Step 1 –
Understanding your target audience is the first step in any marketing strategy, and buyer personas are a valuable tool to help with that understanding. Buyer personas are fictional representations get russian phone number online of various types of customers. Create a profile for each one that describes their background, job description, primary sources of information, goals, challenges, preferred content type, objections, and/or role in the buying process. Once you have a clear picture of your target audience, it’s easier to identify a channel for your marketing messages.
To further drill down into your audience’s mobile habits, consider: What percentage of your web visits occur on mobile devices? Are they completing a purchase on a smartphone? All other factors being equal, do your email campaign landing pages get more views when you send a relevant email on the weekends or during the week? Do you get more visits in the mornings or evenings? Which headline or email subject gets more clicks? A simple way to start is by researching big data reports on mobile usage. Here are some instructive observations:
• 65% of all emails are first opened on a mobile device.
• 48% of users begin their mobile web sessions on a search engine.
• 56% of B2B buyers frequently use their smartphones to access content from sellers.
• 95% of adults primarily use their smartphones to access content/information.
Step 2 – Set Goals
The key to defining an effective strategy is to first decide what success looks like. To map out your mobile marketing strategy, identify goals by asking your team some of the following questions:
• What are we currently doing for mobile? This will define your starting point.
• If you’re already doing mobile marketing, how are those initiatives performing? This conversation will identify what’s working, what’s not working, and what’s not being measured.