As you’ve probably noticed everywhere around you, most people today use their mobile phones for just about everything. In fact, mobile internet usage is growing at high rates and already top desktop internet usage – which is unbelievable. Therefore, businesses all over the world are scrambling to gain a strong mobile presence that will help them tap further into their local target market. However, many of them are making some mistakes that could be preventing them from getting the ROI they expected. And let’s not forget about those companies that are simply ignoring the mobile boom and letting their competitors take over. In this report, you will learn some of the top mobile marketing mistakes that businesses are making today. Some of these mistakes can be easily fixed and avoided – and they should be. If not, you will suffer the consequences eventually, which could seriously impact your overall success and profitability.
Mistake #1: Totally Ignoring Mobile Marketing
Consumers today are more technology-savvy than ever before and they expect the same from companies they do business with. Therefore, those businesses that do not invest in mobile technology are missing out on a huge opportunity to really grab their local market’s attention. Ignoring it is simply bad for business; not only do you disappoint your customers and potential customers, but you also give your mobile-savvy competitors the upper-hand in your local community.
Mistake #2: Poor Planning
The very first – and most important – step in mobile marketing is to create a detailed plan. This plan should layout exactly how mobile marketing can benefit your business, which mobile marketing strategies are the best fit for your business, and how you will implement and monitor your mobile campaigns. Without a proper blueprint that includes an actionable plan and specific goals, the marketing campaign is bound to fail. Some companies jump in and skip over this important step in the mobile process. Not only do they end up wasting time and money, but they also end up frustrating their mobile audience to some degree.
Mistake #3: Not Mobilizing Their Company Website
You have probably pulled up your company’s website on your mobile device. If you haven’t, you should definitely try it. Normal websites are not created for viewing on mobile devices due to their excessive amount of content and other technical specifications; they’re created for computers. In order to display properly on mobile devices, websites have to be mobile-optimized. If not, your mobile website visitors will experience slow loading times and they will also experience difficulty finding what they need once you site finally loads. This leads to another problem; most mobile visitors do not stick around to wait for your site to load. They also refuse to scroll around your site for what seems like hours just to find simple information, such as your phone number or address. Companies who neglect to get a mobile-friendly website are setting themselves up to miss out on potential new local customers, as well as lose “existing” customers.
Mistake #4: Not Making Sure Their Mobile Website is Compatible with All Mobile Devices
Putting up a mobile website is just the first step in the process; a crucial piece that many business owners neglect is making sure your mobile website is compatible with all mobile devices – not just one. For instance, just because your website shows up fine on an iPhone does not mean it shows up properly on a Blackberry. Therefore, make sure your website is tested across multiple mobile platforms so everyone can easily access it on their mobile devices.
Mistake #5: Putting a Lot of Text and Graphics on Your Mobile Website
Using robust graphics and content on your regular website is fine. However, your mobile website should not mirror that. In fact, most people who visit local business websites are usually looking for specific, quick information. In fact, many times, they’re simply looking for your phone number or address and they don’t appreciate having to scroll through a bunch of content and graphics just to find it. If they run into this, most will leave immediately. Excessive graphics and large amounts of content are the main culprits for slowing websites down on mobile phones. If your website is slow, the user will just move on to faster sites – your competitors’ sites. Therefore, the design of your mobile website should be simple and clear.
Mistake #6: Not Using Text Message Marketing
Text Message Marketing may not a good fit for all businesses. However, it can truly help many companies establish a strong connection with local consumers; but they still are not taking advantage of this powerful tool. Any business that thrives on repeat business or has an appointment-based business can achieve some amazing results with simple text messaging. Most mobile users open and read text messages within minutes of receiving them. Therefore, businesses who utilize appointments can greatly reduce the number of missed appointments; this will ultimately increase revenue. Other businesses can use text marketing to send out valuable content to their subscribers, as well as promotional offers such as coupons every now and then. Not only that, but text message marketing will allow you to build your brand and establish trusting relationships. In a nutshell, this marketing strategy is one of the most direct forms of contact a business could have with their local customers and potential customers.
Mistake #7: Only Using Text Messages to SELL
Many businesses spend a great deal of time building a nice mobile list and then end up watching the response dwindle away. Why? It’s because they hammer them with the promotion after promotion instead of focusing on building a relationship with them. Effective marketing today involves really connecting with your audience on a personal level. This means giving them something of value for free from time to time – even if it’s simply helpful tips and information. In today’s world, no one wants to be “sold” to. You should include a nice mixture of promotions and valuable information in order to limit unsubscribes and retain your list.
Mistake #8: Using Text Messages for Spamming
Text message marketing should only be used for “permission-based” marketing. This means that you get people to opt-in to your list so you can send them future text messages. Some companies make the mistake of using unethical methods for building lists and then using those lists to send out constant promotional offers, which is spamming. If they didn’t give you permission to text them, don’t do it. Sending out spam can get you in trouble, which is the last thing you need when trying to grow your business. Become familiar with the spam laws to ensure you go about the process the proper way.
Mistake #9: Not Sending Out Enough Text Messages
Some companies build up a nice mobile list, but they do not use it to its full potential. Whether they’re too busy to follow-through or they just don’t know what to send out, this is bad for business. If someone subscribes to your mobile list, they expect to receive some type of communication from you from time to time. It is not a good idea to send out one message and then wait months to send out another one. It’s important that you stay consistent so your audience knows who you are and why you’re sending them a text message. Not only that, but consistency will help you generate more sales, which is the ultimate goal. Not communicating with your mobile list is like letting money slip through your fingertips.
Mistake #10: Putting QR Codes Where There’s No Mobile Access
QR codes are meant to be “instant.” This means when a user scans one, they expect to immediately be taken to some mobile destination. However, if you place QR codes in locations where mobile access doesn’t exist or has very low signals, it’s a waste of time. For instance, many subways do not have strong mobile signals. So placing a QR code there wouldn’t really do you much good. Focus on strategically placing your QR codes in areas where consumers won’t have any problems scanning them.
Mistake #11: Making QR Code Print-Outs Too Small
Some businesses create QR codes, but when they print them out, they’re too small to be decoded by most mobile phones. Therefore, avoid using extra small QR codes whenever possible – the bigger the better.
Mistake #12: Not Testing Your QR Codes Before Distributing Them
After creating and printing QR codes, some companies forget to actually test them to make sure they work. A QR code that cannot be scanned is pretty much useless. Therefore, don’t forget this small, yet critical, step before distributing your QR Codes.
Mistake #13: Not Making Your QR Code Offer Irresistible
In order to get consumers to scan your QR code, you have to offer them some type of irresistible reward for doing so. Some companies make the mistake of distributing QR codes that simply state “Scan Here with Your Mobile Phone.” People are not so quick to just scan a QR code without a great offer attached to it. Therefore, if you really want results, make sure you make an offer that they can’t refuse. You can offer special coupons or gifts, videos, enter-to-win contests, and more. Put yourself in your potential customers’ shoes… whatever you think they would like, incorporate that into your strategy.
Mistake #14: Not Giving Text Message Subscribers a Way to Opt-Out
Some businesses build a list of mobile subscribers, which is great. But they neglect to include an “opt-out” option when sending messages, which could end up causing major problems down the road. Every text message you send out should include a short message letting subscribers know that they can opt-out whenever they want. Not only that, you should provide the exact instructions for them to opt-out – in other words, make it easy for them. As a business owner, you only want people on your list who WANT to be there anyway, so this is a good thing. Be sure to follow all industry regulations and best practices for collecting and using mobile marketing to avoid any potential pitfalls that can cost you money.
Mistake #15: Adding Too Many Features to Your Mobile App
Getting a mobile app for your business is an exciting process. However, many companies make the mistake of the mobile app “overkill,” which makes their apps less effective. Mobile apps come with a lot of different features, bells, and whistles, but you don’t need all of them. First, decide how you want your app to benefit your customers. Then, build the app based on those wants and needs. Keep in mind that you can always upgrade and improve your app as time goes on, but keep it simple in the beginning to ensure that you are only offering features that will keep your audience engaged and intrigued.
Mistake #16: Using a Weak Call-to-Action – or None At All
This is a common mistake made by a lot of business owners who send out text messages to their customers and prospects. This is also a common mistake made on mobile websites and QR codes. In fact, every form of marketing and advertising you use should have a strong call-to-action that tells your customers what to do next. You can tell them to call you, visit your establishment, visit your website, bring in a coupon, or whatever else you want them to do. Without it, your marketing message will not convert well, which is a missed opportunity to generate more sales.
Mistake #17: Sending Your Mobile Audience to Non-Mobilized Content
Some companies make the mistake of sending their mobile audience to content that is not mobile-friendly. This includes websites, videos, and other forms of digital media. For instance, if you use QR (Quick Response) codes, make sure the destination can be easily accessed and viewed on mobile devices. If you have links on your mobile website, make sure they only go to mobilized content. If you send out a text message, make sure you only send them to something they can quickly and easily view on their mobile devices. Many businesses neglect all of this, which is a huge disappointment to their mobile consumers.
Mistake #18: Not Consistently Promoting Your Mobile Campaigns
Many businesses set up text message marketing campaigns, QR codes, and mobile apps, but they do not do a good job of letting everyone know that they’re using these powerful tools. The goal of any mobile marketing strategy is to help you stay in touch with your local market and to increase sales as a result. However, if you do not let it be known that you are using mobile marketing, you won’t get the results you expect. Therefore, every company should make a point to let the world know what you’re doing when it comes to mobile. You should also incorporate this message into your other marketing funnels such as TV ads, business cards, website, flyers, and radio commercials among many others. This is extremely important if you want to consistently build a strong mobile subscriber list.
Mistake #19: Not Monitoring Tracking Results
Any form of mobile marketing you are using should be closely monitored and enhanced. If you do not know how well these tools are working for you, there’s no way for you to improve their effectiveness over time. Text marketing, mobile apps, and QR codes are all easy to track. However, many businesses simply use them without checking to see what is going on behind the scenes. For instance, what if your text messages aren’t sending in more customers like you thought they would? Without proper monitoring, you have no idea what the problem is or how to fix it.
