4 Habits of Successful Mobile Marketers
Today's mobile marketing landscape is more competitive than ever. CNN Money made "marketing consultant" No. 2 on its list of best jobs in America a few years back, and today, more and more enterprising young professionals are flocking to the field.
The good news is, the industry is ripe with opportunity for new marketers to dig in their heels and make an impact for their brands. The bad news? Seasoned professionals know that it takes more than a degree to be successful in this business.
To help, here are four good habits that marketers should make routine in order to find success in the mobile space:
Habit No. 1: Make a Plan and Follow It
Successful mobile marketers recognize the need to be proactive, not reactive. In short? These professionals know how to make a plan, and work that plan.
The bad news? More than half, 62 percent to be precise, of marketers either don't have a content marketing strategy, or don't have their strategy documented.
Just by writing down your strategy, your likelihood of success increases. This is a habit of all highly successful people—not just marketers.
One well-known study of this phenomenon followed graduates of the 1979 Harvard MBA program. They were interviewed while they were students, and again 10 years later. The 13 percent of the class who had goals, but did not write them down earned twice the amount of the 84 percent who had no goals. But the 3 percent who had written goals earned, on average, 10 times as much as the other 97 percent of the class combined!
In short, create a written plan—whether it's for the month, for the year or for a single campaign. It's one of the easiest ways to stay accountable to your goals, keep a project on schedule and continue to make progress toward the finish line—even while putting out fires.
Habit No. 2: Don't Be a One-Trick Pony
Highly successful mobile marketers use all the tools at their disposal. It's easy to get stuck in a rut and keep revisiting tried-and-true tactics that have delivered results in the past. But for successful mobile marketers, the status quo is just a starting point. They have more tricks up their sleeve.
For example, did you know only 21 percent of B-to-B marketers send an e-newsletter? This should be low-hanging fruit for most marketers, but statistics show that it's a vehicle that's not being used to its fullest potential.
Other tactics that could be used more often and with more impact include branded content tools, like e-books, digital magazines, virtual conferences, podcasts and games. More than 90 percent of B-to-B marketers consider webinars/webcasts, e-books, whitepapers, and published articles to be either "very" or "somewhat" effective in achieving SEO and marketing objectives. Yet less than half utilize webcasts and just 20 percent create e-books.
Another important step toward success? When you're integrating all of those tactics into your marketing plan, make sure mobile is top of mind. For example, when you build a landing page that invites visitors to download your e-book, optimize it for mobile from the start.
Look outside of the old-school marketing toolbox, and embrace the omnichannel!
Habit No. 3: Embrace the Infographic
In a sea of words, infographics are eye candy. Human beings are hard-wired to be visual creatures: 90 percent of the information that comes to the brain arrives via our optic nerve, and that visual data is processed 60,000 times faster than information our brain receives in text form. That means we're all prime targets for infographics.
This content medium is definitely on the rise in our industry: Google reports an 800 percent increase in searches for the term "infographic" in the last two years. And in the last four hours alone, the hash tag #infographic has been used 3,300 times, with monthly totals bouncing up to 342,000.
Not only do infographics stand out and grab a reader's attention, they are a great way to communicate complex data in visual shorthand. They're easy to understand, efficient and compelling. So understandably, they're one of the go-to tools in the successful mobile marketer's content arsenal.
The bonus? Infographics tell your story in a highly sharable format and have real potential to go viral, and drive viewers back to your website. Online businesses using infographics average a 12 percent increase in site traffic.
Habit No 4: Follow the Leaders
Successful mobile marketers don't wait for the newest trend to come to them—they actively seek out best-in-industry practices and find a way to put them to use in their own campaigns.
First, make sure you're tapped into industry news. Are you following rainmaker brands on social media? Do you know who the thought leaders are in your space? A little self-education goes a long way toward ensuring that your marketing efforts are on the leading edge.
Finally, don't be afraid to borrow from the playbooks of proven leaders in your space. Look at the gold standard brands and their marketing outreach while wearing your consumer cap. What do they do well, and how can you deploy their tactics in your own plans? Do they use exceptionally creative calls to action? Are their mobile pages dynamic, but uncluttered? Look at their marketing through a consumer's eyes, and take note of what resonates with you. Then, use this insight to guide your next campaign.
Chris Lucas is the vice president of business development for Formstack. Follow Chris on Twitter at @chris_c_lucas.