Mobile internet is now the most commonly used internet platform among users. Mobile marketing is therefore a relevant online marketing tool for companies. Purchases made via smartphone and tablet have steadily increased in recent years, see: ARD/ZDF Online Study 2020 .

This article shows you the potential and challenges of building a mobile sales funnel as well as recommendations on how marketers can set up mobile touchpoints.

Mobile marketing through increasing smartphone usage

Smartphones dominate our online usage today. We use them to access news and enjoy entertainment. We’re online 24/7 and can respond instantly to anything and everything, including through connections to social media networks.

Whether on the train, on the bus, or in front of the TV: thanks to flat rates and Wi-Fi, surfing is possible anywhere and anytime. This has led to a dramatic increase in mobile internet usage. In 2019, 74 percent of Germans used the internet primarily via mobile devices, see the Statista figure.

Challenges in mobile marketing

Like any marketing measure, mobile marketing must also overcome certain challenges. While combined with content marketing and social media marketing, users can be specifically addressed, customer expectations of mobile internet are also rising. For example, a website must load quickly on mobile devices, be easy to read, and navigate.

For Google, it’s no longer just SEO that counts for ranking visibility, but also mobile page speed. This is complemented by factors beyond mobile standards, such as responsive design, special ads, and social media usage. The mobile channel is becoming the first touchpoint for customers, as they increasingly use their mobile phones at home.

Mobile sales funnel for shopping with your mobile phone

A sales funnel is an essential component of every marketing method. It usually starts broadly to gain attention. Then, the measures become more focused: from page views to visitors and downloads to contacts and orders or purchases. See graphic: Volker Wendeler, CC BY-SA 3.0.

Mobile Marketing Requirements for Mobile Sales Funnel

For this conversion to work in mobile marketing, three requirements must be met:

1. Combine offline and online : If offline campaigns, such as posters or TV ads, are running, these can be linked to online information, for example, on posters with QR codes. Marketers can then gather information about users via Wi-Fi tracking. At the same time, Google AdWords can be used to run the campaign online, including social media marketing and establishing touchpoints on the networks.
2. Adapt content to user needs : Customers usually search for solutions quickly and using keywords on Google. Companies should ensure that their website and content are set up to offer immediate solutions and answers. Listings in Google MyBusiness are advantageous if users are looking for local shops, restaurants or doctor’s offices. Telephone numbers and email addresses should be clickable directly from the mobile phone without me having to write them down first. Voice search is also becoming increasingly popular where more and more W-questions are being asked. What’s showing at the cinema today? Where can I buy potholders? To name just two examples. Ideally, there should be elements on your website that are structured like FAQs and answer these W-questions. This puts it in the spotlight for Google.
3. Mobile Usability : A website that takes a long time to load on mobile devices, is initially filled with ads, has images that are too large or too small, and requires inconvenient scrolling will lose many users in the first few seconds, likely forever. Companies need to pay attention to loading times; ideally, they should not exceed three seconds. Buttons and links must be clearly visible, which in turn helps the further progression of the sales funnel.

Tips: Setting up mobile funnel processes

There are three ways to design and implement sales funnels in mobile marketing.

1. Acquisition funnel : This involves precisely identifying your target audience. This begins with customer-relevant content paired with free content, such as a free e-book or a free checklist as an icebreaker. This, in turn, contributes to expert positioning. A quiz is also possible here, which can be shared on the website or via social media, for example. The data helps to better understand and define the target audience.
2. Interaction funnel : The next phase is about gaining the trust of your target audience. Explanatory content, such as crash courses or how-to videos that explain your products or services to users, is ideal for this. This can be easily achieved via the website, mailings, or even social media.
3. Conversion Funnel : The final step is about completing a purchase and building customer loyalty. The traffic gained in the previous phases should bring in customers, which is achieved through targeted communication. Make a specific request for a quote or suggest booking an appointment, e.g., for a free strategy consultation or a product trial. The better the offer is tailored to the user through the previous phases, the more likely it is to result in a purchase.

Conclusion : A clearly coordinated mobile website, tailored to customer needs and current user behavior, will significantly boost your online business. New technologies such as augmented and virtual reality will further enhance this. Read more: ARD/ZDF Online Study 2020 .

We’d be happy to support you with your mobile marketing and mobile sales strategy. Just send us an email .

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