When it comes to a successful mobile marketing plan, it’s all about preparation and choosing the tools.
Let’s start with the basics: what Is mobile marketing?
Mobile marketing is the idea of reaching your audiences on their smartphones, tablets, and other mobile devices. It’s become one of the most important marketing elements for many companies because the adoption and use of mobile devices continue to increase year over year.
When you consider that 81% of Americans own a smartphone, understanding the importance of mobile marketing is easy. On top of that, many people now rely on text messages as their primary form of communication.
This presents businesses with a unique opportunity — to reach customers on a device that they’re already engaged with and take with them everywhere. Given the fact that text messages have unmatched open rates of 98%, using an SMS marketing strategy means that your messages will be seen for sure. Moreover, you can send text message blasts to reach thousands of customers immediately.
But for many companies, knowing where to start is the hardest part. Many different elements can be used as part of your mobile marketing plan. In this section, we’ll cover three things you can incorporate in your marketing plan to help set yourself up for success.
SMS and MMS Messages
One of the most common ways companies adopt mobile marketing is through SMS and MMS messaging. These two messaging types are sent to customers in the form of a text message and impressive performance metrics.
Did you know that messaging is the number one reported use of smartphones?
That’s why implementing SMS and MMS marketing can be such a valuable tool. Your customers are much more likely to receive, open, and read your message when it comes via text. In fact, many of your customers actually prefer this marketing method over other channels thanks to the benefits of SMS.
Text message marketing is a great way to engage your audiences. With high open rates and quick response times, SMS and MMS messages offer you a direct connection with your customers, no matter where they are. Image courtesy of Aviaro.
So what’s the difference between SMS and MMS messages? Here’s a quick rundown to help you better understand which message type is best for you — or if you want to incorporate both!
SMS stands for short message service. The biggest thing to understand about SMS is that it is a text-only message and has a character limit of up to 160 characters. This means you cannot include any imagery or anything beyond text and your call-to-action link.
MMS stands for multimedia messaging service. This type of text message allows you to incorporate images, videos, emojis, and more. Choosing to send MMS messages also will enable you to leverage a higher character count than SMS.
Whether you choose to go with SMS, MMS, or both, you won’t regret it. Reaching your audiences on their mobile devices through a channel they use every day will open up a world of opportunity for you — and is a staple in every successful mobile marketing plan.
Push notifications are messages that appear on a mobile device and encourage customers to open the related app. While push notifications seem to be very similar to SMS messages, the most significant difference between the two is that push notifications are only sent to users who have your app download.
Push notifications can make a big impact on the success of your mobile app marketing plan. In fact, they are known to boost engagement and increase app retention substantially.
Whether you’re looking to improve customer retention, visit frequencies, or user engagement for your app, push notifications are the way to go. Sending an intriguing message at the right time to the device your audiences are already using will grab their attention and entice them to continue reading. Image courtesy of Invesp
Not sure how to best incorporate push notifications into your mobile marketing plan? Here are a few examples to help get you started:
- Send revenue-driven messages based on previously viewed products
- Promote upcoming sales and promotions to build excitement
- Share relevant company news or content
- Develop nurturing campaigns to keep users engaged
There are a number of different ways that you can incorporate push notifications into your mobile marketing strategy. If you have a mobile app and aren’t already using push notifications to your advantage, now’s the time to make the most out of your efforts.
Mobile advertising essentially means any form of advertisement that appears on a mobile device. This idea brings the pieces we’ve already discussed together and creates an opportunity to increase the reach of your advertising.
While it is all-encompassing, mobile advertising is a little different because of the types of messages you’re sending to your customers. These messages should be much more targeted based on actual customer data and designed to drive revenue growth.
You’ll often see these more targeted advertisements in the form of a banner on a mobile website or in-app experience. SMS messages can be used as a form of mobile advertising as well, but again the content of the message is a bit more targeted and promotional.
Why is it important to focus on mobile advertising in addition to your SMS and push notifications? Because it can bring the two together to create a more robust mobile marketing plan that will convert more customers.
When you consider that more users are spending their time on mobile devices, it’s easy to see where your advertising dollars should be allocated. Of course, you still need to have some advertising for desktop users, but it will keep taking more and more share of that space as mobile continues to grow. Image courtesy of Smartyads
If you don’t think about mobile advertising as part of your overall marketing plan, you’re missing out on a big opportunity. The more you know about your audiences and the more you can get your targeted messages in front of them, the more you’re likely to increase user engagement.
Here’s How to Create an Effective Mobile Marketing Plan
So now that you know what mobile marketing is and some of the different channels that can be used, it’s time to start thinking about developing your action plan.
While it might be tempting to dive right into your mobile marketing efforts, you’ll want to make sure to think about this transition strategically. Putting a plan in place before sending out your first SMS message or push notification will help keep your goals in reach.
In this section, we’ll outline a few of the important steps you’ll want to take when starting to develop your mobile marketing plan. From laying down an excellent foundation to identifying how you’ll track and measure success — it’s all-important to consider from the start.
Start Growing Your Subscriber List
First and foremost, you need to build a list of customers with who you can communicate via mobile marketing. For SMS and MMS marketing, this will be your subscriber list, and for push notifications, it’s people who have downloaded your app.
When it comes to mobile marketing, your customers must have opted-in to your campaign. Mobile marketing channels are some of the most regulated forms of communication, and you need to ensure you’re following those rules — or you’ll find yourself with a hefty fine.
The good thing about this is that you know that the audiences who have opted-in are actively interested in what your business has to say.
Here are a few strategies you can use to build your mobile marketing list:
- Use in-store signage and promotions to share your opt-in shortcode and keyword
- Provide an incentive to customers for joining your list or downloading your app
- Include a sign-up option on your website so people can easily opt-in
- Encourage current email subscribers to participate in these new channels
- Offer an option to opt-in to your mobile marketing channels during checkout
Once you’ve got a plan in place to start growing your subscribers and app downloads, you’ve got to remember to keep those audiences engaged. The hard work isn’t done after you hit your first goal — you need to keep those people intrigued.
It’s more expensive to attract a new customer than it is to retain a current one. That’s why it’s so important to keep nurturing your subscribers and keep your content fresh to encourage them to come back for more. Image courtesy of Constant Contact.
It’s much more effective for you to nurture the relationships that already exist than constantly hunting down new customers. While it’s obviously a balancing act, you need to make sure to have a retention plan in place and nurture the leads you already have.
Determine What Mobile Marketing Tactics You’ll Use
In the first section of this article, we talked about a few of the mobile marketing tactics available to you. Well, now that you’re starting to develop your action plan, it’s time to decide exactly what you’re going to use and how.
Not sure where to get started with this? These mobile marketing tips can help you identify areas big and small to get started.
- Make sure your website is mobile-friendly
- Keep mobile in mind when developing content
- Incorporate SMS and MMS messages into your strategy
- Utilize channels such as Google My Business and the WhatsApp
- Create a mobile app
Knowing what your mobile marketing mix will look like can help pave the way for a successful strategy and implementation.
Another important thing to consider when determining what mobile tactics you plan to use is your customer preferences. Does your target audience group utilize their smartphones or tablets more? Are they actively engaging with your app, or does a direct text message work best?
Understanding where and how your audiences are engaging with your brand can provide you with invaluable insights. If you’re putting too much focus on PC or tablet users, but the vast majority of your customers are using smartphones — you could be wasting a lot of time and money. Image courtesy of GWI
The more you know about your audiences, the better. This will allow you to ensure you’re putting the work into the right channels and that the payoff will be worth all the hard work.
So take your time and really dig into the data you have on hand to make the most informed decision on which channels you’ll choose to focus on. A little extra time researching during the planning stages can make a significant impact on the overall success of the plan.
Develop Compelling Content That Provides Value
Next up, you need to make sure the content you’re creating is compelling and provides your audiences with something of value. Without the right content, you won’t be able to keep your subscribers engaged, and an unengaged subscriber won’t do you much good.
That’s why it’s important to take a step back and decide what kind of content you plan to create and what the value to your audience is. Maybe it’s providing exclusive promotions or mobile-only campaigns — whatever the case may be, it needs to benefit the customer.
Here are a few ways you can work to create more compelling content:
- Write a catchy title that will pique the reader’s interest
- Lead with the most important information
- Keep your messages short and concise
- Don’t forget to proofread to catch any errors
- Add a call to action
You’ll also want to consider the mobile marketing channels you choose to focus on when thinking about content. SMS is an excellent example of how the right content can make a campaign successful.
SMS has an impressive open, engagement, and coupon redemption rates, but if you send the wrong content through this channel, your stats will fall flat. You need to take the time to understand what tactics work best with each channel to make the most out of your mobile marketing plan. Image courtesy of MobileMonkey
If you’re only using SMS messages, then you’ll need to make sure to keep your content short and to the point. While if you go with MMS messages, you need to think about what the imagery should look like and how it will support the content.
So it’s not only important to identify how you’ll send your messages. It’s just as important to plan out what those messages will look like. Doing both of these steps before getting too far into the weeds will help build a much more comprehensive experience.
Identify What Success Looks Like
Last but not least, identify what success looks like to you. This will allow you to track and measure how well your plan actually performed. If you start charging forward without setting goals, you’ll never know the true impact of your campaign — and you won’t have something to celebrate when you crush it!
Whether it’s as simple as reaching a certain number of app downloads or, more specific like increasing SMS sales revenue year over year, it’s so important to write it down. Of course, things may change throughout the process but having goals in place early on gives you direction and something to work towards.
What can your goals look like for mobile marketing? Here are a few examples of things you can strive to achieve:
- Grow your subscriber list or increase app downloads
- Improve customer engagement
- Boost sales and revenue through your mobile marketing channels
- Increase website traffic from your mobile channels
There are so many options when it comes to setting goals. Identify what matters most to your business and use that as a guiding factor to developing your goals.
Make it Scalable With a Mobile Marketing Platform
Once you’ve got your plan in place, it’s time to start thinking about how you’ll implement and manage your mobile marketing plan.
This can be an overwhelming part of the process, especially if you have no history working with mobile apps and text marketing. Luckily, there are tons of platforms available to help make this part much more straightforward.
Many of these platforms will provide you with mobile marketing capabilities such as:
- Scheduling and automation
- Templates and editing tools
- Cross channel marketing capabilities
- Testing, tracking, and campaign metrics
In this section, we’ll take a look at ten mobile marketing platforms that can help you bring your plan to fruition and set you up for success. Each platform has its own unique benefits, but they are all great options to help you manage all of your mobile marketing needs.
Make Your Mobile Marketing Plan a Success
If you’ve made it this far, you should get ready to start developing your own mobile marketing plan. With a better understanding of what mobile marketing is, the common channels used, and some tips and tricks to set yourself up for success — it’s time to put it all into action.
While it might seem daunting at first, you have everything you need to create an engaging and successful mobile marketing plan. You don’t have to do it all at once. You can start off with baby steps, but don’t stop pushing forward.
With a solid plan in place and the right marketing platform, you’ll be unstoppable.