April 4, 2012
As mobile devices become increasingly smarter, and our time spent online becomes more social, how can a brand bridge the platforms where consumers are spending so much of their time and connect them with their own website?
Since mobile and social (mo-cial?) marketing is, virtually, word-of-mouth, here are a few tactics that capitalize on the conversational aspects:
1. Use QR Codes to Drive Offline to Online: QR codes on printed collateral, tradeshow booth signage or other materials enable prospects to access brand information easily and on-the-go. We’ve implemented this tactic with several of our clients and seen an immediate boost in site traffic.
2. Create Standalone Emails to be Shared: Too often, e-newsletters and e-blasts ask recipients to take multiple calls-to-action. Instead, consider standalone messaging sent more frequently, such as a holiday-oriented greeting card or single focused promotional message about one product, to encourage recipients to pass along. They’re easier to digest on a mobile device, and also build brand perception and extend sharing.
3. Drive User-Generated Content and Engagement: Many big b2c brands have encouraged followers to post their own videos or pictures to demonstrate how they’ve used a product. But b2b brands can also capitalize on this by asking users for their own success stories and posting them to their social networks. Additionally, offers, contests or sharing don’t have to be limited to product-oriented content. Ask followers to post pictures or content that relates to their everyday lives. For instance, if you’ve opened a new office, ask for your community’s recommendation on where to go for lunch.
4. Show off your personality: Avoid the sales speak and get friendly with your customers. Also, the whole “blast and batch” strategy is no longer a viable practice as consumers demand relevant, targeted content. As indicated previously, content development on social and mobile platforms is about dialogue. Not monologue.
5. Mobilize your site: Nearly eight out of ten brands working with Google do not have a mobile-optimized website, according to Ian Carrington, head of mobile (EMEA) at Google. There are many exciting development tools we’ve begun using through our interactive partners that automatically adjust the design of a site based on whether consumers are accessing content by mobile phone, tablet or desktop. (Next one will be ours!)
Mobile and social platforms present an opportunity unlike any other medium to have new and existing customers connect with your brand on their schedule and their terms. Ensuring your brand is available in your audience’s back pocket is a great way to keep them in yours.
Posted in PARCEL POST