5 Simple Rules for Mobile Marketing
We get asked all the time for the “best practices” of mobile marketing, so I wanted to share just five little hints that can improve your campaigns.
- Follow the Three C’s: Content, Cadence and Commitment: We’ve written about the three C’s in the past (here, here and here), and they stand on their own as the tenants we live by at Cellit, so I will just summarize them here. Deliver the (1) right message (to the right people), (2) at the right time (and at the correct frequency) and (3) stay committed to your mobile program! The commitment is what I always stress. We have so many clients that think mobile is a “if you build it, they will come” phenomenon, and it simply doesn’t work this way. You must remain committed to mobile: come up with fantastic content, and make sure people know about it!
- Respect your customer! If you send non-interesting messages (or non-valuable coupons), nobody’s going to want to be a part of your program! I know this sounds obvious (let’s face it, marketing is not rocket science) and yet, so many people forget it. Additionally, stick to the cadence you promise your subscribers. If you tell them they’re going to receive 4 messages a month, well, send them four messages a month, and not a message more. Not only is it a good practice, but it’s required by the MMA. Our system, Cellit Studio automatically ensures that you don’t send too many messages a month (but of course, it can’t come up with the content or offers to ensure that you send all of the messages you should).
- Keep it Simple. So many people think mobile marketing is about the “biggest, newest thing”. I disagree. Mobile marketing should be about allowing everybody to engage. For example, so many people think “QR Codes” (2D barcodes) are the “wave of the future”. I think they’re a big hurdle to participation! Why have people download an app and try to take a picture of a bar code when they can much easier just send a text to a shortcode (they get the same results back, it’s just much easier and quicker…not to mention more trackable! I put together a fun little video about it). Just remember the end goal is engagement. The only way you’re able to do this is by keeping it easy to participate.
- Create a Conversation. Mobile marketing does not have to be a one way street! Our technology makes it simple to create dialogues. Ask questions! Run surveys! Collect feedback. Play games. And–better yet–use this information to tailor what messages users will get.
- Integrate! Mobile doesn’t live in a vacuum. Incorporate mobile sign-ups on your web site. Integrate mobile coupon redemption in your point of sale (POS) system. Include calls to action in your advertising. A good mobile program extends into both the online and brick-and-mortar environments. Make sure yours does too.
If I had to sum up these five points into one, I’d say: It’s not about Mobile Marketing… it’s really about Mobile CRM. I know I titled this article “5 Rules for Mobile Marketing”, but I feel one of the keys to marketing to people is…not marketing to them! Shoving offers down their throat via their phone is not a way to build a loyal, engaged customer base. A much better way is using the rules above to shift your thinking from “marketing” to “targeted, ongoing dialogue”. Building trusting, loyal customers takes time, but in the end the results will be much greater.
As always, feel free to contact us and we’d be happy to help you put these rules into action.