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Mobile marketing-guide
 

Mobile marketing-guide

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Mobile marketing is an essential part of any local businesses that wants to expand and grow their customers base. It will be common place for every business to have a mobile friendly version of their ...

Mobile marketing is an essential part of any local businesses that wants to expand and grow their customers base. It will be common place for every business to have a mobile friendly version of their website, and also a mobile web app.

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    Mobile marketing-guide Mobile marketing-guide Document Transcript

    • Mobile Marketing Survival Guide 2013 Mobile Marketing Survival GuideEverything You Need To Know To Get Started Today! By: Ron Richardson LocalBizHelp.ca 1 LocalBizHelp.ca - Bringing Your Message Directly to Your Customers
    • Mobile Marketing Survival Guide 2013ContentsMobile Marketing: The Truth Behind The Wave ............................................................................ 3Mobile Marketing Types: Learning The Lingo................................................................................. 4 SMS .............................................................................................................................................. 5 QR Codes ..................................................................................................................................... 6 Mobile Design.............................................................................................................................. 8 Apps ............................................................................................................................................. 9Which Mobile Is Right For My Business? ...................................................................................... 11 Who Is It For? ............................................................................................................................ 11 What Do They Want? ................................................................................................................ 11 What Is My Sales Process? ........................................................................................................ 12Getting Mobile Right ..................................................................................................................... 12 2 LocalBizHelp.ca - Bringing Your Message Directly to Your Customers
    • Mobile Marketing Survival Guide 2013Mobile Marketing: The Truth Behind The Wave Marketing your business in this day and age can be extremely difficult. The internet ishaving a massive impact on the way that traditional marketing is looked at and accepted by thegeneral population. Dying are the days of interruption marketing and “one-sized-fits-all”branding messages. Prospective customers today demand that you meet them in the middle. You must gowhere they are, and interact with them on their terms. This customer centric revolution is notsomething to be feared, but something tobe celebrated. For the first time in historypeople are all too happy to share whatmakes them tick, what their interests areand how they want to be prospected to. One massive advantage that we arenow experiencing in the marketing world isthe increase of statistical data surroundingconsumer behavior. Do a simple Googlesearch and you can find troves ofinformation relating to the things that yourprospects want and need in order to makethe transition from prospect to customer. Some of the most impressive datacoming out of research today is that of mobile marketing. Did you know that there are over 5billion cellphones in the world today? 27% of those are SMART phones and by 2014 accessingthe internet via a mobile device will overtake traditional means of internet access via desktopcomputers. An astonishing 86% of people access their mobile device (tablet or SMART phone)whilst watching TV. In other words, if you are pouring money into TV advertising, all of yourprospects are missing you because they are busy surfing the internet on their phones. Mobile marketing isn’t a trend, it isn’t a fad and it isn’t going away anytime soon. Theentire landscape through which we access information is changing: it is going mobile. 3 LocalBizHelp.ca - Bringing Your Message Directly to Your Customers
    • Mobile Marketing Survival Guide 2013 This guide will walk you through the basics of mobile marketing and give you a betteridea of how to best approach this type of marketing within your own business. We encourageyou to explore and ask questions. We are here to help.And consider these stats...  Mobile browsing is projected to surpass desktop browsing by 2014.  1/2 of local searches are now done on mobile devices.  Mobile is todays fastest growing marketplace.  A Mobile Website can increase the engagement of Smartphone users by 75%.  40% have turned to a competitors site after a bad mobile experience.Mobile searches have quadrupled in the last year according to Google, for many items one inseven searches are now mobile.• 1 in 3 mobile searches are local. After looking up a local business on their smartphone, 61percent of users called the business and 59 percent visited.• 79 percent of smartphone users use their smartphones to help with shopping• 71 percent of smartphone users that see TV, press or online ad, do a mobile search for moreinformation, but 79 percent of large online advertisers still do not have a mobile optimized site. 4 LocalBizHelp.ca - Bringing Your Message Directly to Your Customers
    • Mobile Marketing Survival Guide 2013Mobile Marketing Types: Learning The LingoSMS SMS is where it all began. The pioneers of mobile marketing recognized that accessingpeople through their cell phones was a powerful marketing tactic worth exploring. Peoplealways seem to be near their phones. Whether they are at work, on the go, or even relaxing athome, their cell phones aren’t far off. With the advent of the SMART phone, the cell phone obsession skyrocketed. What usedto be rare only ten years ago – seeing a cell phone that could fit in your pocket – is nowcommonplace. Mothers arm their children with phones to keep in touch, employees constantlycheck their emails via SMART phones, and even loved ones communicate primarily via textingto keep each other updated. It is no wonder that marketers find this tool so useful. Being able to access people hasalways been the great challenge of marketing. How do we get in front of people to share ourmessage? How do we stand out from the crowd and get noticed? SMS marketing offerscompelling answers to these questions and the low overhead required of such a campaignleaves many business owners feeling a sense of relief that “finally” their marketing is paying off. SMS marketing allows business owners and company decision makers the ability topinpoint demographics and promote their marketing message in such a way as to bypass all ofthe common hang ups that other marketing methods have built around them. Telemarketersstruggle to get their prospects to pick up the phone. Direct mailers have come to accept 2%open rates as normal and TV commercials are being replaced with Tivo and Netflix. Recent studies have shown that texts, those sent by marketers, experience as much as a40% open rate on a regular basis. If you have ever tried your hand at marketing, you know thatthese numbers are powerful. Now that we live in the age of SMART phones, that 40% is even more powerful thanbefore. Why? 5 LocalBizHelp.ca - Bringing Your Message Directly to Your Customers
    • Mobile Marketing Survival Guide 2013 As more and more prospective customers switch to the SMART phone, marketers areable to deliver their messages via SMS in different media formats. Imagine being able to send atext that you know 40% of your list is going to open and beyond that, they will be able to clickon a link within that text and instantly watch a video online that you have created. If you craftthe video correctly, they will probably share it with friends. This is powerful marketing. One of the main benefits of SMS marketing is the low cost. There are no mailers topurchase, no TV time to buy and you don’t need to hire a large graphic design team to build youa banner. It is as simple and cost effective as obtaining a list and sending out a few texts. This low cost attracts many marketers to SMS marketing and many try to run their owncampaigns. If you have experience with copywriting and internet marketing, then this is a veryviable option for you. If not, then outsourcing this is going to be your best bet. When runningmarketing campaigns like this you want to be able to squeeze every last conversion that youcan. Hiring professional SMS marketing providers will allow you to do just that.QR Codes QR codes are a new and unique way to market yourself, though they are oftenmisunderstood. Many marketers use QR codes more as a diversion to the marketing messagethan as a means by which to pull people through your proven sales funnel. Let’s look at anexample: Some companies will attend events, QR code in hand. When a prospect meets with thecompany representative and establishes a relationship, often times that rep will then offer theprospect a chance to claim some report or “more information” via a QR code scan. While the prospect might appreciate the opportunity to use their mobile device,chances are that the use of QR codes in this instance fell within the wrong part of the marketingfunnel. Why? 6 LocalBizHelp.ca - Bringing Your Message Directly to Your Customers
    • Mobile Marketing Survival Guide 2013 In this instance, the company rep already has a relationship with the prospect, there isno need to send this person through another hoop when all we want is for the prospect to takeaction and make a purchase. A better use of the QR code in this case would have been to have the prospect scan thecode to receive a coupon, or to be taken to a special registration page that you could onlyaccess with your mobile device. QR codes should be looked at as instruments to increase a prospect’s desire to takeaction. One great use of QR codes can be found within the direct mail marketing world. Directmail marketers have spent large amounts of time and money trying to figure out how to gettheir prospects to “do something”. They have found that if you can get them to do one thing –you can get them to do to two things. Direct mail marketers haveintroduced the QR code into their mailings.They will send out their regular mailings,but now they will include the QR code pieceby incentivizing a scan. A pizza company might, for example,send out a mailing with a QR code thatenables recipients of the mailing to access acoupon for 25% off their next order. Whenthe recipient of the mailing scans the QRcode, they are then asked to provide theiremail in order to access the coupon. It isthis simple call to action that makes all thedifference. This pizza company now knows that this person was interested enough in their offer towant to redeem a 25% off coupon. Armed with this knowledge then can send out further emailspromoting various pizza deals, events, etc. QR codes have proven to be the perfect marriage between offline events such as directmailings and online ones. The important thing to remember with setting up your own QR codeevent is that you have a sales funnel in place to maximize whatever action you get the prospectto complete using their smart phone. 7 LocalBizHelp.ca - Bringing Your Message Directly to Your Customers
    • Mobile Marketing Survival Guide 2013Mobile Design In a recent study done by an internet research company named comScore, internetusers were tracked throughout a single 24 hour period. During that time it was shown thatdespite a small rise during the working hours, mobile devices outperformed PCs as the device ofchoice by almost double. In other words:People prefer mobile. It shouldn’t come as any surprise that many internet users today prefer the quick andeasy access of mobile devices when compared to their PC counterparts. Instead of having to sitdown and stop everything that you are doing to find a bit of information, you can simply pullout your smart phone or tablet and find everything that you need. As the internet continues to become more socialized, this also means that people will bemaking immediate purchasing decisions based off of their time using a mobile device. Forexample: Let’s imagine you are out on the town Friday night with friends. You have just finishedwatching a fabulous show and now you all want to find somewhere to grab a late night snack.What do you do? Do you drive home and turn on your PC to look up something that youbookmarked months ago? Do you run to the nearest phone book to open up the Yellowpages?No, of course not, if you are anything like the typical internet user today – you whip out yoursmart phone and do a quick Google search. Here is where things get tricky. As you go about your search you find a few restaurantswith late night menus that seem attractive. After reading about them on Yelp you decide totake a look at their site to try and find a menu – and here is where things usually go bad. Like most websites today, you click on the top ranked site. It takes forever to load onyour phone and is eating up data that you were hoping to use for other things (like looking atcat videos). When it finally does load, you can only see about ¼ of the entire site and trying toclick on links quickly becomes a nightmare. So what do you do? You do what most mobiledevice users do – you click the back button. If you were the owner of this restaurant and it was your site that was the site inquestion, you would have just lost a customer. When prospective customers make impulsebuying decisions like that – the kind of buying decisions that lead to lifelong customers – it canbe incredibly painful to the bottom line if you aren’t prepared to receive them. 8 LocalBizHelp.ca - Bringing Your Message Directly to Your Customers
    • Mobile Marketing Survival Guide 2013 This is why mobile design is so important. It has very little to do with aesthetic beautyand absolutely everything to do with preventing situations like the one we outlined above.Having your site redesigned to meet mobile design standards will automatically put yourbusiness head and shoulders over those who aren’t currently meeting the high demand formobile ready sites. If we jump back to the example that we were looking at earlier, we would see that onceyou had hit the back button on the site NOT ready for mobile, you would have clicked on thesecond or third site and easily navigated through their site, found their menu and became acustomer of their establishment. Things like social media, SEO and even direct mail with links to your site are uselessunless your site is ready for the mobile age. If you are a business that is interested in goingwhere your customers are, then you must meet them in the world of mobile.Apps According to an analysis provided by Flurry Analytics in November of 2012, mobile usersspend 43% of their time playing games. This was the largest chunk of time spent doing any onething on their mobile device by almost 200%. What does this mean and why should you care as a decision maker in business? It means that if you are interested in getting eyeballs on offers, then the place that mostpeople are looking are online mobile apps. The best part is that getting into the mobile app world doesn’t require that you necessarily have to create and build the app yourself. Many companies opt to outsource their app creation, and if you have the budget, go for it. Having your own personally branded app that is available for download at places like iTunes or the Android app store allows you to leverage the massive traffic that these sites already have. Creating your own app also allows you to build a powerful brand – one that is associated with daily interactions – and it 9 LocalBizHelp.ca - Bringing Your Message Directly to Your Customers
    • Mobile Marketing Survival Guide 2013also allows you to get your brand into thehands of people quickly. For example, manyrunning companies have started creatingrun tracking apps to attract attention totheir brand and company. Why? It isn’t because they are makingmoney on the apps themselves – theyprobably aren’t – they continue to developthese apps because people continue tocarry their smart phones around with them.Imagine if you were to use one of theserunning apps for your own training. Everysingle run that you went on you would beexposed to the company brand. Each time you opened that app to start tracking your running,you would see the company logo, perhaps see a short advertisement and eventually you wouldstart to associate this brand with deep psychological ties. It is the perfect repetition marketing scenario. Perhaps you don’t have the budget for creating your own app. That is ok – you aren’ttotally left out of the app marketing game. You can, and should, leverage the hard work ofothers by marketing on the apps of companies that simply create apps as their business model. What do we mean? Let’s use another example: Let’s say that you are a company that sells young adultclothing to the male-teen demographic. What is the best way to reach these kids? Gaming.Imagine if you were to contact a company that made gaming apps and worked out anadvertising deal with them. Every time they opened their smartphone to play their favoritegame they would see an ad tailored to their demographic for young adult fashion. You couldhave all of the benefits of a high quality app without the massive expenses that come fromdeveloping one yourself. You would benefit the app company by provided them earlymonetization solutions before they even went to market. Apps provide a rich and engaging way for you to engage with your prospectivecustomers. 10 LocalBizHelp.ca - Bringing Your Message Directly to Your Customers
    • Mobile Marketing Survival Guide 2013Which Mobile Is Right For My Business? One of the great things about mobile marketing is that it offers so many differentoptions for someone trying to create a large customer base. The problem with mobilemarketing is that it offers so many different options, custom tailored to your needs, that it canbe hard to decide which is right for you. We highly recommend that you consult a professional mobile marketing companybefore making any commitments, but the following sections of this guide will give you a betterunderstanding of what to consider when choosing your mobile marketing battle plan.Who Is It For? As with all marketing plans we have to first determine who this campaign will be for.What is your demographic? What devices do they use? Where are they online? Asking yourselfthese basic questions can already eliminate some of the more obvious choices. For example, if you are trying to sell downloadable Kindle ebooks, then it would be safeto assume that your target audience has access to a tablet. Running an SMS campaign topromote your new book wouldn’t be nearly as effective as launching a new iPad app that allowspeople to organize their books in a new and fun way. To contrast that example, if you are a bar owner you aren’t likely to run into the latenight bar hopper running around town with using their iPad to find your establishment. You aremore likely to have a successful campaign if you were to utilize an SMS based offering. Peoplewould check their phone while out on the town and make a buying decision based off of yourcoupon offer or notification. Learning about your demographic will be crucial in the success of any mobile campaignthat you might engage in.What Do They Want? Learning what type of media, information and “bribes” your customers want will be thesingle most impactful activity that you can engage in when running a mobile marketingcampaign. For example: If you run a business that requires visual confirmation of any kind(think car sales, or restaurant, or furniture sales etc.) then building a mobile ready site willincrease your sales. 11 LocalBizHelp.ca - Bringing Your Message Directly to Your Customers
    • Mobile Marketing Survival Guide 2013 How? It isn’t the design of the site thatyour customers are concerned with; it is theease with which you present the buyingdecision. If you can provide them a mobileready site, with mobile ready media,today’s customers will literally mute theirTVs during commercials and spend thattime surfing your site and moving closer tothat buying decision. All you have to do isprovide your customers with what theywant – mobile responsive media.What Is My Sales Process? It is important that you don’t market too fast. You could conjure up all the excitement inthe world through a high quality SMS campaign but if you can’t then take that excitement andturn it into sales, your campaign has been a loss. Setting up a high quality sales process is something that requires careful planning and anhonest look at what you offer and what resources you have at your disposal. Many mobilemarketing professionals are experts at building sales funnels. A good sales funnel allows you to make sales even when you aren’t yourself puttingwork into it directly. The internet offers a broad range of sales funnel options that allow you togrow your business 24 hours a day and 7 days a week. These funnels, when combined with highquality mobile marketing will turn your business into a perpetual sales machine all the whilefreeing you up to be more productive in the areas of your business in which you are critical.Getting Mobile Right Mobile marketing is here to stay. It is more effective, both in terms of cost andimplementation, than traditional marketing methods are and it allows you to share yourmarketing message with the customers that really matter. You don’t have to spend an arm and a leg in order to maximize the affects that mobilecould have on your business. A simple, cost effective mobile site design would already put youahead of most of your competition. 12 LocalBizHelp.ca - Bringing Your Message Directly to Your Customers
    • Mobile Marketing Survival Guide 2013 Don’t hesitate to take this step into the future and maximize your company’s sales. Calltoll free today @ 1.855.432.6762 to speak with us or email us at LocalBizHelp44@gmail.comand let us show you how mobile can increase your bottom line!Thanks for reading and I hope you take action today!Ron Richardson - LocalBizHelp.ca 13 LocalBizHelp.ca - Bringing Your Message Directly to Your Customers