I think we may have set the bar fairly high with the title of this 10 chapter mobile marketing e-book. You might not reach Nirvana but this guide pulls together some very useful lessons that we hope will go some way to making your mobile marketing campaigns more profitable. You can never expect to pull off the perfect mobile marketing campaign; with the benefit of hindsight there are always things that you’ll feel could have been done better.
So in the first chapter we take a look at the starting point of all campaigns – your data.
Chapter 1 – Your Data
Who do you think you’re talking to?
For business clichés, you’d have to rank the 80/20 rule as number one yawn. Coming just slightly behind that I submit, is this old chestnut. It’s 7 (or 8 or 10, in fact any number plucked from the ether) times more profitable to sell to your existing customers than it is to find new ones.
Cliché it may be but there’s certainly more than a grain of truth in it. So step one is to take a look at your existing customer data. Have you got any mobile numbers for your customers? How are they stored and can they be easily accessed?
Mobile numbers are your raw materials for your mobile marketing campaigns, so get them organised. Understand what you’ve got and work out how to export them from your customer database.
Once you’ve got to grips with that, you can take a look at how this data can be segmented into different groups.
Target the human, not the mobile number
With other direct marketing channels like email or direct mail, there is a limit on the number of different offers that you can practically implement. Mobile marketing thankfully does not share the same restrictions. As there are no creative costs, you can segment your database into much smaller target markets. The more precise and relevant a mobile marketing campaign is, the higher the response rate. So the lesson here is to create distinct customer types that you can target with offers that are most likely to appeal to them.
You’ll probably have a surprising amount of information on your customers, such as products purchased, frequency of purchase, revenue generated, lapsed customers etc. Use this wealth of information to create your target clusters.
If you haven’t tried mobile marketing yet, get a free Text Marketer account – use promo code NIRVANA1 when you sign up and get 50 free SMS credits to test the learnings from this chapter.
Coming up next week in Chapter 2 …
In the next part of this series, we’re going to look at how you can grow your target lists and how you can use sms response on your marketing activity to generate new prospects. Gripping stuff.
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