Mobile marketing is one of the most effective ways to generate results and grow your business. As there are billions of mobile phone users around the world, it’s now possible to send a message to your target audience within seconds. Moreover, about half of mobile users own smartphones that have features that make communication more convenient than ever.
In recent years, mobile marketing strategies have developed exponentially into a multichannel specialty. This growth allowed businesses across the world to explore different opportunities that the mobile platform has to offer. Being popular across demographics, culture, and population meant that there are opportunities to deliver curated messages to the audience through different mobile channels, which could transform into conversions and revenue in the long run.
Mobile marketing is a strategy that can be used for both seasonal and long-term campaigns. To design a successful mobile campaign best suited to your business demands, there are prerequisites that you need to cover.
If you’d like to learn more about designing a multichannel mobile campaign for your business, you can consider the suggestions below to help you get started:
Understand Your Audience
Before you start planning your marketing strategy, it may be helpful to know your buyer profiles first. Knowing your target market plays a big role in the success of your campaign. Buyer profiles describe your audience’s typical background, age range, nature of work, and purchase power, among other characteristics. Using this information, it will be easier for you to select a channel and format for your marketing messages.
For instance, many millennials express their dislike towards phone calls. They see this as unnecessary and even counter-productive at times. If your audience is largely comprised of millennials, you can format your marketing messages in a way that won’t be as intrusive or time-consuming as phone calls may seem. For instance, you can consider sending them through SMS, MMS, or mobile messaging apps.
In the same scenario, you may wonder if sending your marketing materials only in text format could somehow become a limitation and potentially derail the success of your campaign. To counter this, you can find alternatives that could add variety to how you present your materials to the audience. For example, you can transform your marketing message into a ringless voicemail. It’s a pre-recorded message sent to a mobile phone which triggers a notification without having to dial the phone number. The customer can listen to the message at their convenience. To acquire this kind of service, you can look for marketing companies offering solutions specifically designed for mobile campaigns, such as Drop Cowboy Ringless Voicemail.
Define Your Campaign Goals
Before you launch a mobile marketing strategy, you’ll need to determine your goals and their importance to your business. These goals will help you devise your strategies more effectively, as well as determine how to allocate your resources. Also, setting clear goals will help you discover whether you’re headed towards the direction you wanted and that your efforts are producing the right results.
Here are some examples of goals that you can set for your campaign:
To Increase Brand Awareness.
If your primary goal is to increase awareness of your brand, you can start your planning by identifying your brand personality and voice. This way, you can capitalize on your uniqueness and focus your efforts on setting your brand apart from the competition. Ultimately, promoting brand awareness means letting the audience know that your brand goes beyond being just a business that sells products and services. This unique brand personality can become the key consideration for the client to choose your brand over the others, so it’s a crucial part of your campaign.
There are many ways you can boost brand awareness through your mobile marketing campaign. For instance, you can incorporate interesting content related to your product or industry on your social media marketing. You can also send materials that would let the audience know of your company culture. Whichever way you want to engage your audience, the key is to do it in a manner that makes your brand more relatable and friendly as these qualities can make the audience feel a sense of belongingness and community. Once you’re able to effectively engage your audience, they can help in promoting your brand by sharing good feedback about it and letting their immediate circle learn about their positive experience with it as well.
To Generate Quality Leads
A business needs to generate leads to boost revenue and promote its growth. Without revenue from new customers, it will be challenging for any business to stay afloat and remain competitive in any market, regardless of the quality of products or services they offer. This is why it’s a common goal for most marketing campaigns to attract new interest and acquire new business.
Through your mobile campaign, you can reach out to potential customers by sharing links to your social media profiles and website. At the same time, your in-app and in-game ads can help drive traffic to your posts as well.
To Establish Industry Leadership
Thought leadership is about gaining wide recognition for your brand across the market as well as among competition, as being one of the best and most trusted in the industry. As such, it’s essential to prove your knowledge, credibility, and experience to be recognized as a leader in your field.
To promote thought leadership, you can start by producing and sharing inspiring and informative content that would resonate with your audience. If this is one of your marketing goals, it may be more effective if you’re going to do it for the long term as consistency is essential to maintain your relevance in your industry.
While your goal is to stand out and show your edge among the competition, collaborating with other industry leaders may also help establish a credible image for your brand. To do this, you can consider working in partnership with a competitor towards a common goal that is ideally beneficial to the community. For instance, you can collaborate in socially-relevant projects that you can feature in a marketing campaign such as promoting sustainability, protecting the environment, etc. You can select projects aligned with your brand image to boost its credibility.
To Promote Customer Value
Satisfied customers not only boost revenue through their purchases but through their recommendations of your brand to others as well. Given this, it may be important to keep track of your retention targets or upsell targets to assess whether you’re growing customer value and loyalty. Additionally, you can monitor which of the promotional materials you used were the most effective in driving interest and revenue. This will help you have a better idea of the kind of content best suited to the preferences of both your current customer base and new acquisitions as well.
Some of the common ways businesses improve value for their customers are through giving discounts, freebies, special deals, and free trials. These are tried-and-tested strategies proven to be effective across industries. As such, you can also consider featuring these add-ons on your promotional campaign.
Determine Performance Metrics
Your mobile marketing campaign needs to be assessed and optimized to determine its effectiveness. To do this, you need to establish Key Performance Indicators (KPIs) that would signify if your program is succeeding or not.
Here are some examples of KPIs you can consider:
Keeping track of your leads is important as you can observe patterns that would give you hints on what potential customers find interesting or valuable on your website.
It’s essential to know how many people visited your website because it could indicate how effective your marketing strategy is at a specified time. Apart from signifying if the campaign garnered attention and sparked the interest of the target audience, you’ll also need to know how many of the visitors will proceed to buy your products as a result of your promotion.
The conversion rate pertains to the percentage of visitors on a website that completed a sale. It can be used to measure the effectiveness of your marketing efforts at converting leads into new business. Conversion rate is a key metric for aligning your marketing and sales teams because both can use it to define the quality of leads. Also, a high conversion rate may indicate success for your marketing campaign.
Your sales can determine how much your latest marketing efforts boosted revenue. It can show how effective your marketing campaign was in generating sales on its own and as compared to past marketing efforts,
Create A Mobile Friendly Campaign
To design a cohesive marketing campaign, your plan must cover many communication channels including text messaging and mobile applications. Commonly, these channels are regularly accessed across all demographics. This is why it may be useful to extend your reach and boost your presence through them. Here are some of the most common channels used for mobile marketing:
Mobile Marketing Channels
The goal of having a mobile-friendly site is to create a convenient and meaningful user experience. If your audience is satisfied with their experience using your website, then they will consider visiting it as often as needed. There’s also a good chance for you to get a recommendation from them through word of mouth or link sharing.
SMS And MMS
You can use SMS (short message service) and MMS (multimedia message service) to directly send marketing messages to customers. Being the most common marketing strategy, advertisers use this channel to reach out to customers through their mobile gadgets. However, it’s crucial to use these channels wisely so as not to seem disruptive or intrusive to the audience. It may be wise to capitalize on the quality of content shared through these channels rather than the quantity, as sending promotional messages too often may cause the audience to lose interest in your brand.
Mobile apps are popular especially among young users, which means that they can be used to further engage your audience with your brand. There are many different kinds of apps available, and you’ll need to explore these varieties to find which ones would work well with your marketing campaign. The most popular apps are mostly for social networking, commerce, productivity, and entertainment. You can use these categories to help you narrow down your options and see which ones best match your audience.
Monitor Market Response
To have a thorough understanding of the effectiveness of your latest marketing campaign, it may help to study the audience response rate. The response rate determines how many potential customers take further steps towards purchasing after receiving the promotional materials. A high response rate would mean that your marketing strategy was effective enough to elicit a response and compel the viewers to take action. It’s also a way to tell how the market perceived the different marketing materials which can give you an idea if there are changes that should be made and which aspects of the campaign should be improved.
There are many ways you can track market response. For instance, some businesses track how many physical coupons or coupon codes are given out during the campaign were redeemed to check the response rate. Many companies also use Google Analytics for tracking website visitors.
With the advancement of communications technology, there’s no telling how digital marketing can transform from the present generation to the next. Since the use of mobile devices has become widespread across the globe, it’s completely up to businesses to ramp up their strategies and keep up with the trends and changes in the market.
As a business owner, knowing your customers is the key to ensuring that you understand them in terms of their preferred communication channels. It’s essential to transform your brand’s mobile communication style in a way that would agree with them based on their profile. It would also be helpful to ensure that you’re using the right mobile platform that would best cater to the requirements of your marketing plan. You also have to send out a consistent message to your customers across all channels.
Businesses use mobile marketing strategies best suited to their industry, but these techniques are based on common principles widely believed and applied in the marketing world. You can select points in these tips that would be beneficial to you as you plan your next marketing campaign.