10 Mobile Marketing Strategies for Small Businesses

Digital marketing is a big business, and putting together mobile marketing campaigns is one of the top tasks that marketers today have to perform.

Virtually everyone has access to a mobile device, which makes them as widespread as emails.

Mobile marketing strategies for small businesses focus on using simple techniques to improve your conversion rates. Using these strategies as part of a multichannel marketing solution, small businesses can reach more customers with offers curated especially for them.

How mobile marketing strategies for small businesses can boost conversion rates

With over five billion unique users on mobile devices, marketing to people with smartphones can increase your brand’s awareness and improve your conversion rates. The numbers show how significant mobile device usage has become:

  • Sixty-eight percent of email campaigns are opened on a mobile device.
  • Mobile ad spending accounts for 72% of the digital advertisements purchased in the U.S.
  • Digital marketers spend over half of their budget on mobile advertisements.
  • When used as part of a multichannel marketing approach, mobile marketing can lead to more sales.
  • Smartphone use encourages 70% of people to make purchases in store after using their phones to get more information about a product or service.
  • More than 90% of businesses that use an advanced personalization strategy saw revenue growth in 2018.
  • Mobile devices are responsible for over 40% of the transactions that people complete online.

Mobile marketing strategies for small businesses can help people find information about your products, which ultimately helps convert them to customers.

10 mobile marketing strategies for small businesses that actually drive traffic

If you want to drive traffic to your site, you need to put together a comprehensive plan that incorporates mobile marketing strategies for small businesses.

1. Location-based marketing

If your small business has a mobile app, you can use location-based marketing techniques like geofencing to market to mobile users in a specific area.

This is especially useful for small businesses that have brick-and-mortar stores. It can also be practical for ecommerce sites that offer local recommendations, like food delivery or travel services.

Location-based marketing makes use of the places your subscribers visit.

Source: Really Good Emails

Over 80% of marketers say location-based marketing leads to increases in three key metrics: an 85% increase in customer base, an 83% increase in response rates, and an 83% increase in customer engagement.

2. Responsive site design

You want your website, mobile ads, and marketing content to be more than just mobile friendly—you want them to be mobile optimized.

Mobile optimization of your website can triple your chance of increasing mobile conversion rates to 5% or more, yet only 35% of companies use it. Almost half of all websites with mobile optimization feature responsive design.

In addition to responsive site design, there are a few other tactics that you can use to optimize your website. The most common ways to optimize your website are mobile-specific development platforms, building HTML5 into your site, and using adaptive design.

3. Social media advertisements

Though email is the most widely used platform for marketing, social media is now a leading marketing channel that small businesses need to focus on.

While you should create a profile on all of the most popular social media platforms, you don’t have to use all of them to promote your business. Do some A/B testing to see how your posts perform across different platforms.

Social media advertisements are easy to target.

Source: Facebook

Social media encourages people to buy things from their favorite brands. In fact, 76% of U.S. consumers have purchased something because a brand they love shared a post featuring the product. When it comes to social media strategy, brand awareness is the primary goal of most companies.

4. Mobile-friendly content

Mobile optimization generally refers to elements of your site infrastructure. That isn’t the same thing as being mobile friendly, though. Consuming content on mobile devices is different than on a desktop.

You want shorter sentences, engaging headers, and relevant media, like high-quality images and videos. People are more likely to skim through content, so make it easy for them to do that.

When you’re creating videos, you can use captions to help keep people engaged. Most people—85% of them—play videos on Facebook without any sound. Captions let you get your message across, even when the audio is on mute.

5. Voice search optimization

As smart devices with voice capabilities make their way into homes, people are increasingly turning to voice search.

Around the world, over half of all households should own a voice-enabled device by 2022, an increase of 42% over the current ownership numbers. Of the people who don’t own a voice-enabled device, 34% of them have some interest in owning one.

Voice search capabilities can lead to several website actions.

Source: DialogTech

Voice search has the potential to drive sales. The most common actions people take after performing a voice search include calling a business they found, exploring a company’s website, or visiting a local store. All of these are sales-generating actions.

6. Text message marketing

A successful text message campaign starts with giving people the chance to opt in to future messages. Three-quarters of people have no problem receiving SMS messages from companies they love, and 90% of people read those messages within three minutes of receiving them. That means text messages have astronomical open rates—people read almost 100% of text messages.

When it comes to using text messaging in your mobile marketing strategies, digital coupons are an effective technique. Coupons people receive via text message are used ten times more often than coupons from other sources.

7. Videos and GIFs

Gone are the days of reading through wordy messages in your inbox. People want content that’s amusing and easy to digest, which makes videos and GIFs primary candidates for improving mobile strategies.

Nearly 75% of people prefer to watch a video when learning about a new product, regardless of how much time it takes.

Videos can improve social media performance and ROI.

Source: Smart Insights

Integrating video in your social media campaigns is an effective way to encourage customer engagement. Over half of consumers will engage with a brand after watching a video on social media. That number is even higher when it comes to engaging with millennials.

8. On-site and in-app support

Customer experience is one of the top ways to maintain customer retention rates. One way to improve their experience is to offer support that’s easy to access.

Whether it’s a live chat feature embedded in your website or an in-app support feature that makes it easy to connect with someone immediately, customer support is critical to your customer experience.

Over 40% of people who visit your website are expecting to see a live chat feature available. That number is closer to 50% for customers who visit your website on a mobile device. It’s the preferred method of communication for nearly half of all people.

9. Personalize campaigns

Personalization is one of the most effective targeting strategies for small businesses. With just a little bit of information about your site visitors or customers, you can put together campaigns based on where people live and how they interact with your website.

Customers expect to see this—52% of people who receive emails that aren’t personalized say they’ll shop elsewhere.

Email personalization is an effective tool for boosting open rates.

Source: Really Good Emails

Personalization extends beyond just email marketing, though—51% of people want to see companies anticipate their needs and deliver digital ads based on previous experiences, and 80% of people are more likely to purchase from companies that have personalized offers.

10. Opt-in forms

Getting people’s permission to communicate with them is a key digital marketing best practice. Whether you’re trying to build out your email list or want to increase your text message marketing, you need to use opt-in forms.

An opt-in form can be as simple as a popup on your website. It can also be as complex as an offer for an eBook download that requires an email address.

Tips for using mobile marketing strategies for small businesses

To see the most success from your marketing efforts, you need to put together a comprehensive plan that incorporates several mobile marketing strategies for small businesses. While your ecommerce site may not need all of these tactics, the right ones can improve your conversion rates.

Rather than sticking with one marketing channel, a multichannel approach can bring you greater success. Use these guidelines for integrating mobile marketing strategies into your multichannel marketing plan:

  • List segmentation: a segmented list can drive traffic to the right landing pages and products.
  • Email automation: an automated campaign gets to your subscribers at the right time.
  • Campaign optimization: an optimized campaign uses social media, email marketing, and digital ads to reach potential customers.

With the right tools, you can set up a fully functional digital campaign that sends emails on the right day and cross-posts them to social media platforms.

Wrap up

The most effective mobile marketing strategies for small businesses vary from industry to industry, but these techniques are widely used in the marketing world. Remember these tips when you’re setting up your next campaign:

  • Marketing for mobile devices is different than for desktops. Content needs to be more concise and engaging.
  • People want to see personalized marketing efforts. From emails to digital coupons, personalization leads to more sales.
  • Automation is the fastest way for an effective campaign. Marketing tools make it easier to reach your customers more often.

Your next marketing campaign will be a success if you focus on employing a few of these mobile marketing strategies for small businesses.

Looking for a marketing tool that can boost sales for your ecommerce store? CM Commerce has all the features you need to drive growth.

The post 10 Mobile Marketing Strategies for Small Businesses appeared first on Campaign Monitor.

20 Voice Search Statistics That Will Help Brands Optimize Their Websites

This is a guest post from Matthew Fritschle at Aumcore.

If last year taught us anything, it’s that search behavior is constantly changing. Surviving means keeping track of said changes and making the most of them.

For example, when mobile searches exceeded desktop searches, brands that changed accordingly profited, while those that remained stuck in their ways didn’t.

After all, mobile users expect speed, and mobile optimization is all about getting pages to load fast so users get what they need, when they need it.

Searching with a mobile device means searching with a smaller window that can’t fit everything a traditional desktop window can. Naturally, certain modifications to the site have to be made, making the mobile version responsive and adaptive for every screen.

Today, the changes we’re seeing stem from mobile use and revolve around voice search (i.e. using voice assistants like Siri and Alexa to do the searching for us).

Read on to learn about voice search statistics for 2020, so you know the importance of optimizing for it. You’ll also get an explainer on how to optimize your website for voice search, so you don’t miss out on all the voice traffic coming your way.

Finally, check out our voice search predictions for 2020 and beyond so you can prepare for everything coming your way.

Click here to see our voice tech guide.

Voice search statistics 2020: 20 trends to watch

As you can see, mobile devices and voice search are connected, but don’t just take our word for it. You can see it in the voice search statistics below:

  1. Between 20% and 25% of all mobile queries are actually voice searches.
  2. In fact, about 20% of adults use mobile devices for voice searches at least once per month.
  3. Considering what’s above and the fact that typing while driving isn’t exactly safe, it makes sense that 52% of people use voice search while they’re on the road.
  4. Moving to intent, mobile voice searches are 3X more likely to be local-based than text-related searches.
  5. Smart speakers, another voice search tool, also have a local component: 76% of smart speaker users use voice searches for local searches at least weekly, and 46% perform them daily.
  6. Additionally, 27% visit the website of a local business after making a voice search.
  7. In terms of what they’re looking for, 51% of consumers use voice search to research restaurants.
  8. While just 15% of internet users currently own a voice-controlled smart assistant that can search for them, 34% say they’re interested in purchasing one.
  9. A PwC study also found that only 10% of respondents were not familiar with voice-enabled products and devices. As for the 90% who were, 72% had already used one before.
  10. Another finding was that 65% of 25-49 year olds speak to their voice-enabled devices at least once per day.
  11. Here are the devices they use to do so:
    ○ Smartphone (57%)
    ○ Tablet (29%)
    ○ Laptop (29%)
    ○ Desktop (29%)
    ○ Speaker (27%)
    ○ TV remove (21%)
    ○ Car navigation (20%)
    ○ Wearable (14%)
  12. Focusing on use, 50% of respondents admitted to using their voice assistants to make a purchase, and an additional 25% would consider doing so in the future.
  13. Likewise, an average of 80% of consumers who have shopped using their voice assistant are satisfied. As a result:
    ○ 39% shared their positive experiences with friends and family
    ○ 39% shopped again with the same retailer
    ○ 36% have a more favorable opinion of the retailer
    ○ 24% spent more money with the retailer
  14. Delving deeper into voice search and shopping, 51% of those who shop via voice use it to research products.
  15. When you consider that nearly 20% of all voice search queries are triggered by a set of 25 keywords that consist mainly of question words like the 5 Ws (who, what, where, when, why) and how, and adjectives like “best” or “easy,” you begin to see the connection between voice search and shopping.
  16. Going back to the point about researching a product, 22% make purchases directly through voice after researching and 17% have even used it to reorder items.
  17. To conclude our discussion on shopping, voice shopping is expected to jump to $40 billion in 2022, up from $2 billion in 2018.
  18. Moving to SEO to close our statistics, 70.4% of voice search result pages are HTTPS websites that Google and other search engines prioritize for their SERPs because of their bolstered security.
  19. The average voice search result page also loads in 4.6 seconds, reinforcing our discussion earlier about the importance of speed for mobile-based searches.
  20. Finally, the typical voice search result is only 29 words in length. (Tailor your website’s content and what you would want to be pulled for a voice query.)

How to optimize your website for voice search

Now that we’ve covered some voice usage trends for 2020, you may be wondering how to optimize your website for voice search. Lucky for you, we have a couple of must-haves and must-dos below so you can get started:

Secure your site with HTTPS

Like we covered in the stats above, Google likes websites that are secured with HTTPS and is more likely to use them for voice search results.

For you (if you haven’t already), this means migrating your website from HTTP to HTTPS. If you need some help with that, feel free to use this SEO HTTPS migration guide that ensures you migrate without negatively impacting your SEO efforts.

Use Structured Data

Another important thing you need to do to make it more likely that your content will be used for voice results is to structure your website with schema markup, which is metadata that’s seen by search crawlers as opposed to users.

This is important for voice search because structured data helps crawlers understand your content—they can’t actually read it, after all—and gives them data points they can use to match (voice) questions with answers.

Create a FAQ Page

If you want your content to be pulled up for a voice query, create a FAQ page with everything you want your users to know.

FAQ pages are perfect for voice search because their format in which an answer immediately follows a question is exactly what the search engines want.

After all, isn’t it easier to pull an answer from an FAQ page than a blog post? The answer is often clearer than other answers pulled by search engine snippets.

Publish blog posts that answer your users’ questions

Still, snippets are valuable. Like FAQ pages, your blog posts should answer the questions your users are asking.

As a bonus, consider that the average word count of a Google voice results page is 2,312 words. There are a couple of possibilities for this.

Long-form content offers more opportunities for a match between question and answer to happen, and this type of content is generally seen as more informative than its shorter counterparts.

Regardless, publish longer blog posts that answer your users’ questions if you want better search results for voice tech.

Wrap up

As we wrap up, let’s focus on more than voice search statistics. Let’s focus on the future of voice search so we can prepare for what’s to come.

The future of voice search in 2020 and beyond

What does it mean to live in a world where our voice is becoming the new keyboard? For marketers and business owners, it means modifying strategies to consider what an actual voice query entails: high intent and conversational content.

“Coffee near me,” is now, “Hey, Siri, where is the nearest coffee shop?” As you can see, this question is not only more conversational in nature (because you’re “talking” with a voice assistant), but it’s also highly suggestive of the searcher’s intent.

Still, even as we become more conversational, it’s important to remember that search engines and their crawlers can’t actually read your content the way a human would.

You still need to make it as easy as possible for crawlers and bots to pull your content and use it, especially since there are so many other sites trying to be seen and heard.

By thinking about the engines searching your site as well as the humans using it, your voice is more likely to be heard above all the others.

Matthew is a content writer for Aumcore, a digital marketing agency based in NYC that specializes in voice search optimization and SEO. He writes on a variety of topics that range from the evolving search landscape to emerging technological trends.

The post 20 Voice Search Statistics That Will Help Brands Optimize Their Websites appeared first on Campaign Monitor.

The Ultimate List of Video Marketing Statistics For 2020

Are you wondering if you should invest in video marketing? Is your target audience interested in consuming video content? Will it be worth your resources?

In short, yes.

Video marketing continues to not only grow in popularity amongst marketers, but more and more consumers demand video experiences in communications delivered to their inboxes or newsfeeds.

When used correctly, video marketing promotes your product or service, educates your customers, entertains an extended network, and helps you tap into new audiences.

You can utilize video to delight your customers and inform their purchase decisions and you can also use it to train and onboard new employees.

Read on to discover the top video marketing statistics for 2020 that’ll guide your digital strategy for the upcoming year. You’ll not only learn top video marketing stats, but also what digital channels you need to focus your resources on, like email and social media.

Build your marketing arsenal with video marketing

Before we take a look at the stats, it’s important to understand how video marketing can help grow your brand, build a cult following, and increase your sales conversions.

Video marketing has evolved from being an entertainment medium to actually transforming the way consumers shop.

In fact, 90% of customers say that video helps them make purchase decisions and are more likely to buy a product after watching a video.

What does this mean for your company? You have the ability to use video throughout the buyer’s journey, not just to build brand awareness and increase engagement.

With video marketing, you can retarget website visitors or social media followers, re-engage cold leads, and onboard new clients.

The options are truly endless in what you can develop to provide your customers with a more personalized and dynamic experience.

Whatever the size of your business, video is a viable marketing strategy to embrace. However, before you pick up a camera, here are a few video suggestions to consider:

Our Campaign Monitor 101 video series breaks down email so you don’t have to go it alone.

With so many creative routes you can take, you want to really consider who your audience is and what they’ll relate to.

If you’re targeting C-suite executives, the format and tone will be different than a video targeting millennials.

To start, brainstorm the purpose of your video and what outcomes you hope it’ll achieve to help guide the conversation and storyboard.

Develop a video marketing strategy for your digital channels

Video is hot, but how can you get your customers to actually watch your content? While posting it on your website has its own set of benefits, you’ll want to consider distributing your videos on multiple digital channels for maximum impact.

For many brands, a cross-promotional strategy works well because it gives you the ability to display your videos across landing pages, social newsfeeds, digital ads, email newsletters, and more.

Let’s take a look at two important digital marketing channels—email marketing and social media—and how video helps boost your engagement, brand awareness, and sales conversions within them.

Email marketing

Including videos in your email marketing strategy can lead to big results. They’re engaging and a great way to stand out in a crowded inbox when customers are receiving 120+ emails a day. Videos have the potential to:

  • Increase open rates by 19%
  • Boost click-through rates by 65%
  • Decrease unsubscribes by 26%
  • Optimize the subject line open rate by 272% when “email” is included

Spark utilizes video in their email marketing strategy.

Source: Really Good Emails

Spark utilizes video in their email marketing strategy flawlessly. The company provides titles so you understand what to expect when you press play, along with additional features and benefits underneath if the reader is unable to watch the video.

The video itself is brief, highlights ease of use, and allows the subscriber to envision themselves utilizing the technology in their day-to-day life.

Social media

While you can use video marketing on most digital channels, it’s become a critical part of every social media platform.

Facebook continues to be the top video marketing platform and where many marketers plan to invest.

However, YouTube and Instagram continue to make headway. With the rise of “live” and stories, different video formats on social media will continue to become more common in 2020.

  • Videos that are shared on social media 1200% more than images or text – Adweek
  • Facebook users watch an average of 8 billion videos daily – Social Media Today
  • Sixty-four percent of businesses have reposted that a Facebook video resulted in a new customer – Animoto
  • Seventy-seven percent of marketers have posted a video on IGTV – Animoto

If you need inspiration for your next video social media campaign, look no further than this example from Glossier. We love this video because this mother-daughter duo display two different age demographics, so they’re able to tap into multiple audiences.

It’s also user-generated content, which has proven to be highly effective in increasing engagement. Word-of-mouth recommendations help move customers faster through the buyer’s journey because it’s considered more trustworthy and credible.

Video marketing statistics for 2020

Now, let’s dive into the latest video marketing statistics for 2020. We’ve drilled down the most up-to-date data so you can keep your video marketing strategy on point moving into 2020 and stay ahead of trends.

Video marketing ROI

Let’s be honest, your marketing strategy all boils down to the return on investment (ROI) it produces for your brand. Video marketing has the potential to earn new customers and increase your bottom line by engaging a larger audience.

  • Ninety-three percent of businesses earned new customer from a video on social media – Animoto
  • Ninety-one percent of marketers are happy with their video marketing on social media ROI – Animoto
  • In the U.S., video marketing has transformed into a $135 billion industry – Social Media Today

Video marketing audiences

Is video marketing right for your target audience? Research shows that video marketing is widespread across all demographics and verticals that suggest a majority of people are consuming it. The truth is that more and more consumers are watching video content than ever before.

  • Seventy percent of businesses report that they’re creating more videos now compared to last year – Animoto
  • In the U.S., there’ll be 232 million video watchers by 2020 – Statista
  • Eighty-two percent of all internet traffic will come from videos by 2020 – Cisco
  • Six out of 10 people prefer watching online videos instead of TV – Social Media Today
  • Eighteen to 34-year-olds would drop what they’re doing to watch a new video – Google

Mobile video marketing

Smartphones are an integrated part of our daily lives, so it should come as no surprise that brands are now paying attention to mobile video marketing. The future is certainly mobile-dominated and, with video marketing, you have the ability to keep up with your customers.

  • Millennials are 1.35 times more likely to watch videos on mobile devices – Facebook
  • More than 70% of videos on YouTube are being watched on mobile devices – YouTube
  • Thirty percent of mobile shoppers discover new products while watching videos – Facebook
  • Ninety-three percent of Twitter video views occur on mobile – Twitter
  • Ninety-two percent of mobile video viewers will share the video with others – Social Media Week

Video marketing 2020 trends

Video will continue to become more important in 2020 for digital marketers to embrace. It’s estimated that people will spend more time daily watching videos in upcoming years, and 83% of marketers will begin to implement video into their digital marketing strategy.

Video importance rises in 2020 to 83% for marketers

Source: Smart Insights

What should you look out for in 2020? Consider these top video trends for the upcoming year:

  • Videos optimized for every social platform like square videos for Facebook and vertical formats for Instagram
  • Personalized videos for targeted segments to develop a more custom-first experience
  • Live and social stories that humanize brands and build a 1:1 relationship with customers
  • Google Ads campaigns across the Display Network and YouTube
  • Video content that’s shoppable

Wrap up

Moving towards 2020, video marketing is a strategy you can no longer ignore. Whether you’re “going live” or developing expert interviews, videos help your customers see a different side of your brand through an engaging, visual lens. Check out these final video marketing statistics for 2020:

  • Eighty-five percent of marketers believe video is a beneficial way to earn attention online – Animoto
  • Ninety-four percent of users understand a product or service more after watching a video – Wyzowl
  • Eighty-eight percent of brands are dedicated to spending more on video campaigns in the future – Social Media Week

Ready to start combining your video marketing efforts with email design? Increase your customer engagement and build customer loyalty with Campaign Monitor’s email marketing platform. Sign up for free today.

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