Katie Couric and Bryant Gumbel discussing the “internet” in 1994
I hosted a webinar last week — 5 Key Tools for Creating Effective Digital Business Cards.
Fundamental factors from the webinar –
1. Increase engagement – digital business cards drop directly into a users mobile wallet — Apple Passbook or Google Wallet, in our specific case. Neither of these tools require a user to download a separate app, which means that rather than spending time marketing an app, the focus is on marketing a single instance – a digital business card, a promo invite, etc directly to the user. Apple and Google take care of the consumer technology side of things, and if you’re dropping into Apple Passbook, the user cannot uninstall the app — they can uninstall your drop in card, but a recent report indicates that 90% of cards are not deleted after install.
2. Improve results quickly and tremendously – the ability to communicate and engage with customers via their smartphone is ‘always on’ – you can message 24/7, holidays and weekends included. If you’re business is a local one, adding geofencing notifications or iBeacon push messaging is another way to add contextual elements to your marketing campaigns, directly from the installed cards. You’ll also have the ability to update cards as needed, so when you offer a new promotion or want to push a new message about your services or business, it’s as simple as spending 2 minutes in your admin making the changes and then telling the system to notify your users of the update.
3. Manage groups – if you are a marketer who teaches via an online course setup, it’s really simple to divide your students into groups and push a wallet card to each of these groups. You can do the same with clients if you work with companies where you have multiple groups involved in your project – groups that don’t need the same information updates all the time. For instance, you work with a tech group and a marketing group. Different updates, different people. Easy to manage with the digital passes by updating and sending push notifications of updates directly to specific groups. If individuals fall into more than one group, then give them more than one card.
4. Close more, close more often – the reason that email and SMS marketing is so successful is that marketers stay in contact with their list base on a regular basis. The same can be done, quite simply, with mobile wallet marketing cards. The live links on the back of the cards enable marketers to direct users to specific content, exact locations, encourage call-ins and more – these live links will launch the Phone Dialer, Maps or Safari browser app directly from the back of the card with nothing more than the touch of the link by the user.
5. A step by step plan – determining the best and most effective style of messaging users is easy, but it will depend on the type of business/industry/vertical and what your current marketing/branding strategy is and how it relates to direct messaging with users. Develop a simple plan to start, and then expand that as your user base grows and you begin to see results from mobile wallet messaging directly to users.
Last but not least, remember that users with your cards installed have a direct line to you, and vice versa. This is a critical element in any marketing strategy, since no list is any good if you cannot reach out to the people on the list and communicate effectively with them.