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.
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.