Mobile marketing continues to get more attention and prove to be an effective option for small businesses. Still, not many small business owners know how to start a mobile marketing campaign.
One of the biggest advantages mobile messaging (from a Multimedia Messaging Service or Short Message Service) brings to your existing marketing plan is the extremely high average response rate. From speedy opens (usually within 3 minutes) to high click through rates (an average of over 50%) to driving sales and online and in-store traffic, very few traditional marketing options bring as much ROI as the multimedia branding power of a Multimedia Messaging Service (MMS).
Why is mobile message marketing so successful?
Mobile message marketing is the most accessible and easy-to-use form of mobile marketing for end users. Consumers don’t have to download an app or scan anything. They just have to know how to use text messaging, which has become even more utilized than voice calls on mobile phones.
With MMS marketing, brands and marketers can provide their consumers with rich media and immediate text messaging rather than email or direct mail. Also, with strict rules and regulations enforced by the MMA (Mobile Marketing Association), CTIA and cellular carriers, creative mobile messaging campaigns feature content delivered only to customers who explicitly opt-in and give a company permission to send them text messages. This ensures that you are reaching only customers that are interested in the products and services you are promoting.
How does a customer opt-in to a mobile campaign?
Text to short code: It’s easy. All the customer has to do is send a text with the provided keyword to a 5- or 6-digit short code and then their mobile number is entered into your program.
Web opt-in: Another way to provide your audience a method to opt-in, is to use a web opt-in form that connects an Application Programming Interface (API) with a specific database on your messaging provider’s platform. The forms can be designed to segment users’ interested and choices for specific text alerts (regional weather alerts, special products, etc.) by simply checking some boxes. The user enters their number into the form and then they will receive a text message on their mobile phone to confirm that they signed up online for these mobile messages.
How will the customer learn about your mobile messaging program?
It’s crucial to implement a promotional strategy that ties in your mobile campaign to build a mobile database filled with your customers. The secret to growing and maintaining a loyal mobile subscriber database is to use a compelling offer or incentive to pique the consumer’s interest in being a part of your program and motivate them to stay on the list. Below are five ways to build your mobile database
1. Be relevant. Drive opt-ins by offering compelling content designed to drive immediate use. Consider short-term offerings to entice your fans to join.
- Exclusive video content
- Sneak peeks to new offerings
- Relevant news alerts
- Weather alerts
- Early access to programs or specials
2. Be creative. The more creative and/or relevant your offering is, the more opt-ins you are likely to receive. Try to include:
- Videos – how to's and product reviews
- Images and photo albums
3. Be engaging. Consider interactive campaigns to drive opt-ins
- Text to win campaigns
- User-generated content programs
4. Be personalized. As you build your database, take advantage customization opportunities to drive even closer relationships.
- Customize content based on local market happenings (weather, news, etc.)
- Gather birthday information and offer special promotions on those days
5. Promote. If people don’t know about your campaign, they can’t join. Be sure to heavily promote your keyword and shortcode to your audiences by adding a call to action across your existing communication platforms.
- Add a call to action on the front page of your website and contact page
- Share it with your existing email database and communications
- Include in all forms of advertising (print, on air, radio, etc.)
- Post across social media platforms
- Add to product packaging
- Utilize in point of sale opportunities on-site
- Train staff to encourage registrations
Source: The Mobile Marketing Association at mmaglobal.com based on a case study conducted by MOGREET (mogreet.com).