This is the seventh post in our mobile blog series. Throughout the month of April we'll be featuring posts from some of Boston's most expert thought leaders, answering these questions: "What's happening in mobile right now? What's coming soon?” This post is by Jeanne Hopkins, VP of Marketing at HubSpot. HubSpot makes inbound marketing software to help your business generate more leads and manage them effectively. Jeanne is also co-author of the recently-published book, “Go Mobile," an introductory guide to starting your mobile marketing efforts.
If social media is where it’s at (and it is) and mobile is where things are headed (and they are), then, it’s that intersection of social and mobile where you—and your marketing—want to be. That’s the sweet spot. A study from Juniper Research shows that the number of socially active users on mobile devices will rise from 650 million in 2011 to 1.3 billion in 2016. Make the most of your inbound marketing by learning where the social mobile sweet spot is and using it to your advantage. Here’s how:
- Be socially correct. Align your mobile marketing initiatives with social media best practices. Remember, social media is best when it creates a dialogue between your brand and the consumer, and between your customers about your brand. Content for the social mobile space should drive conversations. Keep it short and sweet on Twitter, fill it out a bit on Facebook, and use low-res photos or short videos when engaging in social media on mobile devices.
- Maximize mobility capabilities. Social mobile initiatives should be mindful of how mobile devices are used. Incorporate voice, SMS, cameras, and location-based features whenever it makes sense to do so.
- Keep content light. Engage with content maximized for people on-the-go. People use their mobile devices to search for immediate needs—pizza now, latte later—and for snack-sized snippets of information that help them make decisions, often in-store, cash or credit card in hand, ready to buy. Your social media content should address those needs in encapsulated form.
- Point the way. Make the connections to your social media presence obvious in your mobile tactics. Be sure the ability to Tweet, Follow, Like, Link in, etc. is not only prominent, but encouraged.
- Think in layers. Social networking is about the engagement between consumers and your brand; mobile is about the device itself, timeliness, and location. Layer mobile device functionality and purpose over social media’s strong suit of building long-term relationships. Create campaigns that include geography, immediacy, and foster conversations about your brand, products, and services.
- Reward winners. Use your inbound marketing platform to find your best social sharing customers, the influencers who give your content and your brand the most bang for your buck. Then, give them incentives to share even more about your brand with their network through mobile.
- A holistic approach. Being social and mobile doesn’t mean abandoning everything else you know about inbound marketing; in fact, just the opposite – it’s more critical in social mobile than perhaps anywhere else. First, understand what your customers prefer in social media and on mobile devices. Then, define your social mobile goals, and make sure your tactics fall in line with those goals. Provide value and relevance, and content that is interesting, engaging, and timely.
The connection between social media and mobile grows stronger every day. Your job is to leverage that connection by engaging your customers and prospects by using the best practices these two have to offer.