Blueprint: Mobile Content Marketing

Transcription

1 Blueprint: Mobile Content Marketing Mobile Content is anything that is read, listened to or viewed on mobile devices. And in today s current global culture, mobiles have already surpassed personal computers as the preferred communication device of choice while leaving them way back at the starting gate! It s been estimated that almost three-quarters of the planet s inhabitants have some sort of mobile device even in Third World countries, where a village will often share a mobile phone or two, while PC s (personal computers) remain the stuff of dreams. But there s an even more important reason why you need to consider adding Mobile content to your marketing strategies: It has also become the most natural way for people to communicate with each other for: Work Play Education Shopping For example, the current generation has too short an attention span to bother waiting to get home to check their messages. 82% of children in North America owns a Mobile phone and is already in the habit of checking their phones for SMS Text Messages, Voice alerts, and social networks such as Facebook. Given the fact that their habits are already fixated firmly on Mobile communication, is it any wonder that PC use has shrunk to a mere quarter of the figure for global Mobile usage? Mobile Marketing Studio T W

2 2 That s not only the trend of the future you see snowballing rapidly: Mobile communication has already become the preferred norm today. So, keeping this in mind, how do you best create and make the most of Mobile content, and how do you add it to your marketing? This blueprint is designed to help you do just that. In five basic steps you ll be better informed and truly ready to go Mobile with your content marketing. Step One: Research Your Market s Mobile Preferences and Habits It s not enough simply to be aware of global Mobile trends: You need to know specifically what your particular niche market and subscribers prefer in the way of contact and communication. You need to survey, poll or ask them what their habits are and let them see that your interest is in their preferences; in making life easier (and more fun) for them. Here s what you need to find out, right off the top: If they use their Mobiles more than their PC s, as much as or less than. If they prefer contact via SMS Text Messages, Voice Alerts or social media on their Mobiles What apps they use the most What sites they enjoy visiting via their Mobiles and why What type of Mobile device they most frequently use (and make and model, if they ll tell you) What one aspect of Mobile use bothers or irritates them the most.

3 3 You can learn all this in one step simply by creating a Survey via a free Survey Builder such as Survey Monkey (the most user-friendly Survey Builder on the net). Better yet, use their inexpensive paid option to kill two birds with one stone, and conclude your Survey with a contest. Offer a prize for those who voluntarily select the additional option of providing you with their Mobile Number, First Name and Last Name (the paid Survey Monkey option allows you access to that data). (Note also in the previous screenshot that Survey Monkey allows you to create Telephone Surveys. An alternate to building an online survey would be asking people to sign up via Mobile to participate.)

4 4 You can also simply ask your current subscribers via an from your autoresponder. Be sure to conclude by inviting them to sign up for optional Mobile contact. It s imperative that however you get them to sign up, you make sure you have access to (and keep records of) your proof of their sign up. CAN-SPAM laws are particularly strict when it comes to Mobile marketing. Step Two: Making Sure Your Sites are Mobile-Ready One of the best and easiest ways to make sure your sites Mobile-ready: Create a Facebook page, which will also allow your subscribers, fans and potential followers the option of subscribing to you via SMS feed. For that, they have to allow Facebook permission to contact them via their Mobiles but you reap the benefit of being instantly accessible via your Facebook Page feeds without having to do one step of work, other than setting up your Facebook page and letting people know they should subscribe. You could also quickly create a Mobile-optimized blog, which not only utilizes a mobile-ready theme such as Mobius or Carrington Mobile, but which contains bite-sized mini-posts by you, containing juicy morsels of information or handy links. What your competitors often fail to realize, even when their current blogs display well on Mobile devices, is that their content itself is often too long and simply not optimized for the Mobile mindset of subscribers. Content for mobile blogs needs to: Be short Get to the point immediately, with as few words as possible Be visually right there on the screen, without forcing them to scroll off the page

5 5 Boil it down to one single but juicy tip or link per post Intersperse this with a good mix of entertainment by alternating useful with fun fact or simply just funny, an inspiring quote for the day and don t forget occasionally directing them to buy one of your products or to your Facebook Page! Create a list of seven ways you can increase your Mobile-friendliness Now really put some thought into: Whether or not that would work for your followers or market How easy it will be to implement your chosen methods If it will be worth the investment of making a change or adding that extra stream of contact And remember you can always outsource Mobile-readiness tasks like setting up your new mobile blog; having a web designer (one who specializes in Mobile design) update or fix your existing theme or website XHTML; or setting up your new mobile-friendly Facebook Page.

6 6 Step Three: SMS Text Messaging or Voice Alerts A more direct way to go is to add Text Messaging or Voice Messages delivered to your Mobile subscribers. Here are the five essential steps to take: 1. Research and decide the best delivery method for you and your subscribers a. Through your existing autoresponder? b. Through a service such as mobilemarketingstudio.com 2. Make sure you thoroughly understand any fees to you or your subscribers via your chosen method 3. Remember that all-important step of obtaining proof of Sign-up for your SMS Text or Voice messages 4. Set your budget 5. Track your results Step Four: Building Relationships via Mobile Content Now that you have your preferred methods of providing Mobile content in place, it s time to build relationships. There are a few crucial facts to remember about staying in touch with your market in this manner Mobile relationships are built on the immediacy and real-time response of connection and engagement Consistency in keeping in constant contact is an essential here, so create good contact habits

7 7 At the same time, don t be like the kid with the new toy and bombard your subscribers with meaningless messages Think of the messages you like to receive on your mobile and do your best to provide ones that make your subscribers feel that way Keep them engaged by offering benefits and bonuses only available via your mobile Prevent your non-mobile subscribers from feeling left out or undervalued by making sure your exclusive Mobile-only benefits and bonuses are of interest only to those who actually have Mobiles (e.g. an iphone app or Droid widget) Make a list of promotions and exclusive contests, coupons, etc., you can please your Mobile subscribers by offering. Use this list for brainstorming, then think through your more attractive ideas completely (perhaps even inviting feedback via Mobile, of course!) My Unique, Exclusive Mobile Promotion Ideas: (Remember, the benefit is primarily for your subscribers not for you.)

8 8 Step Five: Expanding Your Horizons Once you re comfortable and have a solid routine going with Mobile connection and content, consider adding exclusive apps to the service you provide. Research what your competitors are doing in the way providing mobile Apps, as well as finding out what your Mobile subscribers want. Then back to the time-honored but effective practice of filling in the gaps. Give them what they ve been asking for and haven t yet received. Be their mobile hero! Don t let the thought of App creation intimidate you. Remember that what they want may be incredibly simple. (It doesn t even have to be stunningly original though it s always an added bonus when it is!) Decide on: Your budget for App creation (figure on $ , if you re outsourcing to an App developer) Whether or not you re going to create it yourself via an online Appbuilding service such as isites If you re going to approach an online programmers job board such as iphonefreelancer.com with a design proposal How you re going to offer your App to your list o o o o A Sign-up incentive? A reward? A Bonus? A thank you Freebie?

9 9 One last way to expand your Mobile horizons (and monetize your efforts in the process): Look into Google Mobile Ads and whether or not implementing these in your content is a good mix for you. Now use this last, short list to hit the high points and jot down a rough skeleton you can build on for your Mobile Content marketing plan: I am going to: Just as Mobile use seems to be taking over as the most natural way to communicate, so should shifting a good portion of your content to Mobile feel natural to both you and your subscriber. Ultimately, going mobile will save you both time and increase your enjoyment of connecting with your list in a fun and profitable way. Remember Feed the need and it will feed you too for a long time to come! To your success!

10 10 Text message marketing service Mobilemarketingstudio.com