Archive for ‘General Marketing’

August 12th, 2014

Only 52% Test Landing Pages. How to Avoid Being on the Wrong Side of that Equation.

landing page optimization

Landing pages are, arguably, one of the most important parts of your marketing campaign. The design and content can make or break your conversions, either easing users through the funnel or distracting them from the ultimate goal.

In fact, according to eConsultancy, for every $92 spent on acquiring a new prospect, only $1 is spent on converting them to a customer. Given that, it’s safe to say that marketers have plenty of room to put more effort into the landing page side of the equation.

Interested in learning more about how to improve your landing pages? The infographic below from Pardot walks us through what makes an effective landing page. Take note, and see if you can’t apply some of these insights to your own site.

See the full infographic here:

How-To-Make-A-Great-Landing-Page

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 10th, 2014

Majority of Marketers Still Find Mobile Confusing

Confused woman

Not long ago, we conducted a mobile marketing survey with AWeber, one of the nation’s leading email service providers. Our research, which can be downloaded here, indicated that the number 1 reason marketers were struggling with mobile was because of the complexity of the platform.

The good news is that mobile doesn’t have to be confusing. After all, there are really only about 5 or 6 different categories of mobile. Let’s take a look at them here:

  • Mobile Websites: By now, your website should be mobile-optimized, which means it uses responsive design to render a customized site for your smartphone users vs. your desktop users.
  • Mobile Display: This is a fancy term for mobile banner ads. Mobile display can be your secret weapon because of the amazing targeting techniques that you can use with it.
  • Mobile Paid Search: This is just like regular paid search, except it’s optimized for prospects on their mobile devices.
  • SMS: This is the granddaddy of all mobile marketing tools and is still used quite effectively by a variety of organizations, including American Idol, the Red Cross and others.
  • Mobile Email: Did you know that mobile accounts for the majority of email opens? If your emails aren’t designed to be mobile-friendly, you may be missing out on connecting with some of your most important prospects and customers. (By the way, AWeber has a variety of mobile-optimized email templates as part of their service.)
  • Location-Based Services: Location-based services are essentially apps that take your location into consideration and can be used to drive traffic to your retail locations. Some of the better-known services include Foursquare, SCVNGR and Yelp.
  • QR Codes: As mentioned in this post on the 60 Second Marketer, QR Codes are on their way out. But that doesn’t mean you can’t use them for now. After all, 19% of the U.S. has scanned them, so some people still find them engaging.

Now that you have a lay of the land, the next question is what to do next? Well, we have the answer for you in the infographic below. It’s a decision-tree that can help you map out your next steps when it comes making choices about mobile marketing.

Take a spin through the decision tree and see where you and your business end up. As with many infographics, this one should be used as a starting point, not as a definitive plan. But it should get you well on your way to using mobile to boost your revenues this year.

Mobile Decision Tree

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 7th, 2014

9 Essential Mobile Tools to Grow Your Business

MobileGrowth.002

I know what you’re thinking — that mobile is confusing, mysterious and cluttered with hundreds of different platforms and solutions that seem to overlap one another. And you know what? You’re right, which is why we’ve sorted through some of the more important mobile marketing solutions you should know about and be aware of.

Some of these resources below are ad networks, which are companies you would call if you a) don’t have an ad agency, but b) want to run a mobile display campaign.

Other resources are do-it-yourself mobile promotions solutions, which are great if you want to leverage the power of mobile for your local coffee shop or bookstore.

And still other solutions are mobile app development tools — again, perfect if you’re a smaller company that doesn’t have an agency to work with.

Ready to get started? Here you go:

Mobile App Development Solutions:

MobileRoadie: This is an app creator that allows anyone to create and manage their own iPhone app, Andriod app, iPad app or mobile website. The mobile website version is free. Mobile apps and iPad apps range from $99 per month to $299 per month

ShoutEm: Want to build a mobile app quickly and easily? Then you should check out ShoutEm which allows you to design, develop and launch your mobile app with a minimum of fuss. This is perfect for anyone interested in an easy solution for mobile app development.

Mippin: These guys want everybody to have an app, and we mean everybody. If you’re a real estate agent, interior designer, accountant or even a large organization, Mippin may be the platform for you.

Mobile Promotions Providers:

Heyo: This is a platform that allows you to create contests, promotions, or special offers that drive traffic, leads and sales to your business. Their templates allow you to create mobile-optimized promotions that look great on a desktop or a smartphone.

Foursquare: You probably think you know about Foursquare already, but they’ve recently done a make-over which should help them continue to stay in the game. If you’re looking for a simple way to drive customers to your retail location, check ‘em out. They’re doing some interesting stuff.

ThumbPrize: This platform allows you to create mobile coupons, mobile sweepstakes, mobile photo contests and mobile lead capture events that can help you grow your sales and revenue. If you’re interested in using mobile as a promotional tool for your local business, check these guys out. (Side Note: The ThumbPrize website was down when I tried to visit it while writing this post. If, by chance, the entire company is down, my apologies. I believe they’re still in business, but in the fast-changing world of mobile, you never know.)

Mobile Ad Networks:

4INFO: This is a company that provides highly-targeted mobile ads — and we mean targeted — as in down to the household level. Better still, they overlay purchase data so that advertisers can send messages to (for example) people who have purchased your product in the past. We use them for some of the clients of 60 Second Communications.

Millennial Media: If you’re a large, well-known brand with plenty of budget, you’re in good hands with these guys. They have a sophisticated platform and offer full-service support — assuming you have the bling. If you’re a smaller company with a limited budget, you can use some of their self-serve tools to accomplish many of the same tasks.

AirPush: Another well-respected mobile ad network with a wide variety of options and functionality. Winner of the “Best Mobile Ad Network” award at the Mobile Excellence Awards.

The Bottom Line: Mobile is here to stay and if you’re not using it to grow your business, you’ll be left in the dust by your competitors. Check out the solutions above. And let us know about your favorite mobile solutions providers in the comments section 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’

July 21st, 2014

Top 10 Ways to Use Mobile Marketing to Grow Your Business

Mobile Marketing Tip

The challenge many people have with mobile marketing is that they’re not really sure how to start using it. Oh, sure, they’ve looked into generating a QR code (which, as mentioned here, is an idea that will get you nowhere). Or they may have even done a mobile paid search campaign. But most businesses are still sitting on the sideline when it comes to running a full-fledged mobile marketing campaign.

Not long ago, we published a mobile marketing research report that we conducted with AWeber. One of the more popular sections of the study was a section called 43 ways you can use mobile to grow your business.

We thought we’d share the top 10 ideas from that section with you to help you get a jump start on your next mobile campaign. (If you’d like to download all 43 ideas, just click 2014 Mobile Marketing Research Report and Action Plan.)

Ready for the top 10 ideas? Great, here goes:

Send a Mobile Display Ad to People within a 5-Mile Radius of Your Store.  Mobile display ads are a lot of fun because you can use geo-locational technology to target people within a certain radius of your retail locations. It’s perfect for restaurants, coffee shops, bookstores and other retail locations that want to attract local customers who are near their store. Just ask your ad agency or your mobile ad network to do a geo-locational overlay on your next campaign. If they know what they’re doing, they’ll take care of it for you.

Use TwtPoll to Create a Mobile Survey. Here’s a great idea you can use when doing speeches at trade shows and conferences. Create an online survey using TwtPoll. During your speech, ask the audience to open their mobile web browsers to take the survey. Then, share the live results on the screen for the audience to see. I do this all the time at my speeches and have found that it’s a great way to keep the audience engaged.

Optimize Your Mobile Website with Mobile-Specific Keywords.  Don’t forget to add mobile-specific keywords to your mobile website or your mobile blog.  For example, if you own an Italian restaurant and have a blog, then you’ll want to add keywords that people will be searching for in your content.  In other words, don’t just use “Italian Restaurant,” also use “Italian Restaurant Locations,” “Italian Restaurants on Peachtree Street,” and “Italian Restaurants in 30342 Zip Code.”  By adding location-based keywords, you’re targeting the mobile visitor, which ultimately drives customers to your door.

Use a Mobile Website Grader to Find Out How Your Mobile Site Stacks Up.  Marketing Grader is HubSpot’s upgrade to their Website Grader tool.  Included in the tool is a mobile grader that can give you insights to how well your mobile website is performing.  Another useful tool is MobileGrader from our friends at BlueTrain Mobile.  Both tools are worth checking out.

Mobile Marketing Tips

Send Customers Special Discounts When They Enter Your Store. 4INFO has a geo-fencing solution that targets customers once they’ve entered your store. Once a shopper has downloaded your app, you can send the shopper rich, relevant messages when they’re nearby. Geofences can be set up by the retailer to offer consumers a discount or alert them to something happening right then in the store.

Connect Your SMS Campaign to Your TV Campaign. Commercials for one retailer in Minneapolis encouraged people to text “tent” to get a discount coupon for a weekend tent sale. That way, potential customers had a mobile coupon on their smartphones that they could keep handy until they visited the store. It’s a simple idea, but perfect for local furniture stores, auto dealerships or tire discounters.

Keep Prospects In-Store with Barcode Scan Promotions.  Tired of having prospective customers enter your store, look at the merchandise, then go home to order it on Amazon? It’s called the Showroom Effect, and one way to combat it is to provide customers who have downloaded your app a special discount when they scan a barcode on certain items. Remember — you don’t want to offer the discount on all items, just ones they can order online.

Leverage Deal-of-the-Day Services. Most people think of Groupon and Living Social as desktop platforms, but they’re perfectly suitable for mobile promotions. In fact, they’re probably better suited for mobile promotions, so don’t be shy – check ‘em out. They’re not for every business, but if you use them carefully, you can drive new customers to your retail locations.

Create a Sense of Urgency with Your Mobile Promotions. Research indicates that putting a time limit on coupons drives up redemption. So, if you’re going to run a promotion on foursquare, then you’ll want to use phraseology like “limited time offer” or “expires soon” as part of the promotion.

Create a Bounce-Back Coupon. It’s one thing to provide a mobile coupon to customers who are in your store, but it’s even better to provide one that encourages them to come back for another visit at a later time. These bounce-back coupons are a great way to generate repeat visits.

Those are just some of the ideas that are included in our 2014 Mobile Marketing Research Report and Action Plan. Remember, if you’re interested in seeing all of them, just download the report. It’s a great way to get started in mobile. And remember, if you don’t use these ideas — your competitors will be.

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’

July 15th, 2014

Why You Might Be Missing 80% of Your Digital Audience

Screen Shot 2014-07-15 at 10.44.15 AM

When creating a digital campaign, the biggest struggle is always getting conversions. But the best way to convert users is simply to offer an exclusive deal that will incentivize their click. This infographic from Voucher Cloud walks us through just how valuable coupons are to your audience. Some of the most interesting points from the infographic include:

  • 66 million digital coupons were redeemed in 2013
  • 80% of consumers consider themselves to be “promotion sensitive,” indicating a high propensity for responding to a coupon offer (this means that, if you’re not including a special offer, 80% of your audience will be more likely to go with a competitor who is!)
  • Men actually use digital coupons more than women (which surprised us!)
  • While grocery coupons lead the digital charge, their advance on other categories (like dining, pet care, etc.) is smaller than you may think
  • Over 84% of consumers switched stores because of a deal or special (wow!)
  • 93% of consumers are very likely to take advantage of a coupon emailed to them

Check out the full set of data here:

The Value of Coupons in Digital Campaigns

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