Building a website and sharing it with everyone you know on social media is the sunrise in the world of digital marketing. What’s remaining is the rest of the day. Seizing the day will take you above and beyond the realm of your digital marketing strategy. Modern technology has brought digital strategies to the palm of your hands, including mobile CRM, applications, and the internet.
For the most skilled marketeer, this is all in a day’s work. But if you’re a new business owner or if you operate alone, it means figuring out what marketing mobility is, and then turning theory into practice.
These 8 tips will outline the fundamental ethos of marketing mobility, why you need it, and ways you can incorporate it into your marketing model.
Customer Relationship Management (CRM) Solutions
As a business, you have customers. That leads to having to manage those customers. Sometimes this is easy, especially if you don’t have a lot of them. As your business grows, you may not always be able to remember who is who.
You may forget key connections and even what stage you’re in with their client cycle. Without the right kind of organization, it can be hard to keep multiple projects afloat. It can also be hard to remember who you need to stay in touch with.
CRM is a system devoted to organizing, remembering, and making the most of your customer relationships all while streamlining your business. Adopting a mobile CRM application can keep you organized and make any contact list completely intuitive so it can do the heavy lifting and you can get back to your business sooner.
Develop a Mobile Responsive Website
Marketing Mobility starts with a mobile-friendly website. You can easily do this with any DIY website builder. In the past, getting online and mobile was expensive, but don’t let the past shadow your thinking. Mobile responsive technology, including mobile websites, are an effective solution to becoming relevant in the mobile market.
Your business’s online presence will take you on the path to becoming relevant in the mobile market. 51% of Americans prefer to shop online, and many are doing it from their smartphones, therefore integrating your business to mobility will increase the likelihood of developing leads and converting them into customers. Mobility is the idea that you can take what mobile offers and integrate it with other types of marketing and media. So your goal should be a seamless integration.
Encourage Mobile Check-In
Mobile check-ins are pretty much the cornerstone of marketing mobility. The concept is simple. Customers use their mobile devices to “check-in” at different business so that their social media following knows where they are.
To grow your marketing mobility, you need to find ways to encourage people to check-in at your business. One way to do this is to use a third-party check-in app to offer rewards. The concept is very simple.
- Sign up to use a third-party check-in app.
- Set up check-in incentive.
- When customers check-in at your business, reward them.
ShopKick is an excellent app that can help you grow your check-in rewards program. As a business owner, your incentivize items in your store as reward items. Then, people with the app scan those items, and they earn discount points to be used in your store. Businesses that utilize this service boast around a 20% conversion rate.
You can also use built-in check-in features on social media apps as well. Facebook places allow users to check-in when they arrive at a place.
Make sure your mobile check-in program encourages customers to come to your business. A plane Jane 20% off is certainly enticing, but remember, millennial customers expect engagement. If you can make your program engaging, it’ll likely be well received.
Revise Your Web Copy for Mobile
One really innovative aspect of mobile responsive websites is that not all the web copy has to show up on a mobile device. That means you can pick and choose what carries over from your desktop site to your mobile site.
To keep your message mobile friendly, consider these four tips.
- Be brief
- Use images
- Check speed
- Simplify navigation
Engage on Social Media
By encouraging people to follow you on Facebook and Twitter, you open the door to marketing mobility with social media apps. It’s not enough to just like your business, you need followers. When someone follows your social media account, they get push notifications sent to their mobile device when you post something new. They get what you are saying in real time.
For example, you could post a Facebook ad for a flash sale on your Facebook page that says the next 5 people who walk through your door will receive some type of discount. Those people who follow you on social media will have a push notification sent their phones, and your foot traffic will likely increase.
If you engage with these followers by posting pictures of people getting the discounts and showing new products, you’re likely to grow your social media following while boosting your marketing mobility.
Create a Solid Loyalty Programs
As a new small business owner or soloprenuers, you need loyal customers. The solution to that is simple–loyalty programs.
You know the punch cards that keep people going back to the local coffee shop to get that free cup of coffee? Well, you can use a third party app or you can use ecommerce loyalty solutions to keep customers loyal. If you’re an online shop, you can set up a loyalty program through your ecommerce platform. If you’re a brick and mortar store, you can use mobile loyalty solutions.
- Loyal Blocks
Now, not only is what your business is topping potential buyers list of choices because there’s an incentive, but you also have a direct line of communication with your buyers because they give you their contact information to sign up. It’s a win-win situation for both your business and your customers.
Send out Digital Coupons
There’s a science behind coupons. Just look at extreme couponers. People love to save money, and they love to feel like the brands they are loyal to care enough about them to offer them savings.
Integrating your paper coupon campaigns with your digital campaigns can save time and create a more cohesive brand image. You can send coupons in the mail, or via email, or through your social media.
Subscribe to an Email Automation Service
Another aspect of marketing mobility that many brands are just now realizing the importance of is being in front of exactly the right customer. Email automation makes this easy.
In a nutshell, email automation allows you to segment your email and marketing campaigns based on the actions that people take with your communication. So, when a customer subscribes to your mail list or when a customer registers for something on your website your automation plan knows the right welcome message to send them.
Email automation applications make it possible for you to create personalized messages for customers that are specifically geared toward the relationships they have with your brand.
This is different than traditional marketing because messages to brand loyal customers are far different than to new customers.
That information can allow you to create detailed campaigns across different types of media and get greater results with fewer costs. Mobility doesn’t have to mean “broad reach” it can mean the ability to contact a dozen smaller, hyper-targeted communities, too.
Remember the Big Picture
Integrate your marketing efforts, don’t compartmentalize them. Use email, create a user-friendly, mobile website and get your clients to interact with your business on the digital front. Digital marketing is where all of this happens and the digital front is where a lot of consumers are spending time, so transitioning parts of your marketing efforts to digital are the steps in the right direction for your business.
About the Author: Ryan Stewart is a Digital Marketing leader with experience working with brands from all over the world in strengthening their online and mobile marketing strategies. Follow him on LinkedIn and Twitter.