Marketing to consumers on their mobile devices makes sense: Consumers now use mobile devices for nearly three hours a day (according to eMarketer). While the tactic is an affordable way for a small business to build its customer base, increase awareness and drive sales, the channel has some best practices all marketers should know.
Here are mobile marketing tips, specifically for entrepreneurs:
Know what device your audience uses.
Mobile devices have reached critical mass in the United States. However, this large quantity of mobile users means customers may have more than one mobile device. Aside from differences in Android and iOS platforms, your mobile marketing messages could be opened on a 3-inch smartphone, an 11-inch tablet device or a smartwatch.
Take the time to predict the devices the majority of your audience will likely use, considering your website analytics — and your campaign’s content. For example, research by Adobe indicates that 70 percent of mobile users who watch videos do so on an Apple device.
Deploy campaigns when people are primed to receive them.
AdWeek recently reported that mobile use peaks at certain times of the day and week. Morning mobile activity peaks between 6 a.m. and 9 a.m., before the traditional workday begins. It peaks after work hours around 7 p.m., and remains steady until 10 p.m.
The likelihood that people will buy on their mobile device ebbs and flows on certain days, too. Consumers spend the most money using mobile devices on Fridays and Sundays. They’re least likely to spend money on mobile devices on Wednesdays. If your mobile campaign’s objective is to drive sales, release the message on a day consumers are likely to buy.
Get to the point.
Consider how you can get your message across in the most clear, succinct, way for mobile users. For example, mobile marketing expert Chuck Martin told CBS News that mobile ads including video messages tend to get a 25 percent higher click rate than text-based messages. If you’ve got a new product to promote, show users how it works, instead of describing it in copy.
Incorporate mobile behaviors into your message.
Consider how you can incorporate popular mobile behaviors into your campaign to boost engagement. If you own a pizza parlor, for example, encourage mobile customers to snap a picture of themselves in your shop and share it on social media to redeem a mobile offer. A health and wellness coaching business might encourage mobile users to share a Periscope video of their favorite way to fit activity into their day, in exchange for a free session. The less mobile users have to change their current mobile behavior to redeem your offer, the more likely they’ll do it.
Make your location known.
Mobile marketing campaigns empower small businesses to reach prospects in close proximity to their storefront. Make sure that your business location and hours of operation are listed accurately in social media profiles, online review sites and popular maps like Google My Business. Many of these sites also allow small businesses to design mobile offers that target prospects and customers who are looking for a product or service similar to what you sell that they can redeem on their mobile device.
Measure responses regularly.
Mobile marketing empowers you to adapt campaigns swiftly based on real-time customer response. Establish how you’ll measure the efficacy of your mobile marketing campaign based on its specific objective. Then, measure your progress against your goals as a business owner (how much did you want to spend compared to what you generated), and industry norms. According to a recent report from the Direct Marketing Association, a typical response rate for mobile marketing campaigns is .2 percent, with an acquisition cost of about $18 per customer. The sooner you know what offers customers respond to, the more you can optimize the time and effort you invest into your mobile campaigns.
Mobile marketing campaigns are an affordable way to reach your customers, but you must understand how to best use the channel. Follow these basic steps to design your first few mobile marketing campaigns. Continue to test results, and experiment with new creative mobile messages and tactics over time.