Intro to Mobile Marketing

So lets look at mobile marketing. First I am going to read from a white paper that comScore wrote; U.S. Digital Future in Focus 2014. Digital marketing has expanded from just a desktop to mobile platforms. Because smart phone use has become so big, there are now multiple platforms being used by the same people. Meaning people are using both desktop and digital devices. The average consumer is reachable across a variety of platforms so there are so many more ways to reach your target and have a greater effectiveness to more specific people. Having multiple media platforms makes it so much easier to reach more and more customers because they are untethered devices making Americans able to spend an increasingly amount of more time online. It may not seem like a surprise that there are a lot of multi-media platform users but there were a lot of people that didn’t see the rise in mobile platform use.
So if you liked a little summary from me about comScore’s white paper then you should check out the website from Millard Brown. It’s a sweet Interactive white paper that shows how smartphones and tablets are changing the media landscape, explores how and why people use different screens, and understand consumer screen use and receptivity to ads to identify the best multiscreen opportunities.

Check out this other white paper from comScore called The U.S. Mobile App Report.

  1. The Mobile Landscape
  2. Mobile growth has increased by 52% but just because mobile usage has grown so much does not mean that computer usage has suffered, there is still an increase of 1 percent.

  3. App User Habits
  4. The average smartphone user within this segment downloads three apps per month, meaning that the average among the entire smartphone population comes out to slightly more than one. Americans have a difficult time living without their mobile devices, as evidenced by the vast majority of consumers using apps on their smartphones and tablets nearly every day. And 42% of all app time spent on smartphones occurs on the individual’s single most used app.

  5. App Usage by Platform
  6. iPhone users engage with their smartphone apps for nine more hours in a given month than Android users. What’s interesting is iOS users skew younger than their Android counterparts across the smartphone and tablet segments.

  7. App Category Usage
  8. A majority of mobile app engagement comes from only a select few categories, with Social Networking, Games and Radio contributing nearly half of the total time spent on mobile apps. iPhone users spend a greater share of their app time consuming media with General News, Radio, Photos, Social Networking, etc. and Android users spend a greater share of their time in the Search and Email categories. Consumers user different types of media platforms based on the type of content they are seeking. Radio, Maps, and Instant Messenger have a higher reach on mobile and Search and News reaches higher on desktop.

  9. Top Apps
  10. The top apps are dominated by the largest digital media brands out there. These are Facebook, Google, Apple, Yahoo, Amazon, and eBay. Facebook, being number one, have the biggest audience size and time spent. The younger the age segment the higher the concentration of Social Networking and Entertainment and the negative effect on Mail and Maps to old people.
    There are so many white papers written on this subject. If you are still interested after reading those last three, check out Rand Fishkin’s quick white paper about “stats on mobile app marketing and usage from Google”.

If you want to see an example of good mobile marketing, Starbucks has managed to get you addicted to its coffee – and its app. This article from the Washington Post explains how the app has changed the way customers by coffee by being able to make mobile payments on their smartphones. Starbucks has done this better than other retail stores because people are still not willing to purchase items over an app and Starbucks has made it easier to be accustomed with them on a mobile device.

Moz has an article The SEO’s Guide to Building a Great Mobile Site that shows why investing in mobile marketing and having mobile sites is worth while. Investing in mobile is good for ecommerce, offline companies, and informational sites. There is so many things to talk about through this Moz blog on their content and technology.

I hope reading through my blog and those white papers helped to solidify your thoughts on mobile marketing.
Thanks for reading,

Intro to Mobile Marketing

Email; It’s Not Just For Your Communication

Email is used by marketers a lot more than you might think. There are advertisement and inbound marketers gaining your attention through you. In other words, Email marketing is NOT dead! In this article posted by Create the Bridge, they explain some of the ways email is used to gain leads. There are three types of leads: word of mouth, inbound, and outbound. The best marketing firms use email as an opportunity to learn more about their customers and 89% of marketers said email was their primary channel for leads. It is also been found that email is significantly more effective than social media. Email is 40x more effective than Facebook and Twitter combined.
Is it legal to cold email?
It is if you don’t use false or misleading header information, don’t have a deceptive subject line; use a subject line that accurately reflects the content of your email, include sender’s postal address, identify the message as an ad, and tell recipients how to opt out of receiving future email from you; include a working unsubscribe link in every mail you send.
How do I improve open rates, responses, and click through rates?
RESEARCH: Know your target audience; this is the most important step. The quickest way to ruin your chances of a sale is to choose the wrong prospect.
Create the right customer persona; understand who you’re speaking to.
PERSONALIZE: Write what your prospects care about; the more information on them, the higher probability of replying.
-KEEP SUBJECT SHORT: The subject line should be to the point – summarize.
Localize where your company is.
You have three seconds to make an impression in the email – answer “what do you want?”.
Personalize each message.
FOLLOW UP: Send a follow up 3-4 days after the first

How to Connect with Email-Fatiqued Prospects in Three Simple Steps helps to explain how to keep people subscribed to getting your emails.
1. Show subscribers you’ve got more to offer than deals and discounts
subscribers are looking for relevant, sharable industry insight, inspiring positive change.
2. Offer a steady stream of customized content through an automated series
Show you have valuable information to share. Create meaningful, periodic touch-points to remind subscribers that you’re a valuable resource.
3. Give customers the option to connect a little less frequently (if they ask for it)
You don’t want them to feel harassed from too much contact.
If they still feel like they want to unsubscribe, its OK because there are so many subscribers out there!

Here are some Email Marketing Essentials from Constant Contact. They also mention that social media is a good tool for building relationships, however email is still the most cost effective and easy to reach the most customers.
10 Keys to Email Marketing that Works:
1. Only send email to people who know you – ask permission before adding a new contact to your email list. Prospects will almost always open emails from those they know.
2. Don’t treat your contacts like names on a list, treat them like people – don’t miss the opportunity to build these relationships.
3. Send relevant content that has value to your recipient – email marketing is about listening to what your audience is interested in and providing an experience that’s relevant and valuable.
4. Engage your audience with the content you write – create content that your contacts will find interesting. This starts with having a thought out content plan, list of reliable content sources, and commitment to knowing your audience. Pay attention to what you contacts are saying and questions they are asking.
5. Maximize your delivery rate – look at bounce reports. Emails can bounce for a number of reasons, keep an eye on them to remove addresses that are having issues.
6. Never share your email list – for privacy reasons. If you do, it could damage reputation, relationships and trust. Also avoid buying lists from third-party vendors.
7. Set expectations (follow through) – understand that signing up for emails is a clear indication that your contacts are expecting something of value in return. And know exactly what your contacts are expecting.
8. Look professional whenever you communicate – you can access professionally designed email templates that can be customized to match your brand.
9. Regularly review your results – open and click-through rates are the most effective metrics. Also pay attention to bounces and unsubscribes to help you determine problem areas.
10. Go beyond the inbox – use sites like Facebook, Twitter, Pinterest, and LinkedIn to reach new customers. You can also send emails that will drive traffic to those sites.

I also watched some videos from HubSpot about the following:
Sending the Right Email to the Right Person
This video also explains how email is still relevant and useful now. Maybe even more than it has ever been. Email is versatile and can nurture many different leads. You can also continue to use email after you gain a lead and a customer.
The formula for knowing who to send the email to are these 4 steps:
1. Determine who your audience is – cold hard facts! What is your buyer persona?
2. Segment your contacts database to match that audience – geography such as IP country, time zone, area code, address, and use data about a person’s company.
3. Send the right content at the right time to that audience – supplement your email marketing with blog posts and content to make sure your lists are healthy and growing.
4. Use it to nurture that lead into becoming a customer – building relationships with prospects with the goal of earning their business when they’re ready. Can’t force your leads to buy from you.
Here are some other best practices for email perfection:
1. Define a clear goal for your email
2. Personalize where appropriate
3. Focus on engagement
3. Test and analyze

Smarketing is another video that explains how to align your marketing and sales teams with common goals within a business or organization to achieve great results.
Here are 5 critical best practices for aligning marketing and sales:
1. Have the same organizational goals – get on the same team
2. Visitors and leads goals should be tied to the sales quotas – visits, leads, customers
3. Marketing and sales must have visibility into each other’s goals and progress – real time information allows for real time adjustments and improvements
4. Base compensation on shared marketing and sales goals – money can be a valuable lever for jumpstarting organizational alignment
5. Don’t forget about your personas – align around those personas
Here are 5 steps to integrate smarketing:
1. Speak the same language – marketing/sales funnel:
-top-prospect/visitor and lead
-middle:shared marketing qualified leads- contacts who have raised their hands and identified themselves as more deeply engaged, sales-ready leads. Sales qualified leads- MQLs that your sales team has determined to be worthy of a direct follow up after thorough examination.
-bottom:Opportunity and Customer
2. Implement a service level agreement – each team commits to accomplishing something in order to support the other in reaching the shared revenue goals
3. Set up closed loop reporting – completes the feedback loop between marketing and sales
4. Rely on data – separate reality from perception. Use data to figure out what’s wrong and how to fix it
5. Maintain open communication – weekly smarting meetings, monthly management meeting, campaign communication, and product communication

The last video I watched was Taking your Sales Process Inbound, buyers have more information available to them, and higher expectations for a relevant, personal experience when making a purchase.
-Evolve our selling in order to keep up with your customer’s buying habits
4 practices for effectively transforming the way you sell:
1. Transform the way you target accounts – make sure you are targeting the right people
2. Transform the way you prospect accounts – research your lead thoroughly; company information, understand the business, social media, and lead intelligence
3. Transform the way you connect with accounts – build rapport, know your audience, speak the prospect’s language, be helpful
4. Transform the way your prospects perceive you as a salesperson – be a sales educator, make your sales organization human again, become trusted advisors

Positioning Statement: an expression of how a given product, service, or brand fills a particular consumer need in a way that its competitors don’t.
-The root, which must contain a reference to talking to a bunch of people, just like them.
-Two separate positions, so that you have twice the chance that what you say will resonate with the prospect.
-Ask a question that gets them to elaborate on their experience with the two positioning statements.

Although it seems as though HubSpot is a monopoly for digital marketing, all of these steps have been previously explained in the blog. This means that more companies than just HubSpot have the same tips and strategies in order to make good email marketing!

New Breed (an inbound marketing shop) has a Complete Guide to Inbound Sales ebook. They talk about how understanding what it takes to sell your product or service is the key to business success. The key here is knowing who your buyers are, and knowing their interests, being able to identify problems and find solutions in order to add value. Inbound sales in much more personal than regular sales. Selling a product is not just about sales but also how to market. The easiest way to build cohesion between the two is to have a service-level agreement (SLA). SLA is like a contract designed to help these two teams work cohesively and put equal effort into the process and hold each other accountable for the results.
How to do this?
1. Calculate the Marketing side
– Sales quota x % revenue from marketing leads = Marketing-sourced revenue goal
– Marketing revenue goal/Average sales deal size = # of customers needed
– Customers/Avg. lead-to-customer close % = # of leads needed
2. Calculate the Sales side
– time and resources to analyze follow ups for each lead
3. Set Up Marketing SLA Reporting
– now that you have goals, put the metrics into a report to track the goal on a regular basis
4. Set Up Sales SLA Reporting
– graphs monitoring speed to follow up and depth to follow up
Building the Inbound Sales Team
1. Hiring Process
2. Fostering a Successful Sales Rep
– Encourage sleep
– Educate them on your product
– Set goals
– Instill core values: motivation, honesty, helpfulness
– Leverage sales enablement tools
– Maximize CRM
3. Optimize for Greater Success
Inbound Sales Tools
Sidekick – powerful Google Chrome extension
HubSpot CRM – organize every detail about your contacts
InsightSquared – top Salesforce Analytics app designed for data-driven executives
LinkedIn Advanced Search – finding new, qualified leads
TinderBox – sign documents electronically
Those are a few. Take a look at the ebook to find more!

Thanks for reading,

Email; It’s Not Just For Your Communication

The Revolutionary Way of Marketing

If you didn’t already guess, inbound marketing is a revolutionary way of marketing!
Marketo, a company who makes marketing automation software for companies, defines inbound marketing as “The process of helping potential customers find your company, often before they are even looking to make a purchase, and then turning that early awareness into brand preference and, ultimately, into leads and revenue”. Because inbound marketing is targeted to people who could be potential customers, the approach shows better returns than any other traditional marketing technique. What’s good about inbound marketing is that there is many ways to reach to people in just specifically your target market, such as through Facebook, Twitter, blogs, etc. Anyone can share your advertisements and companies content in order to expand your reach even further. Since I started learning about marketing (fairly recently), inbound has been introduced to me. It’s a marketing strategy that has been around but has thrived because of the growth of social media and search engine optimization. But in the past, mass marketing was done a lot more to get the attention of consumers. From reading the e-book from Marketo, I am surprised that there were inherent flaws to having inbound marketing. Although there are these flaws, I still believe that inbound marketing is the best way to reach out to your target market. However, a benefit about outbound marketing is that there can be an element of personal touch like establishing a one-on-one relationship that is not possible with inbound marketing.
Marketing automation is the “use of technology to manage and automate the process of converting prospective customers into actual buyers”.

Marketing Automation supports inbound marketing in the following ways:

  • Raises raises open and click rates
  • Enables A/B testing beyond just landing pages on your website
  • Creates new landing pages in minutes without IT
  • Shortens sales cycles
  • Let sales know when their prospects are engaging online
  • Automates repetitive tasks
  • Delivers sophisticated reporting and analytics
  • Wins more deals and generates higher revenue per deal

In these ways, your marketing program can be dramatically improved and reduce the costs across the sales and marketing organization.

Marketo has a Proper Program Mix that can help tell you how far along your company is and enhance your marketing success. I wont list them all there is a checklist in every area. Inbound marketing, outbound marketing (online/offline campaigns & field marketing), corporate marketing, marketing automation, and metrics that matter.

I found an interesting article that shows how some companies are using inbound marketing in the right way! Orange Line, Australia’s leading strategic inbound marketing consultancy, blogs about companies with “an innate sense [on] what it takes to attract a market”. Read about it HERE!!

In the HubSpot: Inbound Marketing Web 2.0 case study, founders Brian Halligan and Dharmesh Shah express that there was a “new way of doing business that would fundamentally change how marketers reached their customers”. Now what do you think that “new way” is? … I hope you thought Inbound Marketing!
This article starts off in a dramatic way saying that there is a way that HubSpot has been, but they know their way of doing business was going to change forever. This way of starting off the article seemed very engaging. The author made you want to know what happens to the company HubSpot. It was almost as if this was a documentary about the company with a man with a deep voice doing a voice over.

Once companies noticed that inbound marketing was the new to market their company, there were many things that they would have to change. HubSpot noticed that outbound marketing was pulling people away from their families and interrupting their lives. They decided the best was to get people interested in their product was to blog with interesting content so that people WANT and are INTERESTED to hear what they have to say. Maximizing inbound marketing requires three distinct skills.

  1. The ability to write compelling content that would attract customers to the business.
  2. The ability to distribute that content so that it is easily found by perspective customers using search engines, which requires a sophisticated understanding of search engine optimization.
  3. The ability to attract and engage a community of followers who interacted with the content, added their thoughts to it in an ongoing dialogue and disseminated it to others.

So what HubSpot created was a software that allowed those unfamiliar with Web 2.0 to manage a thriving inbound marketing program. This software had templates for websites, blogs, and social networking sites, as well as tools to help customers optimize their exposure on the internet, help customers solicit and engage the right customers, and analyze their results. This is especially helpful with SEO because businesses are able to see what keywords people are using to find them. I know that for my blog I wish I had this! Sometimes I never know what keywords to tag so I wish I could see how people are finding my website.

The low cost of using their software got companies hooked on their product. Halligan and Shah realized that there were many different types of companies using their product. These companies were separated into two categories; Owner Ollies and Marketer Marys. Owner Ollies owned small businesses with 1-25 employees and busy simultaneously managing HR, marketing, sales, operations, and finance areas. Marketer Marys were marketing professionals working in companies that ranged from 26-100 people and supported by a marketing team. With these two different type of target markets, HubSpot tried their best to reach out to both. However, because their policy is that with inbound marketing there is no need to make cold calls. This makes it harder for HubSpot because they are depending on the companies to call them. Their image restricts them from doing some outbound marketing. Because of this, HubSpot believes that although their founding vision was “centered around inbound marketing”, most businesses must rely on “a mix on inbound and outbound marketing”.

Check out HubSpot’s Blog to see if you like what they have been up to!

Thanks for reading,

The Revolutionary Way of Marketing