Archive for ‘General Marketing’

August 28th, 2014

Hopefully, Your Competitors Don’t Know This Secret About Mobile

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There’s an amazing fact about mobile advertising that many businesspeople either don’t know or refuse to acknowledge. It’s something that’s been reported in some trade publications, but for reasons not widely understood, many brands are ignoring the data and sticking with their traditional marketing campaigns instead.

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The data is something Chuck Moxley and I will be discussing in-depth in an advanced-level mobile advertising webinar we’re conducting on Thursday, September 18th at 2:00 pm Eastern Time.

We’ll be going into some really sophisticated topics around cutting-edge techniques in mobile advertising. If you’re past the fundamentals and ready to dive into some of the more complex and challenging mobile concepts, be sure to register for the event by clicking here.

(Side note: Even if you’re still just dipping your toe into mobile, you should join the webinar — if you do, you’ll come away with some of the most transformative information you’ll ever see in mobile.)

One of the many topics we’ll discuss is this fact.

If the amount of time people are spending on their mobile devices was aligned with ad budgets, marketers would spend 500% more on mobile ads this year than is anticipated.

For perspective on this, check out the chart below.

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If all of this information gets your wheels spinning — and it should — then you should know that this is just the tip of the iceberg. Yes, increasing spending is important, but if you really want to get sophisticated, you should find out some of the advanced mobile targeting and measurement techniques we’ll be discussing in the webinar.

Sound like a plan?

Here are some action steps for you.

  • Consider the impact a 500% increase in mobile advertising spending would have on your business.
  • Assuming your competitors are either just getting into mobile, or are increasing their spend by, say, 100% next year, you can have a huge competitive advantage over them by dominating the mobile space before they catch on to the information outlined in the chart above.
  • If you’d like to hear more about mobile targeting, mobile measurement and mobile ROI, then sign up for our free webinar where we’ll be discussing advanced mobile advertising techniques. It’s scheduled for Thursday, September 18th at 2:00 pm ET.

See you there!

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Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

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Archive for ‘General Marketing’

August 26th, 2014

The 5 Most Important Metrics in an SMS Campaign

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When it comes to marketing, you can hardly get more direct than SMS. Once your business manages to gather SMS subscribers, you have instant access to an unprecedented form of communication that allows you to send anything straight to a personal device (within reasonable limits).

However, if you don’t have a proper handle on how to measure the success of your campaign, you can’t improve on your technique.

ROI is generally quite high with SMS marketing, as sending texts is inexpensive, direct, and the chances of it being read are extremely high (sometimes as much as 95%).

SMS data

Almost everyone is now mobile, and they read texts with much greater speed than print media, or even email. Therefore the initial contact is far easier to achieve, and your chances of success are greatly increased with well thought-out content and a user-friendly interface for any of your links.

ROI in SMS Marketing

When it comes to SMS marketing, ROI can be easily calculated by paying attention to the data. The first step is to establish your goals for the program. The next step is to formalize the metrics you’ll be tracking during the campaign.

With that in mind, here are the 5 most important metrics you’ll need to measure on your next SMS campaign:

Open Rates – This allows you to see how many texts were opened. For SMS, this is generally a high number.

Response Rates – If the message required a response, it’s easy to gauge effectiveness since the customers will send texts back to the source. If these types of messages yield a poor response, it’s likely something to do with the ease of the call to action. Keep things simple (usually a simple request for them to text back a word or code).

Offers Used – Again, it’s easy to see when a customer has taken advantage of an offer or coupon, especially when the offer was distributed exclusively through text to select subscribers.

Call Tracking – It’s an uncommon option, but you can invite a subscriber to call a number to find out more information. Obviously receiving a call from a customer is an excellent way to track the impact of a marketing strategy.

Click Tracking – Websites are an easy target for ROI, as they can be heavily regulated and controlled. You can therefore easily find out how many people have accessed your website’s mobile version, as well as those who’ve gone straight to the page or offer denoted in the text.

Owning all of this data allows you to see exactly where the faults lie in your marketing strategy; of course, this is also the key to improving. If any offers failed to produce results, either cut them entirely or assess how they can be made more accessible.

Using the specific data you can properly gauge which parts of your website were popular or avoided, as well as seeing exactly how active your subscribers are in terms of response. If there isn’t much activity, consider offering something with more of an incentive.

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The Bottom Line: Information is key to the entire process, as is properly interpreting the data. No business can afford to waste time, effort and money on a scheme that produces poor results. Knowledge of how to properly run an SMS campaign should be absolutely paramount from the very beginning of any marketing strategy.

This post was written by David Kovacs who is a young entrepreneur and a marketing enthusiast from Hungary working for Silverstreet and loves to share his thoughts and articles on various channels in topics related to technology, marketing and business.

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Archive for ‘General Marketing’

August 24th, 2014

How to Advertise on Snapchat

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Are you interested in learning how to advertise on Snapchat?

Not long go, we uploaded a post to the 60 Second Marketer blog called The Definitive Guide to Marketing with Snapchat. It proved to be a popular post and provided some early tips on how to leverage Snapchat for marketing.

A lot has happened since that post went live several months ago. For starters, according to this article in Mashable, research indicates that Snapchat is more popular among college-age students than Facebook is. According to the study, 70% of college students surveyed used Snapchat at least once a day. Unfortunately (for Facebook anyway) only 11% reported using their platform with the same frequency.

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What’s driving the migration to Snapchat? The research indicated that students enjoy the greater sense of privacy they get on the Snapchat platform. Check out this chart showing that 35% of the students surveyed feel they have the most privacy on Snapchat, while 45% of those surveyed feel they have the least privacy on Facebook.

Survey results

Those survey results are interesting, to be sure. But what’s the big news coming out of Snapchat’s Venice, California headquarters?

The Big News Has Nothing to Do with the Fact That Young People Are Abandoning Facebook for Snapchat

The big news for Snapchat is the fact that this November they’re launching something called Snapchat Discovery, which would show content and ads to Snapchat users.

According to the Wall Street Journal, at least a dozen media companies, including newspapers, magazines and television networks, have discussed providing content for Snapchat Discovery.

The Journal goes on to say that the product would let users read daily editions of publications as well as watch video clips of TV shows or movies by holding down a finger on the screen.

Several brands, including Taco Bell and food-delivery service GrubHub use the service to offer promotions and to hold contests with loyal customers. But by introducing Snapchat Discovery, the platform is clearly moving aggressively to monetize their massive following.

As discussed in my book How to Make Money with Social Media, all roads in social media should lead to ROI. It’s clear Snapchat (or its investors) agree with that point-of-view. (What’s not to agree with?)

Want to learn more about Snapchat? We’ve collected some key facts below.

Snapchat in a Nutshell

For those of you who are visual/tactile learners, we’ve tracked down this video which will give you a much clearer sense of how Snapchat is being used to create a following. (Side note: Remember, a big following doesn’t necessarily mean big revenue, it simply means you have a big following. Revenue is an entirely different can of worms we can discuss … well, after Snapchat Discovery debuts in November.)

As for those of you who are interested in advertising on Snapchat, for the time being, you’ll have to follow the Taco Bell model, which used the platform as a promotional tool to launch its new taco last April. That essentially means you have to 1) develop content for the Snapchat platform, then 2) spend money promoting the fact that you’ve developed a promotion on Snapchat.

That may seem like going a long way around Hogan’s barn to get to your final destination, but if you have the money and staff, it can be a real differentiator for your brand.

For the rest of us, we’ll have to wait until Snapchat Discovery launched in November. Or, you can use some of the techniques outlined in the video below.

Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

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Archive for ‘General Marketing’

August 20th, 2014

5 Essential Things You Need to Know About Mobile (Don’t Miss #3)

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Not long ago, 60 Second Communications ran a mobile display campaign for an international hotel chain that used behavioral as well as geo-locational targeting to capture likely prospects inside their hotels. The technique we used took two mobile targeting techniques — behavioral as well as geo-locational  — and incorporated them into one seamless campaign.

The graphic below sheds some light on what we did.

mobile advertising technique

That leads us to the first of five essential things you need to know about mobile marketing.

1. The Targeting Capabilities in Mobile Advertising Are Game-Changing

Imagine if we were to run an ad in Time magazine and we wanted to target only men, who were 35 to 54, who were interested in sports, and who only lived in Austin, Boston and Atlanta. Would you be able to do that?

Not really.

But with mobile, it’s a piece of cake. Check out the graphic here that highlights all the mobile targeting options.

Mobile targeting

2. The Engagement With Mobile Display Ads are Typically 10 Times Greater Than Desktop Display

Right now, the click-through rate on mobile display ads hovers around 0.4% to 0.8%. That’s 5 to 10 times better than the click-through rate on desktop display, which hovers around 0.05% to 0.09%.

In fact, if you check out the graphic below,  you can see some data around a test Campbell’s Soup ran with Apple’s iAd platform a few years ago. Pretty interesting stuff.

Mobile click-through rates

3. Links on Mobile Pages That Don’t Have 15 Pixels of Padding Can Inhibit Conversions by 29%

According to research conducted by Worldata, mobile pages with click-through options that don’t have 15 pixels of padding have 29% lower overall conversion rates.

The reason? The fat finger syndrome. In other words, if you don’t have 15 pixels of padding, people click on links by accident, reducing your conversion rate on those pages by up to 1/3rd.

Image of Mobile website

4. Landing Pages with a Mobile Optimized Version Receive a 32% Higher Conversion Rate

Additional research conducted by Worldata indicates that landing pages that aren’t mobile optimized — in other words, landing pages that show your regular website rather than your mobile optimized website — convert at a much lower rate than mobile optimized landing pages.

For perspective on this, imagine how much you would be willing to spend in marketing to generate a 32% higher conversion rate — I’d say a ton of money. But the simple technique mentioned here is free!

5. Your Click-Through Rate will Drop by 34% if You Have More Than 75 Words of Text in a Single Paragraph.

The research from Worldata went on to say that when a prospect is confronted with over 75 words in a single paragraph, they drop off, leading to a 34% lower overall click-through rate. With customers (as opposed to prospects), the data wasn’t as bad — it took a block of 100 words for 23% of them to drop off.

Whether you’re targeting prospects, customers or both, be sure to keep your blocks of copy to a manageable size. Mobile readers are easily distracted and don’t like to be confronted by a wall of copy.

The Bottom Line

We’ve covered some good stuff here. If you’re diving in to mobile marketing — and you should be — give this blog post some thought. There’s plenty of terrific information in it on how to improve your mobile marketing campaigns. And keep us posted on the results of your own mobile marketing campaigns!

Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

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Archive for ‘General Marketing’

August 16th, 2014

How to Create a SlideShare Deck that Goes Viral

SlideShare tips

A few years ago, we had one of our staff collect facts and figures about mobile marketing in preparation for the publication of Go Mobile, the book I co-authored with Jeanne Hopkins, who was Vice President of Marketing at HubSpot at the time.

My intent was to have a collection of facts that Jeanne and I could have at our fingertips when we were interviewed for podcasts, blogs, radio programs and CNN, which was calling me on a regular basis at the time.

A few weeks after collecting the facts and figures, we realized we could use them in a SlideShare deck that could be uploaded to promote the book.  So, we set about designing the deck so that it stood out and grabbed people’s attention.

Here’s an example of one of the SlideShare slides:

Example of SlideShare slide

It didn’t take long before we realized that we had something on our hands. Within a few days, we had over 10,000 views. A few days after that, we had over 20,000 views. And a few days after that, we were up past 50,000 views.

But that was just the beginning. Within a few weeks, the deck had been shared over 100,000 times, promoting both the book and HubSpot to an increasingly large audience.

After about a month, we figured we had reached our peak and were very happy with the results. But the results kept pouring in. So much so that after about 6 months we had over 100,000 views. (Ultimately, the deck had over 180,000 views.)

Viral Downloads

You’d think that I would have been happy with 182,000 views and would leave well-enough alone. But then, about 9 months ago, I decided to upload the deck again on my own SlideShare page. It was one of those simple, little random thoughts I had one day — “I wonder what would happen if I uploaded that same deck to SlideShare again?”

Much to my surprise, when I uploaded the deck to my own SlideShare page, I saw the same kind of results. After a few days, I was up to 10,000 views. A few days after that, I was up to 20,000 views. And a few days after that, I was past 50,000 views.

I know, I know. It’s crazy, but by the end, I had 99,072 views from the same deck on a different SlideShare page. The total number of views was 281,447.

For comparison purposes, if I were to send a direct mail postcard out to 281,447 people with information about Go Mobile, it might cost between $40,000 to $60,000 to do so (when you include printing, creative, postage and the list).

In other words, by leveraging the power of SlideShare, I (arguably) saved myself $40,000 to $60,000 in promotion costs. Pretty amazing, eh?

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All this got me to thinking — what are the elements of a successful SlideShare deck? In other words, what were the things that made our SlideShare deck go viral — twice. Here’s what my analysis told me.

The 5 Qualities of a Successful SlideShare Deck.

  1. They’re Topical: Our deck caught the mobile craze right at the beginning and then again after mobile had lifted off but was still going haywire.
  2. They’re Definitive: I see plenty of decks that have titles like “5 Tips for SEO” and “7 Ways to Improve Email Marketing Results” but they only get a few hundred views. If you’re going to spend the time doing this, go big — come up with 50 ways to do something, not 5 or 7.
  3. They’re Useful: There are two things people are looking for in a SlideShare deck — information and action steps. Our deck was big on information. Other successful decks provide step-by-step action steps on how to do something. Make sure yours fall into one of the two categories.
  4. They’re Promotable: When you’ve created a topical, definitive, useful deck, you can execute the fourth quality of a successful SlideShare deck — it’s promotable. And by that, I mean that you can feel safe and comfortable blogging about it (like I’m doing here), sending it to clients via email (which I’ve done for 60 Second Communications, my agency), and promoting it on Twitter, LinkedIn, Facebook, Google+ and Pinterest.
  5. They’re Visual: Graphics are growing more and more important when it comes to marketing. After all, nobody has time to read anymore, they simply scan, just like you probably did with this post. If you spend some time designing your SlideShare deck to be graphically enticing, you’ll increase the odds of it going viral.

Those are my thoughts on how to make a SlideShare deck go viral. I’d be interested in your thoughts, too. What are your tips and techniques? Let us know in the comments section below.

Oh, and in case you’re curious, here’s the SlideShare deck referenced in this post.

Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

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