Sophorn Chhay is an inbound marketer specializing in attracting targeted visitors and generating sales qualified leads. Through Trumpia’s SMS marketing automation solution he helps businesses and organizations communicate effectively with their customers or members.
Trumpia offers a free Mobile Marketing Success Kit, so don’t forget to grab your free copy.
Think you know how smartphone-oriented our society has become? Think again.
Millennials touch their smartphones 43 times per day. That means that you, as a business owner, have 43 potential opportunities to interest an audience, convey your message of choice, and convert that attention into an actual sale.
You’d better make those moments count. Here’s how:
Change Your Approach, Change Your Results
Several years ago, HBO debuted an incredibly innovative way to promote their vampire-themed show True Blood. People using the Flixster and Variety mobile apps to read movie reviews soon found their touchscreens dotted with bloody digital fingerprints. The gory marks soon evolved into an animated pop-up ad that prompted readers to watch a trailer for the show. Viewership was soon up 38 percent.
The lesson? Don’t be afraid to be innovative and disrupt your usual customer experience, as long as you offer something interesting, amusing, or useful in exchange for the interruption.
Empower the People Using SMS Marketing
Studies show that 86 percent of people skip TV commercials and 44 percent of people toss direct mail without ever opening it, but 70 percent of consumers actually like receiving SMS (text messaging) ads. People like being in control of the content they’re seeing, and mobile marketing gives them that control.
But beware. Inundating subscribers with so-called deals of little value or that have little relevance to the reason they subscribed (sending motorcycle maintenance coupons to subscribers of your cooking newsletter, for example) is a turn off.
A 2012 study by the UK Direct Marketing Association (DMA) found that 33 percent of Americans actually like getting mobile offers via text message rather than through email, mobile app, or voicemail. And Americans are starting to catch up in this area. There could be a sound future in sending reminders, offer limited-time deals (“Only 10 left!”) and discounts that inspire quick action — where you can personalize using data in your rewards program.
Don’t “We We We” on Your Readers
Build your marketing strategy and marketing language around fulfilling clients’ needs instead of your own. People are more likely to buy from businesses they feel comfortable with and appreciated by. Marketing is a chance to demonstrate that connection.
Don’t: 5 Ways MyBusiness is Changing the World
Do: 5 Ways You Can Use MyBusiness to Change the World
Don’t: Share our post, like our page, and we’ll pick a contest winner next week.
Do: Here’s a free eBook! If you find the information useful, please let a friend know!
Don’t: We love strawberries and MyBusinessBooze in the morning!
Do: What’s your favorite way to enjoy MyBusinessBooze?
Build an App Trap
Once you convince users to download your app, you’ve practically earned yourself a captive audience. ComScore says that 46 percent of shoppers are less likely to consider product alternatives if they’re already shopping within a company’s mobile app.
Still, the success of an app depends on having an efficient and easy-to-navigate design. Keep content streamlined and task-oriented; consumers like to be able to find whatever it is they’re looking for in a timely manner, and graphic-heavy apps – and websites too, for that matter – that take forever to load will have people clicking away in no time.
Ultimately, for any mobile website or app environment, the key is providing a real reason to come back again and again. Otherwise, that app could grow dusty on your customer’s smartphone screen.
Invest in Video
In 2013, mobile video represented just 16 percent of all mobile traffic, but by 2018 that will have jumped to a staggering 69 percent. It could be because people are looking for a way to stay entertained while they’re, shall we say, indisposed (61 percent of survey respondents admitted to using their smartphone while in the bathroom). Better keep those hands washed!
On average, people spend two hours a day watching video on their phones. Considering most clips on social media are just minutes or even mere seconds long, that’s a lot of different sources gaining a lot of valuable exposure. Create promotional videos, harness the power of user-generated content (bearing your hashtag, of course) on Facebook, Snapchat, Vine, or Instagram, or launch your own YouTube channel.
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