SendSmarts | A 3-Step Guide to Mobile Messaging
What do citizens want? "Mobile content!"
When do they want it? "Now!"
I recently read the following paragraph on a popular marketing blog: Consumers have made a dramatic shift toward mobile, and it's time for marketers to start making plans for mobile campaigns as well as permanently adding mobile to their marketing toolkits. Marketers should focus particular attention on mobile messaging, because sending and receiving messages is the top mobile activity across all demographics.
Are your citizens the same consumers mentioned above? And aren't you trying to engage them in a two-way conversation on behalf of your community? To me, that makes you a marketer... and one that needs a similar mobile strategy.
Mobile messaging presents a wealth of opportunities to effectively reach your citizens. And mobile messaging campaigns are easier to implement than you might think. In fact, the process can be summarized in three steps.
The following insights will help you incorporate mobile messaging into an existing communication plan...
1. Identify the Audience, Goals, & Strategy
Before getting started with any type of campaign, it's important to understand the target audience. Carefully consider who the audience members are as individuals, their preferences, your community's demographics, etc. – and, most importantly – whether it make sense to reach this audience via mobile. If your citizens are signing up for SMS notifications, that's a pretty good indicator that they'd like to receive mobile content.
Now consider the goals and strategy for your mobile campaign. Will it mimic the information shared via non-mobile channels? Or will the messaging be unique to the mobile audience? Will you measure response via normal response numbers (open rate, click rate, response rate) or are you looking to achieve something different with the mobile campaign? These are things to consider as you set your strategy and goals.
2. Plan and Execute
The next step is to use the insights discovered above to put together the mobile piece of the program: identifying the opt-in process, creating a clear call to action, selecting the content, and configuring the details of how all this will integrate with the other elements of the campaign (email, social media, etc.)
When determining the details of the content, consider using content that will provide the most value to users while also achieving the set objectives. The content needs to be engaging, optimized for mobile, and aligned with the look and feel of the campaign to ensure consistent branding.
3. Track Results and Optimize
Once the campaign is up and running, let the tracking begin. In the beginning of the process (when detailing the campaign), you should already have outlined the metrics of success that you will track against. How did the mobile portion of the campaign do? Did you see a higher open rate compared to email? What about a higher click-through rate? Did a special mobile-only offer get redeemed to your expectations? The insights derived from your results will help guide future campaigns.
As mobile continues to grow, local gov communicators are becoming more eager to dive in. Mobile shouldn't be viewed as separate from the overall citizen conversation; rather, it's an integral part of that journey.
CivicPlus's CivicSend tool can easily help you integrate mobile into your existing communication plans. Learn more today and schedule a free demonstration.
Let's hear from you! Do you encorporate mobile communication in your messaging plan? Do you have any tips you can share for those that are looking to include mobile?