by Michael Foster.
Social media is over a decade old already, and some marketers still feel like they don’t understand how to use the various channels to generate quality leads. Part of the problem with social media is that it doesn’t work like other online channels—you aren’t just feeding a message to an audience, but you’re encouraging the audience to give you a response, and that can cause a lot of problems. But it can also cause a lot of opportunities if done well.
The newest world of social media is mobile, and this is an extra dimension of complexity that lead generation marketers struggle to grasp. Many verticals still feel mobile doesn’t work for them — even if more eyeballs are there, converting those impressions into sales is harder than on desktops. Or so they think. Is it possible to capitalize on the social mobile revolution to generate leads that convert and lift sales?
The short answer is: yes, it is. But it takes time, effort and skill to recognize where those opportunities are and how to target on social in a way that gets attention and spreads your message.
The Secret: A Mobile Presence
There is one secret strategy that more lead developers are learning to win on mobile, and that’s having a strong mobile presence. No, this doesn’t just mean having a mobile website. That strategy may have worked half a decade ago but not anymore. Now you need an app.
Mobile apps have been taking the Internet by storm for a number of reasons. The best reason is their convenience. Having an app on your phone provides additional functionality that is difficult to replicate in-browser, and users quickly get used to apps that make their life easier. So there is a virtuous circle between app development, app consumption, and user engagement—provided the app is well designed, marketed and constantly improved for users’ changing tastes and devices’ growing functionalities.
To get the most out of a mobile app, businesses need a mobile app strategy and a good sense of who their target audience is and what they want. That will help them to build brand loyalty, drive engagement and eventually improve sales while making the sales process much easier for everyone concerned.
To boost your mobile presence, you should learn from the apps guys who have already seen big success with deploying apps that turn businesses from startups to billion-dollar valuations. It’s been done many times, and invariably the business model starts small and focuses on app quality and deployment.
At this year’s LeadsCon in Las Vegas, Director of Business Development for TUNE’s HasOffers Nate Ivie will moderate a panel that focuses on leveraging mobile apps to improve lead generation efforts, improving user experience through mobile apps and using app functions including push notifications, in-app messaging, and other tricks to improve lead quality. Joining Ivie is Stacy Wakefield, marketing director for Credit Sesame, one of those now massive consumer-facing firms that began with a small business model but effectively utilized apps to grow the business and increase user engagement with a target audience.
Click here to register for LeadsCon Las Vegas 2016.