In terms of advertising, mobile marketing is the new Facebook. It is on the front lines of an advertising revolution supported by our need to digitize the world. That said, it’s important to have a strong mobile marketing campaign in place. Here are six steps that will help your campaign turn a profit.
Call Tracking from Google Mobile Paid Search
Insert clickable and trackable contact numbers in your Google Mobile ads. This way, you can track the ad from which your leads made the call and run it against other ads to see which ads are performing, and which ones are not.
Track Calls Against SEO Terms and Referral Sources
It’s important to understand what your leads are responding to and where they are finding it. Keep your most successful keywords. Scrap the rest or replace them with something similar. Placement is key, so benchmark the success of your referral sources.
Track Calls Against Banner Ads
Which, if any, of your mobile banners are generating phone calls? If you know which ones are performing well, you can create others like them in place of those that do not make the cut.
Use Advanced Call Routing
To weed out calls won’t turn a profit, use an inbound call service to screen callers for eligibility. Set up a store locator so that those who are calling in on a mobile device will be calling their nearest location. Create a list of menu options that answer frequently asked questions. At least one of these options should be live support.
Analyze Call Sources using Web-Based Reports
Use a platform that allows you to organize consumer demographics by values specific to your business needs, and one that generates reports specific to those values. These reports will help you nail down which advertisements are generating calls, and which ones are not.
Use an agent panel. Web-based agent panels display not only the first and last name of the person calling, but the corresponding keyword or advertising campaign from which the call originated. This allows marketers to track the most successful aspects of their campaigns.