In 2021, the importance of mobile marketing is more significant than ever. If you are to be a successful book marketer, you must understand how your potential reader behaves and what steps you need to take to ensure you benefit from this knowledge. 

Mobile Behaviour

The distribution, easy accessibility, and data-saving properties of Wi-Fi have fuelled smartphones’ rise, granting users far greater control of their lives on the go. Without access to Wi-Fi and mobile data, smartphones are majorly restricted in their ability to provide services to users.

Smartphone Usage
 
Credit: https://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
 
It is thought that 21% of millennials open an app fifty plus times a day, with 400 billion apps downloaded yearly. According to Chaffey’s Smart insights, 87% of the time is spent on apps, with 13% on webpages.

Screen Time
 
Credit: https://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

Some may assume mobile access is always completed ‘on the go’, although it is thought that most activity occurs at home. As a book marketer, it is essential to be aware of potential readers’ mobile habits since it will alter your approach and marketing strategy.
 

What is the use of mobile marketing for writers?

The way people shop for books online is heavily influenced by the user’s location and the immediacy of their needs. Book marketers must be aware of the different kinds of behavior potential readers display to boost their chances of converting to a book sale.
 
Mobile marketing can be used to:

  • Build awareness of your book and author profile.
  • To conversate with your online community.
  • Valuable insights into reader behavior and trends.
  • Interactive and constant reader engagements.
  • Increase lead generations.
  • Build a deeper and more personal online author identity.
  • Target your ideal readership via demographics, location, and behaviors
 
There are two main phases in mobile marketing for writers, discovery and engagement.
 
The discovery phase is all about building awareness for yourself online through content marketing. This could be through social media, your author website, or your amazon page. This phase is about educating your potential readers, providing unique and quality information; this might be a social media post, blog post, or even video.
 
The engagement phase is about driving interactions through advertising, call-to-action-buttons, or one-to-one reader engagements. Focus on providing experiences to your potential readers, moving customers towards the final objective, a sale.
 

The reader's journey

Every online journey for potential readers of your book is different. One reader might see your book elsewhere on the Internet, type in your book’s name into a Google and buy it, without any other engagement. However, it is equally likely a reader may visit every blog post, webpage, and social media post you have created before purchasing.
 
The length of the reader’s journey doesn’t matter to you as a book marketer; what is important is that you have provided enough information for every type of reader, filling in every step of the person’s path to purchase.
 
You must provide the right content and experiences to help readers achieve their objective, buying your book!
 
Providing well-positioned content on a mobile page can boost your book conversion rates due to ease for the user to navigate your content.
 
With this in mind, half of the mobile users hold their device with one-hand, 36% cradle, and 15% use their devise two-handed. Furthermore, 67% of people use their right thumb on the screen, with 33% using their left.
 
Where you position your content on the page should correlate with this information, explicitly considering where you position interaction points and call-to-action-buttons.

Thumbs!
 
Credit: http://www.asherkolieboi.com/blog/2019/4/14/thumb-thing-thursday-the-role-of-hand-position-and-mobile-desgin
 
Another important aspect of the user’s journey to consider is multi-screen and channel hopping; not all journeys occur on a single device.
 
This is the new normal for 2021.
 
Content may be visited several times in one ‘reader’s journey’. Having a log-in system for your website will enable you to track specific account activities and cater to the readers’ needs.
 
Data suggests a decreasing number of PC visits within reader’s journeys but still a solid conversion rate on desktops. What does this suggest? The reader journey now begins a long time before the PC visit and conversion.

Multi-screen
 
Credit: https://www.keepitusable.com/blog/how-real-customers-really-shop-using-smartphones/
 
Readers shop differently on different devices, and therefore, book marketers should tailor the reader’s experience to each channel. Each platform should provide a seamless journey through to conversion.

Gone are the days that making a website ‘mobile-friendly’ is enough. A mobile-first approach is now a starting point. 
 
Once a reader has converted (purchased your book), the final step of the journey is the feedback stage. Not all readers decide to ‘feedback’, but those who do, are essential to building trust and helping other readers along their path to purchase.
 
For example, one reader may have been looking for that final push to complete your book’s purchase, while another user’s review will provide this nudge.
 
Feedback loops are completed by book reviews and can be as easily broken as they are connected. Bad reviews can seriously affect your book sales. 

To avoid bad reviews, make sure you provide a relevant book description online and ensure it is within the right category genre; this will eliminate readers’ chance of buying a book they thought was about something else.

In short, poor books will get poor reviews, but good books that meet reader’s expectations will get good reviews. 
 
To find out more about reader journeys, click here (https://proactivewriter.com/blog/how-to-attract-readers-to-your-book).
 

Building relationships with readers through mobile marketing

 
Like any other relationship, trust is the fundamental piece to the puzzle. Readers are loyal to authors that live up to their promises, engage with their fans and offer a genuine connection.
 
Readers also form relationships with authors who show commitment. You should be creating consistent, high-quality content for your fans - personalizing marketing - where possible, even something as simple as a name directed email.
 
Reciprocity is another way of building relationships with readers. Readers are loyal to authors who reward and recognize their loyalty; this could be anything from replying to a reader’s comment to giving away free stories to your dedicated fanbase.
 
Correctly practiced loyalty book marketing delivers on all three core relationship drivers mentioned above: trust, commitment, and reciprocity. 

Committing to these three relationship drivers leads to loyalty, breaking the pattern of promiscuity within readers.
 

Final Thoughts

With mobile usage growing every year, it is crucial to be aware of mobile book marketing. Content can change the way it looks and performs depending on the device, and to create a professional image online, you must ensure your content converts appropriately.
 
Multi-screen reader journeys are complex, but evaluating multi-screen conversion rates can lead to you better understanding a potential readers’ journeys.
 
Mobile experiences for readers should be harmonized, personalized, localized, socialized, and amplified. 

Everyone’s readers’ journey may be different, but ensuring you have a streamlined, professional online presence can majorly increase your book sales.