Page 1 Solutions Social Media at 2017 Digital Summit Denver (Day 2)

Internet Marketing for Attorneys, Surgeons, and Dentists

Smart Marketing Tactics That Captivate Mobile Users: Michael Mothner, Wpromote

2017 Digital Summit at the Denver Center for Performing ArtsNow more than ever, customers are utilizing their mobile phones to access social media, read the news, and, most importantly, make purchasing decisions. However, many businesses are not taking advantage of mobile marketing's staggering potential.

Speaking on the second day of Digital Summit Denver 2017, Michael Mothner, founder and CEO of Wpromote, broke down what's working and what isn't when it comes to captivating mobile users.

What's Working?

  • Mobile FIRST! When designing your website or social media advertisements, start with the smallest screen and work your way up. Users are more likely to use their phone to visit your website or social media profile than any other device.
  • It's important to remember that the way users utilize their mobile phones is greatly different than a desktop. Websites shouldn't just be reformatted for mobile usage, but redesigned altogether to meet the needs of mobile users.
    • For example, a user interested in buying a new couch isn't going to make such a large purchase through their mobile phone. Instead, they'll use their phone to research, share, and bookmark favorite couches, and then most likely purchase the couch using a desktop computer.
      • In this example, the furniture store website must adapt to this type of usage: include options on the mobile site for sharing and bookmarking items, and leave the traditional shopping cart format to desktop.
  • When it comes to social media advertising, mobile users are not likely to purchase a good or service after seeing a social ad for the first time. Mothner recommends splitting your social advertising campaign into three distinct parts:
    • Prime (get users familiar with your brand and what you're selling)
    • Peruse (provide options on what users can purchase)
    • Purchase (a targeted message to convince users to buy)

What's Not Working?

  • Although it may seem obvious, a slow site with poor mobile experience is an automatic turn-off for mobile users.
  • Email marketing should ALWAYS be personalized with any information you can get from your audience, including names, location, or interests.
  • Create content for PEOPLE, not for GOOGLE!
  • Social media advertisements should always be as targeted as possible. Users can see right through a generic targeting campaign.

Thought Leadership Disrupted: Mina Seetharaman, The Economist

Marketing Insider Group defines thought leadership as:

"A type of content marketing where you tap into the talent, experience, and passion inside your business, or from your community, to consistently answer the biggest questions on the minds of your target audience, on a particular topic."

Thought Leadership Disrupted with Mina Seetharaman | Digital Summit DenverBeing a thought leader in your field can help build loyalty and trust with your customers, ultimately resulting in increased sales. Mina Seetharaman from The Economist provides six rules to position yourself and your brand as a thought leader.

  1. Know your audience – put them first
  2. Know yourself – know where you have a right to play
  3. But don't be limited – involve outside experts
  4. Less is more – return to the fundamentals
  5. Think big – build a relationship over time
  6. Stop trying to be a thought leader – instead, be a thought partner

By following these guidelines, Seetharaman believes you can secure yourself a spot on the short list of thought leaders in your field. It's also important to remember that becoming a thought leader doesn't happen overnight; you have to build your experience and credibility over the long term in order to gain people's trust and loyalty.

But, if you persist, your status as a thought leader will provide limitless advantages to your business or brand.

By Jill Messinger, Social Media Specialist, Page 1 Solutions