Building a Mobile Presence

Mobile is a revolution. The power of the personal mobile device has created the potential for businesses to build stronger and more mutually valuable relationships with their customers. Nothing gets a marketer closer to their customer than mobile. Many marketers realize this, at least instinctively. They know that a mobile relationship has to be invited, built upon and cultivated. However, either due to lack of experience or training many marketers don’t know how to do this.

Mobile is a revolution. The power of the personal mobile device has created the potential for businesses to build stronger and more mutually valuable relationships with their customers. Nothing gets a marketer closer to their customer than mobile.

Many marketers realize this, at least instinctively. They know that a mobile relationship has to be invited, built upon and cultivated. However, either due to lack of experience or training, many marketers don’t know how to do this.

Today’s brand imperative is to include mobile in the marketing mix. A key element is to establish a mobile presence. Marketers leveraging mobile may use any number of the elements at their disposal to engage, entertain, enrich and delight consumers. These include:

  • mobile websites;
  • mobile applications;
  • SMS, MMS and email messaging;
  • voice;
  • mobile enrichments, elements and experiences;
  • mobile search;
  • location-aware plug-ins;
  • mobile social media;
  • mobile advertising (from text to banner to rich media);
  • mobile commerce;
  • response codes;
  • personalization and privacy management tools;
  • optimized mobile content (e.g., text, images, video);
  • mobile access points;
  • feature phones;
  • smartphones;
  • tablet computers and other connected devices;
  • use of traditional media; and
  • market verticals.

The versatility and capability of the channel means that building out mobile campaigns could employ any combination of the above. However, conducting a campaign that simply leverages one or more mobile elements for a finite period of time is simply a mobile tactic, not a mobile presence. It shouldn’t be considered core to the marketer’s strategy.

To develop a strategy, consider mobile from every side and dimension. In developing a strategic marketing plan, brands can no longer just rely on linear models. Marketing today is a multidimensional problem set requiring nonlinear solutions and thinking.

Without a strategy to hold these elements together, your mobile engagement could suffer. One key to a mobile strategy is where you’ll establish your mobile presence. There’s no one-size-fits-all strategy when it comes to building a mobile presence. Just as mobile is a personal choice for the consumer, the right combination of the mobile elements outlined above will vary based on particular marketing objectives, firm resources and customer needs.

You may not need mobile apps or mobile advertising may not be the first thing you start with. You must figure out the mix and sequence that will meet the needs of your brand. One of the first steps in building a mobile presence is ensuring that you have a mobile website that functions well on mobile devices in terms of form, function and content. These aspects of a mobile website should complement a marketer’s objectives and industry.

For example, a retail site may focus on providing consumers with product information, discounts, loyalty-building programs, store locations and maybe even direct commerce options. Whichever combination of these services a marketer employs, they need to get it right by making the features accessible and easy to use. A recent Limelight Networks’ study found that 20 percent of consumers may complete their research efforts but vow to never return to the site. An additional 18 percent will stop immediately and move on to another site. By not creating an effective mobile presence, marketers are clearly losing business.

Repurposing your site for mobile may feel like a daunting task, but it doesn’t need to be. In fact, being able to envision how your site reads or works as a mobile site has become much easier. There are several tools available that can help you build out your mobile web presence. One such tool was launched last month when Google released GoMo. By entering your website’s URL into HowToGoMo.com, you can see what the site looks like on a mobile device. GoMo goes a step further, making suggestions and showing alternatives that will help you make adjustments to ensure your site is mobile optimized.

GoMo also gives examples of effective and engaging mobile websites to show what’s possible. It also offers a selection of leading mobile site developers. GoMo is an extraordinary resource to help you see what your customers see when accessing your site on their mobile devices, including the challenges you face in making your site as accessible and useful as possible.

Yet however critical it is, having an effective mobile website is just one of many mobile tactics. You must consider all the mobile touchpoints listed above. See how they integrate with your objectives at every stage of the consumer consideration funnel, then adjust your execution based on your needs and those of your customers.

In the end, creating a mobile presence is about providing a better user experience across all channels to help consumers engage with your brand at any state of the consideration funnel from any device or location. In the mobile marketplace, mobile presence is essentially the front door of a business. Making it accessible, useful and easy to approach isn’t just an added service or a smart business tactic that’s essential to effective customer engagement, it’s a business imperative in today’s mobile world.

5 Steps for Putting Twitter to Work for Your Brand

Twitter can help you win customers, drive sales, find/solve problems and manage your brand. If you don’t have a Twitter strategy, you need one.

The previous sentences are a combined 140 characters, the maximum length of a tweet. They perfectly capture the power of this relatively new short-form messaging system.

Twitter can help you win customers, drive sales, find/solve problems and manage your brand. If you don’t have a Twitter strategy, you need one.

The previous sentences are a combined 140 characters, the maximum length of a tweet. They perfectly capture the power of this relatively new short-form messaging system.

Coming on the heels of a recent $200 million investment and $3.7 billion valuation, Twitter has firmly cemented itself as a force to be reckoned with. A critical communication tool for leading brands, marketers are flocking to this burgeoning social media platform, adding more than 65 million tweets each day. However, establishing and building an effective presence on Twitter takes more than grabbing a name and sending a tweet. It requires work, just like any other channel. With that in mind, here’s a checklist to get you started:

1. Establish your Twitter objectives and do your homework. Spend the necessary time up-front to identify areas of your business that can be served by Twitter — e.g., customer service, tech support, marketing, PR. Define your objectives and metrics for success. Do your homework by conducting a competitive analysis. Read case studies and learn from industry experts and your peers by attending Twitter industry events.

2. Build your presence. Create and complete your bio. Include a clear description of your brand and your stream. Create an avatar and custom background to help reinforce and distinguish your brand. Include a URL to your website or other official brand communities in your bio. Check out @twelpforce if you need help.

3. Develop compelling content and dialogues. Start by listening before speaking. Investigate how your brand/products are organically mentioned and look for opportunities to establish a conversational feed with brand advocates. To engage users, share relevant content and look for opportunities to provide unique value on Twitter, such as offers or photos not found anywhere else. Test content themes such as trivia, historical facts or challenges, and reward your loyal followers with prizes.

Over time, consider establishing multiple accounts to streamline content or interest areas. For example, the NBA uses its primary Twitter account for game updates, offers and breaking news. However, it launched a separate Twitter feed dedicated to historical facts: @NBAHistory.

Also, remember to listen and respond to customer inquiries quickly. Weave conversations across communities. Many brands, such as @CastrolUSA, share news on Twitter and invite followers to join the discussion on their Facebook page.

4. Grow your audience. Promote your communities using all touchpoints — e.g., TV commercial tags, call centers, email. Consider integrating your Twitter feed into your existing website, and experiment with Twitter feeds and advertising units in contextual environments to peak interest and increase followers. Find people already tweeting about your subject and follow them. Identify key influencers, showcase them and encourage them to retweet or @mention you.

Publish Twitter lists to further extend your content and attract followers. List your Twitter account in directories and test sponsored tweets and/or promoted accounts.

5. Manage and measure. A recent study by R2integrated found dedicating time and resources to be the No. 1 issue for marketers when managing their social media presence. Create a team micro-blogging strategy to help keep your social operations nimble and responsive.

The good news is that many people and groups across your organization are interested in learning more about Twitter, and they’ll all benefit from a successful Twitter presence. Get them involved and consider investing in a social media campaign management tool to streamline the process of creating, implementing and analyzing tweets and Facebook posts.

Campaign management tools also enable organizations to manage multiple users. Create benchmarks around key metrics such as customer satisfaction and service levels. Leverage the real-time nature of Twitter to solicit feedback. Be a stickler about channel attribution by using unique coupon codes or tracking URLs tied to shortened URLs.

Finally, take the time to understand the difference and dynamics between public and private tweets, and use direct messages to handle private or sensitive one-to-one conversations.

Twitter isn’t only a new ecosystem, but a constantly evolving one. While a great deal of its evolution is driven by its users, the recent influx of $200 million and focus on making money is certain to increase the opportunities for marketers — advertising and beyond. For marketers to effectively embrace this channel, however, they need to galvanize their internal teams, build a compelling strategy aligned to corporate goals and customer needs, stay current on industry best practices, and maintain and grow their followers by building an engaging dialogue. In the end, some things never change: same marketing fundamentals, different channel.