Mobile marketing is almost like a game of cat and mouse. You can never fully anticipate how consumers will use and react to new technology. In the case of mobile marketing, businesses tried to target consumers via SMS or apps but quickly learned that users were far more engaged with mobile websites.
This created an entirely new strategy for mobile marketing, which marketers began to target as browser-based experiences rather than standalone apps. With so many different ways to approach mobile marketing, it can be tricky to know where to begin or what strategies are the most effective. To get you started on the right track, we’ve compiled some of the best advice on how to use mobile marketing for your small business.
What Is Mobile Marketing?
Mobile marketing is the practice of engaging customers via smartphones or other mobile devices. It can take the form of text messages, emails, push notifications, in-app content, or a website that is formatted to work on mobile devices. This can be anything from a coupon promotion to a special contest. Mobile marketing can be a great way to build a relationship with customers, give them more information about your products, or even encourage them to purchase more items. It’s important to remember that you don’t want to bombard your customers with too many messages, so you should only use mobile marketing tactics when they are appropriate.
Set a Goal for Your Mobile Marketing Campaign
Before you get too far into your mobile marketing campaign, it’s important to determine what your goal is. Is your goal to build brand awareness? Increase sales? Or simply drive more in-store traffic? Knowing this will help guide your decisions about the type of content you share and how often you share it. For example, if you want to increase brand awareness, you’ll want to create content that builds your reputation as a trustworthy and reliable company. This can include sharing newsworthy articles, offering coupons or discounts, or providing helpful and informative tips for customers.
Know your Audience
Once you’ve set your goal and have a general idea of what type of content you want to share, it’s important to know your audience. Knowing your audience can help you decide which topics to cover and which features of your products or services are most appealing. For example, if you’re targeting parents, you’ll want to focus on topics like child safety, parenting struggles, and product reviews related to raising children. If you are targeting millennials, you’ll want to focus on topics like career development, workplace tips, and the latest and greatest in technology.
Create a Solid Content Strategy
Once you’ve determined your audience, it’s time to create a content strategy. A content strategy is simply a plan for what type of content you want to share and when you want to share it. Depending on your goal, you might want to share new content multiple times per week or just once per month. You’ll also want to consider what platform you’ll be sharing your content on. Is it better to share your content via Facebook, Instagram, or directly through your website? Understanding what time of day your audience is most active on their mobile devices will also help you decide when to post.
Decide on an ad platform
Depending on your business and goals for your mobile marketing campaign, there are a few different ad platforms to choose from. While there are some differences between them, they generally follow the same basic principles. Most mobile ad platforms allow you to create and host ads that are shown directly on a consumer’s mobile device. You can use these ads to offer coupons, promote a special sale, or simply drive more traffic to your website. Depending on which platform you choose, you’ll usually be able to add a call-to-action button, select the device or operating system you want to target and set a budget that dictates how much you’re willing to pay per click.
Mobile marketing is a growing field that has a wide range of applications. Mobile marketers use mobile devices to send advertisements, deliver audio content, conduct surveys, provide information, enable commerce, or any other combination of communications that can be delivered via a mobile device. Keep in mind, however, that while mobile marketing can be a great tool for your business, it’s not a good idea to rely on it exclusively. It’s always a good idea to have a strong, consistent mobile presence, but it’s also a good idea to have a strong website and other ways to reach your customers as well.
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