Marketing is all about people. Americans spend an average of 3.7 hours per day on their smartphones and tablets, proving that we, as a society, have grown remarkably attached to our mobile devices. For a business to be successful, it has to reach out and find consumers where they are, and mobile marketing is the best chance we have of doing just that. So, how do you craft a customer-centric mobile marketing strategy and win?
Here are 5 strategy-changing ideas:
1. Give Them Information They Can Use
Everybody has content now, but there’s a big difference between “buy our stuff because we’re awesome” content and “buy our stuff because it’ll change your life” content. Great content isn’t about you; great content is about what the consumer wants and needs. If you sell gutters, write a blog about the best way to spring clean your house; if you have a beauty blog, record a video tutorial taking viewers through your favorite smoky eye technique step by step. Establish yourself as an authority and your site as a place to go when consumers want to find the answer to a problem and your product or service will always be top of mind.
2. Bells and Whistles Can Be Deafening
So you have the latest greatest plug-ins and graphics better than half the paintings in the Louvre, or maybe you take great pride in having overhauled your website all by yourself. The problem is that all those fancy-pants functionalities and clumsy updates can lead to a slow website that is about everything but a fantastic user experience. Some 57 percent of mobile users won’t recommend a business with a bad mobile website. Put yourself in consumers’ shoe and deliver what they need, not what you think is cool.
3. Tweet Loud, Tweet Proud
The power of Twitter can be a difficult thing for some novice app marketers to completely grasp. Social sites like Facebook and Google+ offer more character space and therefore feel more familiar to people used to writing emails or blogs; Twitter, with its 140-character limit and confusing hashtags, can feel foreign and forced. Every day, more than 200 million people use Twitter, and that’s not an audience that should be dismissed. Learning what to tweet to effectively market your app is the first step; regularly tweeting is the second.
4. Give Before You Get
At some point you’re going to want something from consumers, be it an actual purchase or just an email address so you can start a conversation about your brand. Before you ask for what is likely some pretty personal data, offer up something consumers want first. One study found 62 percent of smartphone users were fine with watching a 15-30 second ad in exchange for viewing the free video content that followed. Give a free ebook but require an email to send the download link or host a free webinar and send participants a survey so you can garner valuable feedback. It works, and consumers are already happily complicit.
5. Develop A Mobile App
One of the best ways to connect to customers using mobile marketing is by developing a mobile app. These days apps account for a whopping 89 percent of overall mobile media time, and ignoring that is also ignoring all the consumers who have already opted in. Center your app design and marketing strategy not just on the cool features and functionality of the app but also on user segments; knowing who your end user is going to be and what they like is the best way to know how to shape your content, marketing plan, and even your business plan in general.
There are a lot of great reasons to use mobile app marketing, but to truly capture the attention of the mobile generation you have to create a connection. Craft a customer-centric mobile marketing campaign and you’ll soon see for yourself how quickly abandoning the “we we we” attitude of your competitors can position you for a major league win.
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