If you don’t know that majority of your customers are on mobile, we’re sad to tell you that you have been losing out on a whooping 60% of your sales – just because you didn’t think it was important to reach out to them or because you weren’t able to engage them actively with your business.
Either ways, mobile engagement became a hindrance to your business growth in 2016.
It is time to change that and it won’t take you more than 5 minutes.
The importance of mobile engagement
According to a study by Statista, mobile has penetrated the digital landscape and is all set to take flight in the coming years – more than what it already has! It states that the population accessing the internet using their mobile devices is expected to grow by a whooping 61.2% in 2018. And we’re already in 2017!
The increasing numbers only go to say how important mobile marketing is going to be for businesses. No business – B2B or B2C can last in the fast paced digital landscape, if they don’t have a mobile marketing strategy up and ready already.
People are constantly looking for solutions to their day-to-day concerns on-the-go and if you don’t have mobile included in your marketing strategy, you’re probably missing out on the most important aspect of business growth – reaching the right set of people and engaging them at the right time.
So is creating a mobile app for your business the answer?
If you have the resources and the time, sure go ahead!
But if you want to get started right away and still save on all those resources for other business process, then we have the solution for you.
The future of mobile engagement – Progressive Web Apps
In a previous post, we discussed how progressive web apps are able to deliver a seamless experience to mobile consumers. They are reliable, fast and offer a rich user experience, all without having to download an app to interact with the business.
A typical PWA takes advantage of plugins and digital communities, making it easier for the consumer to interact with the business; as well as make it easier to maintain websites as compared to native applications.
Many businesses though assume that having a mobile site and a few social profiles are all that they need to engage with their target audience. They could run various retargeting campaigns and engage their website visitors all over again. But sadly, they are all wrong.
Even though retargeting is an effective marketing tactic used by businesses, it is important to understand that there are a number of other brands in the industry that are making use of the same. In simpler words, your audience is being retargeted by advertisements from various businesses across different industries and there is no way to ensure that they would interact only with you.
This is where push notifications come in.
Push notifications are a progressive web app that enable a business website to engage with their visitors even when they are not on site. Be it sending them notifications of what’s new, reminders of what they showed interest in or promote a new piece of content, the PWA enables marketers to get in touch with their customers and prospects without having to face competition of space on social media.
For instance, TJ VanToll. The site gets added as a PWA on the visitor’s home screen and will now be able to send notifications to engage its audience actively.
When you set up a PWA campaign, you appear as an icon on the visitor’s device home screen. This icon lets the user or visitor access your website directly every time he gets notified of something that interests him.
Typically, a PWA tracks your visitor’s on-site movements. It then targets them with a simple message that asks if your business could send some notifications to them when they are not on site – the visitor then has the choice to accept or reject the request.
How to use PWA to engage your mobile audience?
1. Notify them of new offers and discounts
The very reason that consumers download a business app is to be able to remain up-to-date with the discounts and offers it may have to offer. Since visiting a website every day isn’t feasible for them, they choose to do so using their mobile devices to follow these brands on social media. Make their job easier and use a PWA to send them notifications every time there is a new offer on your site. Just ensure that the notification takes them straight to the offer!
2. Promote a compelling piece of content
When looking for information or curious to know more about something, we often reach out for our mobile devices and quickly use the search engine to give us answers. At this point of time, we discover a number of websites that have been sharing similar content and can be added to our bookmarks for future – but just how many bookmarks do we remember? Adding a PWA makes your website different; you get a place on the visitor’s mobile home screen and become the first go-to whenever looking for information.
3. Direct them to a page they are likely to convert on
The visitors to your website fall under different demographics, come from different sources and are looking for different things or solutions. Then why treat them the same way? You can use push notifications to direct them to a page that they are more likely to convert on – something they have previously shown interest in or have interacted with on your website.
4. Send them price alerts
Like me stated before, a lot of consumers take to mobile commerce simply to be able to keep up with all the discounts they want to avail on their favourite products. Based on what they have shown interest in on your website, you can use the PWA to send them quick price alerts on products – whether it is a dip or a projected hike, let them know!
5. Remind them of what they have left behind
If your business site allows visitors to make purchases, there are going to be times when they abandon it all and leave without making a transaction. This is where having a PWA makes sense if you don’t have a mobile app – you can send them a notification reminding them of what they have left behind, create a sense of urgency around the purchase and make them complete the transaction.
6. Offer location specific deals
It’s all about personalization in 2017 and one way to level up your strategy, is to offer localisation. A PWA enables you to take advantage of the location of the user. Then based on what he was looking for, what he has shown interest in and his location specifics, you can create a push campaign that will definitely bring him back to your website. Personalized push notifications get 25% more click throughs.
A PWA can basically be used to keep in constant touch with your audience. Whether giving regular updates on what’s new to making custom offers that they would be more likely to convert on, it gives you a direct channel for communication.
And you thought you absolutely needed an app to engage your mobile audience!
Ready to make the most of progressive web apps? Well, it isn’t going to take you any more than 5 minutes to set it all up.