It is common knowledge at this point that mobile marketing is dominating the marketing sphere. I don’t have to tell you email is on its way out, with only a 22% open rate in contrast with SMS’s 98%, the figures speak for themselves. What is however not so commonly known is how to achieve results through mobile. To be honest, a lot of you were probably struggling with email outreach and now it has just got a lot more difficult. Well, worry no more because I’m going to tell you exactly what you need to do to achieve mobile marketing success.
There are 3 key ways to market on mobile:
Text message advertising is a great way to build relationships with your audience when done correctly. However first you need to do some research. Find out who your audience are; you need to know their age, history, why they are signed up to your company, and furthermore you need to know what you can offer them. This doesn’t have to be a complicated research process, conduct a survey on your website and analyse the results.
What to include in the message:
Firstly think about the language, make it suitable for your audience. There is no point sending teenage text abbreviations to a middle aged audience! The key to sending effective content is to know your audience. Why not try personalising your messages to help build trust between brand and customer.
Include a call to action. What is your business aiming for with mobile marketing? Do you want more traffic to your site? In this case, include a hyperlink in your text. Do you want more sales? Try sending a discount offer for your customer to use. Include a relevant call to action to suit your business needs, it will help you convert one of your goals but also it gives you something stable to measure when tracking how effective you mobile marketing strategy is.
Don’t make all your SMS’s goal orientated. One key tip is to build a relationship. Don’t just send constant offers, this is spam and it will make customers unsubscribe to your messages. Change it up and send content, try a survey, feedback text, game, image, even a funny joke. All help build up the communication and establish some brand loyalty.
When to send the message:
This depends on your product and service. If you’re an ecommerce site, you will probably be sending discounts and offers so you need to think about the best time these are going to appeal to your customers. For example, a clothes shop should aim to send their messages whilst their audience is out and about. If you get a promotion whilst you are shopping, it’s more tempting to pop to the shop and buy than when the person is at work. It’s also known that customers buy online when they are on the go. If you were to target people with discounts on a lunch hour when people have nothing else to do, you are more likely to see results.
Alternatively if you are a business sending an appointment reminder, don’t send the message 5 minutes before the appointment, send it the day before so the person has enough time to get there and change plans if they had forgotten about it. SMS advertising is a great marketing strategy but if you want it to be effective, optimise your timing. This will become obvious to your business after researching your audience.
Another tip which many businesses fail to maximise is ‘the close’ and ‘follow up’ parts of the sales process. When you achieve your goal through SMS, consolidate it by sending them a thank you message. Also when you have success, remarket to these customers and achieve more conversions. Build a lasting relationship with your audience.
- App/ Apps
One thing that is worth noting about this method, apps require the use of a smart phone. Although figures are at an all time high and are expected to rise, not everyone has a smart phone. This means you could be eliminating some, if only a small proportion, of your audience. Mobile phone usage is higher than smart phones and SMS marketing does target the proportion missed from application advertising.
We shouldn’t take away from the use of apps, as they move beyond smart phones to tablets and iPad use also. Building an app gives a constant lead that will sit there on the audience’s smart phone. If you build something so great, that customer will come back time and time again without you having to do anything. It might seem like an expensive marketing option but if done right, it will be extremely beneficial.
A cheaper option and more reliable way to market using apps is to create accounts for the most popular mobile apps already existing. Most business won’t have the money or even following to compete with Facebook and Snapchat so why not create accounts on those apps. These don’t cost anything to use and they allow you to connect with your audience constantly.
- Mobile friendly site
In 2014, most businesses should have a mobile friendly website. Google told people to optimise for mobile in 2013 and if you haven’t already, you’re missing out. This improves the customer experience and will help with your goal conversions.
One mistake many people fail to do when creating a mobile site is to make your company phone number clickable. With larger companies, this is probably not as crucial but for a local business that has been found through a search engine for a specific service, it is extremely important. If this is available, you are already improving your chances of getting more custom.
About the Author:
Assistant Marketing Manager, Hannah, develops and delivers the marketing strategy for Esendex, who are SMS specialists. Her daily duties find her delving into search engine marketing, spending time on social media, spreading her knowledge with readers on the company blog and compiling company reports.