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Building a Mobile Content Plan That Converts
We’ve seen a lot of good and bad messaging in 7 years at Urban Airship and we know that getting started is sometimes the hardest part of building out a new channel. The presentation covers: * Crafting Your Mobile Value Proposition * Drafting Automated, Scalable Content * Building a Targeted Messaging Plan * Best practices: length, testing
Building a Mobile Content Plan That Converts
- 1. 1 @urbanairship #ContentMarketing @urbanairship #ContentMarketing Buildinga Mobile Content Plan That Converts July 20, 2016 Alyssa Meritt & Leslie McCollom
- 2. 2 @urbanairship #ContentMarketing Alyssa MerittLeslie McCollom Director, Strategic Services Content Strategist
- 3. 3 @urbanairship #ContentMarketing Today’s Agenda •Your Mobile Value Proposition • Content to Action • A Targeted Messaging Plan • Best Practices, Key Takeaways • Next Steps
- 4. 4 @urbanairship #ContentMarketing @urbanairship #ContentMarketing Twostrategic questions: 1. How do we earn our place on the device? 2. How do we keep it?
- 5. 5 @urbanairship #ContentMarketing @urbanairship #ContentMarketing YourMobile Value Proposition
- 6. 6 @urbanairship #ContentMarketing Which AppWould You Download? Version 1 The Airship app is a unique online shopping platform with a distinctive perspective on women’s fashion. Our app empowers shoppers to stay ahead of the trends and to influence others, without breaking the bank. Take charge of your style with Airship! The Airship app keeps you stylishly in the know! You can: SHOP: Browse and buy on the go, and use mobile coupons in store. STYLE: See how fashionistas around the world wear trends, then share your own! SAVE: Be first to know about sales and exclusive mobile offers. Version 2
- 7. 7 @urbanairship #ContentMarketing Drafting YourMobile Value Proposition USERBRAND • Reach, engage & retain customers • Gain user insight • Operational efficiency • Optimal experiences • Generate repeat business • Easy & convenient • Save money • Save time • Have fun! • Security • Better deals • Be reminded My mobile app helps users do ______ by offering ______.
- 8. 8 @urbanairship #ContentMarketing Mobile ValueProp Examples: App Store App Store Copy
- 9. 9 @urbanairship #ContentMarketing Mobile ValueProp Examples: In-Store In-Store Flyer Promoting App
- 10. 10 @urbanairship #ContentMarketing Mobile ValueProp Examples: In-App Message The Soft Ask via In-App Message
- 11. 11 @urbanairship #ContentMarketing • Doesyour value proposition capture the benefits your app offers a user? • Where can you highlight this in your online and offline communications? Your Turn
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- 14. 14 @urbanairship #ContentMarketing Your Turn •What will compel your user to take their first action? An offer? Exclusive access? Humor? • What are other actions you can encourage them to complete early in their use of the app?
- 15. 15 @urbanairship #ContentMarketing @urbanairship #ContentMarketing ATargeted Messaging Plan
- 16. 16 @urbanairship #ContentMarketing • Howis it relevant? • Why does it matter here and now? • What do you what them to do? 3 Questions
- 17. 17 @urbanairship #ContentMarketing Your OOTBTargeting Toolset • Governance • Messaging Techniques • Automation • Device Property Tags, Lifecycle Lists, Dynamic Tagging
- 18. 18 @urbanairship #ContentMarketing Example: RueLa La Results • 10x higher click thru rates • 25% increased user session • 40% higher conversion than mobile browser Messages • Spanx. Your butt’s looking better already. Shop. • Citizens of Humanity denim wants your legs. • The other woman–inspired style. Get even. From sale reminder to shopping in seconds
- 19. 19 @urbanairship #ContentMarketing Some A/BTests to Try • Tease vs. Tell All • Straightforward vs. Creative • General vs. Personalized • Urgency vs. Value • Gated vs. Non-Gated Content • Shorter vs. Longer Copy • Brand voice vs. Informational
- 20. 20 @urbanairship #ContentMarketing Messaging Options PushNotifications In-App Messages Message Center
- 21. 21 @urbanairship #ContentMarketing Be Brief •Frontload the important stuff • Know your limits (Android: ~40 char, iOS:~ 90-100 char) • Test on actual devices! BEST PRACTICE https://support.urbanairship.com/entries/109215486-What-are-the-Maximum-Characters-for-Push-Notifications
- 22. 22 @urbanairship #ContentMarketing • Howis it relevant? • Why does it matter here and now? • What do you what them to do? 3 Questions
- 23. 23 @urbanairship #ContentMarketing Automation • Appfirst open • Profile completed • Shared, rated • Liked item • Used coupon • Abandoned sign up or basket • Hasn’t registered, hasn’t opened app in X days Actions can trigger reactions.
- 24. 24 @urbanairship #ContentMarketing • Howis it relevant? • Why does it matter here and now? • What do you what them to do? 3 Questions
- 25. 25 @urbanairship #ContentMarketing • Definesegments that move your business • Expand your omni-channel reach • Recapture users and retarget the right new ones Target BEST PRACTICE
- 26. 26 @urbanairship #ContentMarketing Out ofthe Box Targeting Mobile Lifecycle Activity • First App Open • Opened App • Sent Notification • Direct Open • Dormant • Uninstall • Rich Page Sent Device Properties • Language • Language Country • Time Zone Settings • Location Settings • iOS Device Model • iOS/Android App Version Opt-In Properties • Notification opt-in status • Background push status • Location enabled status
- 27. 27 @urbanairship #ContentMarketing Your Turn Didyour message pass the “3 Questions” relevance test?
- 28. 28 @urbanairship #ContentMarketing @urbanairship #ContentMarketing TheTemplate: Building a Targeted Messaging Plan
- 29. 29 @urbanairship #ContentMarketing Using theTemplate: Tab 2 Let’s take a closer look at the Excel spreadsheet now that we have more information on how to set up your messaging strategy.
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- 32. 32 @urbanairship #ContentMarketing • Fillout the template • Share with your team • Start drafting copy and sending! NEXT STEPS
- 33. 33 @urbanairship #ContentMarketing Let’s takea second for a quick poll.
- 34. 34 @urbanairship #ContentMarketing Q&A Luke, weneed a slide here that we can sit on while we have Q&A. Also add: “Want more? Check out the online resources in our Content Library for more best practice and benchmark resources.” in smaller text on the slide. Thx! Q & A Want more? Check out the resources in our blog and online Content Library for more best practices and benchmark reports.
- 35. 35 @urbanairship #ContentMarketing Thank You |Portland San Francisco London | +1 855 385 3155 | urbanairship.com
Editor's Notes
- #2 Welcome to the Urban Airship’s Building a Mobile Content Plan That Converts. We’ve seen a lot of good and bad messaging in 7 years at Urban Airship. And I KNOW that getting started is sometimes the hardest part of building out a new channel. That’s why we created the template we sent out yesterday. If you didn’t get it, it’s available in the Go To Webinar interface as a download. We love questions. We’re social! We’re @urbanairship #ContentMarketing for any of your editorial comments
- #3 A: Let’s get started I’m Alyssa Meritt, Head, Strategic Services for Urban Airship, And with me is Leslie McCollom. Leslie: Hey everyone, I'm Leslie. I lead the editorial efforts for our Urban Airship Blog, producing daily content. We’re here today to talk about building a content plan that converts. Getting started can be one biggest challenges we face as mobile marketers.
- #4 When you signed up, we sent you an excel spreadsheet. This is the “template” we’ll be mentioning. You can open it now and even fill in the blanks as Leslie and I talk through things. This is not a replacement for your mobile messaging strategy, but it is a starting point to thinking about content for your app that will be useful and relevant to your audiences. We’ll cover Crafting Your Mobile Value Proposition Drafting Automated, Scalable Content Building a Targeted Messaging Plan Best practices: length, testing
- #5 Mobile is another channel to communicate. But it is an opt in channel, one used by most loyal customers. It comes down to value and relevance At the core- this is your mobile value proposition.
- #6 So let’s talk about what this means. Your mobile value proposition is the value that your app can offer to users. It's important to be up front about exactly what this and to go into detail from the very start.
- #7 So here we have two examples of ways an app would outline their value proposition to users. Which one would you download? I'm looking at Version 1, and we have a retail fashion brand very vaguely saying that their app will help you, but not really saying how. What’s good about Version 2 is that it’s clear about exactly what you get from the app and why you should continue your relationship with the brand. It outlines the precise ways in which their app will help guide your shopping experience and save you money. I don’t know about you, but I would definitely download the one on the right, because it’s descriptive and engaging and it says exactly how it’s going to help me. Which would you download?
- #8 Let’s talk about weapons of mass persuasion. Why should your ideal prospect choose YOU instead of your competition? The intersection of brand and user goals : Starbucks, ordering and tipping, Alaska Airlines with boarding passes. Who is the best possible user for your product? “Every user who takes a _____ action is going to basically use our product forever.” “If we only_____ and everything else stalled, our company would still be doing really well.” STARWOOD does a good job of this
- #9 So each of the following examples demonstrates different omni-channel approaches to showcasing a mobile value proposition. Here is the appstore description for the Starwood app: Concise list of features that describe how their app will assist you in your travel experience. All great reasons why you would want this app.
- #10 In-Store Flyer Peet’s has a more direct ask, and is offering a reward. Variations on your value proposition can be used in a lot of different ways. Offering a reward while describing the value you would be able to give them (if only they would just opt in to push!) is a great way to seal the deal.
- #11 Here we have an example of a “soft ask.” I like the Guardian example because they’re asking the user to opt in for notifications, but they’re not just asking, they’re also telling, by focusing more on exactly what the app is going to do for me and how it’s going to keep me informed about things that are really important to me!
- #12 Compel the user using your weapons of persuasion. Highlight: App store, marketing coms, email But also in-app with the soft ask or, in your welcome series. This next section is about scaling up with automated or triggered messages (first open, inactivity).
- #13 At the end of the day, we want users to take action: what’s one of the first actions an engaged user should do in your app? Going back to your brand goals- what is your app supposed to do for your brand? We’re looking at the middle part of tab 2. While we’ll talk about messaging a new user in our examples, these ideas translate to feature adoption, app updates and inactivity . Welcome messages are easy to set up, change seasonally. target specific audiences
- #14 So when you welcome someone to your app for the first time, you want to right off the bat focus on the main actions you want users to accomplish during the first 30 days after downloading your app. These examples all really show the importance of striking the right balance between brand and user goals. •Starbucks lays out their value proposition to users here- but they also lead with asking you to add your payment information into the app, which definitely benefits them too. •Craftsy highlights new and important features in their welcome message. • And Hotels.com helps users get the most out of the app by immediately asking the user to sign in — this will help the user get more from the app, but it’s also a huge brand benefit.
- #15 What will compel users to take their first action? Think about where you can use the inherent power of mobile devices to push the envelope when it comes to utility. Location: Ship to store, Click to call, Track 8 more artists and I’ll show you a picture I drew of a dog in a jacket riding on the back of a giraffe. No thanks/track more
- #16 We talked about getting users to take a key action starting with a message upon first open. You can also plan for and automate inactivity messaging. But what if you don’t know anything about your users? How do you target? How do you plan?
- #17 So for those of you following along, you’re in tab 3. Before you decide on sending any message, governance or controls of when and how you send help combat the fear of overmessaging. Start with these questions before you push send on any message. They map to the three columns on the spreadsheet. Let’s talk about targeting and relevance first.
- #18 How is it relevant? If it is broadcast, give more than you get. Think about the messaging techniques you’re using. Automation helps with targeting as you’re sending a message in response to an action. We also have a number of OOTB tags that you can use to target with. Rue La La lets shoppers opt in to different sales, but when they started, they had some broadcast messages that added value and cut through the clutter.
- #19 Let’s take a look at Rue La La. They have great copy, and that’s precisely because they tested it. When they first started, they were not using humor at all, but then they did A/B testing with different types of messaging and found that the ones that used humor were much more effective. Now it’s one of the things their app is known for. So instead of just “Spanx I on sale now!” they say “Spanx: you’re butt’s looking better already. Shop.” The humor engages the user and there is benefit to the brand when that user buys. Just take a look at the results that they achieved. So now let’s talk about all the different A/B Tests you can Try.
- #20 There a a lot of different types of A/B tests you can try, and here are a few. So Tease vs. Tell All for a gossip/news app would be something like: “What did Kim dare to wear to the Grammy’s” vs. Tell: “See the scandalous Versace dress Kim wore at the Grammy’s.” And Straightforward vs. Creative for an airline app might be: “Check in for your flight now.” vs. “It’s almost time take off! Check in now and begin your adventure!” Urgency vs. Value for a retailer could be: “Buy now!” vs. “30% off, today only!”
- #21 When a person installs your app, they are implicitly agreeing to receive in-app messages and Message Center as a natural part of the app experience, but not push notifications.
- #22 A message isn’t useful if you can’t read it. Our mobile product team did some testing- they found out….
- #23 And, before you decide on sending any message, governance helps. Start with these questions before you push send on any message
- #25 And, before you decide on sending any message, governance helps. Start with these questions before you push send on any message
- #26 OOTB Device Property Tags, Triggered messages can add relevance. You can also tag user behaviors or upload lists from your CRM. [add stats on targeting]
- #29 Let’s take a closer look at the template now.
- #30 This section is really about the give to the get. You have to get people to take these actions, but what are hey getting in return? How do you earn your place on their device? We started out by talking about the value proposition of your app. That's critical for you to definite before moving on to the next phase of messaging. You want your message to clearly convey what customers will get from opting in to notifications. And research shows that the first 30 days are when you're going to hook someone with your app (or not), so it's really essential to have your strategy dialed. You already have content built for different channels, and it can be an awesome springboard for developing your mobile content.
- #31 This section is really about building your messaging. So whether your message is educational, promotional, transactional, what have you, you can walk though these steps to help define it. No matter the category, striking an equal balance of accomplishing brand and user goals is always what's most important. You may remember Alyssa talking you through those 3 questions, which are really about relevance, message type, and action.
- #32 So let’s dig in. You can do this! Let’s close with defining your next steps.
- #33 All you have to do is fill out the template, share it with your team, and start drafting copy and sending it out. It really that simple. Before we move on to the Q&A, we’d like to ask a polling question of you guys, so please take a second to respond.
- #34 Please check all that apply. “I’d like to talk to someone from Urban Airship about:” -- Building a better overall strategy for promoting my app -- A/B testing notifications and/or message content -- Understanding how my mobile messaging performs
- #35 Some additional resources you might want to explore on writing great mobile content: Content Marketing Institute’s blog And Moz, their focus has really shifted from talking solely about the technical aspects of SEO to really focusing on providing great utility to the user through content as well. There’s some good stuff there. And Also our blog, where we put out content daily which is geared toward helping marketers optimize and deliver their message.