Ho hum, here we go again, I know. No big blustery rant this week, just some simple advice and the reasons behind it. But this one is important, make no mistake.
Have you created a mobile marketing strategy?
If you have, and it’s working out for you, feel free to click another link and go find something else to amuse yourself on my site. That’s fine by me.
If not, then you know the drill – grab your cup of coffee (tea, vodka, whatever) and read on, since I’m going to explain this in three simple steps that will help you get out of the gate and onto the track.
Once you have a mobile marketing strategy, then you can effectively test it to see how well it works for you. It becomes super simple to add bits here for more impact; conversely you can take out the parts that aren’t showing any return for your investment.
Let’s start by briefly talking about the impact of mobile on our lives – it really is a big deal.
If you don’t keep up with stats, I don’t blame you. Those pesky things are always changing and often it’s to your detriment.
Fifteen years ago everyone started telling you that if you didn’t get a website, you’d never be able to compete with Amazon and the rest of the internet only folks. So you probably blew a ton of money on a website that didn’t drive dollars to your bottom line, but likely drove you crazy trying to determine why it wasn’t helping your business.
Five years ago someone likely tried to sell you (maybe successfully, who knows?) on creating a stand alone app for your business. I can only guess that unless you happen to be the CEO of Starbucks, it didn’t really go the way you expected, just like that website business.
Mobile has taken over the world today.
It’s very likely (unless you’re reading this at work) that you are using your mobile at this moment. Odds are at least 60% and if you’re win 60% of the time in Vegas, you’re going home happy.
80% of adults have transitioned to smartphones and in many places in the world, the ONLY access to the internet is via mobile. I cannot stress how important your mobile marketing strategy is, no matter what kind of business you are running.
If your target demographic includes millennials, really anyone born after 1985, it’s even more likely they’re on mobile for the majority of their interactions with you online. So keep that in mind when you are devising a mobile marketing strategy.
On to the good stuff – let’s talk about how you can use 3 simple ideas to create an effective mobile marketing strategy.
#1 – We need to determine your business goals, so we can decide how to best implement the mobile element. Do you have a website or are you using a social media page like Facebook instead?
If you have a website, when was the last time you had a look at it on mobile? You might have missed the MobileGeddon situation last year – meaning that if your website doesn’t work well on mobile, Google will (and already has been) punishing you in mobile search results.
There’s an easy way to check this – Click this link and type in your URL – Google will tell you if you have a site they like or if you are on the s**t list.
I did a quick test of this site, and here’s what my results look like. It’s a simple pass or fail – if Google doesn’t think your site is good for mobile users, you don’t get the green light and they won’t show your results in mobile search.
If you don’t pass the test, it’s time to make some changes. Either hire someone to redo your site, or learn how to manage it yourself. There are enough options here – WordPress, Squarespace, Wix, Bootstrap, etc – that your budget and your needs will determine which direction you go. You’re going to want to check out tip #2 before you make a decision.
You can’t live without mobile users, at least not successfully, and if you won’t shape up, you can rest assured that enough of your competitors will that they’ll be picking your pocket while you’re standing there wondering where your business has gone.
#2 – We need to determine what type of mobile interaction works best for your business, before you can make any decisions about what changes you should be making.
If your business is strictly online, then I hope you’re reading this just to confirm you’re doing things correctly.
If you’re running a business that has a physical component, or derives most of its income from a storefront location, then you might need a bit more help.
What is your goal? To get people into your store or to visit your website?
These are not mutually exclusive but they do require different setups in order to be effective. If you don’t have a brick and mortar location, you can skip ahead since I’m going to talk about local business boosters for a moment.
If you want to get people to come to your location, Google Local and Facebook Business pages are your best friends right now. Make sure you register your business with Google – they’ll send you a postcard in the mail with a code you need to enter in order to confirm that your physical business is where you claim.
Make sure you have created a Facebook page for your business and that it also has the correct hours of operation, phone number, and so on, and encourage visitors to check in to your business. Put up a sign by the cash register, add a line to your receipts, etc – ask them to Like you while they’re at it. You may be pleasantly surprised by how many people will do this for you.
Obviously Roscoe’s does a GREAT job of managing their Facebook business page. Yes, they are a super famous, big deal restaurant, but they encourage everyone who comes in the door to Like, Check In or Review them on their page.
This didn’t happen overnight, they’ve been working on their page for years, so don’t be discouraged if you’ve got 18 Likes and 2 Check Ins. Everyone starts somewhere.
Let’s be clear about one thing – if your goal is to get people into your storefront, do not waste a ton of money on a bells and whistles web site.
If you’re not selling anything on your website, then skip the fancy sliders and auto-playing audio (please, skip the audio no matter what!!!), and go with a very simple one page website layout that gives people the info they need to find you when you are open.
#3 – We have now arrived at the “MARKETING” portion of the mobile marketing strategy. This is the part where you are going to decide what sort of budget you’ve got and how you can maximize it to generate the best results.
There are a million people selling funnels and plans and marketing products; they promise that if you purchase their product, you’ll be able to double, triple or quadruple your ROI overnight. I’m not saying they are all a bunch of baloney, but quite a number of them are just that.
Once you’ve downloaded the worksheet and filled it out, you’ll be able to see where your customers find you, and how they act once they’ve done business with you. That’s a key step in determining where and how you should spend your marketing dollars, and how you can integrate #MobileFirst into your campaigns.
Don’t be afraid to start small – just like the Roscoe’s Facebook page I used in the example above, those Likes and Check Ins were built over a large amount of time. Start with a small thing, one mobile wallet campaign, one Facebook ad or one Adwords buy, and see how your results pan out; then you can increase the budget and tweak the marketing collateral to achieve more with each dollar you spend.