Final Thoughts on Mobile Marketing

Final Thoughts on Mobile Marketing Well, that about wraps it up. I cannot believe that we are finished and my time with you is over. You’ve learned about the importance of reaching customers on the go as a small business. You’ve learned about the different forms of mobile marketing and the tools that you can use to do it. You’ve also learned how to carry your brand from the web to mobile devices including ways to build a mobile friendly list and fill it with mobile friendly emails. You’ve learned how social media and mobile technology go hand-in-hand for a powerful one-two punch to your marketing mix. You’ve also learned the importance of analytics and how they help you improve upon your mobile marketing campaigns. Finally, you learned a few tips to lead you to mobile marketing success. Remember, it really does not matter what type of small business you own. Whether you have a brick and mortar business, or your business resides 100% online. Mobile is here to stay and it will replace desk top computers in the very near future. It may seem impossible when you look around, but it wasn’t that long ago that the concept of Internet marketing was foreign too. This time, be ahead of the pack and start your mobile marketing campaigns now. Remember, it’s true that the early bird gets the worm. To Your Success. If you're new here, you may want to subscribe to my RSS feed. Thanks for...
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Tips for Making Your First Mobile Marketing Campaign a Success

Tips for Making Your First Mobile Marketing Campaign a Success Most of the tips below are similar to any type of marketing tips. Mobile marketing requires you to be even more focused in regard to the message you want to send, as well as being clear about the tools you choose to send the message. Tools such as Voice, Text, Mobile Websites, Call to Click, Social Networking, MMS, Proximity Marketing are all important choices you need to make based on your goals, budget, and the audience you are targeting. 1. Know Your Target Audience — If you don’t know your audience, it’s hard to develop a product much less market the product or service to that audience. Develop an outline of who your audience is, create a profile of that customer down to giving the customer a name, age, job, sex, and other characteristics. When you know who your audience is, marketing, no matter the method becomes a lot simpler. 2. Set Goals — Each campaign needs a goal. In fact every single message you send out needs to have a reason for being. If you don’t know what it is, don’t do it. Your goals might be to get new customers, retain customers, increase consumer buying, expand brand awareness or increase social engagement. If you can’t name it, you can’t measure it, and if you cannot measure it, you shouldn’t do it. 3. Offer Your Target Audience What They Want — Figure out what your audience wants, give them what they want while incorporating a way for you to get what you want. Take your goals above, combine them with what the audience wants and needs, and before you know it you’ll have a winning mobile marketing plan. 4. Create a Winning CTA — Calls to action are always an imperative, but they’re even more important in mobile marketing due to the lower space allowance. You can only put one CTA per email, one CTA per message, and it better be clear and obvious and easy to do. 5. Think Minimal Design — Mobile is all about minimalism. Only include what must be included, be clear, concise, and direct. The less back ground noise you have the better your return. Slow loading pages and muddled CTAs will lower results while the opposite will increase them. 6. Make it Interactive — Mobile is all about being interactive, be as interactive as possible with your mobile marketing to get the...
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Using Web Analytics to Improve Your Campaign

Using Web Analytics to Improve Your Campaign Welcome back. Hopefully by now you’ve started the process of making your entire online business presence more mobile friendly. Today, I’ll talk about the web analytics that you can use to help you improve your MM campaigns. You know that metrics are important in all marketing matters. This is true for any type of marketing, including mobile marketing. But, with so many small businesses being behind the score on implementing mobile, perhaps learning about mobile analytics will push you toward making the leap. Essentially all marketing analytics study behavior to determine what actions are getting what results. Any business strategy must include analytics so that they can measure whether or not the actions they are taking are working. Without goals in mind, and ways to determine if you’re reaching that goal, and how you’re reaching that goal, you are just shooting in the dark. Only by measuring can you truly optimize all actions across all marketing channels to get the best results. We measure our website’s performance based on page visits, page views, clicks, duration of site visit and so on. On social media we measure in terms of shares, likes, comments and so on. With mobile marketing we have to look at other metrics such as determine if our call to action has been met. Did they download, provide their zip code, email address, use the QR code, or make a payment? In order to study metrics we have to understand who our target is, what the destination is, and what the action we want them to take is. So, for example, perhaps we own a small local beauty salon. Our target are women in their early 20’s to mid 30’s who can afford to spend an average of $100 per visit. We also live in a tourist community, and want to appeal to the traveler. How do we do that? We engage in local marketing by listing our business on Foursquare, Yelp, Bing, Google + Local. We buy search terms to attract women to our shop. We ask our customers to sign up for our email newsletters and our social media sites as well as our mobile SMS marketing messages. We purchase search terms that allow us to show up in the top of mobile search. We provide landing pages, and marketing materials that appeal to our demographic. Then, after we’ve let it loose to the world,...
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Incorporating Social Media into Your MM Campaign

Incorporating Social Media into Your MM Campaign So far we’ve talked about why mobile marketing (MM) is important, the types of mobile marketing you can use, the misconceptions about mobile marketing, how to carry your brand from web to mobile, as well as how to build your mobile mailing list and create mobile friendly emails. Now we are going to talk about how to incorporate social media into your MM campaigns. Mobile marketing and social media go hand-in-hand. More consumers use mobile technology to access social media than they use PCs. People use social media while they’re on-the-go, and our society is on-the-go more than ever in history. Therefore, incorporating social media and mobile marketing is really rather simple. Pretty much all social media offers a downloadable app that allows the consumer to access it via their mobile device. This makes your job a lot easier since people already have access. Now, it’s important for you to realize that many people are likely reading your social media updates via mobile devices, all you have to do is react accordingly. Link to Mobile Friendly Sites — When providing links to products and services or information on social media ensure that your links are mobile friendly. It’s disappointing to see a link, click it, and go to a site you cannot even read on your mobile device. Optimize your site and landing pages for mobile now. Make the Link Choice Clear — Provide only one link if it’s in text because it’s hard to get your finger to click a link if there is more than one choice too close together. Since most of the links will be in the form of text and not buttons on social media it’s important to make it simple as possible. Engage With Your Audience — Ask the audience on social media for feedback in your call to action. “Share this”, “Click this”, “Comment”, are common calls to action that you can use. Be specific about what you want your audience to do, why you want to do it, as well as when and how you want them to do it. It will pay off by encouraging your audience to interact with you more. Finger Tapping is Hard — For many using fingers to tap information can be difficult. Mistakes are often made when trying to tap letters into a search engine, especially if you’re on the go as a passenger in...
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Creating Mobile Friendly Emails

Creating Mobile Friendly Emails We all had to learn how to create emails that get the best open rates on traditional PCs. We also have always worried about screen size and the appearance of our emails in various email clients and screen sizes, nothing has changed. Think of mobile email as just another email client and another screen size for which you need to optimize. You can choose to have a special email list with specialized formatting for mobile list sign ups, or since most people check their email on mobile devices anyway regardless of which list they signed up for, you can reformat all your emails to comply with the new rules of mobile email for best results. Consider Screen Size — You don’t want your viewer to have to scroll around to see the entire email, images wider than 300 px can cause problems. Not only that people often turn off their images in mobile emails, in fact, that is how it is by default. They have to choose to see the images, and most people don’t do that. So, consider sending emails that don’t use as many images. Use Single Columns — There is only a small amount of real-estate available for your email to appear on the mobile screen. Sending multi-column html emails can cause the customer to avoid reading your emails at all. Zooming and scrolling to read all parts of an email can be a pain, and they simple wont’ do it. Single column email will create a situation where anyone can read your email no matter what screen they are using. Choose Fonts Wisely — You might be thinking you need to use smaller font to fit more information onto the small screen. No. Don’t do it. Use larger fonts, no smaller than 11pts in the body and double that for headlines. Avoid using matching shades such as light blue with dark blue text. Stick to dark fonts on light background for best results. Shorten Subject Lines — Instead of using really long subject lines on your emails, stick to less than 40 character subject lines for best results. This way your audience can see your headline in full on their small screen. Make Content Brief — Your message should be clear and to the point. Focus on the essentials of your message. Provide the information with one clear call to action that is obvious to...
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Mobile List Building

Mobile List Building Hi again. I hope you’re having a great week. If you’ve missed some of the our recent blog posts, I’m John Jaworski and I’m here to talk to you about mobile marketing. Be sure to read the previous posts if you’ve not read them yet and sign up for the RSS feed and the email list so you don’t miss more. In this post I want to talk to you about mobile list building. Because of the proliferation of mobile technology, it’s imperative that you get started now building your mobile list. Morgan Stanley says that 91 percent of people in the USA have access to their mobile devices 24/7. With a number that large, which is more than people who have access to PC’s you cannot ignore the trend. Add a Mobile Field To Your Email List Sign Up When you first start out, the best way to start with building your mobile list is to add a call to action to your normal email list by asking for people’s mobile number. You can do this by adding a mobile number field to your current email list or by having a contest or give away asking for their mobile number. If you want to engage in location based marketing, you need to ask them for their zip code. Get them to text in their zip code to you by offering freebies much like you do when trying to get people to sign up for your email list. Create Clear CTAs With a clear and prominent call to action (CTA) placed in multiple spots, that you want them to text their zip code to you and why, as well as what’s in it for them, you’ll get a lot of action. But, if you are not clear about what you want, and the information that you need from them, you will likely be wasting your time. Try out a few different methods as you get started to see how your audience responds. Ensure that Your Site is Mobile Friendly If your website is mobile friendly, you’ll get more sign ups due to that. Another way to get mobile list sign ups is to use QR codes. QR codes are square bar codes that allow a consumer with a camera ready device to snap a picture of the code and then go to the information that the code directs them...
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