Are you getting frustrated with your mobile marketing campaigns? Do you feel like you’re wasting your money because you don’t see results?
There are many factors that can influence the outcome of your campaigns, from the actual offer or product you’re promoting to the audience you’re targeting. However, there are a few common mistakes people tend to make while setting up their mobile advertising campaigns. We’re here to help you recognize and avoid these at all costs!
1. Prioritizing mobile web over in-app advertising
No, no, and no! Let me tell you why.
Nearly 90% of mobile users’ time is being spent in apps, not on a mobile browser. Therefore, it’s essential that you allocate most of your mobile advertising campaign budget to placing ads on mobile apps instead of on mobile websites. Consumers prefer apps over mobile sites for their enhanced user experience, quicker loading speeds, and extra features that most sites just don’t offer.
So why would you spend all your marketing budget buying ad space on websites when no one spends much time there? If you still believe in allocating some money toward sites for your own reasons, go ahead! However, we strongly recommended investing no more than 10% to 15% of your ad spend.
2. Believing your product or offer applies to everyone
Good luck! Of course, you love your community bank. It’s your baby, and no other bank is as awesome, fantastic, wonderful, and marvelous, but… Reality check! Not everyone needs or wants your product.
Defining your audience is key for any successful marketing campaign. Mobile marketing offers very precise targeting capabilities, so you can avoid spending a penny on impressions served to the wrong eyes. This is why mobile is such a powerful marketing tool! Compared to other media, mobile allows you to target specific demographics, like age and gender, ethnicity, and even household income, interest, and hobbies.
It’s time to start thinking about who’s more likely to be attracted to your product and focus on that audience. Serve CD special ads to an older audience and target college kids with your student checking offers. You’ll see better results in a matter of hours.
3. Ignoring the landing page experience
Your mobile marketing campaign doesn’t end once you have launched some pretty ads. People will see them, people will like them, and people will click on them, expecting to be redirected to your website or landing page. Wherever you direct them needs to be on point.
First, and most importantly, make sure your website or landing page is optimized for mobile. A mobile-optimized website helps you build credibility, not only with customers but within your industry. It will also create a smooth and more effective navigation experience for your customer because they’ll find the information they need faster.
On average, users navigate a website or landing page for less than 15 seconds. If they don’t find what they are looking for quick enough, they’ll leave and move onto the next thing. In those few seconds, be sure to provide details about the offer or product you were advertising and clearly display your contact information. Overall, a mobile-optimized landing page will increase your customer’s satisfaction and the chances of converting.
4. Forgetting to track your campaign results
It’s as simple as this: if you’re not going to properly track your campaign results, you might as well not launch a campaign at all.
Tracking results is probably the most important aspect of your mobile marketing campaign. All the data and information you’ll gather from the campaign will help you understand the ins and outs of what worked and what didn’t, which will in turn help you optimize and perfect your strategy for your next effort.
If you see yourself making any of these common mobile marketing mistakes, don’t wait until your next campaign to change your behavior. One of the many awesome aspects of mobile marketing is that you can adjust your live campaigns on-the-fly, so nothing’s holding you back. Make those adjustments and watch your numbers spike like you’ve never seen before.
But If you just realized this whole mobile marketing thing is too much for you, consider hiring a team of experts who can handle it all for you. The RAIN team is happy to schedule a demo for you and show you how we can bring your community bank’s mobile marketing game to the next level.