Boost Your Construction Marketing Efforts with Mobile Marketing
The days when personal computers were the only way people could browse the internet are long gone. Smartphones are now the primary device to go online with, with internet access going from our desks and into our pockets. This comes as no surprise, especially in developing countries, since mobile internet costs are significantly less than landline connections. The construction industry as a whole is usually slow at adopting new technologies, trends and techniques. But it is important to know how to use mobile marketing for your construction company.
Mobile marketing is great for construction businesses that want to increase brand awareness, improve engagement rates, and have a higher retention rate. When done right, it is fast, simple, memorable, and gets users to take action.
What is Mobile Marketing?
Mobile marketing is a digital marketing technique in which marketers promote their products and services to their target audience through smartphones, tablets, and other mobile devices. Mobile marketing can be done through multiple channels like websites, text messaging (SMS), email, social media or mobile applications. This makes mobile marketing a multi-channel technique.
Why Mobile Marketing?
The best reason to market on mobile is because people always have their devices with them. Today, mobile phones are used more often than computers to access the internet. And people use their devices to stay engaged with other individuals and businesses as well. So, your marketing techniques should also transcend the usual print ads and desktop computers.
Benefits of Mobile Marketing
The benefits of using mobile and its channels to help market your business are many. Many smartphones and tablets are less expensive than laptops and desktops. This has allowed people with financial and technological constraints to access the internet from their phones. With mobile marketing, you can also better target locally, since many mobile searches are done with local intent. It is also extremely easy to measure the results of campaigns if you have a list of specific key performance indicators in place (KPIs).
Mobile Marketing Strategies to Use
Everything that could be done on a computer can now be done on a mobile device. And mobile apps have largely made this possible. You can access emails and browse the internet, right from that little device in your hand. So it makes sense that there would also be different ways to market on mobile as well. Below are four different mobile marketing techniques that you can use to market your construction business:
Make your Site Mobile-Friendly
Global mobile website traffic crossed that of other devices in 2017. As of August 2019, 51.65 percent of global web page views came from mobile devices, excluding tablets, according to Statista. With such a high number of people using their mobiles to browse the internet, your site needs to have a responsive design. This means that your site should fill the screen of any device that it is accessed on. And what many designers follow now is mobile first design. Unlike desktops, mobiles are less powerful, so fancy designs and features usually don’t work on mobile devices. So, keep it simple.
Use Different Mobile Marketing Techniques
Mobile marketing has so many different methods for marketers to use, and each reaches different sets of people. This includes text messaging (SMS), multimedia messaging (MMS), mobile web, mobile display ads, email marketing, push notifications, and mobile apps. Marketing through these techniques is very timely, requires low investment and has a fast turnaround time. Results are also easy to measure since downloads, page visits, opt-ins, etc., are all very easy to quantify. And the best part is, you can use cross-platform targeting to reach your customers.
Target Yahoo and Bing Search
While Google is the undisputed king of search, Bing and Yahoo are also search engines that you should consider marketing on. As of October 2019, Google had a search engine global market share of 87.96 percent, according to Statista. Bing followed far behind at 5.27 percent. Bing is the default search browser in offices where Microsoft products are used. And it is also the default platform on Microsoft devices, as well as Amazon Kindle and Apple’s Siri. According to Atilus, most Bing users are over the age of 35, with most being between the ages of 55 and 64.
Optimize Landing Pages
Your landing page is where you will receive targeted traffic, either through email, via paid ads, or directly. This is where you will need to get visitors to complete an action like completing a sale or making a subscription. If your landing page does not resonate with mobile users, they will not complete the action that you desire. Ensure that the load time of your page is quick. Use less content, optimize images and use good coding. Use single–column designs so that visitors don’t have to swipe back and forth to see the content. If you are including a form, make sure that it is simple and short, with a big call-to-action (CTA) that catches attention. Remember to test your landing pages for different screen sizes as well.
Mobile devices are already an essential part of marketing. And businesses are only getting better at reaching their customers with their marketing and advertising efforts. So it is important that your marketing team knows how to use mobile marketing for your construction company. Take some time to understand your audience and your business goals and see if there are any opportunities via mobile that can help your business.
If your marketing efforts are not yet optimized for mobile, you are most likely already missing out on grabbing the attention of prospects. A construction marketing agency can get you started on mobile marketing. CMGurus works with construction businesses and offers a number of construction marketing services that will increase sales and allow companies to reach new prospects.