Mobile marketing offers numerous opportunities to boost sales for your business. Whether your business is small or large, you can find methods of marketing via mobile that will fit your budget. Once you have determined how much you can spend on this project, the second step is to define your target customer base on mobile. It is important to be aware that while your demographics may overlap, the people who search for your company on mobile may not be the same as on desktop. Your current metrics should already be telling you where your customers are coming from, so separate out the mobile customers and create a persona or personas from that group. You can then create test campaigns based on your persona to ensure that you have gotten your market correctly defined.
Now, you are ready to activate your mobile marketing campaign. Here are some suggestions of where to start:
1. SMS Text Marketing
If you start simple, you will be able to keep your costs down and go further with a limited budget. SMS texts can be sent to anyone with a cell phone. You don’t need to have a smartphone to use SMS. This marketing channel broadens your customer base if they are not likely to own smartphones. SMS texting works very well in combination with other forms of existing marketing.
- Text subscribers when your monthly newsletter is emailed to increase email opens
- Send reminder notices of “last day to buy” sales on your website
- Offer SMS-only coupons for specific times of day when your brick-and-mortar shop is slow
- Send last-minute offers for new products or soon-to-be-retired products
- Post your SMS shortcode on your TV commercial to gain new subscribers
- Ask for feedback from subscribers about your new drink special and give them a reward for responding
This list is only the beginning of how you can excite customers and drive sales with SMS text marketing. Depending on your industry, you can develop your own ideas.
2. Social Media
Mobile offers many social media apps, some that are mobile-only. Instagram is a case-in-point. Instagram is a great place to market the people behind the business, show images and videos from special events and ask followers to share with friends and family. It is a fun app that takes very little time and gives you an opportunity to connect on a more personal basis. It is well frequented by the Millennial crowd for businesses that cater to them. However, other small business owners especially in the craft niche are finding Instagram very conducive to driving business.
It’s very easy to use social media to reach out to all the influencers in your niche to help spread the word about your unique offering.
3. Your Own App
According to Comscore, the mobile web user has come to expect both mobile search and app interfaces almost equally. So marketers should consider whether gaming or other apps can provide some unique value to a particular user scenario for your target audience.
You can create your own app if you think you have a concept that will drive sales. Games, media apps and other fun ideas are the best bet for viral popularity. If creating an app is too expensive for your budget, don’t despair. You can find other ways to engage your audience.
4. Concise Content
Videos are shared often on mobile devices. They are easy to watch on smartphones and tablets and open to the right size automatically. Be creative and come up with a funny video or a music video to grab your audience’s attention. You can even embed links right into the context of the video to get people to your site.
This applies especially to videos, which are often shared on mobile devices. They are easy to watch on smartphones and tablets and open to the right size automatically. Be creative and come up with short video clips to grab your audience’s attention. You can even embed links right into the context of the video to get people to your site.
5. Mobile Advertising
With mobile search growing at rates like 5-6 X per year, and as much as 25% of all searches happening on mobile devices, not having mobile-optimized search landing pages is simply a huge missed opportunity. Mobile search advertisers report higher click-through rates and higher levels of engagement with mobile search. Some studies even suggest it is as much as 4-5 times more effective than other forms of online advertising.
With apps, advertisers can gain a significant increase in the amount brand affinity and user engagement but I would suggest thinking long and hard whether that can be achieved without venturing too far afield from a B2B Marketers core value or brand proposition.
And finally, marketers should consider advertising on tablets, which are projected to continue growing in adoption at unprecedented rates. Vendors to consider for tablet advertising include iAd, AdMob and Flurry. One consideration is the amount of analytics enabled on each platform and ensure the buying model they use matches your objectives.
Starting a text message or email with “Dear Valued Customer,” is a surefire way to lose your reader’s interest and likely never get it back. Address your audience by their name. If your brand image is more formal, use honorifics with last names. Otherwise, a first name creates a friendly, casual tone that encourages readers to at least hear you out. But don’t stop there – customize your offerings based on your readers’ location, purchase history, interests, birthday, or other data.
For example, if a customer recently purchased a computer, you could send coupons for flash drives, mouse pads, software, etc. It’s all about building trust and engagement.
7. Mobile Friendliness
This may seem obvious, but many businesses never test how well their websites perform on mobile platforms. Large images, closely positioned links, and large blocks of text can be a disaster on a small screen if not configured properly.
Think about how you can trim your content to look and run smoothly on smartphones and tablets. Do your images scale properly? Is your content readable? Are your buttons and links spaced far enough apart to prevent mistaps? How does the website look overall? Do the colors go well together? Can users easily find what they’re looking for? Test your website across as many mobile platforms as you can to ensure everything is in order.
8. Real Value
The end goal of any marketing campaign is to drive a sale. But that doesn’t mean every message or ad should scream “buy now!” Your content must have value. It should teach your readers something new, inspire them to try something different, appeal to their emotions, make them laugh, or answer a question they might have. Value creates engagement; engagement leads to trust; and trust drives purchases.
Examples of value-based mobile marketing include short tutorials, video tours, personal stories, and gamification in apps.
Let’s say you have a large audience and publish valuable content regularly. Still, sales could be a bit higher. Remember that you’re not the only business vying for your readers’ attention.
Snag that top-of-mind position with seasonal offers, coupon codes, daily or weekly specials, rewards programs, referral incentives, contests, and other motivators.
In fact, SMS-delivered coupons have ten times the redemption rate of physical coupons. By creating incentives, you create a buzz. Your readers will not only want to take action, but also share your offers with people in their network, which results in even more sales!