Lead generation on the web may seem straightforward enough: businesses simply promote offers on their landing pages and through social media, email, etc., and a lead is generated every time a potential customer fills out the lead generation form. However, mobile visitors do not behave the same as those who surf the web on a desktop computer. Therefore, the online experience needs to be adjusted accordingly in order for mobile marketing to result in optimal lead generation.
Following is a list of mobile marketing optimization strategies for better lead generation:
Using Progressive Profiling Forms. Online forms must be short and easy to fill out, or mobile users won't bother with them. Instead of using long form fills, asking for a plethora of information, progressive profiling forms can be used. With progressive profiling forms, fields that were filled out the previous time by the same visitor can be replaced with new fields, thus making each form shorter and ultimately creating easier navigation and more return visits.
Making Calls-to-Action Simple. The CTA text must be action-oriented, short, readable, and clear. Avoid distracting images that are too visually heavy. The CTA must also be easy to click on a small screen. Think: large buttons!
Advertising Mobile-Friendly Specials. Promotions and discounts that may be redeemed through mobile devices, such as on-location promo codes, are a great way to appeal to mobile users. For example, as customers enter a store, geo-location technology can offer them a specific discount for texting a keyword to the company’s shortcode. The result? An increased sense of customer loyalty as well as a longer list of leads for future business.
Optimizing Content for the Mobile Screen. People often look at their smartphones when they only have a few extra minutes to “kill.” For this reason, many users may not reach the bottom of an article. Therefore, content should be frontloaded with lead generation links. The content should also be easily digestible, and the purpose of the article should be clear from the start. The writing must be concise and include bold, short, “tweetable” headlines. It's a good idea to test out different types of material to see what mobile visitors are most likely to read, whether it's “how-to” articles or lists – and then create more of that type of content.
Enabling Measurable Action With Just a Few Clicks. People pick up their mobile phones with the intention of taking action, whether that means sending a text message, making a call, or opening an app. Making it easy for users to complete an action in as few clicks as possible greatly increases the chance of bringing them to the point of conversion. When potential customers may simply click on a phone number to place a call, for instance, instead of having to copy and paste it, the odds that they will complete that call are greater. Hence, offer clickable phone numbers and hyperlinks.
Creating a Text Message Campaign. A mass texting campaign is an easy to get new leads to “opt in.” As mentioned above, for instance, when customers walk into a store and see a sign advertising an automatic discount just for sending a text message, that's a difficult deal to refuse. In exchange, the store may choose to alert the customer once a month about future sales, making him/her a return customer.
The fact that consumers may now access the web so quickly and often means that mobile marketing has a lot to offer when it comes to lead generation. Smart business owners and brand managers know they will create even more leads if they actually make the mobile experience enjoyable for potential customers. Doing so requires making small adjustments to an existing web presence, and those small adjustments can lead to a big payoff in the end.