Mobile Marketing for the Rest of Us
If you’re reading this, odds are pretty good that you aren’t the CMO of a large corporation. I’m not saying you shouldn’t read it if you do happen to be in that spot, just that Vegas odds are pretty slim that you are. But you’re probably interested in mobile marketing or you wouldn’t be reading this.
So what do you do if you’re a small or medium sized company and you are facing the harsh reality…
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First, you’ll need a strategy. This should include a couple of things:
- A basic idea of what mobile marketing can do for your business
- A plan for how to get your business into the mobile marketing space
- A method of determining the effectiveness of your mobile marketing play
Ok… great. You can get onboard with this pretty easily, you’re probably thinking. Now, for the important part.
How are you going to implement this mobile marketing strategy?
If you’ve been paying attention at all lately, then you already know that Google has started penalizing companies with mobile “unfriendly” web pages and sites. Which means the first thing you need to look at is your overall web presence; everything these days really does start with a web site. I know a couple of companies that still haven’t joined this century and built a web site, but they’re few and far between, and likely do something so specialized that they’re still getting away with not having a site. For now.
The rest of us, not so much.
The next item on the list is how to go mobile. Is there a way that your business would benefit by having a direct phone interaction with your customers or prospects? If so, how simple and easy can you make it? There are countless numbers of app developers looking for work, and they’ll tell you (pretty much every one of them) that you need an app. But don’t forget, they need work.
If you don’t have at least 10,000 active customers, building an app is a waste of time.
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That’s right. If your customer or active prospect base hasn’t already grown to this size, you’re wasting your time and your money building an app. Because an app, well that’s not just building it. It’s building it for multiple OS – iPhone, Android, maybe Windows – and then supporting all those different screen sizes, device tweaks, carrier idiosyncrasies, and the updates, yep, frequent updates, for each of those iterations of your app.
If you’re lucky, and I do mean Vegas-style lucky, then maybe 10% of your customers will actually download your app. And 25% of those people, they’ll use it one time. And 15-20% of those people will use it more than once. These are not great figures for ROI on your mobile marketing effort.
So unless you’re Starbucks, United Airlines, Sephora, or Safeway, don’t count on getting that much usage from your app.
How do you create a mobile presence without an app?
Mobile wallet marketing, that’s how. I preach this all the time, even in my sleep. No, really, I have dreams about wallet campaigns, digital ad campaigns, ways to interact with users and prospects via their wallet apps. Because those people already have wallets installed. Every iPhone has Apple Wallet, right from the factory. You can’t turn it off, you can’t delete it. You can put it in a folder and forget it about right now, but not for much longer.
Even if you don’t think you’ll ever want to use Apple Pay, you’ve still got the Wallet.
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The Wallet is like having an app, without the development costs, the support costs; time and energy and effort that would have been spent deciding where to place icons and tabs and what sort of navigation (hamburger, drop down, ugh!) should have been used… the wallet doesn’t require any of that.
With the Wallet, you simply choose a couple of elements for the front – a graphic, a headline, a sub-headline.
- Pick two colors.
- Add your logo.
- Then decide what you want to put on the back. This is where the good information should go.
- Maybe you want to use an iBeacon, or some geofencing for notifications.
For today. If you change your mind tomorrow, it takes about 2 minutes to re-vamp the pass and push the new content to the users. That’s all. It’s about as complicated as writing an email in your Gmail and pushing the send button.
If you want to talk to me about mobile marketing, use the contact form on the front page. As Frazier Crane would say, I’m listening.