Reaching a billion users was an incredible milestone for Facebook, and with an expanding mobile market across the globe, that number could realistically push over two billion in only a few short years. Two years ago, that would have been wishful thinking; but with the rate of growth in the mobile market, 2014 will see more mobile subscriptions in the world than people.
If Facebook has taught us anything, it’s that at least a third of planet’s residents with steady Internet access log onto the site. Logically, once more people have ready access to the ‘net, you can expect to see Facebook’s numbers shoot through the roof.
What will you do to attract this market to your brand? If you’re not yet ready to market to the mobile crowd, here are four steps that should prepare you.
4 Steps to a Successful Mobile Campaign
1. Offer Valuable Content
Valuable content to a mobile user is a bit different than valuable content to a desktop user. Obviously, you want to ensure the highest quality content, regardless of who you’re targeting or through which device, but mobile content needs to be a cut above the rest. You’re marketing to people who are sometimes literally on the go, sometimes only checking in out of habit. Eye-catching material that rewards their time will earn you more engagement. Think about memes, polls, contests, deals, and other valuable posts. When it comes to linking locations don’t forget you will also need to customize the design of the landing pages for mobile devices.
2. Use Ads Effectively
There are two types of ads on Facebook that will help increase your reach more than the others: Sponsored Stories and Page Post ads. As long as you’re following step one and are always creating high-quality, user-friendly content, you can apply that same quality to your ads and greatly increase the size and scope of your advertising. Plus, with the right third-party ad-management app and Facebook’s customization features, you can easily target any audience.
3. Optimize per Device
Simply catering to the “mobile” market can be misleading. They might all be coming to Facebook, but they’re logging on via different devices. The way Samsung Galaxy users and iPhone users view content is different. You should optimize your content for each device out there to ensure users are viewing the best of what you have to offer. Placement targeting will help you optimize entire campaigns based on a device.
4: Track Your Results
Even following the steps above, you still have to track your results to ensure that things are going correctly and smoothly. You may encounter issues with an ad. You may find that one ad isn’t performing as well per a device as you would like. View your statistics in real time to stay out in front of any damaging issues. Check your analytics often to ensure that everything is running effectively.
The growth of the mobile market gives you an opportunity to jump aboard a fast-moving train. It might not create another “boom” like what happened in the mid to late 90s; that remains to be seen. But if another few hundred million people join Facebook through mobile devices, and if the economy bounces back in a big way, do you really want to miss out on that market?
This is a guest post written by Stanna Johnson from Qwaya. Stanna is an online writer and a social media enthusiast who loves to write about the latest social media trends. Feel free to leave your questions and comments below and she”ll surely answer it.