Mobile marketing-guide

Mobile Marketing Survival Guide 2013

Mobile Marketing Survival Guide
Everything You Need To Know To Get Started Today!

By: Ron Richardson
LocalBizHelp.ca

1 LocalBizHelp.ca - Bringing Your Message Directly to Your Customers


Contents
Mobile Marketing: The Truth Behind The Wave ............................................................................ 3
Mobile Marketing Types: Learning The Lingo................................................................................. 4
SMS .............................................................................................................................................. 5
QR Codes ..................................................................................................................................... 6
Mobile Design.............................................................................................................................. 8
Apps ............................................................................................................................................. 9
Which Mobile Is Right For My Business? ...................................................................................... 11
Who Is It For? ............................................................................................................................ 11
What Do They Want? ................................................................................................................ 11
What Is My Sales Process? ........................................................................................................ 12
Getting Mobile Right ..................................................................................................................... 12



Mobile Marketing: The Truth Behind The Wave

Marketing your business in this day and age can be extremely difficult. The internet is
having a massive impact on the way that traditional marketing is looked at and accepted by the
general population. Dying are the days of interruption marketing and “one-sized-fits-all”
branding messages.

Prospective customers today demand that you meet them in the middle. You must go
where they are, and interact with them on their terms. This customer centric revolution is not
something to be feared, but something to
be celebrated. For the first time in history
people are all too happy to share what
makes them tick, what their interests are
and how they want to be prospected to.

One massive advantage that we are
now experiencing in the marketing world is
the increase of statistical data surrounding
consumer behavior. Do a simple Google
search and you can find troves of
information relating to the things that your
prospects want and need in order to make
the transition from prospect to customer.

Some of the most impressive data
coming out of research today is that of mobile marketing. Did you know that there are over 5
billion cellphones in the world today? 27% of those are SMART phones and by 2014 accessing
the internet via a mobile device will overtake traditional means of internet access via desktop
computers. An astonishing 86% of people access their mobile device (tablet or SMART phone)
whilst watching TV. In other words, if you are pouring money into TV advertising, all of your
prospects are missing you because they are busy surfing the internet on their phones.

Mobile marketing isn’t a trend, it isn’t a fad and it isn’t going away anytime soon. The
entire landscape through which we access information is changing: it is going mobile.



This guide will walk you through the basics of mobile marketing and give you a better
idea of how to best approach this type of marketing within your own business. We encourage
you to explore and ask questions. We are here to help.

And consider these stats...

 Mobile browsing is projected to surpass desktop browsing by 2014.

 1/2 of local searches are now done on mobile devices.

 Mobile is today's fastest growing marketplace.

 A Mobile Website can increase the engagement of Smartphone users by 75%.

 40% have turned to a competitors site after a bad mobile experience.

Mobile searches have quadrupled in the last year according to Google, for many items one in
seven searches are now mobile.

• 1 in 3 mobile searches are local. After looking up a local business on their smartphone, 61
percent of users called the business and 59 percent visited.

• 79 percent of smartphone users use their smartphones to help with shopping

• 71 percent of smartphone users that see TV, press or online ad, do a mobile search for more
information, but 79 percent of large online advertisers still do not have a mobile optimized site.



Mobile Marketing Types: Learning The Lingo

SMS

SMS is where it all began. The pioneers of mobile marketing recognized that accessing
people through their cell phones was a powerful marketing tactic worth exploring. People
always seem to be near their phones. Whether they are at work, on the go, or even relaxing at
home, their cell phones aren’t far off.

With the advent of the SMART phone, the cell phone obsession skyrocketed. What used
to be rare only ten years ago – seeing a cell phone that could fit in your pocket – is now
commonplace. Mothers arm their children with phones to keep in touch, employees constantly
check their emails via SMART phones, and even loved ones communicate primarily via texting
to keep each other updated.

It is no wonder that marketers find this tool so useful. Being able to access people has
always been the great challenge of marketing. How do we get in front of people to share our
message? How do we stand out from the crowd and get noticed? SMS marketing offers
compelling answers to these questions and the low overhead required of such a campaign
leaves many business owners feeling a sense of relief that “finally” their marketing is paying off.

SMS marketing allows business owners and company decision makers the ability to
pinpoint demographics and promote their marketing message in such a way as to bypass all of
the common hang ups that other marketing methods have built around them. Telemarketers
struggle to get their prospects to pick up the phone. Direct mailers have come to accept 2%
open rates as normal and TV commercials are being replaced with Tivo and Netflix.

Recent studies have shown that texts, those sent by marketers, experience as much as a
40% open rate on a regular basis. If you have ever tried your hand at marketing, you know that
these numbers are powerful.

Now that we live in the age of SMART phones, that 40% is even more powerful than
before.

Why?



As more and more prospective customers switch to the SMART phone, marketers are
able to deliver their messages via SMS in different media formats. Imagine being able to send a
text that you know 40% of your list is going to open and beyond that, they will be able to click
on a link within that text and instantly watch a video online that you have created. If you craft
the video correctly, they will probably share it with friends. This is powerful marketing.

One of the main benefits of SMS marketing is the low cost. There are no mailers to
purchase, no TV time to buy and you don’t need to hire a large graphic design team to build you
a banner. It is as simple and cost effective as obtaining a list and sending out a few texts.

This low cost attracts many marketers to SMS marketing and many try to run their own
campaigns. If you have experience with copywriting and internet marketing, then this is a very
viable option for you. If not, then outsourcing this is going to be your best bet. When running
marketing campaigns like this you want to be able to squeeze every last conversion that you
can. Hiring professional SMS marketing providers will allow you to do just that.

QR Codes

QR codes are a new and unique way to market yourself, though they are often
misunderstood. Many marketers use QR codes more as a diversion to the marketing message
than as a means by which to pull people through your proven sales funnel. Let’s look at an
example:

Some companies will attend events, QR code in hand. When a prospect meets with the
company representative and establishes a relationship, often times that rep will then offer the
prospect a chance to claim some report or “more information” via a QR code scan.

While the prospect might appreciate the opportunity to use their mobile device,
chances are that the use of QR codes in this instance fell within the wrong part of the marketing
funnel.

Why?



In this instance, the company rep already has a relationship with the prospect, there is
no need to send this person through another hoop when all we want is for the prospect to take
action and make a purchase.

A better use of the QR code in this case would have been to have the prospect scan the
code to receive a coupon, or to be taken to a special registration page that you could only
access with your mobile device.

QR codes should be looked at as instruments to increase a prospect’s desire to take
action. One great use of QR codes can be found within the direct mail marketing world. Direct
mail marketers have spent large amounts of time and money trying to figure out how to get
their prospects to “do something”. They have found that if you can get them to do one thing –
you can get them to do to two things.

Direct mail marketers have
introduced the QR code into their mailings.
They will send out their regular mailings,
but now they will include the QR code piece
by incentivizing a scan.

A pizza company might, for example,
send out a mailing with a QR code that
enables recipients of the mailing to access a
coupon for 25% off their next order. When
the recipient of the mailing scans the QR
code, they are then asked to provide their
email in order to access the coupon. It is
this simple call to action that makes all the
difference.

This pizza company now knows that this person was interested enough in their offer to
want to redeem a 25% off coupon. Armed with this knowledge then can send out further emails
promoting various pizza deals, events, etc.

QR codes have proven to be the perfect marriage between offline events such as direct
mailings and online ones. The important thing to remember with setting up your own QR code
event is that you have a sales funnel in place to maximize whatever action you get the prospect
to complete using their smart phone.



Mobile Design

In a recent study done by an internet research company named comScore, internet
users were tracked throughout a single 24 hour period. During that time it was shown that
despite a small rise during the working hours, mobile devices outperformed PCs as the device of
choice by almost double. In other words:

People prefer mobile.

It shouldn’t come as any surprise that many internet users today prefer the quick and
easy access of mobile devices when compared to their PC counterparts. Instead of having to sit
down and stop everything that you are doing to find a bit of information, you can simply pull
out your smart phone or tablet and find everything that you need.

As the internet continues to become more socialized, this also means that people will be
making immediate purchasing decisions based off of their time using a mobile device. For
example:

Let’s imagine you are out on the town Friday night with friends. You have just finished
watching a fabulous show and now you all want to find somewhere to grab a late night snack.
What do you do? Do you drive home and turn on your PC to look up something that you
bookmarked months ago? Do you run to the nearest phone book to open up the Yellowpages?
No, of course not, if you are anything like the typical internet user today – you whip out your
smart phone and do a quick Google search.

Here is where things get tricky. As you go about your search you find a few restaurants
with late night menus that seem attractive. After reading about them on Yelp you decide to
take a look at their site to try and find a menu – and here is where things usually go bad.

Like most websites today, you click on the top ranked site. It takes forever to load on
your phone and is eating up data that you were hoping to use for other things (like looking at
cat videos). When it finally does load, you can only see about ¼ of the entire site and trying to
click on links quickly becomes a nightmare. So what do you do? You do what most mobile
device users do – you click the back button.

If you were the owner of this restaurant and it was your site that was the site in
question, you would have just lost a customer. When prospective customers make impulse
buying decisions like that – the kind of buying decisions that lead to lifelong customers – it can
be incredibly painful to the bottom line if you aren’t prepared to receive them.



This is why mobile design is so important. It has very little to do with aesthetic beauty
and absolutely everything to do with preventing situations like the one we outlined above.
Having your site redesigned to meet mobile design standards will automatically put your
business head and shoulders over those who aren’t currently meeting the high demand for
mobile ready sites.

If we jump back to the example that we were looking at earlier, we would see that once
you had hit the back button on the site NOT ready for mobile, you would have clicked on the
second or third site and easily navigated through their site, found their menu and became a
customer of their establishment.

Things like social media, SEO and even direct mail with links to your site are useless
unless your site is ready for the mobile age. If you are a business that is interested in going
where your customers are, then you must meet them in the world of mobile.

Apps

According to an analysis provided by Flurry Analytics in November of 2012, mobile users
spend 43% of their time playing games. This was the largest chunk of time spent doing any one
thing on their mobile device by almost 200%.

What does this mean and why should you care as a decision maker in business?

It means that if you are interested in getting eyeballs on offers, then the place that most
people are looking are online mobile apps. The best part is that getting into the mobile app
world doesn’t require that you necessarily
have to create and build the app yourself.

Many companies opt to outsource
their app creation, and if you have the
budget, go for it. Having your own
personally branded app that is available for
download at places like iTunes or the
Android app store allows you to leverage
the massive traffic that these sites already
have.

Creating your own app also allows you to
build a powerful brand – one that is
associated with daily interactions – and it



also allows you to get your brand into the
hands of people quickly. For example, many
running companies have started creating
run tracking apps to attract attention to
their brand and company.

Why?

It isn’t because they are making
money on the apps themselves – they
probably aren’t – they continue to develop
these apps because people continue to
carry their smart phones around with them.
Imagine if you were to use one of these
running apps for your own training. Every
single run that you went on you would be
exposed to the company brand. Each time you opened that app to start tracking your running,
you would see the company logo, perhaps see a short advertisement and eventually you would
start to associate this brand with deep psychological ties.

It is the perfect repetition marketing scenario.

Perhaps you don’t have the budget for creating your own app. That is ok – you aren’t
totally left out of the app marketing game. You can, and should, leverage the hard work of
others by marketing on the apps of companies that simply create apps as their business model.

What do we mean?

Let’s use another example: Let’s say that you are a company that sells young adult
clothing to the male-teen demographic. What is the best way to reach these kids? Gaming.
Imagine if you were to contact a company that made gaming apps and worked out an
advertising deal with them. Every time they opened their smartphone to play their favorite
game they would see an ad tailored to their demographic for young adult fashion. You could
have all of the benefits of a high quality app without the massive expenses that come from
developing one yourself. You would benefit the app company by provided them early
monetization solutions before they even went to market.

Apps provide a rich and engaging way for you to engage with your prospective
customers.



Which Mobile Is Right For My Business?

One of the great things about mobile marketing is that it offers so many different
options for someone trying to create a large customer base. The problem with mobile
marketing is that it offers so many different options, custom tailored to your needs, that it can
be hard to decide which is right for you.

We highly recommend that you consult a professional mobile marketing company
before making any commitments, but the following sections of this guide will give you a better
understanding of what to consider when choosing your mobile marketing battle plan.

Who Is It For?

As with all marketing plans we have to first determine who this campaign will be for.
What is your demographic? What devices do they use? Where are they online? Asking yourself
these basic questions can already eliminate some of the more obvious choices.

For example, if you are trying to sell downloadable Kindle ebooks, then it would be safe
to assume that your target audience has access to a tablet. Running an SMS campaign to
promote your new book wouldn’t be nearly as effective as launching a new iPad app that allows
people to organize their books in a new and fun way.

To contrast that example, if you are a bar owner you aren’t likely to run into the late
night bar hopper running around town with using their iPad to find your establishment. You are
more likely to have a successful campaign if you were to utilize an SMS based offering. People
would check their phone while out on the town and make a buying decision based off of your
coupon offer or notification.

Learning about your demographic will be crucial in the success of any mobile campaign
that you might engage in.

What Do They Want?

Learning what type of media, information and “bribes” your customers want will be the
single most impactful activity that you can engage in when running a mobile marketing
campaign. For example: If you run a business that requires visual confirmation of any kind
(think car sales, or restaurant, or furniture sales etc.) then building a mobile ready site will
increase your sales.



How?

It isn’t the design of the site that
your customers are concerned with; it is the
ease with which you present the buying
decision. If you can provide them a mobile
ready site, with mobile ready media,
today’s customers will literally mute their
TVs during commercials and spend that
time surfing your site and moving closer to
that buying decision. All you have to do is
provide your customers with what they
want – mobile responsive media.

What Is My Sales Process?

It is important that you don’t market too fast. You could conjure up all the excitement in
the world through a high quality SMS campaign but if you can’t then take that excitement and
turn it into sales, your campaign has been a loss.

Setting up a high quality sales process is something that requires careful planning and an
honest look at what you offer and what resources you have at your disposal. Many mobile
marketing professionals are experts at building sales funnels.

A good sales funnel allows you to make sales even when you aren’t yourself putting
work into it directly. The internet offers a broad range of sales funnel options that allow you to
grow your business 24 hours a day and 7 days a week. These funnels, when combined with high
quality mobile marketing will turn your business into a perpetual sales machine all the while
freeing you up to be more productive in the areas of your business in which you are critical.

Getting Mobile Right

Mobile marketing is here to stay. It is more effective, both in terms of cost and
implementation, than traditional marketing methods are and it allows you to share your
marketing message with the customers that really matter.

You don’t have to spend an arm and a leg in order to maximize the affects that mobile
could have on your business. A simple, cost effective mobile site design would already put you
ahead of most of your competition.


Don’t hesitate to take this step into the future and maximize your company’s sales. Call
toll free today @ 1.855.432.6762 to speak with us or email us at LocalBizHelp44@gmail.com
and let us show you how mobile can increase your bottom line!

Thanks for reading and I hope you take action today!

Ron Richardson - LocalBizHelp.ca


Mobile marketing-guide

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