Mad 4 Blog

In 2008, Mad 4 Marketing began a mobile marketing campaign for Satori, an eco-friendly apartment rental community developed by Altman Management Company. Audiences were asked to opt in to the Satori mobile service by texting “Satori” to 34343; this initiative was advertised traditionally through regional newspaper ads, street-side signage and flyers handed out at Fort Lauderdale events. Once participants were linked to the Satori mobile system, they were able to get directions to the leasing center, learn about early leasing initiatives and receive texts about special promotions and updates. They were also automatically entered to win six months’ free rent. Through mobile marketing, Mad 4 Marketing enabled Altman Management Company to stay connected with prospective tenants.

This is just one example of how mobile marketing can be integrated into a larger marketing schematic. As most agencies will agree, mobile marketing is the future of marketing because clients are able to reach out to their audience anywhere and anytime, invoking direct responsiveness for their efforts. Enticing viewers to reply immediately is the major draw for mobile marketing—this is especially fundamental in an economy that wants to see immediate, profitable results. Mobile marketing not only allows the audience to engage and immediately respond to solicitations (while they’re already connected, with phone in hand), it also allows clients to track participation and measure interest from various publics. Rather than a billboard or banner ad reaching as many eyes as possible, the point of mobile marketing is to utilize one private screen to capture one pair of eyes, to see what they look at and how they respond—individually and traceably.

Unlike web marketing, mobile marketing isn’t about brand awareness, it’s about accessibility. Many web ads are simply meant to familiarize viewers with brands, services and logos—which is why CPM (measurable impressions) are key. Contrarily, mobile campaigns are considered wasteful if they don’t prompt an immediate click, call or text response; mobile marketing is all about an effective call to action. This means that an impression isn’t just an impression—it’s one step toward a relationship with a future customer. Even once his or her attention turns elsewhere, that one-time exchange of information is a green light for further interactions and conversations down the line. It’s not just one-way marketing; it’s networking.

In the future, more people are expected to own fully interactive phones with enhanced features and heightened capacities—so the potential for mobile marketing is only expected to climb. Don’t miss this lucrative bandwagon; Mad 4 Marketing’s experienced mobile marketing team will help you learn how that ubiquitous little handheld can connect you with consumers and bring your business big-time results.

There are two key components to successfully marketing via email.

The first step is the hardest: getting readers—prospective clients—to open your email. This takes creativity because you only get one line, or approximately 50 characters, to entice a stranger to open your email and see what you have to say. Motivational subject lines should include incentives in concise copy telling readers what you can do for them (rather than asking them to do something). When providing answers, solutions, or products that are meant to help the reader, it’s best to target a specific audience. This helps readers identify with your product or services. For example, ‘Need Email Marketing Tips?’ addresses someone with a specific need and offers them a solution.

Dr. Ralph F. Wilson, an e-commerce consultant, claims that the word ‘new’ in a subject line will make an impact; add ‘free’ to the above subject line, and you may notice significantly higher response. ‘Need Free Email Marketing Tips?’ is fairly invocative, isn’t it? However, if readers guess that they’re being misled, the short term effect of their clicks won’t translate into long-term business results. A subject line is your first (and sometimes only) impression. So if you don’t intend to provide free marketing tips, or there’s a significant catch involved, don’t use ‘free’ just to spruce up your appeal.

Which leads to the second component of email marketing: once your email has been opened, what can you do to hold a reader’s attention? How do you translate their curiosity into sales? This is where your call to action comes in. The first call to action can be included in your subject line. For example: ‘Need Free Email Marketing Tips? Read This Email’ can work. But it’s not always beneficial to start off this way; readers may respond poorly to being asked or commanded to do anything before they’ve even found out what you’re offering. Plus, it’s not as concise a subject line. Rather than go this route, it’s recommended to stock the content of your email with smart calls to action.

Gina Watkins, Regional Director for Constant Contact, suggests a ‘call to action sandwich’ in the body of your email. At the top of the page, tell readers how they can get what they’re looking for (ostensibly by linking to your webpage); make it easy for them to get what they opened the email to find. Then, add a reminder midway through the email (which should be limited to three paragraphs, with outbound links leading to more information). Your strongest call to action should close the email, inviting readers to act only once they’ve had a chance to learn what you’re all about. At least three reminders are necessary to really hook the reader on your product or services, so remember that one banner link just isn’t going to do the trick, no matter how large or colorful it is.

A last trick to help readers open your emails and then click on links is to include a time-sensitive proposal (with an explicitly stated expiration date)—or to make an offer valid only through the email (by link or code). If you make these offers known in the subject line, the content of the email, and the call to action, your readers will have a hard time passing up your limited-time or limited-access discount, promotion, or giveaway. Ask Mad 4 Marketing how we can help you advertise through email blasts and e-newsletters.

A digital monthly newsletter is a superb way to connect with clients, colleagues and customers. Newsletters serve three main purposes:

1)    They’re a great way to stay in contact with your clients and subscribers.

Get the most of your mailing lists by creating a regularly syndicated newsletter rich with engaging content. Experts suggest releasing your newsletter on a regular date so that readers are able to anticipate its release. You can reach out more then once per month, but newsletters should come no more than once per week. This will keep your name on clients’ minds without overwhelming their inboxes. It’s also best to cover fewer than five topics per newsletter. This will invite them to read through each article; lengthier chunks of text can be intimidating. Printed newsletters may have the luxury of in-depth articles, but in the digital age, attention spans are as short as winter in South Florida; so keep it brief and interesting.

2)    They allow you to track the responsiveness of readers through links and interactive elements.

Unlike static 2-D newsletters of the past, today’s digital newsletters (such as e-mail newsletters or website newsletters) aren’t just one-way windows into your company. The best use for your newsletter is to provide interactive elements, which serve two important functions. First of all, they’re just plain fun. Readers will feel more connected to and engaged with your content if they’re able to participate in features such as polls, surveys and contests. This means that they will look forward to seeing your newsletter in their inbox each time it pops up, providing direct responses to their votes and opinions. Interactive elements also allow you to track what’s important to your readers by seeing which elements interest them and where they’re eager to jump in and comment or participate. Knowing what engages your subscribers is an invaluable asset for sustaining continued relationships with prior contacts and for marketing to new business.

3)    They allow your company to engage subscribers on a regular basis, which familiarizes them with your name and services while providing you access to their thoughts and feedback.

In every issue of your newsletter, provide your mailing list subscribers with the option to send in questions or leave feedback. This will help you tune in to what they’d like to see from you, and it lets them know that you’re willing to listen and respond to their needs. Invest the time creating valuable, enticing content which addresses these specified interests and you’ll be able to stay in the periphery of prospective business in a mutually beneficial and communicative way. Even when clients don’t currently need your services, your name and availability will stay fresh on their mind for when they need you again.

With these tips and goals in mind, you’re all set to begin drafting your company’s newsletter. Have any other questions about the process? Do you need help building your first newsletter (or a newsletter template)? Mad 4 Marketing’s specialists will be happy to help you develop a successful newsletter marketing strategy for your business.

We are happy to announce that Mad 4 Marketing has its own page on Twitter: twitter.com/Mad4MarketingFL. Please “follow us” on Twitter to get the latest updates on marketing trends, education and news.

Opening up a Twitter account can really help you build inbound links to your web site. An inbound link is a link to your site that is generated from websites on a different domain other than your own. Google will rank your site higher based on the number of people who want to send traffic to your site. Thus, Google views your site as a credible resource for content.

As you continue posting relevant information to your profile, you will earn respect in your particular industry. People will begin to see you as a trusted source of industry specific content. It is also a great place for networking among business leaders in your local community as well as across the country.

Not sure what Twitter is yet?  View our blog entry titled, “Make your brand come to life with Twitter.”