To adequately prepare for the mobile marketing explosion, you need to know why mobile marketing is so effective.
Mobile marketing is effective because it shortens the lead cycle in an almost incomprehensible way.
It compresses everything. In a traditional marketing-to-sales process, the ‘sales funnel’ is weeks, or months long. Mobile marketing cuts that time exponentially. (Buyers find you and call you in minutes, not months). Someone can search for a product or service on their smartphone and then, immediately and with one finger tap, call you.
The entire lead process, the entire sales funnel, takes mere seconds.
Additionally, mobile marketing is effective because smartphone users have a love affair with their phone. In fact, 91% of smartphone users have their mobile phone within arm’s reach 24/7. (Source: Morgan Stanley)
No other form of marketing can claim to have access to a potential customer 91% of the time. Mobile marketing effective, in part, because we are obsessed with our smartphones.
– Focus on 24/7 availability. Begin creating systems that fulfilling your prospects’ needs whenever they search for you. This doesn’t mean that you have to be personally available 24/7 (though with scheduled call routing features in products like LogMyCalls, you could be). This does mean that you need to respond to inquiries quicker than ever before. Remember, mobile customers demand immediacy. They don’t want to hear, ‘Please call us back during regular business hours,’ when they click-to-call from their cell phone. Instead they should be directed to a website that can answer their questions or to a voicemail message that attempts to answer questions they may have.
– Shorten response times across the board. Talk time on a cell phone is money. If you leave customers on hold for too long, draining their battery and using valuable minutes, they are going to be annoyed. Mobile customers demand immediacy. Draining their battery while sitting on hold will leave a bad impression that may never recharge.