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How To Use Mobile Marketing To Entice Your Customers In 5 Easy Steps

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Everyone I know has a smartphone.  They use them obsessively, at work, home and even, thanks to wifi, on trains and in airports whilst travelling.  Most of this time online is spent searching for something, something to buy, watch or inspire.  And whilst never switching off is almost certainly a bad thing it does raise an interesting opportunity for marketers.

Yet most brands are still lagging behind when it comes to mobile and online marketing.  Instead of using it for what it’s good for they stick to the same methods they always used.  So a brochure becomes a downloadable PDF, an email campaign is treated like just direct mail and company videos start gathering dust unwatched and under-promoted on YouTube.

So what can we do to change this? Read on…

Optimise, Optimise, Optimise

The downside to checking your email on a mobile is that you’ll be viewing the content on a much smaller screen than was probably intended.  This can mean such horrors as horizontal scrolling, huge, unwieldy images, and far, far too much text.  By properly optimising your website and emails you can help avoid this and stop alienating your readers – for more info on this subject why not read Ryan Hickling’s Blog on Mobile optimisation here.

Make your content bite-sized and intriguing

People attentions spans are getting shorter especially when using mobiles to view content, so you need to get to the point quickly.  Creating a series is a great way to achieve this, several short episodes instead of one long programme means that you can spread your messaging over a long time frame whilst cliff hangers and plot twists will keep your audience coming back for more.

Let the audience join in

Host the conversation in places where your audience gather. If they use Facebook launch your campaign there, if they all use the same coffee shop put up posters to tell them where to find you online.   Competitions, games, quizzes and forums are all ways to get your customers more engaged.

VIP Status

Exclusivity makes customers feel special.  Anyone who signs up to your campaign is a brand advocate and they deserve to feel like they’re getting the very best treatment.   Just make sure that what you offer has value to your customers and that they are properly rewarded for being loyal to your brand.

Pick the right time to launch

Even if you’ve created fantastic content it’s still not going to make a splash if no one knows about it.  If you’re a fashion or retail & leisure brand it pays to think outside the traditional 9-5 timeframe when it comes to launching.  Weekends & evenings are prime time for your audience to get involved.

Making Lemonade Out Of A Communication Lemon (And How To Make Sure It Doesn’t Happen Again)

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So you’ve just launched your new campaign – unfortunately the film you though was the firework has caused more of a whimper than a bang, so what do you do?  It may be tempting to just move on and forget it ever happened, but hang on there might be something more you can do.

Film, what film?

Firstly check that people are actually watching what you’ve made. It needs to be easy enough to find online or on your intranet site.  Would it have benefited from some more promotion? A poster or email campaign can help let people know why they should be watching.

What do you want me to do again?

If people aren’t reacting it could be a simple case of information overload – consider whether a  re-edit to create a series of a shorter film with a single message might be more effective.

So why am I watching this?

A bit of contextualisation can make all the difference, especially if you’re asking people to change their behaviour.  Look at new ways to communicate the film’s relevance to your audience.  Adding a message from your CEO or independent expert could help add weight to your case.

Who do you think you’re talking to?

Make the film too basic or too high level and you can risk alienating your audience.  By adding in vox-pops or testimonials from people that represent your viewer you can show you’re listening.

But did it have to be so boring?

Although it’s always better to get creative at the start of the project it’s not impossible to add a little extra sparkle later on.  A great voice over or piece of music can change the whole tone of the piece and if you’ve got some great comments but no visuals why not turn them into a quirky animation?

And the really good news is once you can pinpoint why a particular piece of communication isn’t working then you can target your next piece of communication far more effectively.

If you’ve saved a project from the brink of disaster or just been subjected to one why not tell us about it?

The Cheat’s Guide to Measuring Success

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Hurray, you’ve finally launched your new video.

It looks great, came in on budget and is bang on message.   Which just leaves us with the BIG question – is it working?

The good news is that even if there wasn’t a measurement strategy put in place at the start of the project there’s still plenty you can do to find out;

1.       Start by reminding yourself of the original objectives for the project.  Are YOU happy that it’s doing what it set out to do?

2.       Ask around.  You probably know at least a couple of people in your target audience so why not do a quick straw poll and ask them what they thought?  (If you’re met with blank stares you may need to think about upping the video’s promotion.)

3.       Check the view count.  Understanding statistic can be a bit complicated but all you’re really looking for at this stage is how many people have actually watched your video and if they made it to the end.

4.       Find out how the video is being used – if it’s a sales demo is it used to start conversations with customers? If it’s a training video is it being watched in full?  If the answers no then why not?

5.       Is it being shared?  Around the company? With friends and family?  Even globally? Chances are that if people are forwarding it around or talking about it with each other then the video has done its job.

Hopefully after doing a few of those simple checks you’ll be breathing a big sigh of relief, but if not keep an eye out for next week’s blog where’ll be giving you some hints on what you can do next.

In the meantime we’d love to hear your experiences of trying to measure success.  Is it something you insist on? Or avoid like the plague? Any hint or tips we’ve missed?

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