Mobile marketing has proven itself to be one of the most cost effective marketing channels out there. Many mobile marketing channels are free and most of the others are extremely inexpensive considering the results they can yield. That said, not every business is seeing a great return on investment. In fact, despite the benefits of mobile marketing, many businesses are losing money doing it. Here are eight ways businesses can lose money with mobile marketing and how to avoid them:
- Failing to optimize for mobile. There’s no faster way to drive potential customers away than having a website that isn’t displaying properly on mobile devices. Regardless of other mobile marketing efforts, a website not optimized for mobile will most likely lose you money in the long run.
- Advertising in the wrong places. Mobile marketing encompasses many different channels. Each has inherent strengths and weaknesses. An easy way to blow through a marketing budget is to spend money on the wrong channels for the type of message you’re trying to get across.
- Not complying with FCC regulations. The Federal Communications Commission is tasked with protecting consumers from overly aggressive marketers. Text messages fall under the same category as phone calls when it comes to the Telephone Consumer Protection Act (TCPA) which prohibits the unsolicited texting of consumers. Not complying with these regulations can lead to fines and even lawsuits.
- Not allowing your audience to opt-out. Just as important as getting permission before sending texts, you need to make sure you let your customers know how to opt-out. Not allowing them to opt-out can also lead to fines.
- Failing to offer good incentives. A coupon for ten cents of a burger probably isn’t going to motivate someone to get off the couch and head to your restaurant. That said, you don’t have to give away food for free. Offer an incentive that’s exciting but one that won’t break the bank.
- Lack of clarity. As the person sending the texts, it’s easy to assume that recipients will simply know who you are just because. As a result, many businesses fail to make it clear just who is sending the text.
- Failing to integrate. Mobile marketing can be a great tool on its own. But it’s even more effective when combined with other channels such as social media marketing. The more you can integrate mobile into other marketing channels, the more your mobile campaign will make a splash.
- Not following up. Mobile marketing is one of the best channels for acquiring new customers. As a result, many business owners focus so much on customer acquisition that they overlook the importance of retaining them. There are many ways to use mobile marketing as a means of keeping the customers you already have.