maybe, but paid search remains a reliable and consistent way to connect with users doing a mobile search. The key here is not to dump an ad designed for desktop onto a mobile device. Create unique ads for each platform for the best results. The primary factor to consider involves recognizing the different buyer persona of your mobile audience.
Where to Start with Mobile Lead Generation
The first step with mobile lead generation involves an assessment of your current digital marketing efforts. As noted at the beginning, mobile isn’t an add-on, it’s a vital leg of every digital marketing strategy. After completing the assessment, compare what you have against your goals. Then make adjustments as necessary.
Need help or maybe you’d like a little insight for your assessment? Let’s start a conversation…
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Also published on Medium.