The mobile industry has been growing at an astronomical rate over the last few years, with consumers shelling out for mobile devices like smartphones and tablets more than ever before. That’s why it’s no surprise that mobile marketing has become a platform that most companies can’t ignore anymore. When 4 out of 5 consumers are using smartphones to shop, it’s time to jump on the bandwagon.

The problem is that a website just isn’t enough to entice mobile users to buy your product or services or submit a lead form. You need to tailor your message for the platform, which has led to mobile marketing becoming something of a science.

To really offer the best brand experience for mobile consumers, and to increase the likelihood of a conversion, companies need to approach it the right way.

The most important factor that plays into mobile marketing is having a website that is optimized for mobile devices. The sheer number of businesses who put time and money into a beautiful website, but fail to optimize it for smartphones and tablets, is shocking. An un-optimized site creates a host of problems for mobile users, including difficult to read text, hard to click buttons, and awkwardly displayed content. A properly optimized mobile site will allow users to easily scroll or click through your web pages, and find, fill out and submit forms easily.

Mobile advertising can also help you reach more potential customers by placing ads in spots that you may not have access to, like inside of phone apps. A smart way to keep your mobile advertising focused is to find apps that your target market is likely to download (or already have downloaded) and start there.

And finally, don’t be afraid to use dynamic visuals — both in the way of photos and other images, and well designed buttons. These can play a significant role in helping users find and complete calls-to-action on your mobile site or app, which is always the end goal of any company marketing their wares on the mobile web.