The most successful marketing campaigns don’t just happen; they are planned, primed, and positioned to produce the most effective results. With a tried and tested mobile campaign structure, you’ll find your objectives are achieved to their fullest potential. Here we look at the five steps that will ensure you create a powerful mobile marketing campaign:
Know your objectives
Set out your objectives before you begin: What do you want to achieve?
Common objectives include:
- An increase in membership subscriptions
- An increase in opt-ins to customer lists
- A distribution of opt-in special offers/ coupons
- An increase in sales
Know your customers
Your customers are unique. Collect as much information as possible, such as gender, age, location, and other business relevant details (for example, job classification and likes and dislikes). This will enable you to build a better mobile marketing campaign using interactive sms marketing tools that allow you to target specific customer segments.
Know the marketing flow
Figure out how you want your customers to answer your call-to-action, especially if you are building a mobile marketing campaign with added elements such as print and email. Consider how customers may react, and the paths they might take to reach your end objective. Think about how you want your customers to behave, and create a path to engage them in your desired behaviour.
Direct sms marketing presents challenges along with its massive opportunities. Your wording will have to be clear and precise, and don’t forget that available characters are limited. Think about all audiences, not only those with the latest iPhone. Use the keywords and power words that will prompt your customers to behave how you want them to, and create memorable short codes for customers to use.
Monitoring the results of your mobile marketing campaign is an important element to its success and the success of future campaigns. Consider the level of customer engagement, loyalty, and retention. This data can be reviewed and each subsequent marketing campaign refined to increase ROI even further.
Don’t stop there
With a well-designed campaign, you’ll begin achieving the objectives you set at the outset almost as soon as the campaign kicks off. However, your ultimate success may depend upon your follow through. Don’t neglect customer care, and be prepared to answer questions about your products or services. Remember – every interaction is a sales opportunity.