How to Create an Effective Lead Gen Strategy Using Mobile Marketing

Leads: we all want them but we don't all know what to do to get them. And without them, our business is dead.

Worse still, just when you'd got a handle on most lead generation tactics, along came mobile and with it a need to adopt new tactics!

Damn.

Sure enough, mobile users behave differently to desktop users, which means you need to adapt and adjust — or die.

That said, adapting isn't that hard. A lot of the time, it's a case of making tweaks to your already existing lead generation tactics so that they suit a mobile audience.

Let's take a look at how to create an effective lead gen strategy using mobile marketing.

Nail the Call to Action

The call to action (CTA) is where the conversions happen. A customer has come this far and now it's time to get them to do what you wanted them to do all along.

The problem with mobile is that a CTA can often be buried beneath all your other elements if you don't think carefully about the design. Remember, how a website looks on desktop is very different from how it looks on a smaller mobile device, which means you need to take care of your presentation.

Worse still, it's so easy for a marketer to place a CTA button too close to another link, with the result being that the customer clicks the wrong link, gets frustrated and leaves. Not cool.

What you need to do is create a CTA that's clearly a CTA. The best thing to do is add a button and contrast the button's color with the text so that it stands out. Keep your text simple, clear and readable, and keep the whole thing free from other elements that would otherwise distract the customer.

Recommended: Don’t Underestimate the Power of Your CTA

Put Yourself into the Minds of Mobile Users

Research has shown that mobile users are more impatient than desktop users. When they land on a website, they want the information they're looking for as soon as possible. If they don't get it, they're going to bail out.

This is hardly surprising. When we use our desktops, we might be sat at home with a fresh pot of coffee brewing away nicely. In other words, we’re comfortable. When we use our mobile devices to check tech news or browse through the new collection of our favorite shop, on the other hand, we might be on the commute to work or waiting for a plane. We're more impatient — we're in a hurry.

To this end, you need to get to the point as soon as possible with mobile content. Put any links to your lead gen content as high up the page as possible so that it isn't too long before a prospect comes across them.

Don't start at the beginning and move to the middle before finishing at the end with your content — plunge straight into the middle.

Make sure that your copy is simple and easy to digest, too. Use lots of bullet points and sub headers.

And if you're really not sure what type of content works best for your mobile audience, test different types.

Nail the Headline

We're not going to go deep into what makes a great headline here. Assuming that you've already written a ton of headlines for desktop users, what you need to do is optimize the headlines for your mobile audience.

What the heck does this mean?

It means shortening them. Why? Because mobile screens are considerably smaller than a PC. As such, those headlines that you've got are just not going to cut it with your mobile audience.

So trim your headlines. For example, if I've got a headline that reads 'Here's How We Analyzed Our Data To Boost Our Conversions By a Whopping 32%' I could change that to 'We Crunched Our Data and Boosted Conversions By 32%.'

It's a simple but effective hack that works. You've still got your great headline that you already know encourages clicks, but you're condensing it and adapting it for a different audience.

Recommended: The Art of Creating Effective Titles and Headlines

Text Your Customers

We know what you're thinking. 'Woah! No way am I texting my customers!'

But here's the scoop: Businesses just like yours are already texting their customers — and conversions are good.

It's not complicated either.

Why does it work? It works because you're meeting the customer where they're at. You can't phone them but you can text them, and dropping a great deal or promotion in their inbox is just as effective — if not more so — than email marketing.

If you're not sure about this one, try a service like EZtexting and see how you get on.

Create an App

Lastly, this is one for all the developers out there. Even if you're not a developer, you can hire someone to create an app for you.

Mobile apps are awesome ways to drive more leads. For one thing, you can secure a customer’s data when they sign up for your app.

Secondly, you can get more important data by adding a number of interactive features in your app, such as games and surveys. This kind of thing also enhances the user experience.

Thirdly, you can add tracking software to your app that will allow you to gather even more data that you can use to generate more leads.

All in all, using mobile marketing to drive more leads is fairly simple stuff. Take care of the presentation of your mobile site and optimize your headlines and CTAs, and consider texting your customers. If you've got a great deal that can catch them 'at the moment' there's no reason why that wouldn't work. Good luck!