How To Leverage Mobile Marketing For Better Lead Acquisition

Are your mobile marketing efforts not delivering the quality leads you hoped to get? This article will help you determine what’s missing with your current lead acquisition strategies and refine your approach.

We will cover effective methods and tools to better capture mobile users’ interests in a meaningful way. We include examples to help you envision how you can implement them into your campaigns. You will also discover best practices to boost your user engagement, click-through rates, and conversions.

4 Steps To Optimize Your Mobile Marketing For Better Lead Acquisition

Pay close attention to the action points in each step and identify if you can handle them with your current resources or if you need extra hands or tools to implement them. 

Step 1: Make Responsive & Mobile-Friendly Website Designs 

Most consumers prefer to purchase from mobile-friendly sites because it allows them to browse, shop, and make purchases on the go. As standard, a mobile-friendly website should quickly adapt to different screen sizes and resolutions. Here’s what you need to check:

1.1 CSS Media Queries

Media queries detect the type of mobile device consumers use, including its features (screen resolution & aspect ratio). With these elements, you can apply the right CSS style to adjust the layouts, font sizes, and spacing. You will also identify which elements to hide or display to keep a clutter-free layout.

Media queries are ideal for targeting specific screen sizes. Input the appropriate CSS breakpoints to guide the website’s design and content on what layout to display.

1.2 Flexible Grid Layouts

If you want a continuous resizing, a flexible grid is a much better option. It lets you divide your website page into columns and rows, each defined using percentage-based widths. As the screen sizes change, your website layout will naturally adapt to it.

You have 2 options when creating flexible grid layouts – Flexbox or CSS grid. Here’s a quick comparison of these layouts.

1.3 Use Both

Each option has unique advantages, and you can combine them to create a flexible and adaptive website layout. You can use the flexible grids as the base layout and the media queries will take care of the necessary adjustments.

Let’s say you are creating an image gallery for example. Use a flexible grid to resize images proportionally to fit the available space. While setting media queries to change the number of images per row for smaller screens. This ensures each image is large enough and your audience can view them comfortably.

You can also adjust other design elements like font size, margins, and padding so that the gallery looks good on both mobile and desktop devices. Its code often looks like this.

Tools To Test Website’s Responsiveness On Mobile

Am I Responsive? is the simplest, free testing tool you can use. Simply paste your website’s URL into the text box and click the Go button. We tested Genius’ website as an example because it’s built for cross-browser compatibility.

Genius delivers its website so well because it uses web standards like media queries (CSS3) and JavaScript frameworks. Together, their website can maintain smooth interactions, performance, and functionalities like content updates and form validation. They also use modern web technologies like WP Rocket to speed up their loading time and adapt easily to future browser updates.

Another popular option is the browser’s developer tools. Go to your website and press Ctrl + Shift + I. It will open Chrome DevTools and at the top left, choose which mobile device dimension you want to check.

Key Takeaway

When optimizing your website design, prioritize usability and speed on mobile devices. These will give your potential customers good reasons to stay longer and increase the chances of turning them into qualified leads. Other than creating a responsive design, you should also:

• Compress your images to speed up loading times
• Design a touch-friendly navigation (buttons and links)
• Include auto-fill and suggestions to quickly fill up forms
• Add “sticky” mobile CTAs and pop-ups for prospects to take immediate action

2. Use SMS & Push Notifications To Maximize Your Lead Generation

SMS messages and push notifications are your direct communication line with your potential leads. Since people check their phones frequently, they are seen almost instantly—giving them higher open rates (98% and 90%, respectively) compared to emails.

With the immediate engagement they receive, they become invaluable tools for lead generation. If you want to use them, create an opt-in form.

2.1 Create An Opt-In Form To Attract More High-Quality Leads

Opt-in forms are the ones collecting initial consent from your prospects to send them SMS and push notifications. As a general rule of thumb, create a thumb-friendly layout where buttons and form fields are large enough for easy selection and tapping. Also, limit the number of fields (3-5) for quicker completion.

JotURL can be an excellent solution for creating customized optins that can get you qualified leads.

Its Call-to-actions functionality is able not only to create pages with the new AI integration, but can create forms in just a few minutes and clicks.

The data collected from social optins created with JotURL can be passed with webhooks to the main newsletter services, allowing you not only to collect qualified leads, but also to create lists of users to contact, guaranteeing maximum efficiency. You can find more information here.

JotURL’s Wufoo form integration is an excellent example of an opt-in form because it’s visually clean, appealing, and easy to read. It only asks what matters to their goal, avoiding overwhelming potential new leads.

If the Woofoo integration isn’t enough for you, you can find many other webhooks and integrations and find the one that’s best for you.

2.2 Write Compelling Messages

The message in your opt-in form should clearly explain what kind of messages they will receive. As a standard format, it should be short, and concise, and use direct language so your prospects can easily understand your primary point.

Here’s my favorite example from Transparent Labs of how to align a message based on its prospect’s fitness goals.

Let’s say your goal is to stay hydrated during workouts and make sure you are getting the right balance of electrolytes to maintain your overall health. From the options list, you can choose “Improve Health & Longevity” and Transparent Labs will send you informative resources, products, and other offers to keep you properly nourished during physical activity.

At the end of your message, add a clear calls-to-action (CTA) button. Make it as obvious and actionable as possible to make it easier to convert your prospects into subscribers or customers.

Tools To Make SMS & Push Notifications Easy

OneSignal delivers the right message on the right channel. You can create your message fast and easily using its no-code visual builder.

Simply add your target message and the actions it will perform. You can also take advantage of its automation tools. Set up triggers to automate messages based on website visitors’ actions (ex. abandoning a shopping cart or browsing a specific web page).

You can also nurture leads using personalized drip campaigns. It automates your follow-up messages to guide your website visitors through the customer journey. Aside from SMS and push notifications, OneSignal also covers email, Webhook, and in-app chat.

Key Takeaway

SMS messages and push notifications are not only effective in acquiring leads but are also cost-effective. They eliminate bidding wars and offer predictable, flat-rate pricing models. SMS typically costs a few cents per message, while push notifications don’t hold additional cost when using a specific platform or tool.

There are also various ways to design your opt-in forms, messages, and web pages. But not all will help you achieve your goals (high open, response, and conversion rates). So run an A/B test to see what messaging styles, CTAs, and timings work best for your target audience.

When running an A/B test, test a single element at a time. Give it at least 2 weeks to run before ending it. This will help you collect more accurate data about its performance.

3. Add Mobile-Optimized Forms To Acquire Leads Effortlessly

84% of marketers use forms to generate leads. Make sure you use the right type to get the results you are aiming for. Connecting your forms to every stage of the customer journey is the best way to determine which type you should use.

A. Awareness Stage (Attracting Interest)

As the name describes, prospects just recently become aware of their need or problem. So, they want to explore and understand their options first. You can use an opt-in form to provide free educational content in exchange for the prospect’s email address.

Neil Patel’s Ubersuggest sets an excellent example for anyone struggling to grow their website’s organic traffic. Once the prospect signs up with its email address, it will receive a 7-week action plan to increase its traffic.

B. Consideration Stage (Nurturing Leads)

In the consideration stage, prospects are assessing which solution is a better fit for their needs. They seriously consider your solution but still compare it against your competitors to ensure they make the right decision.

Use a lead generation form to collect more detailed information (ex. name, email, company, job title) to qualify and nurture leads effectively. When creating a lead generation form, make sure to provide the following:

• Pick an action-oriented word for CTA buttons
• Apply auto-fill options to populate fields quickly
• Explain what value potential new leads will get after filling up the form
• Use autofocus to automatically move the mouse cursor to the next field after completing the previous field
• Add conditional fields to ask for more context on previous answers (ex. a lead pick Business Owner, an extra field will show to ask for company size)

In exchange, offer high-value content like a comparison guide. It provides clear insights on which solutions best suit their needs and pain points, including their flaws and strengths. Here’s an excellent example from the Medical Alert Buyers Guide of how to give a comprehensive comparison of age-specific tech devices.

They include a table to easily understand how much they cost, where to shop, and a link to their product reviews. In the review, they will highlight each product’s benefits, features, and unique value. Ensure to be as honest and transparent as possible with your reviews to fully gain your prospects’ trust.

Since this will serve as gated content, prepare the document in a downloadable PDF format for quick access.

C. Decision Stage (Converting Qualified Leads)

At the decision stage, you are one step closer to converting your qualified leads into paying customers. Prove to them that your product or service is the best choice. You can persuade your prospects to share their information if you give them a time-based or credit-based trial.

The time-based trial works best for businesses offering SaaS products or subscription services. This will give them a limited period to experience firsthand how the product works.

How long should your free trial period be? Most brands give as little as 7 days to add urgency to the buying process. But you can give 30 days or more if you want them to explore your product’s full potential.

However, a credit-based trial is more ideal if you offer pay-per-use flexibility. DialMyCalls’ church texting app is an excellent example because its pricing model is solely based on what the customer currently needs. Prospects can use 25 free calls or text messages under their trial. After they consume it all, they can start considering the brand’s pricing plan.

Most free trial offering comes with a long form, which includes details:

• Basic contact information
• Key areas of interest (demos or consultations)
• Shipping and payment information (if applicable)
• Service-specific information (project requirement and budget range)

But DialMyCalls instead uses a signup form, making it easier for prospects to get started. This also allows them to send them onboarding materials, special offers, and other helpful resources that can increase their chances of turning into a paying customer. Once they successfully sign up, they can immediately use their church texting app features and dashboard.

Tools To Build Mobile-Friendly Forms

Most form builders offer drag-and-drop interfaces. This makes the process quick and straightforward. Here are the popular options you can choose from:

Key Takeaway

A well-designed, mobile-optimized form is all about capturing more qualified leads without unnecessary friction. Successfully achieving this will increase the form’s completion rates, ultimately improving the lead acquisition process.

After the collection process, make sure to perform lead qualification using CRM systems or lead scoring (Salesmate or Salesforce). This will assess each of your lead’s quality based on their engagement level and how they match or are relevant to your ideal customer profile.

4. Focus On Lead Nurturing

Lead nurturing involves consistent communication in a personal way so that they remember your brand when they are ready to purchase.

One effective way to communicate with them is using your content. Create educational content that focuses on useful information to make their decision-making process easier. Use these content to dispel any doubts or fears like how Pinch uses a solution-focused blog post to educate potential clients about their med spa treatments and procedures.

The brand’s goal is to clarify misconceptions and alleviate fears regarding their treatments. One concern they solve is consumers’ dosage anxiety for Masseter Tox. Many worry about how much Botox will be injected into them that it might look unnatural or worse, get some bruising or uneven results.

Through a blog post, they clarify the recommended units of Botox for Masseter Tox and how it works. They also include what to expect during the treatment and its results.

Here are the types of content you can share with your prospects:

Tools To Create Lead Nurturing Content

A happy, nurtured customer is more likely to return for repeat business and refer others. Here are handy tools you can use to make the creation process simpler.

Key Takeaway

Through personalized messages and educational resources, you can build strong, long-term relationships with your potential customers. Set up automated email marketing campaigns based on your lead’s specific actions. This will ensure they will receive timely information (content, updates, or offers) when they are most engaged.

Using retargeting ads can also help you nurture leads. This will remind your new leads about your brand after their recent interactions with your website or content.

EXTRA STEP: Enpower your mobile marketing activity with Deep Linking

After deciding which type of content to create, the next step is to determine how you can direct your prospects to your content. Use deep linking to create links that direct website visitors to the most relevant content in your app, website, and social media channels.

Use tools like JotURL to create custom deep links.

JotURL offers 2 types of deep linking: Easy deep linking directs your users to the most relevant content on your Facebook, Instagram, LinkedIn, and TikTok accounts – and not only! You can create deep links for more than 60 different popular Apps like Amazon, BrandCycle, Target, Twitch, Walmart, You Tube, etc.

While Advanced deep linking, send them to content in your own mobile app, configuring the best possible experience for mobile users.

Deep Linking is one of the most used tools by both brands and content creators and influencers to improve the visibility of content within Apps. If you are looking to acquire more leads in your mobile marketing campaigns it is imperative that you start learning more the study of this technology!

Are you wondering why this is so important? Simple.

Without Deep Linking, links to in-app content risk losing many users, so your content won’t even be seen by users. In short, if you want to get more leads, first of all make sure that users get to the pages where they can then interact.

Key Takeaway

Using deep links is not only the best way to ensure that users visit your content within Apps. It is also very convenient.

These Deep Links can be easily inserted into SMS and buttons on your online forms, thus making their functionality very useful and versatile.

You can apply Deep Linking to each of the strategies mentioned above, enhancing their effectiveness.

In short, this is your ultimate ace up your sleeve.

Conclusion

When optimizing your mobile marketing strategy, check if your lead acquisition process aligns well with how your target audience engages on mobile. If not, monitor every touchpoint of your process to know which one to prioritize. Should you prioritize refining your customer acquisition or lead generation efforts?

JoTURL can help you monitor, measure, and enhance each touchpoint of your lead acquisition process. It can generate quality leads while boosting your brand recognition. Sign up today and start converting every interaction into success.

Author Bio:

Sarah Mitchell is a freelance writer dedicated to producing premium blog content for entrepreneurs and SMBs. Her work helps them streamline their content marketing and you may recognize her name from platforms like Hubspot, Outbrain, Flippa, and many more.

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• Gravatar: burkhard@heynovum.co