We’ve all heard the stats about mobile marketing.
Google says that mobile search has surpassed desktop in 10 countries this year.
BIA/Kelsey anticipates that mobile calls to businesses will double by 2019.
Phone calls are on every marketer’s mind (or should be).
Our data shows that calls are 12X more likely to convert than web leads – and this is only one of the reasons why calls are better than clicks.
The conversion potential and revenue value offered by mobile are incredible. Mobile marketing is still, however, a relatively new advertising medium and this translates to several mistakes.
Here are three of the biggest mistakes that mobile marketers need to be aware of.
Change is hard.
It’s difficult to shift your focus to phone calls when you have been driven by the mighty click for so long.
Many mobile marketers insist on measuring click-through-rates and form fills and this is unfortunate because mobile = calls.
These marketers are missing out on rich call data that has the potential to completely transform their results. Marketers that are engaged in mobile marketing need to track the metrics surrounding phone calls.
A mobile landing page should not be like a regular landing page. You do not want your prospects to fill out a form or download content.
A ‘Call Now’ button or a map lookup feature are ideal. If you must have a form then keep the fields to a minimum.
Effective mobile landing pages utilize three concepts about the searcher’s experience:
1) Limited Time
2) Limited Space
3) The Value of a Phone Call
Simplicity is key.
Mobile click-to-call advertisers are charged for every click their ads attract. There are a couple problems with this:
– Not every click from a mobile device results in call
– Not all of the calls produced are real phone calls
Some of these clicks are accidental. Some of the calls are junk or robo calls. Some of the calls are terrible leads.
Our research shows that only about 50% of the calls that Google displays as calls are actually calls – and less than 15% of them are qualified leads.
What this means: If you are executing a mobile click-to-call campaign then you shouldn’t depend on Google to tell you how well your ads are performing. You want a reliable tool that can tell you what is happening with the call at the end of the sales funnel.
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