It sounds obvious, but the first step towards improving your mobile marketing ROI is recognizing there is room for improvement. Many small businesses are new to SMS messaging, and have nothing to compare their data to. If this sounds like you, check out our five red flags that will let you know your SMS efforts are not working as well as they could:
1) Rising Unsubscribe Rates
Look at your unsubscribe rates for recent mobile marketing campaigns. A few are to be expected, but if the number is increasing each month (disproportionate to subscribers), you need to rethink your approach. Focus on building the respect and trust of your target audience. Try offering an unbeatable discount with your next text blast and see if your unsubscribe figures drop off.
2) Non-existent or Low Lead Conversion
If your sales team isn’t seeing many conversions coming from your mobile marketing strategy, it’s time to analyze your content and ask why. Be more forensic in your analysis of information like website visitor numbers, social media interactions and mobile marketing campaign statistics.
3) Web Traffic Plateau
Continual growth is the sign of a healthy business – and that goes for website traffic data too. Even if you had a strong start in the first year, and you have lots of regular visitors to your site, if these figures level out it’s a sign that you are no longer producing fresh, interesting content. Time for a makeover.
4) Irrelevant Social Media Contacts
Next time you look at your Facebook and Twitter followers, don’t just take the total number into account. It may be impressive, but if it’s comprised largely of random sellers, students looking for work, or plain old trolls with no interest in your business, that figure is not a true reflection of your consumer engagement levels.
5) Spammy Online Forms
If your landing pages, forms and comments sections are populated with spam, you’re not reaching your target market. Reappraise your content and figure out why it’s attracting so much spam. Keyword analysis, fresh content, design overhaul, even meta tag adjustments can help you weed out the spammers and get back to finding real leads.