Connecting with the right audience is crucial to building a successful business. However, each demographic segment interacts with your brand differently. One group drawing marketers’ attention is the “mobile workforce.” This modern generation is a force to be reckoned with in terms of its spending power and buying behaviors.
The mobile workforce was borne of the COVID-19-induced work-from-home experiment. This global remote- and mobile-friendly movement has created a new wave of tech-first individuals who prefer online interactions, entertainment, and shopping.
As a result, eCommerce business owners now have a unique opportunity to increase their online sales by targeting this modern generation. Let’s walk through some strategies to reach and engage with this audience effectively.
The Rise of the Mobile Workforce: Understanding the Changing Landscape
A mobile workforce isn’t confined to a physical space for work. Instead, these digital nomads are scattered across cities, states, countries, or even continents. They stay connected via laptops and smartphones.
According to global research firm Omdia, in just a few years, 48% of the total workforce will adopt a mobile or hybrid work model. What’s more, 54% of businesses agree that shifting to a mobile workforce has increased their productivity.
Employees are embracing this heightened work-life balance, and companies are making products that support the new work method.
eCommerce businesses should embrace this nature of work as well, as buying patterns are also changing. The mobile workforce desires more convenience, which is why we’re seeing a rise in on-demand services across industries.
In fashion, for example, the mobile workforce wants more comfort-wear options. With electronics, the demand is higher for better gadgets and equipment. Online grocery shopping is also on the rise.
Your marketing campaigns should reflect such changes. Today’s workers want products that are personalized and authentic—and they don’t mind paying more for them.
Social Media Strategies for Connecting with Modern Workers
Social media is a powerful marketing tool that can bring in a lot of business. But to reach the modern mobile workforce, you must use social media to your advantage. That means understanding platforms like Facebook, Instagram, and LinkedIn.
Case in point, millennials consider social media their go-to place for everything: connecting with peers, shopping, and entertainment. But what’s even more important is their purchasing power. They browse shops on social media for convenience but won’t hesitate to purchase a product that resonates with them.
To reach them, start by researching which social media platforms your target audience use the most. Then, build and implement a content strategy dedicated to each of the selected platforms.
Consider millennials’ short attention spans and constantly changing buying behaviors—don’t make the mistake of using only one type of marketing strategy with them. Also, it’s essential to stay on top of the latest trends and create and share content that piques their interest. Use these three tips:
- Be Authentic: Millennials don’t like cheesy slang. Instead, they want straight information in your voice—even if it’s delivered through memes.
- Community-Oriented: Millennials are drawn to brands that think about their community. So, use your social media presence and platform to do good for others.
- Aim for User-Generated Content: Let your target audience talk about your brand. Interestingly, 79% of consumers agree that user-generated content impacts their purchase decision.
Be sure to optimize your social media profiles as well. For instance, unify your profile pictures across all platforms. Most companies choose their logo, although you can use a different image—as long as it’s relevant to your business and eye-catching. In addition, create an informative bio or “about me” section that explains what you do and include keywords so you show up in online searches.
The Power of Personalized Messaging: Tailoring Communication for Maximum Impact
Who doesn’t want to be treated special? eCommerce brands must use this basic tenet of human nature to their advantage—especially when appealing to today’s mobile workforce. So, tailor your customer’s experiences. Add a touch of personalization, and your brand will resonate highly with your target audience.
Through personalization, you can communicate with and delight your audience with different types of messages. As a result, you’ll see increased sales. Here are some ways to personalize your outreach:
- Offer a Custom Experience: Use the information customers have shared to create a curated and customized experience on your website. For instance, show them products based on previous purchases.
- Help Them Make Decisions: Your website or app’s analytics will help you steer customers toward a purchase. Use reinforcing language to inspire them to explore, buy, and communicate: “Continue Shopping for,” “Just For You,” “Complete Your Cart,” “Customers Also Viewed.”
- Give Recommendations: Using the same analytics data, you can recommend products to your customers. Make sure the recommendations align with their preferences and buyer persona.
Engaging the Mobile Generation: Creating Content that Resonates
Marketing to the mobile generation has a huge scope for eCommerce. However, you must be judicious. Take care of the content you create for your target audience and ensure it’s appropriate for the platform you’re using. For instance:
- Optimize your website for mobile devices. Content must run and display smoothly on every type of mobile device.
- Send regular emails or newsletters to your customers. A staggering 81% of emails are opened on mobile phones, so ensure your content includes a punchy subject line and displays correctly.
- Use SMS or text marketing. SMS marketing enhances outreach campaigns. Keep texts short and to the point and include a clear call to action (CTA).
Most importantly, track and monitor the performance of your marketing campaigns. A/B test different elements to find what resonates best with your audience and improve results.
Optimize Your Strategy for the Mobile Workforce
Today’s tech-savvy mobile workforce expects retailers to meet them where they are. So, eCommerce businesses must create mobile-first marketing strategies that offer authentic and personalized experiences. Sound tricky? We can help.
Our lightning-fast mobile storefront lets you deliver an eye-catching product display in a beautiful design. You can even tailor pages to meet shopper preferences. Best of all, your customers get a frictionless check-out path, resulting in higher conversions.
Get in touch with us today to learn how we can help your eCommerce business crack mobile marketing.
