Download List Building in a Mobile World

"List Building in a Mobile World"
By Barbara Drazga, DrazgaConsulting.com
Your potential customers and clients are
viewing your brand on a mobile platform right
now. Do you know what they’re seeing?
Mobile is changing the way we live
and the way we run our businesses. According
to Morgan Stanley, 91% of all U.S. citizens have
their mobile device within reach 24 hours a
day. But many business owners are hardpressed to actually describe what mobile marketing is, and still harder-pressed to
understand how to leverage it to increase their bottomline.
With the explosive penetration of mobile devices in our lives and work,
businesses know they need to recognize mobile market opportunities. Mobile
technology is much more than just the latest ‘app’ downloaded to a smart phone,
iPad, or Android Tablet; mobile is comprised of many technologies that are
impacting everyday life and every vertical market in a variety of ways. Mobile
devices are here to stay and your customers and future customers are
increasingly relying on them for more and more tasks.
As a business owner, you recognize that building your network and the
relationships within that network is the cornerstone to success. Using mobile
devices and technology to help you build a targeted list of email subscribers is just
one opportunity in the mobile market.
Mobile media is a powerful tool
to grow your list and help you
build relationships with your
potential customers. What does
this mean for you? It means
more leads, more sales, more
clients, customer loyalty and
more profits.
©2012 Drazga Consulting
www.DrazgaConsulting.com
The number one rule with mobile marketing, as with any other marketing tactic, is
to focus on your core marketing strategy and add mobile marketing as just one
piece of it, according to Elaina Farnsworth, CEO of Mobile Comply.
Below are 7 Tips to leverage the mobile revolution to build
your email list:
1. Have a mobile device-friendly website – Too many websites do not display
properly on mobile devices. And with a rapidly growing number of your visitors
checking their email and visiting websites on their mobile devices, you need to
make sure that when they land on your site, they can easily find what they are
looking for, and are provided offers to join your subscriber universe, that they
can quickly action.
2. Create a QR code - QR codes are a way to send
information to mobile devices (e.g., a
smartphone) using its camera. You send a short
blurb of text, or a web address (URL) by
representing it as a code which people
photograph from their phone.
This code should be displayed in all of your
marketing material, business cards, in-store
signage, point-of-sale promotion, floor stickers
in store isles, advertisements, publications, etc.
Mobile users are adept at snapping a code, and
if incentivized properly, handing over their
contact info for the goodie you’ve promised.
The incentive is more effective if
they can use it immediately for a
discount on something they are
purchasing in store at that very
moment.
©2012 Drazga Consulting
www.DrazgaConsulting.com
3. Messaging – Mobile text messaging offers big
opportunities for global marketers, with
developing countries providing the best models
for text-message advertising, say Wharton
experts in response to a recent global Pew
Research Center survey of cell phone users.
There’s a fine line to walk when marketing with
text messages. While text messaging capability
has been around for some time, unlimited text
packages from cellphone providers now make it
easier to push your message out without getting
hate-texts in return. And many people have
given up their landlines completely and communicate with the world
exclusively through their mobile devices. Text messaging is to today’s
technology what fax blasting was to old-school marketing in the stone age
days of landlines.
Despite the
misconception that
marketing text
messaging is about as
effective as cold calling
during dinner hours,
texts as a part of an
advertising campaign or
a broader marketing
strategy is still a viable,
effective mode of
message spreading.
According to say Wharton experts, mobile text messaging offers big
opportunities for global marketers, with developing countries providing the
best models for text-message advertising.
Integrate a call for action using MMS (Multimedia Messaging Service) and SMS
(Short Messaging Service) numbers in your social media, advertising, and
marketing. For example you could use snail mail to get your local pastry shop
flyer into the hands of potential customers in a certain geographic region. But
instead of offering a coupon on the flyer that they will have to physically come
into the shop to redeem (and you are still not collecting contact info with this
©2012 Drazga Consulting
www.DrazgaConsulting.com
method), you could put on the flyer a call to action like: “Text “FeedMe” to
22387 for a free donut”. Now they may never make it to the shop to redeem
the offer, but when they text you, you will have captured their email and cell#
for future communications.
4.
Go where your market physically is - Get
as many touchpoints as possible with your
target market using social media, list rentals, instore signage and promotions – catch their
attention wherever they hang out, and put a
message in front of them that compels them to
whip out their cell phones or iPads and give up
their contact info in exchange for your love (ok,
Freemium).
5. Be creative with incentives – in the mobile economy, you can get even more
creative about your offer. There’s a larger chance that your target is physically
at the location where they can take advantage of your offer, and therefore you
have a potentially higher opt-in rate from old-school marketing because they
want it NOW. Ask yourself how and WHERE your market is using their phones.
6. Use Apps as marketing tools –
There are several ways to use apps
to build your email list. You could
create an app or a series of apps
that meet your target market’s
needs and wants. Make sure the
app is useful and fun to encourage
downloads, and give value to the
user. Then use in-app advertising
and registration incentives (where
you incentivize them with a fullfeatured upgrade when they
register on your website for example).
In-app advertising is an evolving science and it’s important to partner with a
firm that can help you integrate this piece into your marketing strategy, if it is
a good fit for your brand and goals.
In-app advertising can be based on demographic targeting, allowing your
brand to be exposed to as many potential consumers that fit your target
©2012 Drazga Consulting
www.DrazgaConsulting.com
audience as possible, or through placement within applications that match
your brand’s offerings (a major hotel brand advertising within a travel app, for
example).
A company called Kiip provides the technology behind a new idea in in-app
advertising. When you create an app for your market, and you set milestones
for reaching a level of achievement, Kipp will display a reward screen, where
the user is congratulated, then asked for their email address to download their
reward (extra points, coupons, etc).
You can also purchase advertising within existing apps, as
long as the app is directly related to your target market.
The jury is still out on how effective in-app advertising is
at getting people to take action (click on the ad, and
actually convert to an optin). I admit I have never clicked
on an in-app add, unless my finger slipped while playing
Angry Birds…
The app in the image at the left shows an ad for Jeep. It’s
a generic ad, and iit’s not really targeting a specific market with the choice of
app. I would call this more of a brand awareness ad. You will likely be able to
convert better when you choose an app that is directly related to your niche.
7. eBooks and Podcasts – Create free eBooks and Podcasts making them
available through Apple’s App Store, Amazon, and Google’s Play Store and
include an incentive to click through to your optin page.
Are you ready to explore how mobile
marketing initiatives can add value to your
customers and increase your bottomline?
We want to learn about your
business, and are excited to help you
discover how to leverage the mobile
revolution!
Visit DrazgaConsulting.com and fill
out our Contact form or eMail us at
[email protected]
©2012 Drazga Consulting
www.DrazgaConsulting.com