Facebook marketing: 5 effective ways to cater to your mobile audience

There are 1.08-billion active monthly users on Facebook, which is why your business would be crazy not to have a marketing strategy for this platform. However, many businesses don’t realise that it’s also important to cater to a mobile audience. Currently, there are 680-million monthly active users, and this number is growing. So here are five effective ways to improve your mobile Facebook marketing efforts.

Optimise all website content for mobile users

If you plan on sharing content on Facebook, you should realize a lot of users will click through on a mobile device. So you need to make sure all of your content is mobile optimized. This means you need to have a mobile website that adjusts your content for smaller viewing screens.

According to a 2012 Mongoose Metrics report, only 10 percent of websites are currently optimized for mobile use. This presents a unique opportunity for you to boost traffic. A developer can help you out with mobile optimization, or you can choose an app to turn your website mobile.

It’s also important to note that the number of mobile users is growing, making mobile websites even more important to businesses. According to HubSpot, more smartphones than PCs were sold in 2011, and one in seven searches is performed on mobile devices.

Case in point: Kiddicare.com grows via mobile optimisation

A good case in point would be Kiddicare.com, an online nursery and infant supply company that experienced significant growth thanks to a mobile optimized website. Kiddicare discovered that seven percent of its traffic came from mobile devices, but its website was too difficult to use on a smaller screen. That’s why they decided to optimize, which was a process that took seven weeks from concept to launch. After the optimization, they predicted 20 percent of their revenue came from mobile users in 2012.

Build brand awareness with Facebook business pages

It’s important for every business to have a website, but it’s equally important to have a Facebook business page. This can drive more traffic to your website, which helps acquire more customers. Additionally, people search for local stores and businesses when they are away from home, and Facebook drives some of that traffic through its mobile app.

The mobile business page on Facebook features recent photos, events, and check-ins, so it’s very important to use compelling images that look good in a mobile browser. Plus, as more and more people use the Facebook mobile app to interact with brands, fostering brand awareness is more important than ever. Ergo you need to carefully choose the content you share.

Case in point: Property Minder gains new Facebook fans

Property Minder is a web-service firm that offers services to real estate companies. The company used its Facebook business page to establish credibility in the industry. It worked on brand awareness, and subsequently gained new fans. It also had 584 whitepaper downloads through brand-awareness efforts.

Integrate coupons and promotions into your Facebook posts

Facebook users want to read informative and useful posts. Your business will be “unliked” if you’re too promotional. So the best way to overcome this is by integrating coupons and promotions into your Facebook posts. For instance, you can offer a coupon or run a contest via Facebook’s “Offer, Event+” function. You’ll be advertising, but users will also like the content.

Promotional Facebook posts are also important from a mobile user’s standpoint. Conversion rates are 12 times higher with sponsored ads on Facebook mobile than with the desktop version.

Case in point: BellaSoleill increases sales

BellaSoleill is a Tuscan home décor retailer which decided to offer a special code on their Facebook business page for 10% off merchandise. This offer increased profits by $10 000, and it helped subscribers grow by 200% in only three weeks. This was all because Facebook users had to like the page to gain access to the promotion.

Create targeted Facebook ads to promote your business

Facebook was originally slow to adopt ads on its mobile platform, but it now nets US$305-million from mobile ads quarterly. These ads look and feel more like natural posts, which means more clicks for your business. Additionally, people using 4G phones can access Facebook feeds as quickly as someone on a laptop or desktop computer.

The Facebook app is the third most downloaded app for mobile phones — it’s only behind Google Maps and YouTube. This means mobile ads on Facebook get a lot of views. You can used sponsored stories to drive more traffic to your business, because these stories have a click-through rate that’s seven times higher than regular posts.

Case in Point: Zappos.com increases annual ROI

Zappos.com claims that Facebook ads drive traffic in the US$10-million range each year. This demonstrates the obvious advantages of using Facebook ads. Plus, these ads can be targeted toward specific demographics, meaning you gain traffic outside your page’s own fan base.

Build a customer list and discover customer interests

From a marketing standpoint, one of Facebook’s biggest advantages lies in creating a huge list of followers with relatively little effort, especially if your business is already has a big name in the mainstream public. Then you can learn about customers by reading their comments and viewing the limited information on their profiles. You can also target potential customers based on their location. If you have a physical location, there’s also a check-in feature for mobile customers to share their patronage with friends.

Case in point: Sugarbush Resort increases subscriber list

Sugarbush Resort had a goal of increasing their email subscriber list and Facebook fans to have more opportunities for targeted marketing. The company ran a sweepstakes on it Facebook business page and gained 3 000 likes in only one month. Additionally, they gained 2 000 email list subscribers. This helped Sugarbush in its mobile marketing efforts, too.

Mobile marketing is a constantly changing animal, but your business is missing out on a lot of traffic if you don’t implement a mobile strategy. Use Facebook in your marketing efforts and you’ll likely see a significant increase in sales and customer loyalty.