5 Reasons Why Mobile Is Crucial For Successful Lead Generation At Holiday Season

You never have to look far to find someone using a mobile device. In today’s digital age we never seem to leave our phone behind with 75% of Americans even admitting to taking their phones into the bathroom. Mobile phones have overtaken desktop in internet usage, and now account for 55% of internet traffic in the U.S. Users spend time on their mobile devices checking email, playing games, browsing social media, and researching on the web, which leaves a huge opportunity for marketers. Gone are the days of random cold calling for potential leads and most companies now understand the doors mobile has opened. However, many limit their mobile strategies to building mobile ready websites rather than focusing on lead generation strategies to maximize monetization from increased mobile traffic. A lead generation industry thought leader, IntelliConnection, wrote a popular article on modern B2B sales and how to build an effective sales process. Beautifully stated, “Today there is an unprecedented level of scrutiny into sales operations and demand for more reliable revenue production and forecasting. Few executive management teams are willing to leave sales alone and hope for the best.” Creating systems and procedures that capitalize on the ever growing mobile phone usage is the key to a successful sales pipeline. The data doesn’t lie and certainly cannot be ignored --- grooming your marketing team to effectively target mobile users will bring 2015 to an entirely new level.

1. Growing Usage

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Now more than ever, mobile is a growing opportunity for marketers to generate leads on one of the most dominant channels for online marketing.

According to ABI Research, mobile is going to get even bigger in the ecommerce market. The research firm predicts that $119 billion worth of goods and services will be purchased with a mobile phone in 2015. Having a mobile approach can ensure a company is positioned well in the marketplace and increase conversions.

Beyond the purchasing of goods, social media platforms have become primarily mobile and are an often overlooked opportunity for lead generation. At least 58% of marketers who have been using social media for 3+ years say it has helped them boost sales.

2. Quick Information Source

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Mobile users are a unique audience. They no longer wait to get home to their desktop computers to connect to the Internet but rather use their mobile devices while they are in line for their morning coffee, at their office, and on their commute home. These users want content quickly and they want it to be clear and easily digestible to make timely, informed decisions.

There is a large sense of intent; people looking at goods and services on their phones are usually looking to make a quick purchase decision, sometimes right then and there. More often than not, they are looking for specific product information and if your business does not have a mobile presence that provides this relevant, detailed information, your goods or services won’t be considered.

3. Geo Targeting Capabilities

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Consumers also use mobile to find products that are available in-store or search nearby businesses and locations. The ability to target consumers based on location and localize marketing strategies is one of the best marketing tools mobile has to offer.

Marketers can target content to consumers within a certain vicinity to increase in-store conversions or based on search activity. Geo targeting allows marketers to reach the right consumers, at the right time, and at the right place. Marketers can even offer consumers incentives to visit them in-store with coupons or something as simple as directions.

4. Mobile Optimized Content

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As mentioned above, mobile users have a sense of urgency and therefore need clear and specific information. To optimize campaigns for mobile, marketers need to keep content concise with the most important information upfront, filter out spam, have clear calls to action, and include clickable phone numbers.

By using short forms that have less fields and are easy to fill out on a mobile interface marketers increase the likelihood a user will complete their form. Marketers should also give users choices for interacting with a business, whether that be an option to read more research, provide lead information, speak to someone on the phone, or something else.

5. Immediate Call - to - Action

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The chances are a large percentage of the people around you right now are using their smartphones to socialize, research products, do business or surf the web. Today, simply optimizing a site for mobile is not enough. Marketers need to encourage consumers to make direct responses and take immediate action, these are the connections needed to increase sales conversions.

If you are not using mobile platforms to their full potential you are missing a growing audience brimming with potential leads. Marketers need to understand that mobile is not just another technology but a set of behaviors and marketers who do it right it can find themselves with healthy customer acquisition in an era of fleeting consumer attention.