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Aug
15

Mobile Monday: Week 6 – Keywords

Welcome to Mobile Monday, our weekly blog posting dedicated to providing readers with useful mobile marketing tips from Bob Bentz’s newest book “Relevance Raises Response.”shutterstock_283022702 (2) Every Monday ATSmobile continues to grant readers a brief passage from one of the most essential marketing books available for purchase today.

For our sixth week, we’re focusing on “Keywords”where Bentz discusses SMS Strategies and the downside of auto-correct.

KEYWORDS

An SMS keyword is the word that a consumer sends to a phone number, usually to receive immediate information back, and often to opt-in to a database to be marketed to in the future.

In the previous example (Text RESULTS to 84444), the keyword is “results.” The customer would put the short code number (84444) in the space where she would normally insert the phone number. Then, the customer would insert “results” in the area where she would normally insert the message.

Choosing a keyword is an important step in your text message marketing strategy, because the keyword offers branding for your product offering. When it comes to choosing a keyword, a business should follow these tips, by choosing a keyword that:

  • brands the business or promotion.
  • is easy to remember to gain the viral pass-along effect from customers and employees.
  • is just one word to avoid problems with auto correct.
  • is easy to spell.
  • is not an acronym.
  • does not include numbers.
  • is as short as possible.
  • is not some “clever” spelling of a keyword.

The primary keyword that a business will want to reserve is its own name. This keyword will be the master keyword that is used continually for generating opt-ins. This permanent keyword should be printed everywhere–on business cards, literature, t-shirts, outdoor signage, menus, and anywhere else that makes sense. If the business name is difficult to spell, clever, or contains multiple words, it may be best just to go with a single word keyword that best identifies what the business does. If a business wants to understandably reserve its difficult to spell brand name as a keyword, it should also consider reserving the potential misspellings of that keyword.

Choosing the primary keyword is one of the most important things that a business will do in establishing its text message marketing plans. Often, businesses have common names and the keyword that the business wants may not be available. A second choice may be to pick the primary product that the business sells, but a keyword like “pizza” is likely not going to be available at an online shared short code provider. If the primary keyword a business wants is not available, it is possible for the business to choose an adjective that describes the business such as “tasty” or “hungry.”

In addition to the primary keyword, businesses are going to want to use different keywords for various promotions. Some of these promotions may be short-lived and the business will be able to retire those keywords after using them for the short term promotion. Others may be annual events and the business will retain those keywords in their online accounts, because if they are released, another business may pick them up. The advantage to using new keywords is that it will get your regular customers participating in your texting program again and a business can place those users into a different database which may be helpful in segmenting for future promotions.

One of the great things about an SMS strategy is that there is a tremendous viral advantage to it. If a person knows that their friend likes to get their coffee at Dunkin’ Donuts, they will pass along the keyword and short code to that friend. It is not unusual for a business to get 15-20% of its mobile coupon redemptions from viral sharing. But, the consumer may not remember to do so if the keyword, and the short code, is not easy to remember. So, it is always best to keep things simple when it comes to choosing a keyword and it is also best to use a memorable (vanity) short code.

Words that are compound words or two word keywords are also not good choices as keywords. A business might have the best cheesecake in the world, but “cheesecake” is not a very good keyword. That is because some people will spell cheesecake as two words (cheese cake) and some will intend to spell it as one word, but autocorrect “fixes” it for them. Automated SMS response systems cannot detect the user’s intent, only the exact spelling, so picking the wrong keyword could result in lost opt-in opportunities.

One memorable SMS promotion was a sweepstakes that gave away a trip to Hawaii. The advertiser chose the keyword “Hawaii.” Although a wonderful place, Hawaii is not a particularly easy word to spell. Moreover, some people include an apostrophe when spelling it. Hawaii was not a good choice as a keyword, because of the difficulty in spelling it. Acronyms such as “ATS” don’t make for good keywords either. That is because of that damn autocorrect which will inevitably try to change the acronym of your business keyword into a real word. Avoid numbers in keywords as well. It is confusing to think of texting a number to a number. But, more importantly there are that zero and “oh” thing. When it comes to texting, consumers don’t recognize what is a letter (O) and what is a number (0)!

Typing on a mobile phone is not easy. There are a lot of misspellings on the smaller screen of the mobile phone than on a desktop computer. Fat-finger misspellings are common problems on mobile. That is why using a short keyword is far better than a long keyword; there are simply less chance of a misspelling on a keyword with less letters.

Another poor idea is to use a clever use of a word as your keyword. A restaurant called “Finger Lickin’ Chickin’” may be a snappy name, but using “chickin” as a keyword is not a good idea. That is because a customer’s auto-correct is likely going to correct that word to the proper spelling of chicken.

One of the questions that is often asked is in regards to capitalization of keywords. Using caps or lower-case letters has no impact on the keyword so don’t worry about it. To make the keyword stand out, the best way to write a keyword in your advertisement is to use all capital letters, but if somebody uses lower case, the interactive text message will still work properly.

Some keywords are not available to a business. That is because the carriers have reserved those keywords already and they are not available on short codes. Keywords such as STOP, HELP, INFO, END, CANCEL, UNSUBSCRIBE, QUIT, and others are taken before the short code is activated in the marketplace.

Aug
9

How To Find Talented New Employeees (Even If They Aren’t Looking For A New Job)

Have you had difficulty with hiring qualified, professional employees? That’s probably because all of the ideal candidates are already employed by your competitors. They might not even know you are hiring because they aren’t actively searching the job boards, visiting your careers page or following you on social media. They are unaware of the benefits, sign on bonus or opportunities you have to offer. With mobile marketing, we can help you reach these people on their smartphones and tablets, even if they aren’t looking for a job.

We specialize in recruiting healthcare professionals (like Registered Nurses) and truck drivers. These are some of the toughest positions to fill because there aren’t enough experienced or qualified candidates to fill every position out there. We have had great success in recruiting for these types of position, as well as others. As long as you have an idea of your target audience, we can put your message on their mobile device.

Facebook, Google and other providers are collecting data on you and your target audience every time you post on social media, browse the web, open apps and go online shopping. We have access to all of this data, which allows us to deliver your ads to a pinpoint targeted group of people – and only these people.

Audience Targeting

We create three unique audiences that are applied to the geographic area you specify. These locations are generally corresponding to the zip codes of your locations, the surrounding area, and the geographic location of your competitors.

Below is an example of the audiences for a RN position.

  1. Job titles – Registered Nurse, Emergency Room Nurse, Nursing Manager
  2. Industry – Healthcare, Senior living, etc.
  3. Interests & Behaviors – American Nurses Association, critical care nursing, obstetrical nursing, etc (This becomes an extensive list)

Below is an example of the audiences for a truck driver position

  1. Job titles – Truck Driver, CDL Driver, Long Haul Driver
  2. Industry – Transportation & Moving
  3. Interests & Behaviors – Trucking, CDL, Semi-trailer (This becomes an extensive list)

Delivering Your Advertisements Through Social & Digital Ad Networks

We use programmatic ad buying so you never overpay for the placement of your ads. We also have access to top of the line inventory like ESPN.com, People Magazine’s site, local news stations and apps like Pandora. Your ads will be on the mobile websites and in the apps that your target audience accesses everyday.

When a person, who meets your unique demographics, interests and behavior criteria, logs into Facebook, he or she may be delivered your ad. It will look like a normal post in their newsfeed, except it will say “sponsored post”. Just like a normal post, the name of any of their friends who have liked the page will show up at the top. For example, it might say “John and Gina like Citi Trends”. Also similar to a normal Facebook post, the user can share, comment and like your ad. This allows your ad to be seen by more people because, if Molly shared your sponsored post, it will show in her friend’s newsfeed also.

Your ad will be placed in apps and on the mobile web via a mobile banner ad. The same data and specifications (demographic, interest and behavior) will be utilized to determine which which people will see your message.

Conclusion

Mobile marketing is unlike any other type of advertising. We can guarantee that your ads are in front of real people who care about your message. This means that none of your mobile ad budget is wasted. We can turn ads on and off any time you want. This is unlike television, radio or print advertisements. For example, if you have received too many great applicants, we can turn your campaign off until you can interview the first batch of potential employees. If you need to expand your list of applicants, we can turn your campaign back on. Your goal is fill your team with qualified employees. Our goal is to deliver ideal candidates.

Aug
3

How To Drive More Traffic To A Retail Store

Social and mobile advertising are exceptionally powerful tool that can be utilized to reach your optimal consumers on their mobile device, whether it be a smartphone or tablet. We create and serve ads that are targeted to make an impression on your specific audience. Your message will be seen on social media platforms, like Facebook and Instagram, on the mobile web, through display and banner ads, and in the mobile applications that your targeted audience accesses everyday.

Conversion

Converting impressions into leads is our top priority. Each advertisement will have a call to action, such as “Apply Today” or “Tap to Learn More”, which will encourage any consumers viewing the ad to tap or click on it. They will then be taken to a landing page, designed and hosted by our team, where we collect imperative information for you. This landing page is entirely customizable to meet the objectives of your campaign.

For a retail campaign, they can call, find the nearest location, see your hours, check off a few identifiers and/or provide their contact information for further follow up. After they submit the form, they receive an automated email and are entered into a database which you can access 24/7.

Our ultimate goal is to increase foot traffic for your retail stores. Your campaign can run for five or eight weeks. We recommend running two weeks on, one week off and two weeks on. If you’re running an eight week campaign, we go off another week and then add a final two weeks. Alternatively, your ads can run Wednesday night at 6pm until Monday at noon. With either schedule we use the time when the ads are inactive to perform all of our optimization.

We optimize your campaign by analyzing the data, refreshing the creative, updating offers and tweaking the targeting. This an essential step because we don’t want your campaign to fatigue. If people see the same ad too many times they become too blind to them and your ad loses its effectiveness. We also monitor your campaign daily to supply another level of optimization. If one ad is outperforming the others, we will move money away from the others and put it toward the better performing ad. We can make changes at any time during the middle of your campaign if you need to tweak a special deal, location, time specific information, etc.

How It Works

We create three custom audiences in your specific geographic area, usually corresponding to the zip codes of your store’s locations and surrounding areas. Below is an example of targeting for a hardware store.

  1. Job titles – Plumber, Contractor, Builder
  2. Industry – Construction & Extraction, Installation & Repair
  3. Interests & Behaviors – DIYers, new home owners, planning to remodel, etc. (This can be an extensive list)

We run three or four ads for each of these three audiences, which means you have nine to twelve ads running at any given time.

How The Ads Are Delivered – Facebook and Mobile Ad Networks

The ad unit will show up as a “sponsored post” in the Facebook news feed of anyone that meets the specific demo, interest and behavior criteria. If any of their friends already like the page, that sponsored post will include an intro that says “Mike and Sally like Contractor’s Guide”.

The average frequency is 2.65 ads per user. This means that the ad is delivered two or three times to people who meet the targeting criteria. People can like, comment on and share these ads just like a normal Facebook post. We report on these metrics weekly so you can get an idea of how people are engaging with your ads.

Mobile banner ads are delivered when someone opens an app or searches for something on a mobile device, either smartphone or tablet. The same demographics, as specified for the Facebook ads, are used to determine which apps your ads will be placed in. Banner ads are an effective way to build brand equity; when people see your banner ad they will be more likely to click on the corresponding Facebook ad when they see it.

A key component to mobile ads is our ability to advertise to people who are on their mobile device when at a competitor’s location, and those who are within a mile of one of your stores. We can also target people who have been in a competitor’s store within the past 30 days.

The Impact

Social and mobile advertising can have a huge impact on the number of people walking through your doors, making appointments, buying the products off of your shelves, or whatever your end goal may be. Take a look at the people around you next time you are out shopping or eating at a restaurant. You will see that mobile phones are glued to people’s hands. We can put your message on the screens of those who fit in your demographic.

Jul
27

Purplegator Offers Recruitment Solutions For Hiring Nurses

Did you know that the nursing shortage will grow to up to 260,000 Registered Nurses by 2025? Check out the video below to see how Purplegator can assist in your recruitment search by utilizing social and mobile advertising.

Jul
26

Retail Store Uses Program Established By ATS Mobile

Check out this cool and informative video on SMS Text Messaging, a simple and effective marketing technique that can be utilized for many different companies or industries. In the video, Short & Paulk, a five retail store business in Georgia, is using a text message sweepstakes program to promote its business. The SMS text message marketing program was established by ATS Mobile.

Jul
25

Mobile Monday: Week 3 – SMS: A Powerful Marketing Tool

Welcome to Mobile Monday, our weekly blog posting dedicated to providing readers with useful mobile marketing tips from Bob Bentz’s newest book “Relevance Raises Response.” Every Monday ATSmobile continues to grant readers a brief passage from one of the most essential marketing books available for purchase today.

For our third week, we’re focusing on “Short Message Service” where Bentz discusses Mass Communication, One-to-One Communication & Opt-In Marketing

shutterstock_283022702 (2)

SMS (short message service) text message marketing is inexpensive and offers the single best return on investment (ROI) of any mobile marketing tactic that you will employ. Whether you are a national retailer or simply a local pizza shop, there is a place for text message marketing in your marketing plan.

There are more mobile phones in the world than human beings and only SMS reaches more than half of all humans.  Not apps, not Facebook, not Instagram, not SnapChat, not WhatsApp.  Only SMS.

Text messaging is ubiquitous.  It is the one and only Tyrannosaurus Rex in mobile.  Text messaging is the feature that consumers use the most on their mobile phones.  In fact, more Americans use text messaging than actually talk (remember talking?) on their mobile phones.  It works on both smartphones and feature phones.  It does not need the registration of an account or require an installation.  And, best of all, text messages, as opposed to emails, are opened and read by nearly all that receive them.

Next to making a website mobile-friendly, SMS text message marketing is the single most important thing you can do to get started with a comprehensive mobile marketing strategy.  It is affordable for businesses of any size.  It is easy to implement, because it is a universal application that works the same on all phones; in fact, even the most basic of cell phones can use SMS.

If you are marketing via mobile, it all starts with a mobile-optimized website and SMS marketing.  Neither are particularly sexy today, but SMS messaging is at the basic foundation of most ongoing, successful mobile marketing campaigns.

Here’s why SMS text message marketing is so very powerful.

  • One-to-One Communication — Mobile is about personalization, because it is the most personal of devices that we own.  A text message from a business can be targeted in that the message is speaking directly to the consumer; it is a personal connection.
  • Mass Communication — It is the mobile solution that can reach nearly 100% of your target market.  A business can reach out and touch all of its best customers with simply the touch of a button.
  • Opt-In Marketing — As opposed to email marketing which is opt-out marketing, SMS marketing is opt-in marketing.  This means a consumer must give permission for the business or organization to send them text messages.  That means the consumer feels so strongly about your brand that they are saying that they WANT to receive your advertisements.
  • Instantaneous — The message does not need to be planned well in advance and it can react to the situation at that very moment.  Messages are sent and received in a matter of seconds.  Think an unplanned flash sale.
  • Timely — Unlike traditional media, an SMS campaign can be intimately controlled as to the exact date and time when the customer is most likely to buy.  For a restaurant, that might be just before lunch time.  For an urban discounter, it may be paydays on the 15th and the 30th of the month.
  • Trackable — Mobile, by its nature, is highly trackable, as opposed to traditional media.  Results from all SMS promotions can be tracked with unique identifiers, or promo codes.
  • Optimization — By using A-B testing, a savvy marketer can test multiple promotions in order to find the best offer and best creative for the best target audience.
  • Loyalty — Text messaging offers the ability to increase loyalty and reward best customers by being part of a business’s VIP club.  It enables a business to instantly communicate with its customer base.
  • Virality — It is so easy for a consumer to forward a text message to a friend who might want your offer.  This is advertising that a business benefits from, but does not have to pay for (the best kind of advertising).
  • Lift — SMS marketing can significantly increase foot traffic at a retail store.  This is especially true during traditionally slow days.  A restaurant, for example, can use SMS to attract diners on Mondays and Tuesdays when business is usually slow.

CLICK HERE to purchase a copy of “Relevance Raises Response” today where you’ll find more information on how to engage and acquire with Mobile Marketing.

Jul
11

Mobile Monday: Week 2 – Tips for Developing An App

Welcome to Mobile Monday, our weekly blog posting dedicated to providing readers with useful mobile marketing tips from Bob Bentz’s newest book “Relevance Raises Response.” Every Monday ATSmobile continues to grant readers a brief passage from one of the most essential marketing books available for purchase today.

For our second week, we’re focusing on “DEVELOPING AN APP” where Bentz discusses the constant upgrading developers must adhere to even after the completion stage, “App Flow”, & the cost/time of most iphone and Android business apps.

App development is a lot more difficult than web development.  That is because the coding varies based on operating system and developers need to know different code to accommodate each of them.  This requires experience and also an occasional consultation with the software development kits (SDK) provided by the operating system.shutterstock_283022702 (2)

Work on an app is seemingly never done and brands will need to continue to invest in them even after the initial development is complete.  That is because whenever a new software release is pushed to smartphone users, apps must be updated, and new software added to the app stores.  It seems like whenever a user checks her apps, there are updates, often just containing “bug fixes,” that need to be added to the app software.

Development of an app starts with designing app flow.  App flow is the sequence of interactions that the user will make from the initial open of the app to getting to the actual content provided.  In the web development business, an app flow is equivalent to “wireframing” for web development.  A business needs to dictate its goals for the app and then work in conjunction with the app developer who will provide details on the best way to create user-friendly app functionality and flow.  Once the entire app flow and wireframe is developed, the development agency should be able to provide a financial proposal.

Cost of an app is as difficult to assess as the cost of building a house.  There are app developers that have off the shelf products for specific niches such as restaurants.  A restaurant that uses such an app is essentially buying a white label version of the app with little ability to customize.  A typical rate might be a little under $1,000 with an ongoing monthly or annual renewal fee.  

Most business apps, however, are going to be custom development.  A typical business app, developed for both iPhone and Android, could cost in the $30,000 range for the initial development and as much as $250,000 when complex ecommerce and product line features are added.

The average development time for an app is about three to six months, but that, of course, is highly dependant on complexity and how much competing work the app development team has.  Establishing benchmarks for dated delivery of certain tasks during the process is the only way to keep a development team on task.

CLICK HERE to purchase a copy of “Relevance Raises Response” today where you’ll find more information on how to engage and acquire with Mobile Marketing.

Jun
20

Mobile Monday: Week 1 – Tips for Social Media Posting

Welcome to Mobile Monday, a new weekly blog posting dedicated to providing readers with useful mobile marketing tips from Bob Bentz’s newest book “Relevance Raises Response.” Every Monday ATSmobile will grant readers a brief passage from one of the most essential marketing books available for purchase today.

For our first week, we’re focusing on “TIPS FOR SOCIAL MEDIA POSTING” where Bentz discusses proper sharing strategies, subtle plans for draw in consumers & and the importance of brevity when it comes to capturing an audiences attention.    shutterstock_283022702 (2)

When it comes to social media, sharing is good and selling is generally not as good.  If a business positions itself as the expert in the field, the sales will come, because other people will want to work with the best.  Consider what happens at a trade show.  If somebody gives a great presentation, there are audience members lining up to meet with the speaker after the speech.  That is because the presenter gave evidence that they were experts in the field and could offer solutions to the problems encountered by audience members.

  • It is OK to post a sales-related post every now and then, but if that is all a business does, it will likely alienate many followers and they will choose to opt-out.  And, that is a genuine lost sales opportunity.  Remember, people do not like being sold to on social media so most social media selling needs to be subtle.  The best long-term strategy for a business is to be perceived as the foremost expert in the field.  If that is accomplished, the business will naturally come.
  • In general, it is always best to be brief on social media.  Use bullet points when possible and remember that people like numbered lists.  There are tons of posts out there and if they can read it in less than five seconds, it is surely going to mean greater exposure.
  • Use #hashtags.  It will help the posts get found and increase the number of followers that your business has.  Social media posts are only as good as the number of followers that see them, but that amount can increase dramatically with the use of great hashtags.
  • Business social media posts should also encourage consumer participation.  After all, it is all about engagement, is not it?  One of the best ways to do that is to share photos of happy consumers using the product.  Only a select amount of people care about the technology of the product itself; every prospect cares about how it will make his life better or easier.
  • Regardless of the medium, it is always best to use pictures, graphics, charts, and videos in posts.  People are visual and, in general, they are lazy and do not particularly like to read.  Just be sure you do not randomly grab pictures off the internet, as many companies are actively enforcing their copyrights on pictures.  Copyright infringement of pictures on the web has become big business!
  • Be consistently active with social media.  Working social media every day by the same person can get monotonous so attempt to get a team to do the work.  If social media efforts disappear for a long time, a business will lose followers and appear to not be on top of its game by prospective customers.
  • One of the biggest questions that social media experts get is about the quantity of messages that should be posted.  It varies for each social media site, but the key is to post a lot of messages…assuming they all have some value.  This is contrary to what many experts say.  Occasional complaints will come in, but it is all about the total number of engagements and shares.  So, do not sweat it if you lose a follower every now and then.  The magic number of how many messages should be sent out is this: send one less than the point when the follower will get annoyed and stop following the business.  Monitor this and then arrive at the magic number of messages per day for a particular business’s needs.  Posting often will result in an increase in opt-outs, but if the end result is increased engagements and shares, losing a few followers is worth the trade off.
  • Don’t be afraid to use the same content more than once.  If it worked once, use it again.  This is more true on some social media sites than others.  For Twitter, for instance, re-using content is not a problem whereas on Facebook it might not be as good of an idea.  A great holiday post can be recycled next year.  A tweet that was effective can be used many times over until it produces diminishing engagement.
  • It is common sense, but it is worth mentioning of what not to post.  Don’t post anything political or controversial.  Posting on gun control, for example, will likely alienate half of a business’s possible customers, so why do it?  At the end of the day, it is all (well almost all) about the money.
  • Here’s a tip regardless of which sites a business plans to actively use: reserve the business name on all of the social media sites, even the ones a business does not immediately plan to use.  It is an easy thing to do, it only takes a few minutes, and if a business does not do it, it may regret it later when it does want to expand its offerings.

CLICK HERE to purchase a copy of “Relevance Raises Response” today where you’ll find more information on how to engage and acquire with Mobile Marketing.

 

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