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© Constant Contact 2014
Making the Case for Mobile
Tips for marketing that’s mobile-friendly
Jodi JahrlingMobloggy®
• Director of Operations
• Constant Contact Authorized Local Expert
www.mobloggy.com
@mobloggy #CTCT
© Constant Contact 20143
Grow with Constant ContactGet results fast, with affordable, easy-to-use
engagement marketing tools and free coaching.
Events& Registrations
Offers& Promotions
Newsletters& Announcements
Feedback& Surveys
4
Agenda
You can’t ignore mobile
Your business & mobile
What to do today
Quick Review + Q&A
Can’t ignore | Your business & mobile | What to do today | Next steps
6
Can’t ignore
People look at smartphones
200x /day
People look at mobile devices
150x /day
Can’t ignore
7
50% used a mobile device to browse non-profit websites and emails.
of Americans under 35 used a mobile device to make a donation.
40%
8
Can’t ignore
Local search
75%used phone to get real-time, location-based informationSource: PewInternet.org
90%of mobile searches lead to an actionSource: searchengineland.com
70%who ran a local search via mobile acted within one hourSource: CMO Council
Can’t ignore
9
50%of email is opened on a mobile device.Source: Litmus.com
Can’t ignore
10
80%of users delete mobile email that doesn’t look good.Source: Blue Hornet
30%of users unsubscribefrom email lists after receiving mobile email that doesn’t look good.Source: Blue Hornet
Can’t ignore | Your business & mobile | What to do today | Next steps
12
Your business & mobile
Source: Constant Contact customer research
Small business use of mobile
34%aren’t.
66%of small businesses are using mobile for their business.
13
Your business & mobile
Source: Constant Contact customer research
Small business use of mobile
34%aren’t.
Have no plans to adopt mobile in the future 65%
Lack of customer demand 56%
“Mobile isn’t relevant to my industry or business” 28%
14
Your business & mobile
Dorothy S. JonesApril 1, 1947 – April 5, 2013
Services
Dorothy S. Jones, age 66, passed away on Friday, April 5, 2013. She was at home and surrounded by her family.
15
Your business & mobile
Why not?
2
43
We’re regulated by the government
Not best for my products Cost is too high
1We’re a nonprofit...
16
Your business & mobile
17
“You don't get to decide which device people use to access your content.
Karen McGrane, author of Content Strategy for Mobile
@karenmcgrane
They do.”
Can’t ignore | Your business & mobile |
What to do today | Next steps
Tip 1
19
What to do today
Avoid using too much text.
Tip 2
20
What to do today
Avoid multiple columns.
Tip 3
21
What to do today
Clear and easy calls to action
Tip 4
22
What to do today
Avoid tiny fonts.
Minimum: 22-point headlines, 11-point body text, improved contrast
9-point font, headlines don’t stand out
Tip 4
23
What to do today
Avoid tiny fonts.
Better: 22-point headlines, 16-point body text
24
Tip 5 Use images carefully.
What to do today
25
What to do today
Bonus 1Don’t ignore local search
26
What to do today
Bonus 2
Don’t ask customers or supporters to turn their phones off!
27
What to do today
Bonus 3Don’t ignore mobile tech.
1.4 billion images
taken on mobile per daySource: Nokia’s Vesa Jutila, at DigitalK 2012
100 hoursof video uploaded per minuteSource: youtube.com
Can’t ignore | Your business & mobile |
What to do today | Quick Review
30%of users UNSUBSCRIBEfrom email lists after receiving mobile email that doesn’t look good.Source: Blue Hornet
29
29%of Americans use ONLY mobile devices to access the internet.Source: ondeviceresearch.com
50%of email is opened on a mobile device.Source: Litmus.com
30
31
Quick Review
Less is more Focus – use less textTip 1
Use a single columnTip 2
Clear and easy calls to actionTip 3
No small fonts (test, test, test!)Tip 4
Use images carefully (don’t rely on them)Tip 5
Claim your listings: be found on local search!
Bonus 1
Let your customers usetheir phonesBonus 2
Don’t ignore your phone (pics, video, social)
Bonus 3
Keep it simple.Sometimes a papersig n-up sheet is thebest way to g o.
Use papersign-up sheet1
Just having a sig n-upform available won’talways be enoug h.Train yourself andyour employees toalways be askingprospective contactsto sig n up.
Ask face to face2
D on’t overlook theobvious. Youprobably alreadyhave a database ofcontacts who wouldlove to join your list.A sk them to sig n up.
w w w.constantcontact.com /learning -center
Check yourdatabase3
L ook to your personal network to help kickstart your list g row th.
Ask friendsand family4
Put a fishbowl on yourcounter and g ivecustomers an incentiveto drop in theirbusiness cards to joinyour list.
Put a fishbowlon the counter5
Insig ht provided by Constant Contact KnowHow
w w w.constantcontact.com /learning -center
“Ring , Ring ”
Having a great conversation with a customeror supporter? Keep the conversationgoing— ask them to join your email list!
Over the phone6
U sing a sidewalk sig n orsandwich board to bringin foot traffic? Tellpassersby about all theg reat info, discounts, andnews they ’ll find bysig ning up for your emails.
Use yoursidewalk sign7
If there’s one day peopleare excited aboutfinding new businessesit ’s s m all Businesss aturday. m ake sureyou’re asking people tojoin your list when theycome in for this specialday.
w w w.constantcontact.com /learning -center
Participate in Small Business
Saturday8
t ip : Constant Contact customers can use our
free app to add a sig n-up form rig ht to their
page and collect email addresses without
doing any extra work. Find out how.
m ake it easy for fans to join your listby adding a sig n-up form to yourFacebook Pag e.
Add a sign-upform to your
Facebook page9
Write yourself a note now : “ Tweetabout my email list once a week.” Youshould also post about your email liston your other social networks, but lessfrequently than you would on Twitter.
Tweet it!10
You can now include a callto action on the CoverPhoto of your FacebookPage. Have some fun with it and ask people to join yourlist.
Update yourFacebook page
cover photo11
Supercharg e your Facebook list g row th witha Facebook Ad. Add new fans and newsubscribers by driving people to yourFacebook sig n-up form.
Buy a Facebook ad12
w w w.constantcontact.com /learning -center
M aking the leap into online video?Talk about your emails in a videoand tell people where to sig n up.
Use yourYouTube channel13
Foursquare lets you update your business’s infoand post alerts to people in the area. Try sharinga link to your sig n-up form and see how it does.
Insig ht provided by Constant Contact KnowHow
w w w.constantcontact.com /learning -center
UseFoursquare14
w w w.constantcontact.com /learning -center
When appropriate letmembers of the sameL inkedIn Groups knowabout your email list.
Join a LinkedIn group15
L ike L inkedIn Groups,Google+ Communities arethe place Google+ usersg o to find informationrelevant to them. Shareyour latest email and ask members to join your list.
Join a Google+Community16
n a
Tweet chats are a g reat way toboost engag ement on Twitter. Itcan help you attract newfollowers and can g ive you aunique opportunity to growyour list.
Host a Tweet chat17
Tell people why they should sig nup in 6 seconds orless. You can share your Vinevideo on Facebook or Twitterand can embed it on your blog.
Learn more : New to Vine? Find out
more.
Insig ht provided by Constant Contact KnowHow
w w w.constantcontact.com /learning -center
UseVine18
A llow social connectionsto easily find your email sig n-up form by linking toit in your profiles. Try it onFacebook, Twitter,L inkedIn, Pinterest, orGoogle+.
Add a sign-uplink to your social bios19
w w w.constantcontact.com /learning -center
Create a board on Pinterest and“pin” your email newsletter rig htwhen it comes out! U se an imag efrom your email or take a screenshotof your entire newsletter to g ivereaders a preview of your content.
Sample your content on Pinterest20
Easily add a link to your sig n- upform on your website and collectemails from people who visit yoursite. Give your sign - up formplenty of visibility by putting it onevery pag e.
Add sign-upform to your
website21
A sk your current contactswhy they enjoy your emailsand then create a pag e onyour website highlightingthe big g est benefits ofsigning up.
Create a “reasons to
sign-up”page22
D on’t ask too many questions. Youmay miss chances to g row youremail list. Keep your sig n- up formshort and simple. Only ask for theinformation that ’s absolutelynecessary. You can collect moreinformation down the line.
w w w.constantcontact.com /learning -center
Keep your sign-up form
short23
If someone enjoys what youhave to say on your blog ,there’s a g ood chance they ’dwant to see your updates intheir inbox.
t ip : Constant Contact customers using Wordpress
can use our free Wordpress integ ration to create a
sig n-up form that adds email addresses directly to
a Constant Contact email list.
Add to yourblog24
Writing for other blogs is a g reatway to g et in front of a newaudience. Include a link to yoursign -up form in your author bio. Ifpeople like your post, they ’ll wantto g et more information fromyou.
Guestblog25
Participate in conversationsabout your area ofexpertise on your favoriteblogs. When you leave acomment you’ll also beable to add a link back toyour website as part ofyour identifyinginformation. This can leadpeople to your websitewhere they can sig n up foryour email list.
w w w.constantcontact.com /learning -center
Comment on blog posts26
Join our list to learn more aboutwhat we have to offer!
Join our list to receiveexclusive discounts!
Over 1,000 people have signed upto receive our emails each month.Sign up today!
Don’t miss a thing! Join our email list to get updates sent to yourinbox once a week.
Test dif ferent calls-to-action andsee how your audience responds.
w w w.constantcontact.com /learning -center
Test differentcalls to action27
Collect email addresseswhen people are making apurchase. Be sure to indicatethey ’re opting -in to receivefuture emails from you.
Online payment forms28
w w w.constantcontact.com /learning -center
D id you know that 49% of small businesses have never updatedtheir online listing s? Keep yourlisting up-to-date and provide alink to join your email list.
Optimize onlinelistings29
Mention your email newsletter during your podcast . (Have youlistened to our weekly s peakeasy Marketin g RoundtablePodcast? Check it out and while you’re there, subscribe to ourHints & Tips newsletter at the top of the page!)
w w w.constantcontact.com /learning -center
Use yourpodcast30
w w w.constantcontact.com /learning -center
Add a sig n-up link to yournext online survey. L etpeople share their feedbackand join your email list.
Collect emails withan online survey31
U se Email A rchive to promoteyour past emails. You can shareyour archive on your blog ,website, and on social media.
w w w.constantcontact.com /learning -center
Promote youremail archive32
You never know how people areg oing to find your emails. Whennew readers find them, makesure they have a way to sig n up.
Put a sign-uplink in yournewsletter33
t ip : If you want people to share your email, be sure
to tell them directly, “Share this email.”
Sometimes, the best way to g rowyour list is to extend the reach ofyour emails. Add social sharebuttons to make it easy forpeople to share your emails ontheir social networks.
Add socialshare buttons to your email34
t ip : If you want people to forward your emails
more often be sure to create share-worthy
content.
Add a “ forward to a friend”button to your emails to helpyou reach your nextsubscribers.
Use forward toa friend35
Get more exposurefor your email listbyincluding a link inyour regular emails.
Your emailsignature36
With picMonkey, you can put text overimag es—a g reat way to ask people to joinyour list! Share your imag es on Facebook,Twitter, or hang them in your store.
Use PicMonkey37
There’s anapp for that38
M ore than half of all A mericans nowhave smartphones.
Insig ht provided by Constant Contact KnowHow w w w.constantcontact.com /learning -center
Use text to join39
Add a QR code to a flyer, post, orbrochure and make it easy for peopleto scan-to-join your email list.
t ip : Constant Contact customers can easily
create a QR code rig ht in their accounts.
Use a QR Code40
Wondering what to do withthe new iPad? u se it to collectemail addresses in-store or atyour next event.t ip : Constant Contact customers can use
iCapture app to add email addresses directly
to their accounts. Find out more.
Use an ipad41
Giving out flyers, brochures, orpamphlets at your store or office? L etpeople know your emails are the bestsource for up-to- date information.
Use a brochure42
Get the most out of yourprint advertising investment.Tell people to visit yourwebsite and join your list!
Run an ad in the paper43
Work with your businesscard supplier to add a QRcode with a call-to-actionto join your email list.
On yourbusiness cards44
Own a restaurant? Add aQR code on your menuand let people join youremail list at the table.
Add to yourmenu45
Shipping orders to customerswho placed an order online?Put a QR code on your boxesand encourag e customers tosign up.
Use yourshipping boxes46
Stay in touch before, during ,and after your event bycollecting email addresseswhen people register for yourevent.
During eventregistration47
Collect email addresses atyour event with a papersig n-up sheet, QR code, oreven via text-messag e.
Collect email addresses
at your event48
Work with other businesses andorganizations in your communityto host an event. It ’s a g reat wayto introduce your business (andyour email list ) to a whole newaudience.
Insig ht provided by Constant Contact KnowHow w w w.constantcontact.com /learning -center
Be a sponsor49
If people are interested in what youhave to say, there’s a g ood chancethey ’ll be interested in what you writein your emails. L et people know youhave a resource they can sig n up toreceive.
Book a speakingengagement50
D o you use table tents in yourrestaurant or at your events? Adda QR code and make it easy forattendees to join your email list.
Use your table tents51
Raffle off a prize yourcustomers will love andcollect email addressesin the process.
t ip : A lways let people know they’ll also
be joining your email list and receiving
follow -up emails from you.
Insig ht provided by Constant Contact KnowHow w w w.constantcontact.com /learning -center
Run an in-storeraffle52
With s ocial c ampaign s fromc onstant c ontact , you can run acontest on Facebook and collectemail addresses in the process.
Run a Facebooksweepstakes53
L ook for ways to reward yourcustomers and g row youremail list in the process!
Start a loyalty program54
Create a club to help celebrateyour customers’ birthdays andg row your email list.
Insig ht provided by Constant Contact KnowHow w w w.constantcontact.com /learning -center
Run a birthday club55
If you want deal buyersto come back after thedeal is over, you need tomake it easy for peopleto join your list!
t ip : With s aveLocal f rom c onstant c ontact
you can collect email addresses rig ht when
someone purchases your deal. Find out how.
Insig ht provided by Constant Contact KnowHow w w w.constantcontact.com /learning -center
Run alocal deal56
Testing your luckwith one of the big -name dealproviders? D on’tforg et to ask newcustomers to joinyour mailing listwhen they redeemthe offer.
Ask when someone redeems an offer57
Offer a coupon
on Facebook58
You can offer up a g reatpiece of content— like awhitepaper, eBook, org uide—to entice peopleto join your list
Offer a piece of content59
Get your employees excitedabout g rowing your email list.Offer a prize to the employeewho collects the most email addresses.
60 Offer an incentive to your employees
Jodi JahrlingMobloggy®
• Director of Operations
• Constant Contact Authorized Local Expert
www.mobloggy.com
@mobloggy #CTCT
