Mobile marketing is one of the easiest marketing avenues to take as it is available to anyone at a very limited cost. This type of campaign can work for any company, whether you have retail locations or are solely online. Read on for some excellent tips to help get you started towards meeting your profit goals thanks to marketing to mobile devices.
Make a Mobile Website Version of Your Main Site
Create a mobile version of your main website to give mobile users an accessible source of information without the hassle of scrolling and searching. Place the most important content, such as contact information and navigation, as close to the top of the page as possible. Consider including mCommerce applications on your site so that mobile users can also make purchases while on the go.
Test your mobile site on all devices, platforms and resolutions! You want to draw in the largest audience possible, but a site that doesn’t work on a certain type of device will drive away a segment of potential customers. If you don’t have the ability to do this testing, consider hiring a firm who specializes in creating mobile websites to get it all set up for you. You’ll save money by saving your own time.
Keep Your Mobile Website Small – Just The Highlights of Your Main Site
Whether you are sending a test message or creating a mobile website, make sure it stays small. Most people’s mobile service includes a set maximum bandwidth per month, and putting them over that, with your massive marketing messages, will really tick them off. Stick to small, simple messages which will get the point across without a ton of verbiage or graphics.
If you engage in print ads, include QR codes in them. These can lead to special discounts, more information or sign-ups for flyers or newsletters. This really catches the reader’s attention and helps them to feel engaged with your brand.
Aim Your Promotions at Your Existing Customers First
Aim your marketing towards keeping your current customers happy and loyal, not the acquisition of new customers. Rarely will someone who has not bought from your company before subscribe to text messages, so focus on your target demographic and give them the type of content they want.
Text Message Promos
Just like a newsletter subscription sign-up, include a mobile phone text box so people can subscribe to SMS messaging. Many people would love to know about sales, coupons, new items or other promotions quickly and simply, and a text message is better than email in that regard. Don’t forget to include the sign-up box on your mobile site, too!
Send text messages during regular business hours so as not to frustrate your customers. No one wants a 2AM notice saying that you plan to have a sale the next day, so let people receive the messages during the time they’re likely to take advantage of it. Figure out where your main demographic lives and then cater to their time zones, aiming for the middle of the day when they’re likely to be awake, active and receptive to your sales pitch.
If you have a big sale coming, let your subscribers know! Send a message a week before, the day before, and then once a few hours before to ensure they remember to take a look and snag themselves a deal. Don’t overdo it, though, and instead try to restrict yourself to three messages maximum. Remember that many people pay for a certain number of text messages per month, so sending to many may cause them to unsubscribe.
Don’t Spam People
Don’t spam! Spamming is when you send out unsolicited text messages to your customers, basically taking their information from other lists you might have (online orders, for example) and sending them text messages without their previous consent. Only send text messages to people who opt-in or you may ruin your reputation.
Explain Yourself When Texting Promotions
When people sign up for your opt-in SMS list, the first text they should receive is an explanation of how they can unsubscribe. Most services allow a text which says “stop” to be used as an unsubscription request, so it’s a good idea to use that on your own SMS system. If people can’t get off your list, they will definitely stop buying from your company.
SMS Your Blog Posts to Your List
If you have a blog on your website, consider linking to important posts through SMS. You should only select the most important posts, such as those detailing a huge sale or upcoming event, as few people would be happy about receiving a text message with a link to an interview or article about the company itself. When sending any marketing, but especially when sending to mobile devices, you should consider if you would be happy to receive such a message from a company you have bought from in the past.
Consider Your Audience
It’s important to consider who your audience is when you send out text messages. Is the demographic who shops from you tech savvy? If so, they probably have the latest devices and you can design your site and text messages accordingly. Are they older, less likely to keep up with the Joneses? Then you need to ensure that your content will work correctly on all older devices as well. You should also think about things like font size when it comes to an older crowd as a mobile device’s screen is small and will be difficult to read for those with bad eyesight.
use Snippets and Link to Long Text or Large Promotions
If you have a major announcement, or content which is long, you should link to it from your mobile site or text message as opposed to reprinting it in full. Give people the ability to send the link to their email so they can pick it up on a regular computer with a larger monitor and truly read all the information you’re providing. Even a tablet can sometimes be difficult to use for large blocks of text, but a mobile phone will make it nearly impossible.
Any business today can take advantage of mobile marketing to get the word out about their company, product and services. Most of the population owns a cell phone, and many also have a tablet computer, so catering to these devices is key to gaining more success and greater profit margins.