Faster, Easier Mobile Lead Generation with Social Lead Ads

Social ads continue to get more and more interactive for e-commerce advertisers. Facebook is hard at work, beautifying canvas and product layouts that really make product images and video content pop. Facebook introduced canvas templates for product ads this month, which may leave those of us cultivating leads or advertising in the business to business sector feeling green with envy. As we make quotes, give consultations, and fish for users who want a free demo or to attend our webinar, we wonder where our fun, creative bells and whistles may be. Content forms? White Paper offers? Yawn.

 

Yawning

 

However, social lead gen and contact form tools are becoming more popular and faster moving by the day. Despite having been around since October of 2015 (with context cards added in 2016), many Facebook advertisers still do not use direct lead ads. LinkedIn added lead gen forms on April 5 of this year, 2017. From Facebook to LinkedIn, make the path of your lead generation form submission feel more natural and seamless with social lead ads. If you aren’t using direct leads right now, by the end of this article you will understand how they work, what effects they can have on mobile conversion rates and next steps for rolling direct lead campaigns out across your social channels.

 

Facebook & LinkedIn Direct Lead Forms

 

Why You Should Launch Your Test Today

 

10% of all website visits, on average, now come from Facebook, and 54% of those users only access Facebook through a mobile device. Do you take time to consider the mobile site experience you are providing these visitors? Is your responsive site design meeting the needs of your mobile visitors? To find out, check your Google Analytics data and mobile conversion rates in the device segmentation report on Facebook. Markers of success on Google Analytics are low bounce rates (under 75%, depending on your industry, landing page quality, and if your industry encourages larger commitments, more research, and consideration), average session duration, and average pages per session. Google Analytics allows granular insights so you can diagnose if poor engagement is a symptom of a single channel or if it is experienced by users across multiple channels, and gives you a second perspective of how social ad users are interacting (for better or for worse) with your site. Site speed tests can also be used to diagnose mobile experience, such as the site speed test that Google provides for free.

 

If you find mobile site engagement lacking among Facebook users and you are unable to fix speed problems in a pinch, or if you’d like to simply deliver a faster conversion-friendly option to your mobile audiences, it’s time you consider running direct lead form campaigns. A test is always worth trying for a limited amount of time to discover whether your prospects appreciate the greater ease with which they can submit their data to you.

 

Lead forms simplify the process of user data submission, as demonstrated in the examples below. From interested click to success and confirmation, the user is able to completely bypass your site and submit their info without leaving the social app.

 

Facebook Direct Lead Forms

 

Facebook lead ad example

 

LinkedIn Lead Gen Forms

 

LinkedIn lead ad example

 

Case Study

 

We tested the exact same creative copy to the same audiences, on the same Facebook placements, and found stark results in regards to mobile conversion rates when comparing site visit lead generation to direct lead ads. Over the course of our test, the direct leads campaign had a 10% lift in conversion rate. Naturally, users had a faster transition from clicking on the ad post to submitting their information. Here’s the breakdown of our test, which was promoting to B2B SAAS consumers in the research phase of the sales cycle:

 

Regular, site visit lead campaign mobile users (iPhone & Android):

  • 409 mobile leads
  • 5,198 post engagements
  • 7.9% conversion rate

Direct leads campaign mobile users (iPhone & Android):

  • 708 mobile leads
  • 4,020 post engagements
  • 17.6% conversion rate

The proof is in the data. Better conversion rates are awaiting those who are willing to give direct lead ads a test.

 

Things to Consider Before Rolling Out Your Direct Lead Ads Test

 

But how do you get started with direct lead ads? Well, that depends on the network you’re launching them in, but you’ll want to get a few plans together:

  • Set up lead processing integrations, if possible: Since the leads are accumulated in the social ad platform instead of through your website landing pages, tracking and nurturing of these leads will have to be different from a tracking perspective.
    • In LinkedIn, leads can only be downloaded directly from the platform. So make sure your team is downloading leads manually on a regular basis so they are added into your pipeline without delay.
    • Facebook provides integration options, so a connection can be set up between HubSpot, Salesforce, MailChimp, Marketo, and more for lead processing in your existing systems. Note that these leads will not be a part of your Google Analytics tracking since only leads on site are tracked there. Adjust your reports accordingly to ensure these leads are not invisible to your internal team and the leads are processed in a timely manner.
  • Keep contact forms concise: Always ask the users to which you’re advertising for the bare minimum of information you need. And, since direct lead forms are being seen on a smaller screen, being concise is even more important. Stick to just a few vital form fields such as name and email, if possible.
  • Have your company’s privacy policy on hand and include it in the forms. On both Facebook and LinkedIn, a link to your privacy policy is required for all lead form and direct lead ads.
  • Give a High Quality “Thank You” or Form Submission Confirmation Page:
    • If you’re offering something like a download to a whitepaper, make sure your closing message includes a link to the content the user requested. It can be as simple as a live, online PDF link.
    • By default, lead ads encourage users to visit your website after submission, but a custom message is available. Make use of that space to provide a content link, promote related offers, or encourage the user to check their email for next steps.
  • Split test direct lead ads on mobile & on site. If you have the budget, I highly encourage you to try duplicating an existing campaign as a direct lead campaign, so you can very clearly see the differences between the site visitor control group and the direct lead campaign. The two campaigns should be identical in every way for a first test, with only the lead gen contact form portion serving as a control. While mobile may be the key place to gather these sorts of leads (especially if your site doesn’t provide a robust mobile experience) always remember to test direct ads to desktop and mobile customers (one device type per ad group) so you can easily compare results.
  • Offer the correct content: Direct lead ads are best used for low commitment lead offers like the ones below. a direct lead form can be a great way to get a new user into the funnel when they are in the research or consideration phase of the buyer’s journey. Be wary of offering an offer that requires high commitment from your audience like an outright sale or interaction with a salesperson, unless the audience already has familiarity with your brand such as remarketing audiences or upsells. And as always, keep in mind the audience you’re speaking to. If the audience is technical, take time to craft a message that doesn’t “talk down to” a technical or high-level audience but hits them perfectly in their existing interests. Here are some offer ideas:
    • Whitepapers and case studies
    • Webinars or event notification sign-ups
    • Access to infographics
    • Access to free video demos
    • Newsletter sign-ups
    • Coupons or deals
    • Free quotes and pricing requests

Resources

Every lead gen advertiser should consider gifting their audience with a faster, easier way to get in touch. Social lead ads are an ideal way to provide this option to every audience you’d like to target.
 

Source: http://www.ppchero.com/using-direct-lead-ads-for-mobile-lead-generation/

Advertisements

What the State of PPC Report Reveals for 2018

With the State of PPC, Hanapin Marketing’s annual survey of the pay per click (PPC) advertising industry, we look under the hood of advertising’s fastest-growing industry and find out what makes it tick, year by year.

 

This year we had a great turnout of responses and some mind-blowing insights to share with you. Join Hanapin’s President Jeff Allen as he walks through what we found in our State of PPC Report for 2017-2018 and where the industry is going.

 

In this webinar, you’ll learn:

  • Will smaller platforms survive in the coming year?
  • How are marketers feeling about the industry?
  • The efficiency of PPC channels and how they rank

 

Presented by:

 

        

       Jeff Allen

 

Source: http://www.ppchero.com/what-the-state-of-ppc-report-reveals-for-2018/

How to Use Drip Campaigns to Nurture Existing Customers

Many marketers understand the power of implementing automated drip campaigns to turn leads into customers by moving them through the sales cycle. Truly successful marketers know the best bang for your marketing buck comes from using drip campaigns to nurture existing customers.

Why?

Smart marketers know that it’s easier and more cost effective to sell to existing customers than it is to cultivate new leads. How much easier and more effective? According to the authors of Marketing Metrics, the probability of selling to a new prospect is 5-20% while the probability of selling to an existing customer is 60-70%.

That’s math anyone can understand and it’s a process that begins with onboarding new customers.

Of course, successful customer drip campaigns start with a content marketing strategy that guides your efforts and keeps you focused on what you want to accomplish with your drip. Beginning with a well-defined strategy allows you to create drip campaigns that respond to the specific needs and interests of specific customers.

In this blog, I’ll give a deeper dive into how to create a drip campaign with your existing customers in mind. 

Begin With the End in Mind

When creating drip campaigns set expectations from the very beginning and provide additional value from the start of what should be a long and valuable relationship.

  • Welcome Email
    A well-crafted welcome email should give customers exactly what they’re looking for–plus a little something extra that acts as a “thank you” for becoming a customer. Provide them with all the information they need to get started then offer a link to supporting content or access to educational content such as a white paper or ebook. Sometimes all you need to add is information on how to contact support if the customer needs help or has questions. Another way to welcome and thank new customers is to provide an offer or discount on future purchases. However, don’t underestimate the power and value of simply providing useful content.
  • Blogs
    Welcome emails are also a great way to introduce new customers to your blog.  Provide new clients with a link to a sample blog post that is relevant to them. That blog post should contain links to other posts on the same or similar topics. Evergreen blog posts should be part of your overall strategy because they can be used in multiple ways to help current and potential customers. A great evergreen post can drive valuable traffic to your site for years—both through SEO and in your email nurture program.
  • Segment and Set Rules
    Content segmentation allows you to personalize and tailor campaigns to specific audiences. Use your marketing automation platform to set rules and triggers to ensure you proactively deliver relevant, specific content that matches your customers’ viewing and search behaviors while they are on your website. Serving your customers relevant content can help move them closer to another sale.

Offer Solutions and Establish Thought Leadership

Drip campaigns are excellent for promoting useful content that establishes you as a valued thought leader. Build trust and deepen relationships with well-planned nurtures. Here are a few helpful tips to get you started.

  • Don’t Sell
    If you want to establish long and profitable relationships with your customers, create helpful drip campaigns that educate and inform them on topics, industry issues, and solutions to their problems. By providing valuable information, you’ll reinforce the importance of your relationship and greatly increase the odds that your customer will return.
  • Exclusive Content
    By offering exclusive client-only content, you kill two birds with one stone by taking advantage of the most powerful tools of influence: scarcity and reciprocation. Recipients are more likely to open exclusive content. The fact that it is exclusive suggests the content is extremely valuable. Exclusive content also plays into your customers’ egos. By offering them special, “for-your-eyes-only” content, you’ve made them feel unique and valued. This special offer can increase the odds of reciprocation by your customers through new and purchases or return visits to your site.
  • Link to Important Blog Posts
    Knowledge is power. Providing customers with links to helpful blog posts is one of the easiest ways to give them access to information that can help them succeed. Make no mistake about it, in the eyes of the customer, you haven’t just given them a post, you’ve given them a gift. A simple link gives your customer access to a no-strings-attached gift that helps them and builds goodwill with your brand.

It’s A New Dawn, It’s A New Day, and Your Email’s Feeling Good

Feel-good emails are a great tool for building rapport, trust, and confidence with your customers. What’s a feel-good email? Here are examples of just four proven emails that make your customer feel appreciated and top-of-mind.

  • Anniversary Emails
    Emails celebrating anniversaries and other milestones are great for increasing engagement. The secret to successful anniversary-style emails is to make sure they’re all about celebrating the customer, not your company, product, or service. Done correctly, anniversary emails make the customer feel important, appreciated, and part of the family.
  • Holiday Emails
    The problem with most holiday emails is they just seem to be celebrating Spam Day. Great holiday emails know how to break through the noise by connecting emotionally with the spirit of the holiday. Don’t make your email about just another sale. Make it exclusive to your customer’s preferences through segmentation. Whether you’re offering an exclusive discount, a free gift or unique content, donating proceeds to a charity, or simply seasons greeting, holiday emails should be about the spirit of the holiday and not commercialization.
  • Industry-Related Event Reminders
    Event reminders are thoughtful, useful, and an easy way to get a big relationship return on almost no investment. They provide valuable information that can benefit your customer and let them know you think of them as part of a bigger family. Even if they don’t attend the event, this is one of those emails where it’s the thought that counts.
  • Client Newsletters
    Newsletters are a lot like magicians: most are bad, uninteresting, and intrusive. But the great ones are nothing short of amazing. You can find a lot of examples of great newsletters online. Here are three solid rules of thumb to get you started:

    1. Your subject line is the most import content in your newsletter. The subject is often the determining factor for whether a recipient opens it or not. Spend as much time on your subject line as you do on your content.
    2. 90% of your newsletter should be useful, relevant content, and only 10% should be an offer or company specific.
    3. Make your opt-out easy or all of your content will start looking like spam.

The Write Stuff

Remember: it’s far more cost effective to keep an existing customer than it is to acquire a new one, so customer drip campaigns are not the place to “fake it ‘til you make it.”

Your success relies on providing real, valuable content. Anything less will set off your customers’ insincerity meter and risk creating the perception that all of your content belongs in the junk folder. Give content the short stick and your clients will likely do the same for you.

How have you utilized drip campaigns with your existing customers? What successes have you seen with this engagement strategy? Tell me about your experiences below in the comments.

5006-15163-Dreamforce 2017- Blog Banner

 

The post How to Use Drip Campaigns to Nurture Existing Customers appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: https://blog.marketo.com/2017/10/use-drip-campaigns-nurture-existing-customers.html

Bing Ads Content Data To Be Deleted

Bing Ads Content Network Change

 

On June 30th, 2017, Bing Ads decided to sunset the content network and focus only on search to ‘improve your ROI’. This means, all the promise of display remarketing and other Bing display opportunities is now over.

 

To solidify this even further, Bing Ads is now sending out emails to any account that is running or had run any content network exclusive campaigns or combined search and content campaigns, stating that all content network data will be deleted as of November 30th, 2017.

 

According to the information provided by Bing; if you have a content only campaign, the entire campaign will be deleted on at the end of next month. If you have a combined search and content campaign, they will be merged into a search only campaign.

 

Recommendation

 

Based on the details provided by Bing, I recommend downloading all content specific data, so that you never lose any of that insight. Especially when pulling year over year reports and even for previous month over month trends.

 

An easy way to tell if your campaigns were set to search and content or content only is to segment by network and change the date range to go back 6 months. You will see content data present by campaign and as a total. From there, download historical performance for your records.

Source: http://www.ppchero.com/bing-ads-content-data-to-be-deleted/

3 Key Challenges Marketers Face & How to Overcome Them

Today’s marketer continues to face steep challenges when it comes to engaging with customers across multiple channels and touchpoints. It takes both smart marketing and the right technology to be able to listen, learn and respond to your customer at speed and with scale. Yet according to Marketo’s recently released The State of Engagement report, nearly half of the marketers surveyed (48%) said that finding the appropriate tools to enable them to engage with customers is the biggest challenge they face today.

In this blog, I’ll highlight 3 challenges marketers are facing today and marketing technology innovations that are helping them to overcome them—including some that are included in our latest product release.

Challenge #1: Engagement Doesn’t Happen Effectively Without Coordinated Data and Insights

Marketers today have access to more data than ever before. But, delivering experiences that will truly engage your customers requires you to go beyond the numbers—you’ve got to be able to translate data into actionable insights. There’s no question that it can be challenging to understand all the signals consumers share and how to leverage the data from those signals to deliver personalized, authentic messages. That’s where marketers should look to tools to help inform their strategies for deeper engagement.

For email marketers, tools like Marketo Email Insights is one way to gain insights into email performance. Using historical data, marketers can see trends in email delivery and engagement metrics and break results down by audience, content, and platform. And, in our recent release, we made several enhancements that give marketers new ways to prepare, analyze, and share email performance data— elevating it from highlighting interesting points to delivering actionable insights.

Another way marketers are leveraging data to deliver personalized experiences is through artificial intelligence (AI). The new Marketo ContentAI enables marketers to personalize interactions for broad audiences as precisely as if you were marketing to a segment of one, and it does it by using AI-powered insights to predict the best content to engage each individual. In Marketo’s summer release, new AI-based analytics provide rich insights into which of your content assets are most popular, which are trending, and how specific content pieces are performing for defined audiences (location, industry, visitor type). With machine learning tools like ContentAI powering predictive content on website, mobile, and email, your mountains of data are quickly synthesized to provide the insights needed to match the right content to the right audience for the highest possible engagement with your brand—something that simply isn’t scalable without technology.

Challenge #2: Engagement Doesn’t Happen Without Personalization

What’s the number one reason consumers don’t engage more often? The answer may surprise you.  According to Marketo’s State of Engagement research, the answer is irrelevant content. People don’t engage with brands they feel don’t speak to them. This is likely because interactions that don’t provide the right message, offer, or content, fail to deliver any meaningful value. Here’s where tools like ContentAI that I wrote about above offer tremendous value. They help marketers make sense of their content engagement data and choose the best assets to use to target individuals across segments. With AI-recommended content to help drive higher engagement, marketers must ensure they’re equipped with the right tools that enable them to deliver relevant content to each individual at the right time and in the right place, at scale.

And because websites are a main point of interaction between prospects and content, it’s not surprising that tools like Marketo Web Personalization are rapidly becoming a priority for marketers seeking to deliver a deeply personalized experience with individuals in real-time. Offering up personalized messaging, content, and offers based on firmographic, demographic, and behavioral data is a powerful way for marketers to ensure site visitors are always met with an engaging experience on the web. Why is this critical? When it comes to audience attention, according to a study by eMarketer, 83% of B2B buyers say company websites are the most popular channel for online research. Based on our research in The State of Engagement, more than 60% of consumers (both B2B and B2C) expect all of their interactions with brands to be personalized.

In our Q3 release, we’re giving marketers even more ways to deliver a personalized experience with more flexible personalization campaigns. As a marketer, you know your audience and what works for your business best, and so we’ve made it easier than ever to preview web personalization campaigns to see what they will look like across different devices. Now, there are even more ways to trigger campaigns based on a visitor’s activity like time spent on a page or specific movements on the page. All of these enhancements were designed specifically to help marketers present relevant content for a more personalized engaging experience every time.

Challenge #3: Engagement doesn’t happen in silos

In a world where every experience matters, siloed, unconnected teams are failing to create real connections with buyers and customers. For most, the real challenge is working cross-functionally to unite all customer-facing teams around the customer experience. To win in the Engagement Economy, two teams that have to work in lockstep are Sales and Marketing. These teams not only need to align on processes, but they have to truly partner around all aspects of the customer’s experience with the brand. But, without the right tools to support this relationship, that partnership can be a real challenge.

Successful companies are seeing Sales using more messaging and tools from Marketing and Marketing developing more playbooks to guide the Sales process—partnering to engage buyers across all phases of the customer experience. Sales Engagement tools, like Marketo ToutApp, help to bring these two teams together. Through digital playbooks, proven content, and engagement analytics, Marketo ToutApp focuses your Marketing and Sales teams on driving more predictable pipeline and revenue growth. And recent enhancements to Marketo ToutApp in our Summer release make it easier than ever for marketers to categorize and share content, so Sales has the right messaging and content to close more deals.

Overcoming the challenges

As marketers face the challenges and hurdles of an ever-evolving landscape, technology is more important than ever to create authentic customer experiences. Today’s marketer has access to an expanding technology arsenal to turn data into insights, to personalize at scale for segments of one, and to focus the combined power of Sales and Marketing on the customer experience. Today, success depends not only on the tools but how they come together in a unified marketing platform. One that enables marketers to listen, learn, and engage at scale to create the types of personalized experiences consumers demand.

How do you see marketers winning with technology today?

The post 3 Key Challenges Marketers Face & How to Overcome Them appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: http://feedproxy.google.com/~r/modernb2bmarketing/~3/1r6dBDkdTYA/3-key-challenges-marketers-face-overcome.html

What Will 2018 Hold for Social?

We’ve seen other platforms fighting Facebook for the social advertising kingdom, and new features rolled out left and right. Who’s stopping those platforms now? As we walk into the next year, we’re going to see some amazing new features and updates coming out and some awesome platforms that you’ll want to be investing your social dollars into.

 

In this webinar, join AdStage’s JD Prater and Hanapin’s Steve Burnett as they look into the next year and show you what to look forward to in the social advertising world.

 

In this webinar, you’ll learn:

  • What’s new in each major platform that you need to pay attention to
  • How artificial intelligence will affect social media in the coming year
  • The strategies you can use to get ahead of your competition in 2018

Presented by:

 

   

        JD Prater                               Steve Burnett

 

Source: http://www.ppchero.com/what-will-2018-hold-for-social/

How Mobile Marketing + Email Pack a Punch for Marketers

It’s getting far too easy for consumers to ignore marketing messages that they’re not interested in. Even if they are interested, they often miss important communications simply because there is so much noise out there.

So, how can you combat the crowded marketplace and actually get the attention of your audience?

In this blog, I’ll cover how to use mobile marketing and email marketing to connect with customers in meaningful ways.

Mobile Marketing: Capturing Consumers’ Attention on the Go

Walk out of your house, and you’re bound to see someone engrossed in their phone. Whether they’re texting, playing a game, shopping, or browsing social media, consumers are spending five hours a day on their phones.

They’re more likely to immediately engage with an offer presented via mobile than any other channel simply because their phones have become an extension of themselves. A personal assistant. A means of connecting to the world, no matter where they are.

What this means for you, as a marketer, is the opportunity to create value where your audience is spending a significant amount of time.

Elements of Mobile Marketing

There are several ways you can reach your audience via mobile. We’ve seen that a combination of these different strategies can have phenomenal results.

Mobile Wallet

An exciting aspect of mobile right now is the use of the mobile wallet. Consumers can not only pay for purchases both in-store and online with their digitally saved credit cards, but they can also opt-in to promotions and offers from their favorite brands.

Once a subscriber sees your offer, they can save it in their mobile wallet. If they don’t redeem the offer, you can send notifications to remind them to, or even increase the savings to entice them. And once an offer is saved, you can update it indefinitely, providing you more opportunities to stay in front of your customer.

 Chipotle Example

SMS/MMS

The most fundamental mobile marketing campaign that has the highest delivery and reading rates are happening via text. You can send an offer via text with a link to redeem it or instructions to show the cashier the text to redeem in-store.

And you can take text message marketing one step beyond text-only content. Leveraging multimedia messaging, you can include videos and images to better engage subscribers.

Text messaging campaigns are also great to keep customers updated on the status of their orders, billing, alerts, and relationship-building campaigns.

Another benefit of SMS messaging is that for customers who don’t use a mobile wallet, you can send them the same offers. You can then link to a mobile-friendly website where they can access the same offer without needing to install a wallet app.

STYLE Example

Push Notifications

We’ve all been trained like Pavlov’s dog to respond instantly when we hear the ping of our phones. Those pings can turn into dollars if efficiently used. Push notifications can inform subscribers of new promotions or app features or remind them to redeem an offer.

Location-based push notifications are a fabulous way to connect with subscribers when they’re physically near your store, thus increasing the likelihood of them coming in to redeem an offer.

STYLE Example 2

How Brands are Using It

So now you understand the theory of mobile marketing as a successful channel but are brands actually making it work for them as well as getting the ROI they want and achieving business outcomes?

Absolutely.

Brands, big and small, are using mobile marketing to attract more customers, increase visits, grow average order sizes, gain repeat purchases, and boost mobile downloads. Here are a few brands that have successfully reached these goals:

  • PetSmart engaged its customers for Black Friday and the holiday shopping season with a fun pet-themed game. Players chose their favorite pet (dog or cat), then uncovered one of three offers. The results? The game was played over 750,000 times, attracting a 7x subscriber growth rate.
  • The Polo Factory Store wanted a way to maximize both in-store traffic and online sales, so they created a digital gift guide that saw 465,000 unique visitors. It acted as a data capture tool between marketing touch points and in-store purchases.
  • RedBox took its Days of Deals annual giveaway to mobile, adding in special offers to players. Some even included mobile wallet. Over 25 days, the campaign saw nearly 4 million entries and 2.7 million promo codes redeemed.
  • Providing valuable mobile experiences rather than only focusing on promotions is also an effective mobile marketing strategy. The Home Depot created a weekly interactive holiday calendar with educational videos, tips for gifts and instructions for DIY projects (and yes, special offers) to create a mixed-media animated approach to the holidays. The campaign saw a $3.6 revenue per click to the web and a 22% increase in mobile broadcasts to the overall experience, which drove significant ROI to the business.

These examples go to show that mobile marketing works and that there’s no one way to attract and engage mobile subscribers. Because mobile marketing is still a relatively new field, it’s exciting to see the creativity that comes with mobile campaigns.

Petsmart Example

Where Email Fits In

So, if you’re using mobile marketing, why do you also need email? The fact is: a multi-prong approach to reaching consumers will have a bigger and better impact. The more channels you can reach your audience with, the better brand recognition you will have.

The key to combining mobile and email marketing is to ensure that the offers are slightly different. Otherwise, what’s the value? The retailer who sends a 30% off promotion to both mobile and email at the same time is a turnoff, whereas the retailer who sends a 30% off promotion via email, and then a link to clearance items via mobile may see better engagement.

Make sure that your email is mobile friendly; 34% of email subscribers only read emails on mobile devices.

Olive Garden Example

One Platform: Multichannel Customer Engagement

Having two distinctly different channels for reaching customers sounds like a lot of work. Surely you’d have to log into two separate platforms to manage them both.

Actually, that’s not so.

You can manage both email and mobile marketing campaigns from a single engagement platform. A mobile engagement platform, like Vibes, can integrate with your marketing stack—specifically your engagement platform, providing ease of use and smarter dialogue between all types of campaigns. You can create robust customer files that allow you to see response rates to both email and mobile.

And while it can be helpful to have an experienced marketing partner to get your campaigns up and running, it is entirely possible to manage them and update them yourself, with little to no technical expertise required.

As it becomes more challenging to reach consumers, taking a multifaceted approach with both mobile and email can help brands deliver the best customer experience and improve engagement across all channels.

How have you integrated mobile and email marketing as a solution with your company? I’d love to hear about how you’ve incorporated the two in your marketing campaigns in the comments.

The post How Mobile Marketing + Email Pack a Punch for Marketers appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: https://blog.marketo.com/2017/10/mobile-marketing-email-pack-punch-marketers.html