Getting Started with Your Mobile Marketing Campaign
Developing a marketing campaign today simply must include mobile – it is no longer an optional add-on but an essential requirement. From the ever-shifting sands of Google’s mysterious algorithm to the well-documented migration of customers away from laptops and towards smaller-screen devices, there are a multitude of solid reasons why mobile is now considered the most important new arena for winning customers and increasing market share.
Did you know that even if your customers still come into your store to shop, there is a 75 percent chance they are also using their mobile devices to look for deals and coupons for your products or services while they are in your store?
As well, an estimated two-thirds of all emails (including marketing emails and e-newsletters!) get opened first on a small screen mobile device (tablet, phone).
And 81 percent of shoppers will research their purchases online before making a final selection…which they may or may not then purchase online from their mobile device.
Read on for nine tips to launch your first mobile marketing campaign!
Step One: Check Your Website’s Mobile-Readiness.
The Google algorithm change earlier this year brought all things mobile to the forefront when Google began to rank mobile-friendly sites over even relevant sites in browser results.
To Do:You can check how friendly your website is to mobile (small screen) devices using this some nifty Google Tools.
The easiest way to start building your database of mobile customers is to launch a text-based (SMS) marketing campaign. Your goal here is to collect mobile numbers in exchange for offering discounts, freebies or other incentives.
Example: “Text 123ABC to 445678 now to get a free fill-in-the-blanks.”
To Do: Get your own dedicated (NOT shared) short code via a short code provider and begin including this mobile call to action with all of your marketing efforts.
Google Places, Yelp, Foursquare, Facebook and other online communities welcome check-ins from brick-and-mortar businesses
– in fact, they thrive on such activities.
So be sure to claim your space online anywhere that welcomes check-ins so you can expand your mobile influence and marketing efforts to mobile customers.
Step Four: Get Your Own Qr (Scannable) Code.
QR codes are experiencing newfound popularity thanks in large part to Snapchat, whose “snap codes” or “snap tags” have become vital to each users individual ID.
What this means for you, the new mobile marketer, is that you can use QR codes with confidence in your mobile marketing campaign without wondering if your customers will know how to interact with them. You can even get your QR code for free!
Once you have your QR code, start adding this call to action to all of your marketing materials (both mobile and non-mobile) to keep building your mobile database.
To Do: Access a free QR code maker to get your free QR code.
Step Five: Set up Your Opt-Ins and Opt-Outs.
As with any marketing effort, your customers need to know how to opt-in and opt-out.
For SMS campaigns (see Step Two), usually an Opt-In looks like the example in that step and an Opt-Out looks like texting that same number with the word “STOP” or “REMOVE.”
Step Six: Launch Your First Mobile-Based Marketing Campaign.
You will quickly discover you have no shortage of options when launching a mobile ad campaign. You can run your first campaign from Google Adwords, which can be an especially great strategy if you are already using Google Adwords to run a web-based advertising campaign.
Depending on how in-depth you want to get, the Mobile Marketing Association (MMA) has an entire free online course called the Mobile Marketing Playbook that you can use as your guide. Or you could simply select from a wide variety of mobile ad building apps (iAd by Apple and AdMob by Google are both good examples) that will walk you through the process of creating your first live mobile ad.
There are new opportunities for mobile-based marketing and advertising popping up every day. The more you immerse yourself in all things mobile the more likely you are to spot new trends as they emerge.
Download competitors’ mobile apps and see what kind of functionality they offer. Download the mobile apps from your favorite brands and notice how they advertise and market to you through push notifications, rewards points, in-app purchase convenience and other features.
Look around to see if there are any complementary businesses you can co-market with to increase the market share for you both.
Step Eight: Begin to Identify Your Mobile “Sweet Spots.”
Just as with online or in-person advertising and marketing, over time you will begin to notice that certain mobile communities are just a better fit for what your company has to offer.
For example, if you have a brick-and-mortar location (or even several locations in different geographic regions) then apps and platforms that offer geo-targeting can be a great fit for your needs (and allow location specific promotions for different regions).
If you offer tech-based products or services, then platforms like LinkedIn and Google+ are slam-dunk opportunities for you to expand your mobile marketing success. On the other hand, if your company caters heavily to craft makers, small businesses and DIY’ers, then platforms like Pinterest may be more your style.
Step Nine: Continue to Analyze and Adjust.
Finally, as you continue trying new things, keep analyzing the results so you can adjust and refine your mobile marketing efforts for best results.
By following these nine steps for launching your first mobile campaign, you can build your mobile database, learn more about your customers’ mobile patterns and create a profitable space in the mobile marketplace.