An Introductory Guide To Mobile Marketing

Introductory

An Introductory Guide To

MOBILE
MARKETING

How to find, convert and keep mobile customers for your business.

An Introductory Guide To Mobile Marketing

INTRODUCTORY

THIS EBOOK

Introductory mobile marketing is for anyone who is new to the
subject. This is a great place to learn about mobile and how you
can use it to add value to your business.

INTERMEDIATE
Intermediate mobile marketing is for those with some familiarity
with the topic. This content will focus more on the details and
best practices.

ADVANCED
Advanced mobile marketing is for those who want to learn indepth tactics on effectively using mobile marketing to grow
your business and become an expert.

www.pocketyourshop.com

2


AN INTRODUCTORY GUIDE
TO MOBILE MARKETING

This ebook was created by Brian Downard.

!

Brian is a Co-Founder and Project Manager for
Pocket Your Shop with over 3 years of mobile
marketing experience.

Connect On LinkedIn >


3


CONTENTS
06

INTRODUCTION

10

THE BASICS 

20

SOCIAL NETWORKS

37

LOCATION-BASED MARKETING 

42

MOBILE WEBSITES 

54

EMAIL MARKETING 

62

MOBILE APPLICATIONS

70

CONCLUSION


4


FOREWORD
The world of mobile marketing can be intimidating because it is still
relatively new but at the same time, growing exponentially.

!

First, I want you to stop trying to
“go mobile” and simply start “thinking
mobile.”

!

!

I say this because you can start using the
tools in this ebook for free and you do not
have to drastically alter your marketing or
sales strategies.

In this ebook you will learn about and discover great tools that will
help you reach and engage your mobile audience!

!

- Brian Downard | Co-Founder, Pocket Your Shop


5


SECTION

01
INTRODUCTION


6


INTRODUCTION
Thanks for joining me! In this ebook I am going to help you
understand the basics of mobile marketing and how you can
use it to ﬁnd, convert and keep mobile customers.

!

Our world has been overtaken by mobile devices. From
education, healthcare, hospitality, retail and everything in
between. Mobile devices are creating new opportunities and
challenges for businesses everywhere.

!

How does your business successfully take advantage of mobile
devices? Where should you even start?

!

Pocket Your Shop created this ebook to help navigate you
through the complexities of mobile marketing and highlight
crucial areas your business should focus on. Once you have
completed this ebook, you will be able to apply new
techniques and you’ll be “thinking mobile” in no time.


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Problem
Marketing has forever changed with the rapid growth and
adoption of mobile technology. Marketers need to stay open
minded and keep up with trends or risk getting left behind.
Consumers are now in control of the content they consume.
After decades of continuous and annoying advertisements,
today’s consumers do an excellent job of tuning those out.

!

Through mobile devices, consumers can now view anything
they want, anytime, anywhere. You need to start giving
customers what they want, or your competitors will.

Solution
Instead of trying to direct sell and use expensive, outdated
methods of advertising that are difficult to measure, instead
your business should start providing useful, interesting
content and then share that content in the appropriate
places and make it accessible. Just because you build it, does
not mean they will come. The combination of right content,
right place/time will help you compete in the world of mobile
marketing and when done correctly, will help you grow your
business.

!

Ready to learn how-to find, convert and keep mobile
customers? Let’s get started!


8


Mobile Marketing Visualized
To better understand the different areas of mobile marketing we
created this simple visual to show how a visitor turns into a lead,
then into a customer and ultimately a fan that helps you
promote your brand. These will be covered in more depth later
in this ebook.


9


SECTION

02
THE BASICS


10


THE BASICS
Mobile marketing is marketing on or through a mobile device,
like a smartphone or tablet. These devices have opened many
new channels for businesses to connect with their customers
anytime, anywhere.

!

Before we dive into the individual areas of mobile marketing, it is
important that you understand what mobile marketing is, what
your customer’s needs are and what that means for mobile users’
expectations.

!

These devices have grown tremendously in a very short amount
of time. They’ve gone from simple voice and text phones the size
of a brick, to highly engaging, social, connected devices that
people can carry in their pockets.

By the end of 2013, there will be more
mobile devices on Earth than people.

Source:
Cisco, 2013

So what areas of mobile marketing should you focus on and how
can they be used to grow your business?


11


Types Of Mobile Marketing
Social Networks
The features and potential of social networks has expanded
greatly in the past few years. Facebook is considered by most
to be a “standard social network” while others like Twitter,
LinkedIn, Instagram, and Pinterest have put their own spin on
the concept of social networking and what businesses can
accomplish by using them.

!

Pros:
• Completely free to share and interact
• Hundreds of millions of people use social media daily
• Ability to create hyper-targeted ads
• Find strangers and turn them into leads and customers
• Get people from these networks to your website
• Promote and share content you’ve created
• Turn loyal customers into brand promoters

!

Cons:
• Very crowded with information
• Can be difficult to stand out
• There are no secrets, be careful what you share
• Can become very time consuming
• Measuring ROI in dollars can be difficult


12


Types Of Mobile Marketing Cont.
Location-Based Marketing
Many forms of mobile marketing are closely connected and
location-based marketing is no exception. However, it relies on
other channels of mobile marketing to function properly.
Signing up for services like Google, Yelp and using keywords (ex:
Los Angeles Sushi, Manhattan Suit Shop) on your website and
social networks will help people find your business in local
searches. Location-based marketing can even send targeted ads
or messages to customers when they enter a certain area with
their mobile device.

!

Pros:
• There are some great, free tools you can use
• Local customers can find you when they search online
• Give people incentives for coming into your business
• Many businesses are not taking advantage of this yet

!

Cons:
• Some services are expensive and confusing
• Not every customer has fully adopted location-based marketing
• Can become time consuming to manage


13


Mobile Websites
Surprisingly, half of all American businesses still do not have a
website! That being said, they might be in luck because when
they finally create their first website, they will likely add mobile
functionality as it has become a standard.

!

If you already have a website, it is time that you start asking how
mobile visitors are viewing and interacting with your website?

!

Pros:
• Help people discover your business
• Extends reach and online visibility
• Enhances your online search rankings
• Opportunities to convert your audience into customers
• A place where it’s okay to “sell” your brand
• Use analytics to learn more about your audience
• Take advantage of blogging and create traffic

!
!

Cons:
• Can sometimes be expensive
• Usually need to hire outside help to build and maintain
• A poorly built site can be worse than not having one
• Most people expect mobile functionality today


14


Email Marketing
Email is one of the oldest and still most popular forms of online
communication. A few years ago, having a “smartphone” meant
that you could do some form of email and web browsing. While
smartphones’ abilities have grown, email remains a crucial
function of these devices.

!

As we’ve become more dependent on these devices, more
people will use them to quickly manage their email. The emails
you send should not only grab people’s attention, they need to
be viewable on mobile devices to ensure you are not loosing
potential leads and customers.

!

Pros:
• You can build a database of qualified leads
• Segment leads based off their demographic, interests, etc.
• Nurturing leads can create new and repeat customers
• Bring customer back to your business
• Keeps customers in all stages of the buying process thinking
about your business

!

Cons:
• Learning curve to nurture leads effectively
• Requires some creativity and content to capture leads
• Can be time consuming to manage


15


Mobile Applications
Mobile apps are bite-sized pieces of software that are
downloaded and used on mobile devices which run independent
of your website.

!

Businesses use these to do everything from sell merchandise to
share useful content. But, at their core, businesses use apps to
build brand loyalty and keep customers coming back.

!

Pros:
• Help customer make buying decisions
• Share your content anytime, anywhere
• Reward your most valuable customers
• Use analytics for insights on your mobile audience
• Creates lasting value for your customers

!

Cons:
• Can sometimes be expensive
• Usually need professional to build and maintain
• Is managed separately from mobile website


16


Text Messaging
While some still might not have a smartphone, everyone who
has a phone can receive SMS or “text” messages.

!

Unfortunately it is difficult to get customer phone numbers and
text messaging can be an annoying and intrusive way to
advertise. We want to focus on creating mobile marketing that
customers are attracted to and actually want to interact with,
not methods that drive them away.

!

While this can sometimes be an effective form of mobile
marketing we chose not to delve too far into this topic.

!

Pros:
• Almost all texts are opened and read
• All mobile phones have this feature
• Quickly communicate with short messages

!

Cons:
• Difficult to get customer phone numbers
• Is sometimes viewed as “spam”
• Can be expensive to implement
• Difficult to measure your return on investment


17


Understand What Your Customers Want
You probably already have a good idea of what your customers
are interested in and who your target audience is. If not, you
need to define these things so you can deﬁne your marketing
strategy in order to translate your audience’s needs and
desires to the small screen.

!

Do your customers require a lot of educating before making a
purchase? Maybe your audience is influenced by social networks
and always wants to stay updated with the latest industry trends?
Maybe they like internet memes and feel good messages?

!

STEPS FOR ANALYZING YOUR AUDIENCE

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•
•
•
•
•
•
•

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Think about who makes up your target audience
What are your audience’s desires, goals and problems
Think about which pain points you help them solve
Create multiple customer personas
Decide what kind of content are looking for online
What content does your competitors provide
Build a list of ideas you can refer back to

!

You likely already have a plan similar to this in place. Remember,
you need to provide useful, interesting content and then
share that content in places your audience will ﬁnd it.


18


Understanding Mobile Users
It’s incredible how quickly humans can change their habits. For
better or worse, mobile devices have changed human
behavior forever.

!

These devices have conditioned us to believe that all information
should be at our fingertips and instantaneous. Patience is low
and the demand for new content is never ending. To help you
understand what mobile users demand from modern businesses,
we listed a few tips below.

!
MOBILE USERS LOVE

!
•
•
•
•
•

Simple, straightforward, uncluttered design
Large, eye-catching visuals over plain text
Content to be optimized for mobile and load quickly
To scan over pages instead of reading them
Easy access to fresh content from the favorite sources

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MOBILE USERS HATE

!
•
•
•
•
•

“Pinching & Zooming” to view websites
Too many options or calls-to-action
Confusing or broken navigation
Endless words with no visual content
Sub-par user interface design


19


SECTION

03
SOCIAL NETWORKS


20


SOCIAL NETWORKS
Now that you have learned some mobile marketing basics we
will move onto social networks, the easiest and most popular
form of mobile marketing.

!

Why is it the easiest? This is already the place your customers
and potential customers are spending the majority of their
time online. Also, it doesn’t hurt that all the social networks are
all free to join and use!

!

Utilizing social media can help build an audience of people who
are interested in what your company products, services, and
most importantly, what your brand represents.

!

When used correctly, you can drive your social networks’
followers through social networks to your website or landing
pages and then convert them into leads.

!

Even if you are already using social media, you still need to
understand how-to engage your mobile audience.

56% of Americans have a
profile on a social network.


Source:
Convince &
Convert, 2012

21


Social Networks With Mobile Users
The rapidly growing adoption of mobile has more and more
people using their smartphones and tablets to access their
favorite social networks.

!

The largest and most popular social networks are Facebook,
Twitter, LinkedIn, Pinterest, Google+ and FourSquare.

!

!

While the basic idea is the
same ( you connect with other
people ) each social network
has their own differences
and functions that entire
books have been written on.

Instead of covering each network in depth, this section will
outline the most popular networks then teach you some social
marketing best practices, complimented by examples for you to
learn from.


22


!
Facebook
This social network is a great place to build an audience of
people who are interested in your business. This is by far the
most popular social network and can help you create a strong fan
base that you can untimely convert into leads.
Learn More: 6 Ways To Optimize Your Facebook Marketing For Mobile

!
!
!

Twitter
This network allows people to share a continuous stream of
information and allows you to interact with anyone without being
“friends”. Your posts are all archived and can be searched and
discovered by other Twitter users. Building relationships and
generating “followers” on Twitter is key to your success on this
social network.
Learn More: 11 Guaranteed Ways to Get Others to Retweet Your Content

!
!
!

LinkedIn
Much like Facebook, you use LinkedIn to build personal
relationships with individual people. LinkedIn focuses on your
professional life and business networking.
Learn More: How to Use LinkedIn Emails to Generate Loads of Leads


23


!
Pinterest
This social network allow you to share photos and videos of
anything that relates to your business, products, services, team,
etc. These photos and videos are called “Pins” and you create
different “Boards” that the “Pins” can be viewed from. Just like
an old fashioned pin board! This can be a incredibly useful
network to drive inbound traffic for your website.
Learn More: How-To Inspire Customers Using Pinterest

!
!
!

FourSquare
This is a location-based social network where users can digitally
“check-in” to local businesses and attractions they are close to.
While this is a social network, because it is based solely on
location we will discuss it more in the next section.
Learn More: How-To Use Foursquare To Find Local Customers

!
!
!

Google+
Like Facebook, this has your personal and business accounts
connected. This network is great for your SEO, link building, local
search and getting online reviews.
Learn More: 5 Reasons to Use Google+ for Business


24


SOCIAL NETWORK MARKETING TIPS

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•
•
•
•
•
•
•
•

Include keywords in your profiles descriptions
Use plenty of visual content (photos, videos, etc.)
Use under 160 characters in your posts
Recognize and interact with loyal followers
Use re-occurring themes in your posts
Include calls-to-action to encourage a reaction, response
Include links to your content to drive traffic
If you purchase an ad, target mobile users
Use analytic tools to measure your efforts

AVOID THESE COMMON MISTAKES

!
•
•
•
•
•
•

Don’t use multiple calls-to action in one post
Don’t lack consistency in how often you post
Don’t try and hard sell your products and services
Don’t post the same things over and over again
Don’t bring up sensitive topics (politics, religion, etc.)
Don’t be afraid to be different and stand out!


25


Mobile Only Social Networks
Some social networks were built specifically for mobile devices.
These social networks are relatively new but the businesses
who start to invest in building a presence will beneﬁt the
most. (Be an early adopter!) The two most popular mobile only
social networks are Instagram and Vine.

!

You’ll want to use these to build a mobile audience for your
business. You can even share the content you’ve created to other
social networks. Facebook users love Instagram photos and
Twitter users love Vine videos!

!
Instagram
This social network lets you post and share photos and videos. It
uses a simple editing tool that allows anyone to make creative
and engaging content from their mobile device.
Learn More: How-To Use Instagram To Market Your Business

!
!

Vine
This app lets you create looping video clips through either one
clip or merging different ones. There are no do-overs, everything
is in the moment which makes the videos natural, fun and
sometimes a little weird.
Learn More: How 15 Real Businesses Are Getting Creative With Vine


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HELPFUL TIPS TO GET YOU STARTED

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•
•
•
•

Use hashtags (example: #mobilemarketing #ebook) to make your posts
searchable and reach a larger audience
Be creative and showcase what makes your brand unique
Show “behind the scenes” at your business
Share the content you create to your other social networks
Showcase your staff and customers
Share photo/videos of your products and services in action
Give your followers a unique coupon or special
Post photos/ videos you create to other social networks
Post often and respond to your social audience

AVOID THESE COMMON MISTAKES

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!
•
•
•
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Posting too many photos/videos of the same thing
Confusing or irrelevant photos/videos
Insensitive or offensive photos/videos
Ignore your audience’s comments


27


Best Practices
First Impressions & Design
The first thing to consider when creating or refreshing your social
networks is the design. What is the first thing you want your
audience to see or do when they land on your page?

!

Get creative and make use of your social profile picture and
profile header. Is your header appealing? Does it stand out?
Does it represent your brand?

!

!

Be sure all descriptions are short and
concise. Try to convey the value in
following your profile. Be sure links to
your website and other social networks
are in the appropriate places so they can
learn more about your business and
explore what you have to offer.

Also, like a website, ensure address, phone number, emails, other
contact info is easy to find. Each social network has it’s own place
for this information. Be sure to include relevant keywords in
your profile description based on what you do and where
you’re located.


28


Examples Of Great Design

1)
Etsy
Facebook

2)
Red
Bull
Facebook

3)
Nike
Twi:er

1) Etsy’s logo is easily distinguished and the header is a a clean,
interesting image of a featured product.

!

2) Red Bull’s header represents their brand, is eye-catching and
instantly prompts interest in their profile.

!

3) Nike regularly updates their headers with new products and
lifestyle images that showcase additions to their brand.


29


Content That Works
On Facebook photos generate 53% more likes than the average
post. Videos on Facebook are shared 12 times more than links
and text posts combined.

!

Visual content should be your main focus. Sharing relevant
content others have created is a great start, but ultimately you
should create your own original content. Luckily, your
smartphone has countless photo and video editing apps
where the only limit is our own creativity.

!

Think about who your target customers are. What inspires,
motivates and interests them? Start there and try new pieces of
content to see which works best!

When To Post

!
Users are much more
engaged later in the
afternoon and on
weekends. With peak
times around 3:00PM
– 9:00PM.


30


Examples Of Great Content

1)
Sharpie
Instagram

2)
General
Electric
Vine

3)
HubSpot
Pinterest

1) Sharpie uses their Instagram to share unique pictures drawn by
their customers using Sharpie pens.

!

2) GE creates fun, quick Vine videos that successfully turns a
usually boring industry into one that is fun and interesting.

!

3) HubSpot’s Pinterest account is loaded with insightful marketing
ebooks that drives a ton of traffic to their website.


31


Engaging Your Social Audience
Visual content is an important part of your social network strategy,
but even more important, is how you are using that content to
engage your audience.

!

Is your audience seeing or interacting with your posts?
Are you responding to comments and recognizing your loyal fans
and customers?

!

!

When posting to a social
network, always ask your self
what action you’d like your
audience take. By using callsto-action similar to “Like this
if…” “What do you think
about…” “Tap the link to…”
you can prompt more
engagement for your audience
by simply telling them what to
do.

Make sure that you are responding to all customer comments
and questions. Doing so shows your audience they are being
recognized by your business and that there are real people behind
your social networks, not robots.


32


Drive Traffic From Social Networks
With your social networks, the ultimate goal is to convert
strangers into followers then into qualiﬁed leads. While every
post doesn’t need to be used to drive traffic, you still need to
send people from your social networks to your website and/or
landing pages if you want any chance of converting them.

!

While retailers and restaurants might find success in offering
specials and promotions, hotels would benefit from sharing useful
travel tips and advice from their blog or website.

!

You should continuously try new and unique offers to see
which kind resonates with your audience.

!

Here are some other great ways to drive traffic:

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•
•

Create contests for your audience
Useful and interesting blog posts or content offers
Use social network only specials and deals
Upcoming events your business is hosting
Use relevant hashtags in posts to find new people
Use Pinterest and link images you post to your website
Be a real person from time to time, don’t overdo the links
Like in selling, focus on value not features


33


Examples Of Great Engagement

1)
Houzz
Facebook

2)
Four
Seasons
Twi:er

3)
SEOmoz
Twi:er

1) Houzz has regular posts like “Design Dilemma” which keep
users coming back to share their thoughts and drives traffic.

!

2) The Four Seasons uses Twitter to speak directly with guests
around the world and recognize loyal ones.

!

3) SEOmoz addresses customer concerns and even handles some
of their tech support using Twitter!


34


Turn Customers Into Fans & Promoters
Arguably the most important aspect of social networking, is to
turn your customers into online promoters for your business.

!

There is nothing like free word of mouth
advertising. Now with social media, the
reach of a single person’s proﬁle can be
immense.

!

When customers share, review or interact
with your business online, you can
guarantee it will pique the interest of
their family and friends who have
similar interests.

!

You need to start taking advantage of your audience’s social
reach and modern word-of-mouth advertising.

!

Here are some ways you can start:

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•
•
•
•

Start collecting reviews for your business on Google Places, Facebook,
LinkedIn, Yelp, TripAdvisor and other relevant websites
Use “thank you” emails for recent customers asking for a review
Tag customers in posts, photos and videos when appropriate
Respond to every comment and spark conversations/debates
Recognize most engaged fans and interact with them often
Identify online influencers in your industry and interact with them


35


Key Takeaways: Social Networks
We’ve covered…

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•
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•

Facebook is the most downloaded app in the world so make sure you
have an active presence
Ensure your profile pictures and headers look good on both desktop
and mobile devices
Keep posts under 160 characters
Use calls-to-actions: “Like this…” “Share this…” “Tap this…”
Include links in posts so users tap through and take the next step
Use www.bitly.com to shorten and track links you share
Ask questions and respond to every comment possible
Keep fresh content coming
Use re-occurring themes in your posts
Write blog posts and share them with your audience
Try mobile-only social networks like Vine & Instagram to build new
audiences
Include keywords in your social network descriptions and posts to
help find new customers who are searching for those keywords


36


SECTION

04
LOCATION-BASED
MARKETING


37


LOCATION-BASED MARKETING
It would be impossible to discuss mobile marketing without
mentioning location-based marketing. This type of marketing is
unique because it requires that you use other forms of mobile
marketing like social networks and mobile applications to
properly take advantage of location-based marketing.

!

For example, a person out and about in a shopping district can
go to Google on their smartphone and enter something like
“local ice cream.” Based on their location their search results
will list all of the local ice cream parlors with reviews, directions,
hours and contact information.

!
!
!
!
!

52% of all local searches are
done from a mobile device.

Source:
Microsoft, 2012

With more advanced forms of location-based marketing, you can
send target ads to customers in a certain area and even send
push notifications (like a text message) through a mobile app
when someone enters your business.

!

Location-based marketing is a new and exiting area in mobile,
read on to learn more!

38


Local Search & Keywords
As previously mentioned, there are countless people who make
local searches. In fact 95% of mobile users use their devices
for local search. (Source: Nielsen)

!

If you want to compete and successfully market your business,
you need to have an online presence in all the places your
customers are making local searches. Below is a list to get you
started.

!

!

•
•
•
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•
•
•

Google Places
Yahoo Local
Bing Local
Yelp
MerchantCircle
Zagat
YellowPages

Another great way to build links and optimize local searches is
to put relevant keywords in all your social network
descriptions, website, landing pages, blog, etc.

!

Use Google Keyword Tool to help decide which keywords get
the most traffic and which are appropriate for your business.


39


Location-Based Marketing & Social Media
Some of your favorite social networks like Facebook already
have location enabled features. For example, when a
customers is in your store they can digitally “Check-In” and
let their friends know where they are via Facebook. They can
also “Tag” a location in a photo or post they share.

!

!

Make sure your business address is properly
listed on your social networks and encourage
customers to “check-in” or “tag” your
business on their profiles. When they do this,
you take advantage of their social reach
which leads to new prospects for your
business.

FourSquare is another popular social network that relies solely
on a users location. In the same way Facebook allows users to
check-in, FourSquare is very similar. However, FourSquare allows
you to offer incentives inside the app to bring new and curious
shoppers into your business.

!

Further Reading:

!

How-To Run A Successful Check-In Campaign

!

7 Simple Ways Businesses Use Location-Based Marketing


40


Key Takeaways: Location-Based
Marketing
Location-based marketing is not the easiest or most affordable
form of mobile marketing, but when used correctly it can yield
fantastic results.

!
•
•
•
•
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•
•

Sign up on all major search engines to get found by customers
Search for websites and mobile apps your target audience frequents,
then ensure your business is a part of those networks
Encourage online reviews to get higher search rankings
Ensure your location is clearly listed on your website and social
networks for local searches
Include keywords relevant to your business on your website and social
network for customers making local searches
Encourage customers to “check-in” to your business to take
advantage of their online reach
Sign up for Foursquare and create “check-in” specials if appropriate
for your business


41


SECTION

05
MOBILE WEBSITES


42


MOBILE WEBSITES
Now that you understand how to engage your mobile audience
with social media, the next place they will likely end up is your
website or a landing page.

!

You need to ensure the mobile experience doesn’t end at
your social networks. When a potential customer taps through
to your website, if that page is not mobile-friendly, you will more
than likely loose them.

!
!
By 2014, mobile internet usage will
!
overtake desktop internet usage.
!
!

Source:
Nielson, 2012

Think mobile web development is expensive? In some cases it
can be. But there is good news! There are great tools and
strategies you can start using that only cost a little time and
creativity.

!

But ﬁrst you need to make sure your potential customers are
actually taking the next step on your website and that they are
not abandoning your site for a competitor’s.


43


Mobile Vs. Responsive Websites
One of the first questions that usually arises is, “What is the
difference between a mobile website and a responsive website?”

!

MOBILE WEBSITES

!

These are bite-sized version of your website with similar design
but most of the normal functionality is gone. It is built
separately but usually hosted from the same location.

!

This is usually the best option for a business who wants some
simple information like phone numbers, directions, specials,
photos and maybe some video. This is usually the first choice for
local businesses.

!

RESPONSIVE WEBSITES

!

Unlike a mobile website which is separate from the original, a
responsive website is a single website. It will determine the size
of the screen a user has, then the website will scale and
rearrange content to ﬁt that users’s phone, tablet or
computer. This kind of web development can be more expensive
but it is undoubtedly the most efficient and effective.


44


Mobile Websites
If you decide to go with a mobile website, ensure your website
already looks good on a tablet and understand you will need
to create this mobile website separate from your original.

!

!

Include all crucial information
upfront and focus on driving
visitors to take the next step and
perform what ever action you
would like them to.

It does not matter if that action is to download an ebook, enter
a contest, get a special deal, join an email list, or even just learn
more about your products and services.

!

Ensure your focus is on converting those mobile visitors into
potential leads for your business. It’s likely they won’t stay on
your site for long, give them something they can leave with
which ultimately gets them to come back.

!

Be sure to ask for their email and name in exchange for the
content you provided. By doing this you can add them to your
email list and nurture them as a lead.


45


Examples Of Mobile Websites

1)
The
Cosmopolitan

2)
Nike

3)
Social
Media
Examiner

1) With clear call-to-actions and all of the important information
immediately displayed, their site is both useful and convenient.

!

2) Nike also uses a clear enticing call-to-action with simple, clear
navigation and search capabilities to explore their site.

!

3) This blog makes every article easy to navigate with clear
buttons to read more or share on Twitter.


46


Responsive Websites
A newer form of web development, responsive websites can
scale to any device or screen size. In some cases responsive
websites can be more expensive, but if your budget allows it, this
should deﬁnitely be your ﬁrst choice.

!
!
!
!
!
!
!
!
!
!
!
!
!
!

These websites increase your reach to all kinds of mobile
devices, they save time and money on site management and
they also allow you to consolidate your website analytics.


47


Example of a Responsive Website

Starbucks Coffee

!

The website has a ton of great visual content in clean, eyecatching squares that look good on all devices. As the device
screen gets smaller, words and less important content begin to
disappear so only crucial information and large visuals are
displayed on smaller screens.


48


Mobile & Responsive Website Tools
Not interested or able to spending a ton of money to build an
entire website? With some time and creativity you can create
awesome mobile websites. Here is a list of our favorites.

!
!

MOBILE WEBSITES

!
•
•
•
•
•

!

DuDa Mobile
Google’s GoMo
Onbile
M Dot App
Instapage

RESPONSIVE WEBSITES

!
•
•
•
•
•
•
•
•

WordPress.org / WordPress.com
Theme Forest
Webflow
HTML5 Up
Fit Text
JotForm (Lead Capture Forms)
MailChimp (Landing Pages)
Google Analytics


49


How-To Generate Leads With Your Website
When someone visits your website they will not always make a
purchase or stop by, but you still want to turn that visitor into
a lead and one day a paying customer.

!

Using different landing pages and various calls-to-action will
encourage visitors to browse and stay on your site longer.

!

!

Place relevant calls-to-action in various
parts of your website to drive action.
For example, if they are on your Products
or Services page, give them the clear
option to contact, purchase, or get a
demo. Or if you have weekly exclusives
for email subscribers, provide a place for
visitors to join.

Once a visitor taps through the call-to-action they will end up on
a “landing page.”

!

Landing pages usually requires a person to enter some basic
contact information in exchange for what ever you are
offering them. (You filled out a landing page to get this ebook)

!

This will allow you to collect leads and emails. You will learn what
to do with those emails in the next section.


50


How-To Generate Leads With Your Website
Ideally, you want to create content for leads in every part of
the buying process, then provide relevant offers to keep them
moving through your marketing/sales funnel.

!

Purchases that do not require a lot of thought like food or
commodities might use specials or deals to entice customers.
While B2B businesses will likely need ebooks and whitepapers for
their audience who need to make decisions based on numbers
and case studies.

!

You’ve likely heard the saying
“content is king.” When creating
your content, consider your
mobile audience and don’t leave
them out of the equation! If you
want to generate leads with your
website create original, targeted
content that is interesting and
helpful then make that content easy
for your visitors to find.
52% of smartphone users prefer
receiving offers on their mobile device.


Source:
eConsultancy, 2012

51


Examples Of Lead Capturing

1)
Skinny
Ties

2)
Folksy

3)
Hubspot

1) The first call-to-action at the top of this site says “Special
Offers.” This pushes people through the buying process.

!

2) Folksy does a great job of highlighting the area to sign up and
receive their “Weekly Guide” to their website.

!

3) No matter which Hubspot ebook you want, their landing pages
always capture a good amount of lead information.


52


Key Takeaways: Mobile Websites

!
•
•
•
•
•
•
•
•
•
•
•
•
•

Keep your core website content the same
Use inviting, easy-to-understand images
Choose a nice font and emphasize important areas
Think bold, contrasting colors that are visually appealing
Clearly include your logo and contact information
Think simple navigation, nothing fancy
Ensure website pages load quickly
Have a clear call-to-action to take your visitors to the next step
Focus your website on the content you offer
Always convey the value in downloading your content
Generate leads by utilizing landing pages
Understand people want insight and help before products or services
Use Google Analytics to better understand your audience


53


SECTION

06
EMAIL MARKETING


54


EMAIL MARKETING
So you’ve learned how to build a mobile audience, convert them
into potential leads, but how do you close the deal and keep
them coming back?

!

Email marketing is still one of the best ways to nurture and
convert leads. But let’s be clear, email etiquette is very
important. Emails should be helpful, interesting and only sent
to people who have signed up to receive them. Spamming
people won’t win you any customers.

!
!
!
!
!

41% of all US mobile internet
time is spent on email.

Source:
Return Path, 2012

Many times people will check their emails from their phone
and delete everything they don’t want. Once on their desktop
computer, they read and/or respond to the important ones.

!

This means you only have a couple of seconds to capture your
audience’s attention. So how do you do it?

!

Provide something useful and make it mobile-friendly.


55


Nurture Leads With Targeted Messages
Building on top of the last section, once you capture leads from
your landing page, use their emails to create lists and send
targeted messages.

!

!

Using email marketing tools (there is
a list later in this section) you can
segment your leads based on the
content they download and/or
their stage in the buying process.

To nurture leads, there are two types of content you want to
focus on offering. Content that is similar to the content they
previously downloaded and content that push them further
through the sales funnel.

!

You can use email marketing to re-convert old leads and bring
them back to your business again and again.

!

You’ll want to create template emails you can re-use. A few
examples include: newsletters, content offers, thank you emails,
weekly blog re-caps, monthly specials for email subscribers, etc.


56


How-To Create A Great Email
Ever hear about copywriting? Basically it is a form of persuasive
writing that online marketers use. By using these four simple
steps below you can create great emails.

!

1)
2)
3)
4)

Attention Grabbing Headline
Problem / Solution
Desire
Action

!

Attention Grabbing Headline: The headline can be tricky, but it
can make or break countless views. It needs to convey value,
stand out and use relevant keywords.

!

Problem/Solution: Address an issue or interest your audience
has and then provide them with a solution. This can be as
complex as an ebook or simple as providing reliable information.

!

Desire: Always give email subscribers some kind of desire to take
an action and show them the value in doing so.

!

Action: Finally, ensure they can clearly see how to take the next
step and ultimately take the action you want.


57


How-To Build A Mobile Email
Simple text emails that you create for personal communication
will scale to any screen size. However, if you are creating an
email campaign and need more visuals then you need to
ensure it also scales to any screen size.

!
!

!

1)
2)
3)
4)
5)
6)

!

!

Clearly display your logo
Use contrasting colors
Contact information
Emphasize different parts of the email
Always include calls-to-action
Reduce image size for fast loading

!

Now you will need a responsive email template, much like a
responsive website that can scale to any screen size. These
can be found by simply searching online.

!

Doing this will ensure you aren’t losing the interest of your
audience when they open your email on their mobile devices.


58


Examples Of Great Email Marketing

1)
Nike

2)
Gamestop

3)
LinkedIn

1) This Nike’s is eye-catching and easy to understand. It also
makes it easy for readers to find a store or shop online quickly.

!

2) Gamestop’s weekly newsletter always has great deals and
offers unique, personalized deals for their subscribers.

!

3) LinkedIn emails are clean, strait forward, encourage readers to
take an action and are easy to read on mobile devices.


59


Great Email Marketing Tools
Free services like Mail Chimp allow you to create segmented lists
based on different customers and has a powerful template
builder for responsive emails. Using free tools like this you can
start to create engaging email campaigns that convert leads into
paying customers.

!
!

EMAIL MARKETING

!
•
•
•
•

!

MailChimp
Pinpointe
iContact
Constant Contact

EMAIL TEMPLATES

!
•
•
•
•
•

Theme Forest
Aweber
Campaign Monitor
Antwort
Zurb


60


Key Takeaways: Email Marketing
We’ve covered…

!

•
•
•
•
•
•
•
•
•
•
•
•

Provide something useful to entice them
Be helpful, useful and interesting
Hard-selling doesn’t work
Let them know what to expect in the subject (you only have a second
or two to capture their attention with your subject)
Keep the design similar to your website and brand
Make sure it’s scannable, and easy to read. Edit, edit, edit!
Include your name and company name for the “From Address”
Have an action for them to take to move them through the marketing
funnel
Make subscribing and unsubscribing simple
Use responsive templates to fit any device screen size
Create a email marketing calendar with re-occurring themes
Look into “email workflows” for example, when you get a lead they
get a series of 3 emails over a period of 14 days that keeps your
business on their mind


61


SECTION

07
MOBILE APPS


62


MOBILE APPLICATIONS
Your loyal customers shouldn’t miss out on all of the mobile fun!
While they likely interact with you on social networks and browse
your website occasionally, there is another, more rewarding and
interactive way for them to interact with your business on
their mobile devices.

!

By using mobile applications your business can:

!
•
•
•
•
•

Convert old and new customers
Build brand loyalty with your audience
Keep customers coming back to your business
Get more insight on your customers’ behaviors
Share content anytime, anywhere

 
Mobile apps are powerful tools in your marketing toolkit when
used correctly. There is a huge audience of people who
regularly use mobile apps to shop, interact and explore. Make
sure your business doesn’t get left out of the conversation.

Mobile websites are for ﬁnding new customers.
Mobile apps are for building brand loyalty.


63


Relevant Industry Apps Your Audience Uses
There are countless lifestyle apps for everything from travel,
technology, electronics, home & garden, dining and everything in
between.

!

Many of these services encourage businesses to sign up for free or
at a nominal cost so their audience can ﬁnd their business.

!

Many online services like Yelp!,
Yellow Pages, etc. have mobile apps
and are widely used. Be sure to
know which are relevant to your
industry and target audience then
sign up!

The Usual Suspects
•
•

Google Places
Yelp!

•
•

Yahoo Local
Yellow Pages

•
•

Hospitality
•
•
•
•
•

TripAdvisor
Hotels Tonight
KAYAK
Hotels.com
JetSetter


Bing Local
Super Pages

Retailers
•
•
•
•
•

Merchant Circle
RetailMeNot
Amazon Local
Living Social
Swirl

64


Your Own Branded Mobile App
At the center of your mobile marketing is your branded mobile
app. It is the center because it acts as an all-in-one tool your
customers can take anywhere, anytime.

!

!

This is arguably the closest
you can get to customers. It
enables you to build brand
loyalty and provide lasting
value simply by making your
business convenient, useful
and accessible.

Think of your app as a tiny piece of software that runs only on
mobile operating systems like iOS and Android. Your mobile
app should be free to download and use, after all it’s a tool
for your customers.

!

Features like interactive maps, one tap calling, e-commerce,
social integration, promotions/specials and content like videos,
ebooks, podcasts, etc. provide lasting value so customers want to
come back to again and again.

!

You want to use your mobile app to keep customers thinking
about your business, add value to your business, products/
services and re-convert customers.


65


Provide Lasting Value That Creates Loyalty
Just like when building a website, you need to actually create
something people want to use. Now that your customers have
downloaded your app, you need to keep them using the app
and keep them thinking about your business.

!

By regularly updating and offering new content, you can keep
users coming back to see what’s new, giving you more
chances to convert leads.

!
!
!
!

For example, Jax Bicycle Center uses their mobile app to provide
professional cycling tips from bike purchasing basics to advanced
skills and questions.

!

By helping customers make more informed buying decisions
and then over time adding value to your products and
services you can help customers justify the money they spend at
your business.

!

When customers have access to a convenient place where they
can be recognized and rewarded for being a customer, it
creates a memorable experience, it’s something worth sharing
and talking about.


66


How To Make Money With Your App
Like with other forms of modern
marketing it can sometimes be
difficult to measure the amount of
money being generated by your
mobile app unless you have a big
budget and team.

!

Here are some of our ideas on
how you can generate more
revenue using your mobile app.

!

Direct:

!
•
•
•
•
•
•

!

Sell products and services in your app
Offer regular mobile-only promotions and deals
Make product and service inquiries simple
Sell advertising in your app to business partners
Showcase in-store specials and events
Create enticing reasons to come visit your business

Indirect:

!
•
•
•

Capture leads inside your mobile app
Create content that helps people make buying decisions
Create content that adds value to your products & services


67


Examples Of Great Mobile Apps

1)
Residence
Inn
Marrio:

2)
Apple
Store

3)
Jax
Bicycle
Center

1) With so many places to visit, this Southern California this
Marriott focuses on location information for their guests.

!

2) Apple’s own app makes it easy to make appointments and find
interesting classes which drives people into their stores.

!

3) With monthly deals and a library full of professional cycling tips
and advice, Jax keeps their customers coming back.


68


Key Takeaways: Mobile Apps

!
•
•
•
•
•
•
•
•
•
•
•
•

Focus on providing useful content and ask, what will keep your
customers coming back?
Build relationships with customers through mobile only specials or
rewards for app users; give incentives
Add value to your business by offering useful content on the go
Generate leads and re-convert customers with your app
Have a place for product and service information and inquires
Allow customers to leave feedback on the app and your business
Have a clear place for them to contact you or get directions
Regularly update the app with new content
Use high-resolution images
Your app icon and description must be unique and enticing
Promote your mobile app online and in-store
Measure everything with analytics so you can adjust your strategy


69


SECTION

08
CONCLUSION


70


CONCLUSION
Like with any project or goal, without a plan, you’ll never be able
to finish what you started. Without a goal, you can’t score.

!

Mobile marketing will continue to grow and change overtime,
but you need to remember that no matter what form of
marketing you are using, it will always about people; people
equals customers equals business.

!

If you are going to invest your time, energy and in some cases
money you want to ensure you’re using best practices and
continuously learning how-to successfully use mobile
marketing in your business.

!

Using the techniques and tools in this ebook you can start
interacting and building lasting relationships with your customers
where they are actually spending their time.

!

Thank you for reading!

!

Be sure to check out pocketyourshop.com for more great
content on mobile marketing.


71


Further Reading
The mobile industry is evolving.

!

Marketers are beginning to realize that this recent
explosion of mobile is not just a fad. That is why we
wanted to share these stats to show you the effect that
mobile has had on modern marketing.

!

Continue reading →

Does your business use mobile marketing? Through your
social networks and email marketing, you likely already
are. But are you effectively reaching and engaging your
mobile audience?

!


Prove the return on investment of your mobile app.
We’ve put together 5 of the most important mobile
metrics to help you see what you’re doing right and
where you need help.

!



72


Ready to take your marketing to the next level?
Marketing Strategy

Graphic Design

Social Media

Content Marketing

Responsive Websites

Lead Generation

Email Marketing

iOS Applications

Analytics

Pocket Your Shop is a digital marketing agency located in Southern
California that helps businesses find, convert and keep customers.

Request A Demo


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73

An Introductory Guide To Mobile Marketing

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An Introductory Guide To Mobile Marketing