The data doesn't lie—mobile marketing is the present and definitely the future. This immediate tactic is not just reserved for large corporations with larger than life budgets. Small business owners can find affordable ways to take advantage of this marketing method.
If you're a small business owner, and you've made the decision to get started with mobile marketing, refer to this five-point checklist before making immediate changes or launching any campaigns.
Related Article: The Mobile Marketing Bandwagon: Get On or Get Out
First Things First, Consider Your Customer
- Who are your customers?
- What are their mobile habits?
- Are they hooked to their device, or still working with flip phone technology?
If you understand your customer and their habits, you'll know the best ways to connect with them using mobile marketing.
For example, let's say you own a clothing store that caters to consumers in their 20's. This age group is attached to their smartphones respond better to mobile marketing than email marketing. So, as the clothing store owner, mobile marketing makes sense for your customers.
Next, Figure Out How Much Money You Have to Spend
Should you incorporate mobile marketing to your budget? Absolutely.
Does it need to use the majority of your marketing budget? No way.
Invest in mobile tactics over time, and then funnel more marketing dollars into the methods that perform.
Then, Limit Your Options
There are tons of different mobile marketing options for the small business owner. While some may decide to partner up with an online texting service, others might choose to design and develop a mobile-friendly version of their site.
To keep it simple and to the point, here is a short list of your options.
- Send out exclusive and immediate mobile coupons with SMS marketing.
- Make your site mobile friendly.
- Develop an app that encourages customers to interact with your brand.
- Invest in PPC campaigns that are optimized for mobile devices.
- Provide a click to call option on your website.
- Make use of mobile-centric social media platforms, such as Instagram and Periscope.
Now, from this list, pick two to three methods, and focus a portion of your marketing budget on these initiatives.
Measure and Review Your Results
You're only as good as your analytics, in my opinion. You can invest thousands of dollars into top marketing tactics. But, if you don't know what kind of return each method brings, you're essentially shooting yourself in the foot.
Have bi-weekly, or at the very minimum, monthly meetings to review detailed mobile analytics. For example, if you're giving SMS marketing a try, measure list growth and offer redemption. If you've developed an app, take note of monthly downloads. If you designed a mobile-friendly version of your site, then use Google Analytics to track user behavior.
Make a Final Decision Based on the Data
After measuring and reviewing your analytics, ask yourself this: did you get the results you wanted? If you're satisfied with the results, then by all means, slowly funnel more money into that initiative.
On the other hand, if you see little to no return, give it the ax. As a small business owner, you don't have time or money to waste. Move onto the next best option, and see if you results are worth the spend.
Now that we made it through that five-point checklist, you might be wondering—why?
Why Mobile Marketing?
What makes mobile marketing so special? This is a common concern, especially among small business owners.
I remember five or so years ago when I tried selling social media marketing packages to my clients. Most of them looked at me like I was crazy. They just didn't understand how a Facebook business page could actually help them grow their business.
Now, fast forward to present day, and I'm actually shocked when I can't find a small business on Facebook. Business owners now recognize the importance of this affordable online marketing method. They can reach hundreds, even thousands of qualified fans at the click of a button.
Now, I predict, a few years from now, these same small business owners will easily see the benefits of mobile marketing. It takes people a while to appreciate newer marketing methods, but it will happen, so don't get left behind.
Don't believe me? Here's a few quick statistics.
- 99 percent of all text messages are opened.
- From July 2008 to June 2015, there's been over 100 billion cumulative app downloads from the Apple Store.
- In 2015, 51 percent of digital media consumption was spent on a mobile device.
So, if you look at it that way, why not be an early adopter? Get ahead of the curve. Blow your competition out of the water by mastering mobile marketing. Give yourself that competitive edge you've been searching for.