SMS is the Workhorse of Mobile Marketing

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Mobile Marketing is a huge category of extremely technical stuff that includes Native MobileApps, Mobile Web Sites, Mobile LandingPages, QR Codes, Augmented Reality, SMS Text Messaging, Mobile Search, Mobile Video, Location Based Services and Mobile Commerce. If I had to name one of those as the de facto powerhouse of Mobile Marketing, it would be SMS.

SMS is the workhorse of mobile marketing strategy.

You can use SMS for Text to Win, Text to Vote, Mobile Couponing, Mobile Alerts, Push Notifications, Text to Screen and more. Each SMS use fosters engagement with customers by enticing them to subscribe to your SMS program and thus opt in to your mobile alert database for future communication until the day they reply STOP.

 However, SMS does not just end there. The power of SMS Marketing is visible when you look at how many other forms of mobile marketing strategies can be facilitated or made better by text messaging. This is possible because the SMS autoresponder and the SMS Alert CAN CARRY AN HTTP WEB LINK DIRECTLY TO THE HANDSET allowing the marketer to deliver mobile friendly web content directly into the palm of the consumers’ hand. Below you will find examples of what I mean.

When marketing a Native App via traditional media or at the point of sale, you can use an SMS Keyword to bounce back a link to a URL with browser detection and redirect to the respective app market for app download. Conclusion: SMS makes native app marketing and distribution more efficient.

Over 40 percent of Google local search originates from a mobile device.

Merchants and big businesses alike are scrambling to develop “thumb friendly” mobile web sites. Once the site is live, you can use SMS Keywords and SMS Autoresponders to “deliver” the mobile site to your customers via URL in the text message. Conclusion: SMS is a great way to distribute and promote your new mobile web site. You could also add an SMS opt in web widget to your mobile site to encourage subscription to your alerts.

When performing inbound marketing, it is crucial that you use landing pages to increase conversion.

This does not change in mobile. Mobile landing pages can be delivered via SMS autoresponder. A mobile landing page can include a form, or it can act as a graphical mobile coupon for users with mobile enabled web connections. Conclusion: Mixing SMS and Mobile Landing pages, you can create beautiful mobile coupons and increase mobile web conversions.

Most marketers use QR Codes to link the device to a mobile web site or landing page. However, you can also pre-program a QR Code to prepare an outbound text message to a predetermined number. We use QR Codes with a Call to Action that reads: “Scan this and Hit Send SMS on your phone.” The QR Code is programmed to send a keyword to the short code, thus gaining a subscriber in leiu of just a visitor. The web link is then sent via SMS.

SMS alerts can also include links to Youtube and Wistia videos which are inherently already mobile friendly. Thus, you can use SMS keywords or alerts to deliver mobile videos to your customer.

These are just a few of the ways that SMS empowers mobile strategy and why I call SMS “The Workhorse of Mobile Marketing.”

Mobile Marketing Automation & SMS Lead Nurturing

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There is a log of buzz lately amongst enterprise size companies regarding Mobile Marketing Automation and Lead Nurturing as it pertains to Inbound Marketing.

Inbound Marketing is based on the concept that today’s consumer, whether B2B or B2C, has the power to regulate what types of marketing they receive. Both B2B and B2C consumers ought to be assessed with the same principles when it comes to inbound marketing. The power of receiving information is given to them by the technology at their disposal and in their hands. This technology is primarily provided through Google and other search engines, and is amplified by the ease of use and mobility offered by using the technology on smart phones and tablets.

The new consumer paradigm is defined as “Selective Consumption”, meaning that the consumer decides when they want or need a product or service, and then begin searching online for more information. This information is delivered in the form of web pages, articles, press releases, social media and online review platforms. It can also include premium online content like eBooks, case studies, white papers, webinars and videos.

The consumer formulates a list of preferred vendors BEFORE making first contact. Inbound marketing is the process of creating marketing that people love via the offerings of valuable, quality and most importantly FREE content online. The company that can do this on a regular basis floods the Internet with good, useful content and will win the heart of the consumer by reaching them at the exact right moment and with the right product information.

This is the key to selective consumption. Once they have selected you as potential vender, they need multiple EASY ways to contact you or request that you contact them. This is known as Calls to Action and Conversion Tools. Once these tools are implemented, the difficult part of engaging the consumer and getting them to come to your business has already been accomplished.

Mobile Marketing is a spoke in the Inbound Marketing wheel. Consumers typically use the mobile device to conduct online query and research. Since mobile devices have become so integral in the customer’s researching process, it is imperateive that mobile marketing be part of an inbound marketing strategy. This includes but is not limited to mobile friendly sites, mobile web apps, QR codes, SMS calls to action, mobile video and more. This will allow for potential customers to be met with relevant, useful marketing in a primary way in which they are apt to receive it.

What most marketers don’t yet realize however, is that Mobile Marketing can be automated, thus creating the need for Mobile Marketing Automation platforms. The benefits of automating these mobile marketing tools is that instead of flooding potential customers with spam, a relevant message is sent to potential customers based on their previous actions.

Examples of mobile marketing automation and mobile lead nurturing include:

  • SMS Keyword Opt-Ins with SMS Auto-Responders carrying links to premium mobile friendly online content
  • Time Release or Drip SMS campaigns triggered by select SMS keyword actions (just like email lead nurturing)
  • SMS Scheduling (the ability to schedule SMS marketing in advance)
  • SMS platform integration with Social Media (so when you release an SMS it also goes to Twitter and FB)

Mobile Marketing Automation can be achieved through the use of Mobile Marketing Automation platfroms. Like any marketing software as a service, you need to focus on training to create efficiency and deliver measurable results. The software essentially is only as useful and beneficial as the worker’s operating it behind the scenes. Furthermore, you must also focus on Mobile Marketing Association best practices, FCC Guidelines and Carrier regulations.

How to Sell SMS as a Marketing Solution

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What do you do when your SMS marketing solution is going to be shot down? You leave it out.

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With so many new and exciting media marketing techniques, it’s no surprise that many company’s hear the word “SMS” and turn to run.

Learning how to sell SMS as a Marketing Solution is all about knowing how to appeal to your client. When your client’s see the fact that having a mobile-friendly website can really benefit them, they’ll be more apt to listen to what you have to say, not only about their mobile site, but also about the benefits that come with having SMS marketing.

We recommend you start in with the fun stuff, like mobile websites and QR codes, then introduce your clients to all the benefits of SMS with a live demo.

You’ll have them hooked. Line, sinker and all.