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The Challenges Of Running A Successful Mobile Direct Response Campaign On A Small Screen

The marketing world is changing at a frightening pace. The IGENERATION has taken over mainstream marketing.

Google state 96% of consumers now research products or services on their mobile phone.

Facebook released statistics that 1 billion of their 1.3 Billion users access their accounts via mobile each month!

You’ll see it for yourself, the next time you visit Starbucks, almost everyone has a mobile devices glued to their hand while sipping their coffee!

With Facebook, INSTA, Twitter, Messenger, and Whatsapp screaming for your prospects attention… How do you get them to take notice of your business on the small screen?

In todays noisy, over crowded ‘digital world’ with everyone jostling for your customer’s attention… the delivery of your message is critical.

Get this wrong, and it will cost you business… that said, there are four essential elements to running a successful mobile Direct Response campaign you must follow:

        1. Targeting – A well-defined target market should be the first element of your marketing strategy.

Knowing that your customer is highly likely to be on their mobile device.

What platforms should you be marketing?

• Text
• Facebook
• YouTube
• And more!

Let’s study Facebook and their custom audience feature; this is a great tool for reaching your ideal customers – here’s how you can set this up from you mobile app.

In a nutshell, the benefits of using a custom audience in your marketing efforts, you can create Facebook campaigns targeted directly at them… and there’s a strong possibility your customers will be sharing your content! Which is free referral marketing!

      2. Optimization – Software platforms like Facebook allow you to monitor your ads performance.

Other options include Google analytics. Once you know which stats you need to measure your ad performance. You can use that data to improve your performance. For example, you find a winning headline for an ad, now you can optimize your campaign based on your budget constraints. Your main priority is improving your conversion through attracting the right customers to your business.

 tttt3. Scale – To reach the most possible customers based on budget, scale is important. From the information and research you collected during your targeting investigation. This will help you strategically create the best approach for delivering your message across multiple platforms.

However, your research may suggest your best customers only hang out on Facebook and nothing else! So you may want to focus all your marketing efforts there! Once you have the stats you can scale your business accordingly.

      4. Mobile-optimize conversion flow – you need to know past performance so you can measure improvement. You also need to monitor your customer’s journey through your funnel/sales pages.

This will arm you with important information on determining why specific parts of your funnel/sales process are not converting.

Also consider what your customers want to see when they click to visit your site and does your site actually deliver on your promise.

Remember almost everyone jostling for your customer’s attention!

Once you have a winning control (a mobile funnel that’s converting) you need to keep tweaking and testing variations.

For example split test ‘A v B’ headlines.

Split test offers.

Run trial offers and referral campaigns.

Ask your customers about their experience of buying from you!

Source: Dan Kennedy

Charles

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