Consumers are now turning to their mobiles on a daily basis to research brands and products, make new purchases, and review businesses and services. This unprecedented change of pace is exciting, and businesses should be using it to their advantage.

It is crucial that your company has a good mobile strategy in place to make the most of this audience. Your website needs to be responsive, your content needs to be sharable, and your overall marketing plan needs to be flexible in order to leverage the potential opportunity of using mobile.

Mobile-marketing-1 How to Make the Most of Mobile Marketing in 2015

It’s important that your brand is positioned within a solid mobile marketing strategy to stay in front of your target consumers and generate traffic, leads and most importantly, to drive sales.

If you are still fine tuning your mobile marketing strategy, then here are some steps to follow in order to make the most out of your digital efforts:

Responsive

Responsive web design is crucial for mobile sites, as a user will most likely close any site that doesn’t offer them a good user experience. Mobile devices and tablets have different screen size requirements and require slightly different approaches regarding how the content is displayed.

When designing your site to be as responsive as possible, you need to consider a range of things, including CSS media queries, optimised images, and flexible grids and layouts.

When a user views your site on an iPad or phone, the site should automatically accommodate the resolution, image size and scripting abilities required for the new device. It needs to be able to automatically respond to the device on which it is opened.

Optimised

As with a desktop site, you need to make sure your mobile site is optimised for both text and images. Consider your local SEO strategy and optimise the site for your locale when carrying out keyword optimisation. You can utilise Google’s mobile-only keyword tool in Adwords for this, with the goal of landing in the top 3 search results.

Google has recently started tagging websites that are mobile friendly, based on a range of criteria. If you want your site to perform well in Google, then you need to make sure it is user friendly, search engine friendly, and completely responsive.

Criteria that Google claim make a website eligible for their “mobile friendly” tag include; avoiding software like Flash, using a readable text size, automatically sizing content to the screen width, and placing links far enough apart that they can be easily opened with the tap of a finger.

Geographical Location

If your consumers are using their mobile devices to search Google or look at your website, there is a good chance they are out and about looking for something in their area.

Make sure you include all your contact details, including your address, on both your website and your Google business page, as this will help your business to appear on Google maps and at the top of search results for geographical keyword searches.

Targeting consumers using a geo-location based mobile strategy allows brands to reach out to consumers in a timely and relevant way while they are out and about, or on the move.

Mobile Apps

Not all brands have the resources or the money to fund mobile apps, but they can be a fantastic way to increase customer engagement. A mobile application can provide added value that a mobile site simply cannot do.

Mobile apps are definitely the future of commerce, and customers are using their tablets and phones more regularly to research products and ultimately make purchases.

The goal of a mobile app should be to create an interface that gives your consumer exactly what they want, where they want it. This app should work in line with your other marketing efforts and provide the consumer with an optimised experience that keeps them coming back for more.

Measure and Evaluate

When you have optimised your mobile site and perfected your responsive design, you need to check that the user experience is the best it can be, and work out where you can improve certain aspects of the site.

Test one variable at a time, using A/B testing to change the colours, layout and images on your site to see what works best for mobile users and which elements attract and convert these users.

You can also use tools like Hot Jar to track the traffic on your page and monitor the actions that visitors take. This will give you an insight into any changes needed to improve user experience and increase conversion rates.