Entry By Jason Brick
In many industries, if you're not using mobile marketing you're losing market share to competitors who are. In those same industries, just having a mobile marketing campaign isn't enough -- you need a strong campaign using the best tricks and techniques available for this new form of marketing.
Consider these six steps to maximize the effectiveness of your mobile marketing:
1. Time Your Broadcasts
Send your text marketing messages when they have the highest likelihood of being read and acted upon. Obviously, this means not broadcasting at 2 a.m., or during Sunday church services. You can also time for the rhythm of your business -- such as a restaurant broadcasting a coupon just before the lunch rush.
2. Have a Mobile-Friendly Website
Your mobile list members might want to check your website for contact information or other details. If your site is hard to navigate on a mobile screen, they could abandon you for one that's easier to use. That's why most major players now have two websites - each specifically designed either for mobile or regular screens.
3. Send Special Offers
Electronic coupons, elite memberships, and mobile loyalty programs, all make your customers feel invested and involved. Your offers come back in the form of more visits and larger purchases at each visit.
4. Create a Dialog
Connection is the "killer app" of 21st century marketing. Polls, contests, and surveys, elicit a response from your broadcast list that makes them feel connected to your business. Capitalize on this by demonstrating that you're listening. For example, act on the results of a poll with a tailor-made special the next week.
5. Optimize Your QR Code
The Quick Response code is that square you see in the corner of new advertising. It's a way for people using mobile phones to opt in to a marketing list with a simple scan. Don't spam your code by being an annoyance to potential customers, but do make it a part of every print advertising message you create - even your menus, price lists and letterhead.
6. Organize Everything
Meticulous attention to detail means a cohesive and effective mobile marketing campaign. Keep a schedule of your broadcasts, tailored to the tempo of the industry, and work ahead so a missed day doesn't throw things off track. Go through your opt-in list regularly, and be conscientious about removing those who opt out. Combine your mobile efforts with other media types for a synergistic campaign.
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