Building a Mobile Content Plan That Converts

1 @urbanairship #ContentMarketing@urbanairship #ContentMarketing

Building a Mobile Content Plan That ConvertsJuly 20, 2016Alyssa Meritt & Leslie McCollom

2 @urbanairship #ContentMarketing

Alyssa Meritt Leslie McCollomDirector, Strategic Services

Content Strategist

Today’s Agenda

• Your Mobile Value Proposition• Content to Action• A Targeted Messaging Plan• Best Practices, Key Takeaways• Next Steps

Two strategic questions:1. How do we earn our place on the

device?2. How do we keep it?

Your Mobile Value Proposition

Which App Would You Download?Version 1

The Airship app is a unique online shopping platform with a distinctive perspective on women’s fashion.

Our app empowers shoppers to stay ahead of the trends and to influence others, without breaking the bank.

Take charge of your style with Airship!

The Airship app keeps you stylishly in the know!You can:SHOP: Browse and buy on the go, and use mobile coupons in store.STYLE: See how fashionistas around the world wear trends, then share your own!SAVE: Be first to know about sales and exclusive mobile offers.

Version 2

Drafting Your Mobile Value Proposition

USERBRAND• Reach, engage &

retain customers• Gain user insight• Operational efficiency• Optimal experiences• Generate repeat

business

• Easy & convenient• Save money• Save time• Have fun!• Security• Better deals• Be reminded

My mobile app helps users do ______ by offering ______.

Mobile Value Prop Examples: App Store

App Store Copy

Mobile Value Prop Examples: In-Store

In-Store Flyer Promoting App

Mobile Value Prop Examples: In-App Message

The Soft Ask via In-App Message

• Does your value proposition capture the benefits your app offers a user?

• Where can you highlight this in your online and offline communications?

Your Turn

Content to Action

Taking Action

Your Turn

• What will compel your user to take their first action? An offer? Exclusive access? Humor?

• What are other actions you can encourage them to complete early in their use of the app?

A Targeted Messaging Plan

• How is it relevant? • Why does it matter here and

now? • What do you what them to do?

3 Questions

Your OOTB Targeting Toolset

• Governance• Messaging Techniques• Automation• Device Property Tags, Lifecycle Lists, Dynamic

Tagging

Example: Rue La La

Results• 10x higher click thru rates• 25% increased user

session• 40% higher conversion

than mobile browser

Messages• Spanx. Your butt’s looking

better already. Shop.• Citizens of Humanity

denim wants your legs. • The other woman–inspired

style. Get even.

From sale reminder to shopping in seconds

Some A/B Tests to Try

• Tease vs. Tell All• Straightforward vs. Creative• General vs. Personalized • Urgency vs. Value• Gated vs. Non-Gated Content• Shorter vs. Longer Copy• Brand voice vs. Informational

Messaging Options

Push Notifications In-App Messages Message Center

Be Brief• Frontload the important stuff• Know your limits

(Android: ~40 char, iOS:~ 90-100 char)

• Test on actual devices!

BEST PRACTICE

https://support.urbanairship.com/entries/109215486-What-are-the-Maximum-Characters-for-Push-Notifications

now? • What do you what them to do?

3 Questions

Automation

• App first open• Profile completed• Shared, rated• Liked item• Used coupon• Abandoned sign up or basket• Hasn’t registered, hasn’t opened app in X days

Actions can trigger reactions.

now? • What do you what them to

3 Questions

• Define segments that move your business• Expand your omni-channel reach• Recapture users and retarget the right new

Target

BEST PRACTICE

Out of the Box Targeting

Mobile Lifecycle Activity

• First App Open• Opened App• Sent Notification

• Direct Open• Dormant

• Uninstall• Rich Page Sent

• Rich Page Viewed

Device Properties

• Language

• Language Country

• Time Zone Settings

• Location Settings

• iOS Device Model

• iOS/Android App Version

Opt-In Properties

• Notification opt-in status

• Background push status

• Location enabled status

Your Turn

• Did your message pass the “3 Questions” relevance test?

The Template: Building a Targeted Messaging Plan

Using the Template: Tab 2

Let’s take a closer look at the Excel spreadsheet now that we have more information on how to set up your messaging strategy.

Content Plan: Tab 3

Next Steps

• Fill out the template• Share with your team• Start drafting copy and sending!

NEXT STEPS

Let’s take a second for a quick poll.

Q&A Luke, we need a slide here that we can sit on while we have Q&A. Also add: “Want more? Check out the online resources in our Content Library for more best practice and benchmark resources.” in smaller text on the slide. Thx!

Want more? Check out the resources in our blog and online Content Library for more

best practices and benchmark reports.

Thank You

| Portland San Francisco London | +1 855 385 3155 | urbanairship.com

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