• Profile Management
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• Multivariate Testing
• Reporting/KPIs

Video Marketing is a easy and inexpensive way to get people to know and trust you and your business.  Today Youtube is the second biggest search engine on the internet.  More people are on Youtube looking for information every day.  Then when you throw in the twenty plus other video sites in there are Millions of videos are viewed on a daily basis. 

Do I have to be on camera?

Whether you use powerpoint, still pictures, your voice or an actor video is the cheapest and easiest way to tell people what you have to offer and how to get in touch with you.  You don't have to be on camera to create an effective video; as a matter of fact some of the most effective video is done without a live person on scree, 

Top ten things that make up a great email

Targeting – Make sure that your emails speak tothe target audience.

Segmentation – segment your list according to how they got there.  Young moms will not be as open to how to cure baldness as middle age men!

Headline – Make the headline something that will grab people's attention without turning them off or benig cliche or predictable.  Something simple as "Did you know …?" or "What are you doing for Mother's Day?" is much more effective than "Free Report – get it now!"

Humor – Use humor to put your audience ar ease.  Everyone loves a good chuckle.

Helpfulness – We are all looking for answers.  Provide answers to the most asked and most important questions and people will look forward to your emails.

Building links to your website is the most effective long-term strategy to getting traffice to your site.  Links work to get you more prospects in a number of ways.

1) Links tell Google that your site is interesting and important

2) Links can create a trail from hundreds or thousands of places on the internet back to your site

3) Links are a way to interact with other sites in your area or niche.  Links from your site to other sites your audience may be interested in increase your authority.

To be considerd as one of the options you have to be found and you have to have be seen as an expert that can be trusted.  Getting found is the first step.  The second step is providing valuable information.

Today you don't need thousands of dollars of video equipment do create a video of value to your audience.  Today people are looking for answers.  They get to se enough slick commercials on TV.  deliver an information that people are looking for and you will be rewarded.

1. Understand your goals for your mobile marketing. Answering these questions will help you formulate a framework.

1. What type of business are you in?
2. How do your competitors use mobile marketing?
3. What are your major business goals such as acquire new customers and increase sales?
4. What do you want to achieve with your mobile marketing strategy?
5. How does it integrate into your overall existing marketing plans?

2. Know your target market. In particular, you want to focus on the smartphone owning segment’s needs?

• Who is your audience? If you’ve developed marketing personas, use them as a starting point and elaborate on the smartphone owners.
• Where is your audience when they use their smartphones to gather information about your firm? Are they looking for something specific while they’re out and about? Are they filling time between other activities? Or are they multitasking while they’re watching television?
• What are they’re needs that they’re looking to your to fulfill? Do they only have a smartphone (ie-no landline)? Are they shopping in a competitor’s store? It’s critical to consider what functionality they need from your mobile platform.

3. Mobile websites are a must-have due to small screens, awkward input, and download delays of mobile devices. Bear in mind that a regular website is too big and awkward to view and navigate on a mobile device.

• Optimize for speed. On a mobile device, download time matters. Average mobile response time is 4.26 seconds according to Gomez
• Focus on core mobile functions to meet on-the-go needs. Less is more for mobile. Streamline your website for fewer features and eliminate the extraneous stuff. Concentrate on what your viewers want to do?
• Show me the way with simple navigation. Think user-friendly. Include breadcrumbs, filters, and jump links to support your navigation.
• Make fields and touch targets larger. Your goal is to reduce traditionally higher error rates on mobile.
• Let them scan. Make sure viewers can get the information quickly. Use full headlines not truncated ones. Keep information scent going.
• Don’t forget to include your branding. Since users are pressed for time when they use mobile, keep your branding consistent so that they can easily tell where they are. Ensure that viewers recognize your mobile site. Keep brand elements consistent.
• Encourage action. Don’t forget to include a call-to-action and targeted promotion code. Think in terms of phone calls, mobile phone number collection, etc. Don’t forget a link to main website.

4. Mobile search. With searches on mobile devices with full Internet browsers increasing fourfold over the past year according to Google, the question is: Can you find me now on your device? The chances improve if you use a separate optimized mobile campaign compared to mobile CTR on a combined mobile/desktop campaign. Googlereported that advertisers experienced an 11.5% average increase in mobile CTR for separate, targeted mobile campaigns. As part of your mobile search strategy, include local content, local directories (such as Yelp and Google Hotspot) and other sites where prospects may be searching for geo-targeted information like Zagats or OpenTable.

1. Develop a separate, targeted mobile search campaign. This makes your search marketing program more effective for mobile users.
2. Separate your mobile marketing budget. This way you can determine your bids for specific words. Given that there are less words per page, your bidding strategy will differ.
3. Test keyword performance. Since mobile search often occurs closer to purchase or other action, it’s critical to test your keywords and track their performance.
4. Create mobile advertising copy. By segmenting your mobile search terms, you can use specific mobile call-to-action such as click-to-call.

5. Mobile email. Since email is where mobile users spend most of their time according to research from The Nielsen Company, adapt your email communications, at least in a targeted way, to reach your on-the-go audience.

• Focus on strategic mobile email opportunities. As with any form of mobile marketing strategy, consider what information your prospects need when they’re away from their desktop computers. Think timely, must-have information. Among the specifics, recommends focusing on are e-receipts, travel alerts and location based services and coupons. From a marketer’s perspective, the benefit is that these are messages recipients are looking and often go to their main email account.
• Think about how and where customers are and will interact with your communication. What mobile devices are they using?
• Develop short, easy-to-consume messages. Include a clear call-to-action which can be a click-to-call. Don’t forget to incorporate a phone number so that users can contact you. Also, use trackable promotional codes.
• Make your email communication mobile-consumption friendly. Use a single column (320 pixel wide), increased text size (18-22 pixels), and larger buttons. Provide a link in the mobile email version to help users who want to see the larger email message.
• Create relevant, action oriented subject line. Focus on the first 35 characters and 90 characters in the sub-header.

6. Track your progress. As with any marketing program, it’s important to track your results to see how it’s doing and where you can make improvements. Monitoring results are easier when you determine your metrics in advance. When implementing a mobile marketing strategy, use dedicated, incoming phone numbers to be able to monitor responses to mobile websites, search results and email. 
As part of your marketing efforts, start to collect prospects and customers cellphone numbers and permissions to text and call customers. Among the elements to consider are:

• Count the number of impressions from mobile Web sites. Also, where possible, track completed transactions. Bear in mind that a prospect who clicks to call may expect to complete the transaction on the phone.
• Track your mobile search advertising results. Specially, check which words are performing well and which aren’t. Does your copy need to be tweaked? Also, monitor your organic search results.
• Assess tailored email results to see if there are improvements in performance.

Now is the time to start testing mobile marketing since the smartphone ownership is fueling growth of the mobile Internet. To ensure that you can continue to meet your prospects and customers needs regardless of where they are physically, a mobile marketing strategy is important as is building your experience as this option expands.

Have you added mobile marketing to your overall marketing mix? If so, what worked and what didn’t work as well for you? Please share your experiences in the comments section below.

Source: http://heidicohen.com

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