The current state of the internet world is simple: the largest proportion of traffic comes from mobile devices. As a direct consequence, your lead generation efforts must focus on this medium in a significant manner. And, as you might imagine, there are differences between desktop and mobile lead generation tactics.
First of all, there are the physical limitations of the medium: instead of clicking with a precise mouse pointer on a large monitor, people have to tap with their fingers on a screen with the diagonal of 4.5-5.5 inches. This significantly reduces the precision of the movement.
Secondly, you have to consider people’s state of mind when using a mobile app or browsing a website on the smartphone. They are not comfortably seated in front of a computer. They are outside, waiting for the train or bus, having a quick lunch in a restaurant or between two office meetings. They are only partly focused on the act of tapping on the mobile screen and have zero patience for glitches of slow loading pages.
That being said, here are the most effective strategies to help you generate leads through your mobile site or app:
- Opt for Progressive Profiling
People do not have the time or the wish to provide lots of personal information when they first install a mobile app. They want a simple and stress-free process of setting up an account and starting to use the app.
And skilled marketers have understood how to deal with this situation: they developed the concept of progressive profiling. This means that users are asked to provide just a few basic personal details when they interact with a mobile app or site for the first time. As time goes by and they become frequent users, through various polls and questionnaires, their profile becomes more complex, containing all the information you need to create tailored promotions.
- Simplify All Forms
Forms are the bane of mobile internet browsing. Whenever people have to stop from whatever they are doing and use both hands to tap in text fields, you can be sure that they will put it off for later. That later moment may never come.
There is a simple solution to this problem: stop being greedy and be satisfied with the bare minimum information: name and email address or mobile phone number.
- Use Geofencing
Geofencing is a GPS-enabled strategy of reaching out to customers and prospects when they are in the vicinity of your place of business. Through geofencing, you can set a specific perimeter around your headquarters. Whenever your prospects enter this perimeter, they will be served with your ad or push notification advertising a special promotion or discount.
- Be Where It Matters: On Local Listings
Local listings are online entries that contain the full contact details, including the physical address. The best known local listings are Google My Business, Yelp, Bing Places and TripAdvisor. Whenever people searching for products and services similar to yours are close to your headquarters, the GPS location tracker of their mobile phone will enable your business to appear among the top recommendations, in the “near me” upper section.
- Add a Call Now Button for Your Mobile App and Site
Since they have become so complex and powerful, we tend to forget that a mobile’s primary purpose is for making phone calls. You would be surprised how many prospects would rather ring up your business than tap an email message.
A tap to call button on your mobile app or website is the best and simplest way of helping a prospect become a qualified lead and, ultimately, a customer. In the age of technology, we must not forget about the power of one-on-one conversations.