How do you strategize a mobile marketing campaign? Let’s look at the four pillars of mobile marketing to build your basic knowledge.
Along with everything else in life, success in mobile marketing does not just come out of the blue, you must earn it. Website traffic, conversions, value and tracking are the four pillars of mobile marketing that act as a strong foundation for every influential campaign. Below is a deeper look at these terms, defined by President of Purplegator and author of Relevance Raises Reponse, Bob Bentz.
Obviously, if you aren’t getting any traffic to your mobile website, it’s going to be difficult to be successful. If you’re just getting started, this is the first place to focus. You also need the right kind of traffic as well, because traffic is fuel for mobile marketing. Remember, with mobile and digital, it’s not always what your batting average is, but how many hits you get! It’s not just the quantity of traffic, but the quality of mobile traffic as well.
As mentioned above, you can get all the traffic in the world, but what you really need is conversions — usually identified as the ability to convert leads into sales. Here’s where A-B and multivariate testing comes into play. Sometimes the most subtle change will increase your conversion rate (your batting average) resulting in more conversions (base hits). Always be testing and you’ll always be improving!
Assume for a moment that you convert 7 of every 1000 visitors to your website (0.7% conversion rate) into paying customers. Imagine what it could mean to the bottom line of your company if you increased that to 0.9%!
Now that you’ve increased your conversion rate to 0.9%, let’s determine what the value of that is to your business. We’ll assume your average customer value is $100 and there is no cost of goods sold. Hence, you are bringing in $900 in sales for every 1000 visitors. Hence, you are earning 90 cents for every visitor.
How much does it cost you to obtain that traffic? Your pay per click costs are averaging 42 cents per click on Google AdWords. Therefore, you have a positive ROI on AdWords and are profiting 48 cents per click. See how working backwards gets you to your interim KPIs?
Simple math, but important math. If you are not good at math, stay on the creative side of mobile.
Without tracking in place, you’ll be flying blind in your mobile marketing efforts. The boss is going to want to know the return on investment (ROI). The good news is that it’s quite easy to track the financials of every aspect of a mobile marketing campaign. It’s one of the great advantages of mobile versus buying traditional advertising — it’s highly trackable.
Once again, website traffic, conversions, value and tracking are the four pillars of mobile marketing. Build a strong foundation and prioritize these valuable skills to achieve your goals in mobile marketing.