Due to globally increasing rates of mobile device usage, mobile marketing—which involves reaching out to prospects through their mobile devices—has become the next big thing in the marketing world. This explains why many smart businesses now adopt a marketing plan that infuses mobile marketing with other strategies.
However, due to poor planning and implementation, not all businesses adopting mobile marketing are getting the desired results.
Here are the steps involved in planning a mobile marketing strategy that attracts prospects and ultimately converts them into loyal, long-term customers.
- Review your marketing goals
Your first step towards planning an effective mobile marketing strategy is to clearly define what goals you hope to achieve? Are you out to generate leads? Or are you looking to increase brand awareness?
Tying your overall marketing strategy to the goals you want to achieve will help you maintain a strong level of consistency and help achieve excellent results.
Remember to make your goals SMART–specific, measurable, attainable, realistic, and time-bound.
- Research your market
Before implementing your mobile marketing strategy, you need to find out certain important details about your target market.
Examples of such details include what your potential customers like or dislike about offers similar to yours that are already in the market, how your competitors win new customers, how your potential customers’ preferences change over time, and so on.
Researching your market will help you figure out the best approach for reaching prospects and converting them into loyal, long-term customers.
- Set up the appropriate platform
Your choice of mobile communication platform will be based on the results of your market research.
For example, if your prospects are tech-savvy individuals, consider building a mobile custom mobile app that will serve as the medium of interaction between them and your business.
Similarly, if most of your prospects don’t use the web often, then consider reaching them through custom bulk SMS, since they don’t need an internet connection to access text messages.
- Set up feedback channels
Since communication is bi-directional, it’s very important to allow for feedback from your prospects.
Aside helping you establish a long-term solid relationship with them, allowing for feedback will also help you track the success of your mobile marketing campaigns.
An SMS short code is a good example of effective feedback channel for mobile marketing campaigns.
- Integrate your mobile strategy with other strategies
Chances are you won’t rely solely on mobile marketing as your lead generation and brand awareness tool. Regardless of what other strategies you opt for, it’s important to make your mobile marketing strategy blend seamlessly with them. This will make your overall marketing campaign more effective.
Though there’s much more to planning a mobile marketing strategy than we’ve discussed here, the basic steps explained in the post will help you understand where to start from. With this understanding, you’ll be able to tread the right path towards setting up a mobile marketing strategy that will help you achieve your short and long term business goals.