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Mobilize Your Business

Three steps to mobilize your business now. (And why you need to...)

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Kim Dushinski

So does mobile marketing keep you up at night? Either figuring it out or being excited by the opportunities? Me too.

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The biggest misconception around mobile marketing lies in the idea that a business builds a database of mobile phone numbers and then dives into a mobile marketing campaign using these numbers. Nothing could be further from the truth. The reality is that in order to build a database of opt-in mobile numbers you have to do a mobile marketing campaign. Here’s why.

Text messaging is a mandatory opt-in marketing channel. It is never smart or ethical to send text messages that are not explicitly requested. And in many places around the world it is illegal to do so. This explicit permission is not granted simply by being a customer or giving a business a cell phone number for other purposes.

Opting in has very specific criteria. You have to get someone to text in to opt in, sign up online with using a fill in the blank form or reply “Yes” when you have gotten verbal permission to add them to your mobile list. None of these can be done without having a mobile marketing campaign going.

The good news is that everybody starts at zero. Fortune 500 companies and small businesses alike all start with no one in their mobile marketing database.

Even better news is that it only takes a smart marketing strategy and powerful marketing implementation to get people opting in like crazy. Give people a good reason to sign up and make sure they know all about it and your campaign is underway. Your text message database is being built.

Waiting to start mobile marketing until you have a mobile database is impossible. You cannot build a mobile marketing database without doing mobile marketing.

Shout out to my friend Chris Torbit with SmartReply who coined the phrase “everybody starts at zero.”

In order to use Twitter as a powerful mobile marketing tool you need to build a following on Twitter and then get your followers to turn on their device notifications for that Twitter account. Then each tweet you make is sent via SMS to your group of followers.

Just think how powerful it is to have your Twitter messages being delivered instantly to the mobile devices of your followers, not just waiting in the Twitterstream to possibly be noticed. You now know with almost certainty that your messages are being read.

When using Twitter as a mobile marketing tool you need to change your posting strategy just a bit knowing that each time you send a message everyone on the receiving end of the message is looking at their cell phone. No posting about what you ate for breakfast. Instead you need to keep your posts to only important items and ones that truly add value to your followers’ lives. It certainly can be done.

Without a doubt Twitter can be an excellent mobile marketing tool.

The only downfall of this strategy is that if anything ever happened to Twitter (beyond the fail whale) you would lose your list of followers. After all, without Twitter as a platform, you have no way to reach this group of people ever again.

So, if you like the idea of having a group of people you can send SMS messages to on a regular basis I suggest that you start your own text message list. In essence you would be creating your own Twitter stream direct to your groups’ cell phones. I suggest starting right away before everyone else is doing it.

To find out how to do this, you can sign up for my How to Build a Text Message List teleseminar here.