Making Your Mobile Marketing Count with 6 Essential StrategiesAll the cool kids have smartphones, and there are a lot of cool kids. According to this recent study, there are 91.4 million smartphones in the US alone, and 89% of those users use their smartphones throughout the day: 92% to check email, and 84% to browse the Internet. That means there’s a huge audience out there that, at any given moment throughout the day, has the potential to become leads and customers. The trick is developing a mobile marketing strategy that snaps them up.
The truth is, if you want to make the most of your mobile marketing, you need to make sure you have the following bases covered.
Track Calls from Google Mobile Paid Search (PPC)
Inserting trackable, clickable phone numbers in your Google mobile search ads ensures those mobile users can call you directly from the ad or your landing page. Then you can track the call back to the originating ad and all the way through the lead funnel.
Track Calls Back to SEO Terms and Referring Mobile Sites and Apps
Make sure you have an understanding of which keywords in mobile searches generate calls and revenue for your business. Track referral sources for inbound calls to see which mobile sites and apps are driving phone leads—59% of smartphone users spend time on social networking sites; 69% using downloaded apps; make sure you know which ones.
Track Calls from Mobile Banner Ads and QR Codes
If you can determine which mobile banner ads and even QR codes are generating immediate phone calls (if the action is “call now”) or driving visitors to your mobile site, you can learn valuable insights about the success of certain marketing campaigns—and do more just like them.
Use IVR, Store Locator, and Virtual Call Center Technology for Call Routing
Using a sophisticated inbound IVR to provide information or prequalify a phone lead before sending it to sales, a Store Locator to route the mobile caller to your nearest store, and a virtual call center to route calls to sales are the best ways to ensure these phone leads have a smooth transition in their mobile experience.
Generate Web-Based Reports to Analyze Call Sources
Real-time reports on phone lead source data are essential to getting a handle on your mobile marketing strategy. You should make sure you have the tools necessary to configure data any way you want to create meaningful reports on which mobile ads, campaigns, social media sites, and search keywords are driving phone leads. Plus you can integrate the data with other reporting tools like Google AdWords and Google Analytics or with Salesforce.com and other CRM tools to track leads through their lifecycle.
Provide Sales with Valuable Caller Data Using Agent Panels
Getting the leads is half the battle: what you do with them once they call is just as important. The more information sales agents have upfront about inbound callers, the more successful the call will be. A web-based agent panel that displays on each rep’s computer screen that tells them who is calling and what SEO term or mobile campaign they originated from is invaluable to a solid mobile marketing effort.
These are some of the bases you should cover if you want your mobile marketing to be as effective as it needs to be for an audience that’s always on the go. Want more? Download the white paper, Marketing to Smartphone Users: New Mobile Strategies for Driving Sales Calls, to get the full scoop.
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