John: Hello and welcome everyone to today’s presentation on Powerful Mobile Marketing Strategies To Get More Leads, Increase Your Revenue & Brand Awareness.
Let’s review what I am going to cover today: First we will go through… What is mobile marketing?Why is it important to your business?Then, I will share the four main types of mobile marketing as well as the top five benefits of fully leveraging mobile marketing in your businessWe’ll also talk about the most common challenges businesses face when putting a mobile marketing plan in place and how to avoid those challengesAnd, finally, we’ll look at some extremely simple ways to get started with marketing your business on mobile devices right away So, a lot of you might be asking, what exactly is mobile marketing? Let’s get on the same page here and make sure we’re all using the same definition. The Mobile Marketing Association defines mobile marketing as “a set of practices that enables organizations to communicate and engage with their target audience in an interactive and relevant manner through any mobile device or network.”So, what’s considered a mobile device? Well, mostly we’re talking about smartphones, but this category also includes gadgets like tablets, e-readers and even gaming consoles – basically anything that’s small, portable, and able to connect to the Internet.
Let’s review what I am going to cover today: First we will go through… What is mobile marketing?Why is it important to your business?Then, I will share the four main types of mobile marketing strategies as well as the top five benefits of fully leveraging mobile marketing in your businessWe’ll also talk about the most common challenges businesses face when putting a mobile marketing plan in place and how to avoid those challengesAnd, finally, we’ll look at some extremely simple ways to get started with marketing your business on mobile devices right awayLast but not least, we will end the presentation today with a question and answer session Lets dive right in!
So, a lot of you might be asking, what exactly is mobile marketing? Let’s get on the same page here and make sure we’re all using the same definition. The Mobile Marketing Association defines mobile marketing as “a set of practices that enables organizations to communicate and engage with their target audience in an interactive and relevant manner through any mobile device or network.”So, what’s considered a mobile device? Well, mostly we’re talking about smartphones, but this category also includes gadgets like tablets, e-readers and even gaming consoles – basically anything that’s small, portable, and able to connect to the Internet.
Now that we have these general definitions in place, let’s dig a little deeper. No matter if you’ve been running your business for years or you are just starting out, to succeed BIG you need a competitive advantage. This is especially true as social media continues to dominate our everyday lives.When your customers can choose from many different businesses in your industry, you need that something extra that is going to separate you from the rest of pack. If you don’t have that something special which makes you stand out, you ARE going lose to your competitors. You ARE going to miss out on potential new customers. And, maybe worst of all, you ARE going to watch your existing customers take their business elsewhere. If you’re comfortable with all that missed opportunity, this presentation is not for you. But, if you are seriously ready to turn your business into the powerhouse you know it can be, you NEED to find….. A repeatable way to quickly gain new customers as well as retain existing customers… A way to find and target your best potential customers… A proven way to guarantee your customers feel like they’re getting VIP deals every time they hear from you… And an affordable and effective marketing tool that consistently generates the biggest positive returns on your investment … And today I want to show you how mobile marketing can help you successfully achieve all of these objectives.
Let’s take a look now at four of the most fundamental parts of any good mobile marketing plan. I want you to have a solid understanding of the areas where you’ll want to focus your attention, as that’s always our goal at Social Media Marketing University -- we want you to be able to listen, learn and then implement what we share with you. So, the following are the most fundamental parts of any good mobile marketing plan:- First is Mobile Optimization, also known as Mobile SEO- Second is Text messaging, also known as SMS messages outside of the United State- Third is Mobile advertising- And lastly, mobile applications, commonly referred to as mobile appsWe’ll explore each of these elements and the opportunities they can create for you in greater detail throughout this presentation.
Now before we get into the nuts and bolts of mobile marketing, I always like to address the ‘who cares’ question right up front. For most of you, by registering for this presentation, you’ve proven you have a good idea of how important mobile marketing has become in the last few years and you want to discover how to leverage it in your business. There may be others in the audience today who need this subject put into the proper context … I’ve pulled together some quick stats which will eliminate all doubt and hesitation about getting started with your mobile marketing game-plan right away! 87 percent of Americans have a mobile phone and a majority of the population says that their phones are their most-used device. That’s even ahead of personal computers!! In fact, time spent on mobile devices is skyrocketing faster than any other media. There are already five times as many people who have mobile devices than personal computers. That’s a truly incredible trend that everybody needs to take seriously. Think about it, what are the three things you ALWAYS make sure to take with you before leaving the house?Your car keys, your purse or wallet, ….and you guessed it! Your mobile phone!
If that’s not enough to convince you how important mobile devices have become, consider this: people use their phones five times more to search for information on local businesses.According a recent Google survey of U.S. consumers, 71 percent of smartphone users that see TV, press or online ads, do a mobile search for more information in as little as one hour -- compared to computer searches that generate action in sometimes as long a month.And, if that weren’t telling enough, text message marketing gets 7 to 15 times the response rate of email and has a shocking 97% open rate. Amazing! These numbers should be real eye openers if you’re not already aware of the power of mobile marketing. So now, here’s the million dollar question for you… Is your business capitalizing on the “mobile” opportunity? Every day your prospects and customers spend an average of 2.7 hours living on their mobile devices. Are you talking to them where they live?If not, you’re missing out on a huge opportunity to connect with your target audience. It’s easy to get overwhelmed as a business owner at times because you’re trying to keep up with social media, you’re trying to keep up with online marketing trends, and it can really seem like a lot to take on and a big investment to make. But contrary to what you may have heard, mobile marketing can be quick, easy and way more affordable than other types of marketing, when you equip yourself with proven techniques and tactics. And, that’s exactly what I’m going to get you started with here today...
It should be very clear now: the future of marketing is mobile. Morgan Stanley predicts that mobile browsing – which is basically surfing the web from your phone – will outpace desktop browsing within three to five years! It almost seems like science fiction, doesn’t it? It’s hard to believe that just a handful of years ago, iPhones and Android devices didn’t even exist, and now – as if all of a sudden - they are such a big part of our lives that we are beginning to use our mobile phones almost as much as our computers. And if you really think about it, most of the advanced newer mobile phones are really more like mini-computers instead phones – especially with the advent of mobile apps right?Well, I can assure you – this is not science fiction. This is a fact and it’s happening now. You can either get left behind – far, far behind or get on board now.
Let’s talk a little bit about location-based mobile marketing, which is marketing that is targeted to an audience based on its specific location – also known as geo-targeting. Did you know that location based marketing is projected to grow to 6 BILLION dollars by 2015. That’s from zero dollars in 2009. The popularity of mobile marketing is fueled by two things: buyer habits, which we’ve already talked about, AND equally important, RESULTS.Businesses that have adopted mobile marketing strategies are seeing mind-blowing results and response rates. According to a study commissioned by Borrell Associates, some restaurants are seeing 65 percent redemption rates for real-time, geo-targeted mobile ads!Imagine having 65 percent of your prospects respond to your marketing campaigns! That absolutely blows away all other forms of advertising.
OK, at this point, let’s assume you’re convinced that mobile marketing is a legitimate opportunity. The next question you’re probably asking is how can you use mobile marketing to get more customers, more sales, and grow your business? And, what are the challenges and benefits of adopting this medium?
Well, for starters, let’s look at the top five benefits. This will give you a good sense of the real value of mobile marketing...First of all, mobile marketing is a great way to increase customer loyalty by engaging with them wherever they are, not just when they are tethered to their computer. As you’ve just heard, more and more individuals are connecting to the web directly through their mobile devices. That means if you’re not reaching them there, you are not reaching them anywhere. The second big benefit of mobile marketing is that it’s helping many businesses bring in more revenue per customer. For example, statistics show that text messaging has a proven ROI of up to, and in some cases more than 20%. That means it can double your business with the press of a button. Are you ready for that kind of boost to your bottom line?Third, just like other forms of social media marketing, mobile marketing is a great way to promote awareness of your brand. When done the right way, you can add mobile to your marketing mix and help establish your brand as a leader in your space. The fourth big benefit of mobile marketing is that it can help boost the number of visitors you get to your website. For example, using mobile marketing to distribute coupons and deals is a quick, easy and cost-effective way to get people to come to your site. And check this out: Mobile coupons are shown to be redeemed 10 times or more than traditional coupons. Can you imagine the increased revenue potential? Finally, the fifth benefit is that mobile marketing can give a real boost in real-world retail traffic. This is one of the most critical factors in main street business success. When done correctly, you’ll be able to instantly reach your target market with high-impact ads, promotions, and mobile websites that get your consumers to take real action, really fast. Again, these are just a handful of the benefits that you can expect to see when you put even the most basic mobile marketing strategy in place. So imagine what’s possible when you equip yourself with a full-blown strategic mobile marketing plan...
Now let’s talk about some of the challenges, real and perceived, that are preventing many business owners from adopting mobile marketing.As you can probably guess, time is one of the top challenges. In fact, almost half of business owners say they don’t have the time to figure it out. This is understandable because business owners, big and small, are, as a rule, strapped for time. What a lot of business owners often don’t understand, and what I want to make absolutely clear to you today, is that when you have an effective mobile marketing strategy in place, it will allow you to make the most efficient use of your time. Thirty percent of those surveyed in a recent online business survey said mobile marketing was outside their budget. Now, the reality is that mobile marketing is cost-effective and affordable, but there’s still a perception that it’s only for the big companies with deep pockets. That’s simply not true!!And another third said they were interested in mobile but weren’t sure where to begin.So let’s tackle that last question first – where to begin with mobile marketing?This is where we begin with the good stuff... the hands on help you need to begin seeing real results with mobile marketing. Get ready to take some really good notes coming up.
That said, a great place to start is with mobile search engine optimization, often called mobile SEO.
So what is mobile SEO? Well, it’s pretty simple: it’s all about making sure your website is findable and properly usable on a mobile device in the mobile context. Searching on a phone is a little tougher than searching on a computer, so you need to make every part of the mobile experience very easy on your users.
The popularity of mobile devices has presented new challenges for publishers. For one thing, phones have tiny screens, and most business websites are designed to be viewed on a desktop or laptop. The challenge is that mobile visitors won’t stay on your website if it doesn’t display well on their mobile screen. We’ve all been there, right? You go to a website on your mobile device and it’s a total mess: broken graphics, really small text, long load times – everything’s jumbled. You may sell the best product on your side of the Mississippi, but if your website isn’t optimized for mobile, you’re going to lose customers to the competitor who HAS taken the steps to optimize their mobile site.
So, obviously, creating a mobile-friendly site is a really good idea. This is an example of what a website that isn’t mobile optimized may look like. Not too attractive is it?But, surprisingly, this is what the majority of business websites out there look like on a mobile device today. As you can imagine, the businesses that have a mobile optimized website are at a real advantage.
Now that you’ve seen what a non-optimized mobile website looks like, what does a mobile-friendly site look? Here’s a good example, from a sandwich shop chain called Firehouse Subs.Other than the fact that it lays out nicely on the device – nothing’s jumbled or broken – what makes it a successful mobile site in our eyes? The answer is relevance. In other words, a quality, optimized mobile site should respond to exactly what your visitor is looking for in the mobile context. What are most mobile users seeking when they visit your site?Quick, straight-forward information. People browsing on their mobile devices are often looking for basic information – things like driving directions, hours of operation, and contact information.A good mobile site will make all of this information very prominent. Again, you want to make the mobile browsing experience as quick and simple as possible.
Next, let’s talk about SMS messaging, commonly known as text messaging. Text messaging is a wildly popular and extremely effective way to promote your business and acquire new customers.Consider the statistics: Look at how engaged people are with their phones. Three-quarters of phone users send & receive 664 text messages EACH MONTH.And open rates for text messages are off the charts – better than any other marketing channel. Simply because on most mobile devices, a text message just pops up LIVE staring you right in the face. And how many times have we all dropped what we are doing and instantly read or responded to the text? Exactly my point! Lastly, whereas people change and create new email addresses on a whim, people hang on to their mobile phone numbers for much much longer, sometimes for a lifetime! That means that once you have someone’s phone number on your mobile marketing list, you’ll likely be able to reach that person for years to come. Now that’s powerful, isn’t it?
There’s a widely held notion that SMS or text-message marketing is simply a form of SPAM and that users hate getting promotional messages delivered to their phones.There’s a grain of truth to this notion: you DO have to be careful with text marketing since it’s definitely more personal than, say email. But! You should also know that there are PLENTY of people who WANT to hear from you. The data proves it. One recent survey by a respectable research firm shows that people actually PREFER to get coupons via text messages over other channels because then they don’t need to be carrying a bunch of paper clippings around! The wonders of a digital life! And, as I shared earlier, mobile coupons are redeemed 10 times - or more - than traditional coupons. That pretty much says it all!
Let’s look at an example of a coupon received via a text message.Can you see why people would prefer getting a coupon like this over other forms, like clipping them out of the newspaper or going to Coupon Directories, Daily Deal sites, and places like Citysearch? I mean, these days, who wants to clip coupons and carry them around with them wherever they go? Not me – and I am sure you are in the same boat.Having a coupon on your phone is a very easy, practical way to take advantage of special offers. And since every phone can receive texts, your potential audience just got WAY bigger.And, what’s amazing is that text messages aren’t just good for coupons. They are great for appointment reminders, letting people know their reservations or orders are ready, sharing the status of an open project... there is almost no end to the practical uses of text messaging in your business when it’s done the right way.
When you decide to launch a SMS text marketing campaign, there are some things you should consider before getting started:First of all, be sure to get permission from the recipient and make it very clear how you intend to use their information. This is really important. When you set the proper expectation with your prospects, they’ll rarely feel you’re spamming or harassing them. To the contrary, they’ll look forward to what you’ve sent them when you got about it strategically and with their benefit in mind. Secondly, you’ll want to encourage participation by offering incentives. People love a discount or special offer, so use these strategies to build your list. When you can offer valuable incentives for mobile users, your chance of getting engagement and conversions will dramatically increase.And third, don’t wait! Many businesses make the mistake of getting their customers to opt-in by submitting their cell phone number, but then don’t do anything besides maybe sending a thank you text. If you really want to stand out from the crowd, use text marketing to deliver rewards, giveaways or coupons right after a prospect or customers opt-ins so they instantly feel like signing up for your list was worthwhile. Then, continue providing value frequently to remind them to visit your business over the competition. Lastly, make it simple for someone to opt-out of your text marketing. Respect their privacy and it’s likely the same prospect will choose to do business with you in the future when they are ready. With a strategic, on-going text marketing plan in place – where you offer the kinds of incentives your customers really want and need – you can attract more customers, deepen relationships with existing customers and dominate your market.
And how does a business go about doing all of this? I’m going to let you in on something a lot of businesses don’t know – it’s not that hard! There are a variety of great text marketing platforms out there. They operate in much the same way as an email marketing platform. You just log in, compose a message, and hit send – very simple.To get started, set up your short code, which is often something like “text ‘save’ to such and such number to get 10% off your next visit” and post it everywhere your customers can see it, and your well on your way to start building your mobile list!And something as simple as that can put you drastically ahead of your competition over time and let your target audience know you are keeping up with the times!
Now, let’s talk advertising, another great way to leverage your buyers’ reliance on their mobile phones.This is an example of a mobile ad, for Kentucky Fried Chicken of all things.It may be a little tough to see, but this ad was actually presented inside of the mobile version of FHM magazine, a popular men’s magazine.It gives the mobile user an opportunity to win a PSP gaming console from Sony as an incentive for visiting their site, and of course, hopefully eating their food at a local restaurant.Think about it, you’re sitting there going through a digital magazine at home, you see an ad, you think hmmm.. I am a little hungry, you look up the address of the closest location on the maps application on your mobile phone and out the door you go… Boom, mobile advertising swiftly at work in our everyday life.
advertising like this is taking off like a rocket!According to research from MobiThinking.com, mobile ad spending worldwide is predicted to reach $20.6 BILLION in 2015. And as you can see on this chart, there were over 234 Billion mobile advertising impressions in the 4th quarter of last year alone.That’s a HUGE number, and it’s growing at an astronomical rate!
When business owners see these numbers, they get excited and they start asking the question, what really works best in mobile advertising, what’s going to give me the most bang for my marketing buck? Data compiled by Gartner, the I.T. research firm shows that search ads and specially geo-targeted ads deliver the highest revenue.In other words, local and mobile combines is where it’s at… In the U.S. alone, over half of mobile ad spending is done in a local context. So if you are a local business – meaning that you primarily sell or serve a specific geographic area – mobile advertising may be the perfect platform to give you an edge over your competition. You can target your ads to specific locations, specific applications, and even specific types of devices – allowing you to narrow in on exactly who want to reach. If you can’t create a local advertising campaign – one that is delivered to potential customers who live, work and play right in the backyard of your business – your message will not reach the people you need and that is NOT going to help boost your traffic... Thankfully, mobile marketing done right allows you to do exactly this, quickly and easily.
OK, speaking of “doing it right,” let’s talk strategy. There are some extremely important things to keep in mind when you start to think about putting together your mobile marketing campaign:First of all, you’ll want to maintain realistic expectations; mobile marketing is effective, and its potential grows every day, BUT it’s not silver bullet. The right way to think about it is to make it a part a larger marketing strategy. For example, if you sell big-ticket items, don’t expect major transactions to occur from your mobile campaigns. Instead, work out how you can get a prospect to take the first step in a sales process – that may be just a phone call, getting them to opt-in to your list, or possibly downloading your mobile application. Use your mobile ad campaigns to build interest, excitement, loyalty, and curiosity. If you can help your recipients to know you, like you, and trust you, you’re massively increasing the likelihood of this same person doing business with you. But, if you cram it all down their throat at one time and expect them to become a lifetime loyal customer just because you’re using mobile marketing, it’s the wrong approach. Whichever mobile medium you pick, remember, to be a success your campaign must allow for something to be “done” quickly and easily on the phone. If you make it too complicated, you can wave goodbye to great results.
One of the most common questions business owners launching a mobile marketing campaign have is; how do you choose an ad network? There are a lot of great ad networks to choose from. Google, as always, offers a great platform, but there are some other great players in this space you may want to consider as well…Just a few of Google’s quality competitors include JumpTap, MillenialMedia, Microsoft, and Tapjoy.Each ad platform has its own pros and cons, so as you get more familiar with mobile advertising you may want to explore each of them to see which best fits your needs. For 99% of you, getting started on Google’s network will be a magnificent start!
And getting started is easy.Creating an ad for mobile is essentially the same as placing a regular online ad BUT you want to make sure your art and messaging is optimized for mobile screens.It’s extremely important to be cognizant of the results you expect before launching the campaign. As I said before, make sure the response you are expecting to get is appropriate for a mobile user. Any good marketing campaign should have a strong call to action and a clear expected response from your customer. Because of the limitations associated in a mobile context, you’ll want to take extra care to make sure your call to action is extremely targeted and tight. And, most of all, you want to make sure your call to action actually responds to a real-world need your customer is facing and offers them a viable solution they can’t live without. Make it concise, easy to understand, and to utilize and you’ll likely have yourself a winning campaign.
With all that said, I’m NOT saying you should definitely rush out and pay a developer hundreds or even thousands to build an app for your business. Apps are not for every business! And users are getting increasingly picky about which apps they’ll download and ultimately use on a regular basis. Studies are showing that “app-fatigue” is a real issue ... and, the truth of the matter is, most apps stop getting used after a very short period of time after the initial download because they aren’t on the user’s short list of important and most used apps.So, if you’re interested in taking the mobile app route, you’ve got to do your homework. Specifically, you should figure out if you can create an app that truly adds UNIQUE value to your prospects and/or buyers. A novelty app isn’t likely going to add real, ongoing value to your customers.
Let me show you some examples of what other companies have done with their mobile app; perhaps this will spark some ideas in your mind that would likely add value and resonate with your target market: An app that delivers special offers – as we mentioned earlier, people LOVE getting sweet deals delivered to their phones.This one is from Golfsmith golf store, and you can see that they are offering a special deal on a club.If you have a fanatical buying audience – like golfers – a special offers app may be just the ticket.
Another possibility: if you have an enthusiastic customer base, you can channel and leverage that enthusiasm with a loyalty program. This is an example that many of you probably recognize – the loyalty and purchasing app from Starbucks.I know a lot of people that use this App several times a day!Why is it successful? It maintains an ongoing conversation with your customers and continues to load them up with real value. It makes users feel exclusive and special.
Any app that makes someone’s life easier is worth exploring. If you can help people out, you’ll generate a TON of goodwill, and that will pay dividends. Calculator apps are a good example of this. This one is from a fitness and weight loss company, and they are helping their users succeed by making it easy to track their exercise activity and food intake.Other calculator examples include mortgage calculators, construction measurement calculators for construction contractors, and cooking measurement calculators for the home chef.Checking out some of the examples that are out there is a great way to trigger some ideas you can use for your own business.
Now we can’t talk about apps without talking about games. Everyone loves games. No matter the demographic. You may have even heard of this huge trend they call the “gamification of business.”Foursquare is a perfect example of an App that makes a game out of “checking in” to various businesses you regularly attend. You could use the Foursquare app to create a game experience for those that frequent your business and reward them for “checking-in” and letting their Facebook and Twitter friends know about their whereabouts. Another great example of a very functional App is by Chase, the banking conglomerate. Chase allows their account holders to take a picture of a check via their app and make a deposit without ever having to walk into the local branch – now that’s awesome! Even Bank of America is now offering the same functionality in their mobile app.
Lastly, everyone is looking for ways to get more done in the day. Productivity apps are incredibly popular in Apple’s App Store and in the Android Market. The mobile trading app from eTrade is a good example – They’re the company that has those funny Super Bowl commercials with the talking baby!Anyway...you can literally trade stocks on the go with this App. You don’t necessarily have to come up with something so sophisticated, but if you can find a way to help your customers get more done through an App, you can win their loyalty.What I want you to take away from this is that when you can incorporate Apps the right way in your mobile marketing strategy, you can dramatically increase your overall engagement with your consumers.
SLIDE 38So let’s recap the four major types of mobile marketing you need to be aware of. Mobile search engine optimizationSMS or text messagingMobile advertisingAnd mobile apps
If you take anything away from this presentation – and I trust you’ll take away a lot – if you just take away just ONE thing … it should be this: And you want to write this done:The future is mobile, and that future is NOW. The sooner you adapt one or more forms of mobile marketing, the sooner your business will be in a position to compete for tomorrow’s customer - today.
Mobile Marketing Mania [Mini Course] SMMU.com
Powerful Mobile Marketing
Strategies To Get More
Leads, Increase Your Revenue
& Brand Awareness
Do you have a cell phone?
Guess what? So do ALL of your potential customers!
What is mobile marketing?
Why is it important to you and your business?
The 4 main types of mobile marketing strategies
Top 5 benefits of utilizing mobile marketing
Common mobile marketing challenges and
how to overcome them!
Extremely simple ways to get started with
marketing your business on mobile devices
Question & Answer Session
A set of practices that
enables organizations to
communicate and engage
with their audience in an
interactive and relevant
manner through any mobile
device or network.
To separate you from the rest of the pack
A repeatable way to quickly gain new customers and
retain existing customers…
A way to find and target your best potential customers…
A proven way to guarantee your customers feel like they’re
getting VIP deals every time they hear from you…
An affordable and effective marketing tool that consistently
generates the biggest returns on your investment …
87% of Americans have a mobile phone
and a majority of the population says that
their phones are their most-used device!
71% of smartphone users that see TV, press
or online ad, do a mobile search for more
information in as little as one hour
Text messaging gets 7 to 15 times the
response rate of email and has a
shocking 97% open rate
It should be very clear now:
The future of marketing is mobile!
Morgan Stanley predicts that mobile
browsing will outpace desktop
browsing within three to five years!
Location based marketing is projected
to grow to 6 BILLION dollars in 2015
…and that’s from 0 dollars in 2009
How can you use mobile marketing to grow your business?
What are the challenges and benefits of adopting this medium?
1. Better customer engagement
2. More revenue per customer
3. Promote brand awareness
1. Increased traffic to your website
2. Increased traffic to your physical location
Now let’s talk about
some of the
challenges, real and
perceived, that are
business owners from
It’s all about
making sure your
website is findable
and properly usable
on a mobile device
in the mobile
What is mobile SEO?
People won’t stay on your website if it
doesn’t display right on their mobile screen
This is an
what a website
that isn’t mobile
A quality, optimized
mobile site should
respond to exactly
what your visitors are
Three-quarters of phone users
Send & receive
664 text messages
commonly known as text messaging
You DO have to be careful with
People WANT to
hear from you
are redeemed 10
times (or more) than
Who wants to
and carry them
There is almost
no end to the
of text messaging
in your business