What is the best strategy for marketing desktop software to mobile users?

This is an excellent product that can currently only be experienced live on a desktop computer. However, marketing only to users on desktop devices knocks out a huge percentage of our audience.


I would use social. Since you know your potential users are spending a lot of time on their mobile devices and you need to get them to pay attention to their computer, I would market to them through social. Target the social channels that your target market would be frequenting. Don't be afraid to get creative. Even if your software is B2B, remember that they are people too and are probably on Facebook and Instagram.

Take advantage of photo and video. Facebook video ads are still pretty cheap and targeting is great. Our Facebook video ads usually cost us about $0.05 to $0.08 per video play.

Answered 8 years ago

Facebook ads.

I am not trying to sell you on calling me. Really, I am pretty busy with my businesses and consulting. However, I need more info before I could have a greater impact in helping you.

Ask, Ask, Ask, then Ask again.

Here is $10,000 worth of information for free and in a nutshell.

Concentrate on the 3 M's. There are actually 7, but 3 will do for now. These are Market, Message, and Media. They come in that order.

Who is your target market (customer, clients, buyers, users, etc.)?
Tailor your laser focused message for this target market.
What is the best media mix to get your message to that market?

Here's what you do...first, make it an offer that is so incredible that they cannot resist. Secondly, do all the work for them. Make it so easy to make the purchase now that they can do it virtually without effort. Thirdly, give them an incentive to act right now. Fourthly, offer an almost unbelievable guarantee. Fifth, offer a bonus for acting now. There are many other incredible steps, but these steps should help the novice to the professional sell anything.

Whether you are selling B2B or B2C, you have to focus on selling to only one person. You can actually sell to one person at a time while selling to millions at a time. They are one and the same. Don't get off track, what we call digital marketing selling is just selling in print. And that has not changed since Cluade Hopkins wrote "Scientific Advertising." Really long before he wrote the book.

The secret to success: I have had the pleasure of knowing and working with some of the biggest names in business, celebrities, actors, entrepreneurs, business people, and companies from startup to billion dollar operations. The number one reason for their success is doing what they know and love while doing it in new, creative, and innovative ways.

Ask, Ask, Ask. Have thick skin and learn from each "mistake." In a short while, the market will tell you what you need to do and who and what you need to ask. But get started now even if that just means asking a contact on LinkedIn.

While you are thinking, think big and think of something at least 1% better, newer, or different. And being cheaper is not a winning strategy.

Make decisions quickly and change decisions slowly..unless you are actually going off a cliff.

Remember these two 11 letter words...persistence and consistency. They are two of the most important tools ever invented.

Treat everybody you talk to and everybody you meet (including yourself) like each is your number one million dollar customer.

Bootstrap when possible and reasonable. Read "How To Get Rich" by Felix Dennis. Or better yet just remember the camel's nose in the tent story.

However, sometimes you just need to make a deal.

Listen, in any business you have to take some chances and some risks. Make sure you don't need a license and go for it. Remember, timid business people have skinny kids. Paraphrased from Zig Ziglar.

Best of luck,
Take massive action and never give up.

Michael Irvin, MBA, RN

Answered 8 years ago

Best strategy for marketing desktop software to mobile users is mobile advertising. Mobile advertising works by understanding that mobile users’ intentions are different from those of desktop users. 92% of people who made a mobile Google search ended up making a purchase related to their search. Mobile searches come with higher intent. Digital marketing campaigns that tap into that difference will do well, while campaigns that overlook it will perform poorly.
1. Google Mobile Search Ads: When a customer searches for something on their phone, it’s (generally) not because they want to take a deep dive into research but because they have a question that needs a quick answer. This makes Google mobile search ads a great place to position your product. But if you just do the bare minimum (set up your ad campaign with automatic bidding and do extraordinarily little targeting), it’s not likely you’ll see a strong return on your ad spend.
Here are some tips on how to run an effective mobile ad in Google Search:
a. Create a sense of urgency in your ad copy.
Match the customer’s immediate need with an immediate call-to-action. Think of a family out shopping for their next TV or a group of friends trying to find the best tacos. You want your copy to cater to this urgent need. If you are running sales that end soon or happy-hour specials, put that information in the ad copy.
b. Use ad customizers.
Ad customizers let you tailor your ad based on the user’s location, device, and time. For example, if you are an eCommerce store selling household goods with retail locations in LA and New York, you can customize your ad to reflect this. Now, if someone in LA or NY searches for your target keyword, the ad comes back to direct the customer to one of your stores.
c. Make sure the ad takes the user to a mobile-optimized website.
Mobile-focused copy and ad strategies are pretty much pointless unless you also take your user to a mobile-friendly landing page.
d. Utilize mobile-specific ad extensions.
Ad extensions are clever ways to give your customer more information before they even click on your ad. The better the ad extensions are, the more likely the customer will act upon your ad without even visiting your page. There are several ad extensions for Google Search ads, but we want to highlight location extensions and call extensions when we are focusing on mobile search ads. Location extensions show your business’s address in the Google search ad. Even better, this address is a clickable link that will show your customer how to get to your business. All of this, and they have not even left Google.
2. Facebook and Instagram Mobile Ads: Whether you should run mobile Facebook ads through their ad platform depends on your demographic and user behaviour in Google Analytics. It also depends on your intent. Companies looking to see a direct relationship between mobile Facebook ads and product sales might be disappointed. This is because some data supports the idea that customers on desktop are more in a buyer’s mindset. In fact, desktop sessions end with users having a 24% higher unit per order than mobile users. But this does not mean there’s no value in mobile advertising on Facebook. It just means it serves a unique purpose that, when utilized correctly, can lead to positive results.
Tips on Running Mobile Ads on Facebook:
a. Use mobile Facebook Ads to generate leads.
Mobile Facebook ads are a great way to generate leads. This is because of Facebook’s Instant Form, which intuitively works by filling out as much relevant information as it can on behalf of your customer (such as name, age, location).
b. Target people who search your site on mobile devices.
Thanks to Facebook’s involved targeting options, you can really get granular with your data and run mobile ads on Facebook that will only be seen by the right audience. You do this first by understanding who your target audience is. Log into your eCommerce’s Google Analytics and drill down by behaviour and demographic. Let us say you noticed most of your users visit your site on mobile devices. Now you have good reason to run mobile ads on Facebook. You can even target your ad by selecting a specific mobile device.
Tips on Running Mobile Ads on Instagram:
a. Instagram demographics:
Instagram users tend to be younger, with 72% of users between 13 and 17 years old.
b. How content on the app is consumed:
Instagram, unlike Facebook and Twitter, started as, and remains, an image-first social media platform. Users think in terms of image posts, visual stories, or Instagram Live video feeds. While videos and images are powerful tools to make Facebook posts more engaging, they are literally the only type of post that you can make on Instagram.
When you are wondering whether you should be running ads on Instagram’s mobile advertising platform, ask yourself if your key audience uses the app (younger) and if your product is visually focused.
3. Snapchat mobile ads:
In my experience, eCommerce companies and marketing teams tend to under-utilize Snapchat, a popular, video-first social media platform. It could be because they are not familiar with the app (if you want to learn all you need to know, check out our guide on marketing on Snapchat). It could be that the ads seem more expensive than their worth. But given Snapchat’s highly specific demographic (87% of its users are 35 years old or younger) and their level of engagement (68% say they use the app daily), Snapchat is a mobile advertising platform worth considering as you grow your mobile marketing efforts.
Tips on Running Mobile Ads on Snapchat:
a. Create geofilters with event-based advertising: Snapchat Geofilters work because they are highly engaging graphic overlays that are only available when a Snapchat user is in a specific location. If you are hosting a major event, creating geofilters is a way to advertise that event and get your customers to engage with your brand.
b. Increase engagement with sponsored lenses: This sponsored lens was an ad for Michael Kors sunglasses. It let users try on different pairs of sunglasses to see how they would look.

We really like this sponsored lens advertising campaign because it taps into behaviours users already understand (trying on sunglasses and looking at yourself), and it ties perfectly back into the business goals. In fact, this lens was viewed 104 million times, which led to an 18% increase in ad awareness along with a 6% lift in purchase intent.
4. Twitter mobile ads: Unlike Facebook and Google, and much like Instagram and Snapchat, there is no significant difference between desktop advertising and mobile advertising when it comes to Twitter. This is because 80% of users use Twitter on their smartphones or tablets. So, if you are advertising on Twitter, you should already be in the mobile advertising mindset. Over 60% of Twitter users are between the ages of 18 and 49. Plus, there is some evidence that supports Twitter as a social media platform for customers who are interested in engaging with their favourite businesses, as 63% of people on Twitter follow small businesses.
Tips on Running Mobile Ads as Promoted Tweets on Twitter:
a. Use videos in your promoted tweets.
People watch 2 billion videos on Twitter per day, which is a great number considering it’s actually cheaper to run a video ad on Twitter when you factor in the engagement you get in return. Plus, tweets with video get 10x more engagement than just basic tweets.
Promoted tweets are a great example of native advertising. A promoted tweet looks very much like a tweet, just with a small little disclaimer revealing it as a mobile ad.
The main difference between a promoted tweet and an organic, natural tweet is that a promoted tweet gets broadcasted into Twitter streams or Twitter search results.
Because of this, promoted tweets have a good chance of increased engagement, especially when you use videos in your ad.
b. Select your target audience for the ad:
On Twitter, you can specify the ideal gender, age, location, language, device, and audience interest (such as keywords focused on topics and events).
Besides if you do have any questions give me a call:

Answered 4 years ago

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