Mobile Marketing Beyond Google Places

by on May 3, 2012 · 0 comments

Mobile Marketing Plans

Marketing and promoting a small business is an essential element to success. Yet often small business owners are so swamped running their business that marketing their business never happens.

Marketing is vital to the success of any business and setting up marketing priorities helps to start the marketing ball rolling.

Put Mobile Marketing at the Top of the Priority List

Mobile marketing conversion rates are incredible and the market of smart phone users is large and growing quickly. A conversion happens when a user performs a desired action, such as buying something, signing up for a newsletter or any other type of action.

According to BIA/Kelsey report, by 2016 mobile search will outpace desktop search by 27.8 million searches. By 2013 local searches on mobile are expected to come in at 46 million.

In addition, customers who search on mobile are often closer to buying. In the real world, a small business needs to prioritize its marketing efforts and mobile is one arena that should be near the top of the priority list.

Google Places, a Facebook Page and a Twitter account are the three essential items for successful mobile marketing. Adding local review services like Yelp will also drive traffic and increase sales.

In some large cities adding additional promotional services like Foursquare makes sense for a new business. These are services where users log into the service for promotions on their phones once they are in or close to a business location. These services act something like direct mobile coupons.

Understanding Opt-in Mobile Marketing

Opt-in marketing is the newest and one of the fastest growing areas of online marketing. What exactly does this mean?

Customers “opt-in” through social media sites by following, liking or using the plus button on Twitter, Facebook or Google+. The simple act of liking something or following a Facebook page is opting in. It gives the company permission to contact the person further with promotional ads, giveaways or useful information.

Compared to getting users to sign up for a newsletter, this is an easy initial conversion. It is also a very powerful way to quickly build a following and a customer list.

One popular way of collecting user information is to offer something free only if a user likes or shares a Facebook page. Once they like or share the page then add a request form asking for mobile and email information to make the user eligible for future offers. Once the company has this information, it should not constantly bombard social users with advertising or useless information.

Mobile opt-in requires the user to provide their mobile number into a form and this is a more difficult conversion. Users are still reluctant to hand out phone numbers.

Once the user provides the mobile number, they are agreeing to receive SMS, voice or text messages from the company. Some businesses use a “security verification” process in an attempt to acquire this information. However, for obvious reasons this is a dubious practice.

The idea of opt-in mobile is to create a loyal family out of your customer base, not a potential group of targeted people. Customers are very touchy about getting advertisements on mobile phones. Don’t bury them with unwanted spam!

Why all those QR Codes?

QR codes (also called 2D codes), for those that are not familiar with them, are square scanner codes that can be placed in print advertising or at physical locations. Using an application already installed on a mobile phone a user can scan the codes to receive immediate promotional offers.

QR codes have become very popular among companies (less so among users) because using them is essentially an opt-in for the company displaying the code. The Mobile Marketing Association has determined that using a QR code is an equivalent opt-in to texting a keyword or entering a mobile number into a form.

With a QR code the user’s mobile conversion is very easy. In addition, QR codes can attract and reach customers when they are not at a computer.

Using Social and Mobile Marketing Together Makes Sense

For a small business that has passed the hurdle of signing up for and using Google Places, a Facebook Page, Twitter and local review services, the next logical step is to add a mobile “opt-in” campaign in order to reach current and potential customers while they are mobile and ready to purchase. This can be thought of as step two or even step three in the mobile marketing priority list.

Integrating social media marketing with opt-in mobile makes sense right now because it allows a small business to grow just as smart phone adoption is growing. The small business and their new customers can grow and develop a new mobile/social community together. By listening to customers and providing them with value this new type of marketing is increasingly popular among customers.

About Jen

Jen Thames is Brand Manager at, leading online six sigma certification website.

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Jen has written 2 articles on Expand2Web

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