Change Your Traffic Into Buyers With Mobile Marketing

Alright, so I know I recently did a post about mobile marketing, but I’m about to do it again. Why? “Well why not!” is a better question. There are so many altitudes in regards to mobile, such an array of topics to be discussed. Last week’s bog focused on curating reasons as to why mobile marketing is vital to marketers. This post is going to give you insights on how to turn your VIEWERS into BUYERS. I guess you could call it magic! …or something like that.

Mobile marketing is a very effective and resourceful digital asset, wouldn’t you say?  When done correctly, mobile marketing applications and web pages acquire value and desire from the mobile owner. Websites and apps become a recourse that is available to make the beholders life simpler, and at the same time gains monetary bliss for the businesses and brands. Ultimately It’s a win -win situation and everyone is happy.

Nearly 90% of Gas & Convenience Mobile Searches Result in Purchase

Here is a great example of how a mobile app can provide great convenience for the user, but also converts traffic into buyers! This Shoppers Drug Mart on the go mobile card allowing customers to “shop smarter”. It’s perfect if you forget your card at home. You can scan, collect, view and redeem optimum points all with the touch of your cell phone.

Shoppers Drug Mart New Mobile App Is Easy to Use

Shoppers Drug Mart Optimum Card On The Go

Money is a pretty awesome thing; everybody wants it and lots of it. Who Wouldn’t? People say money can’t buy happiness… but who are they kidding. Women are purchasing purses that cost a thousand dollars, while the homeless man sitting out of Holt Renfrew is begging for a dollar. It’s a piece of “plastic” that makes the world go round, and that is why making money is vital in life, and especially for businesses.

We carry our mobile device around with us not only for means of getting a hold of people, but because it drives us to action. Andy Ching who is the director of mobile for Bing stated that

70% of mobile searches are followed up by a consumer action within an hour.

Example being that you’re on your lunch break in 30 minutes, and you want to try out a new Thai place on Bloor Street. You pull out your smartphone, type and search. You as the business want to be in the top three listings on the SERPS page, but that all has to do with SEO which is also very essential.

Thai Food Mobile Marketing

Mobile Marketing Rich Media

As a marketer it is important to make sure your mobile webpages are easy to read, navigate and provides valuable and accessible content.  Mobile reading is fast paced and is usually done while doing something else, therefore you need to ensure that the information you’re providing is exactly what your viewer is looking for. (Click the linked text above for great information on what mobile buyers are REALLY doing). If you want their business, which you do, make sure you direct  the user exactly where they want to go whether it’s a phone number or directions or even rich media (yummy photos of your most popular dishes!) to add appeal and desire which will  drive them into your doorway. Don’t forget your call to action! This is extreeemly important. This is where you’re allowed to be bossy!

Who’s Your Biggest Influence When Shopping? Well, I Can Tell You It’s Not Your Mom

With the inter-web world aggressively progressing by the minute, there is a constant increase in the evolution of social media platforms. Do you remember when social media didn’t exist to the degree it does today? Or when the hottest form of online communication was a messaging system called MSN? How about when “Tweeting” wasn’t an action, and blogging certainly did not have the insights and worldwide interaction it does today? Well, that has most definitely changed.

What's Next?

What’s Next?

Whether we know it or not, social media sites like Twitter, Facebook and Blogs all have such a significant influence on society’s consumers.

Did you know that..

Social Networks Influence 74% of Consumers’ Buying Decisions

Not only am I speaking for myself, but also for the other 74% of society, when I say that social media content influences a hefty chunk of judgement whether to buy a certain product or service. Money is valuable, and when I’m going to buy something other than an everyday item, I want to have facts and opinions! I want information from users of the product or service themselves. I’m tired of fabricated content from companies, because in all honesty, we all know the objective is to sell and make money, right? Right. Therefore it doesn’t matter if the product or service being sold is in fact, going to provide you with the results the ads claim they do. That’s when you hit up social sites to see what other people have to say!

For Example, I was in Shoppers Drug Mart the other day trying to find a shampoo and conditioner that will solve my problem of dead ends and breakage. The thing is, after scanning the bottles lined up brand after brand, I started to realize that a majority of the products offered all stated the same things… So here I am debating on which brand to choose from. How am I supposed to know if L’Oreal would be better than Head & Shoulders? I don’t. Problem solver: Google about it, find a discussion group or blog post because trust me, I highly doubt I am the only girl who has experienced this contemplating brand problem… thing.

Jennifer Beese from Sprout Insights states that on Twitter 53% of consumers recommend companies or products through their tweets, and 48% of those follow through with the intent to purchase that product or service. This is a great way for people to find information regarding certain brands they have an interest in. In further detail, in terms of listening, businesses are using consumer insights in 80% of sales and merchandising decisions. So in other words, the businesses that you tweet, blog or post about care about YOUR opinion! Who better to critique better than a consumer.

Jenniffer Beese also mentions that as consumers increasingly turn to the internet to search and review products, ODM Group believes that by 2014, 53% of total retail sales will be affected by the internet. That’s clearly more than 50% of the population! Clearly social media is doing something right.

Snip The Rich, I say.

In today’s world society revolves around competition. Everybody’s objective is to be number one, to be on the top of the list. You want everyone to like you, and to be popular amongst your observers, right? Right.

The same goes for webpages found on Google’s SERP, also known as the search engine results page. But how are we going to ensure that search engine users will have an interest to click on your webpage? Well, that’s simple.

When we’re so occupied juggling school, jobs, extra circulars and a social life, all we want is efficiency. It’s unnecessary for things to take longer than they need to, it can be frustrating. We want to keep the little things in life simple.  Am I right?  Like browsing the web for your favourite Artichoke Asiago Dip or Saturday night Sangria recipe.

With the amount of content and data that is continuously being generated on a daily basis, it is important for a search marketer to ensure websites are observable and understood by search engines, at the same time providing valuable and relevant results to the searchers.

A Rich Snippet is structured data! And structure is very good when it comes to search engine optimization. I found an article on Search Engine Watch called “Structured Data: Content, Rich Snippets & Authorship vs. Author Rank” which gives excellent insights in regards to the efficiency and accuracy of having a rich snippet for your search result.

Let’s go into further detail. A rich snippet is essentially well… what it sounds like. It’s a rich chunk of information in the snippet below each listing on a SERP. Its purpose is to assist the searcher in determining if the search results were relevant, and how relevant they were. This saves the searcher from having to click on the link itself, and browse through the webpage. It also provides the viewer with information that is engaging, important and precise in relation to the content provided on the webpage.

“Using a rich snippet is a great way to stand out from your competitors, through interaction such as star ratings, photos, authors, prices and more”

– content blogger Jim Yu of “Structured Data…”

Take a look at the rich snippet example below.

See The Difference?

See The Difference?

You can easily tell the difference, and are attracted to, the search results that are accompanied by rich snippets including appealing content and visuals, versus the first result.

A little goes a long way in the world of search engines. I told you, it’s all about efficiency!