When an advertiser taps into the mobile market, it's like a hotdog vendor turning up to a football match - they suddenly have the ability to provide huge streams of potential customers with products they love, without having to interrupt them from going about their day. But while pulling all of these mobile leads into your platform is as easy as selling a hotdog to a football fan, it’s a lot more difficult to keep your leads engaged, and to maximise their Lifetime Value (LTV)
In this article, we explain 5 spectacular strategies that you can add to your ‘Arsenal’, to help you boost the LTV of your mobile leads.
1. Burying the lead
As Chip and Dan Heath so nicely explain, “all online content revolves around burying the lead”. Of course, they’re not talking here about ‘lead’ in terms of ‘potential customer’ – they’re talking about the lead you use to draw your audience into your content.
So, what is “burying the lead”?
Well, to begin with you must create a lead that contains the most essential elements of your story. The juicy bits. Next, you use the old trick journalists dub “the inverted pyramid”, and you present all of the information in decreasing order of importance. This is so important when it comes to engaging mobile viewers, as mobile viewers have a notoriously short attention span, and “burying the lead” helps you keep that attention for longer.
For help setting up your own story architecture, you might enjoy Joseph Campbell’s famous “Hero with a Thousand Faces” (WARNING: do not look if you want all future movies you watch to be spoiled).
2. Multi-Channel Follow-Up
Mobile is a fragmented world of apps and HTML5, all made up of various different ad networks with different bidding strategies and fraud problems.
So, it’s important you create the potential to follow-up with each lead via other marketing channels – for example, you might acquire a mobile lead via Facebook or Twitter, but this lead might not convert until later on in the day, week or month when they spot an interesting email from you via their laptop.
When using multi-channel follow-up, make sure you use all the direct methods, and ensure you keep the message consistent across each medium you use.
3. Short, Sweet & Simple
One trick to really squeezing value out of your mobile prospects, is to condense every single message into as few words as possible.
Steve Jobs once said “People think focus means saying “yes” to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are”.
Don’t be afraid of cutting something out. Sure, it might be a great message – but is it absolutely necessary? Your mobile marketing messages should be as bare-boned as possible, to give your target customer the maximum chance of absorbing it in the short time frame of attention you have.
4. Social Engagement
Matthew Lieberman in the book 'Social' provided research that showed 20% of all our thinking is around social.
Now, because the mobile device is inherently a social device – from making phone calls and sending text messages, to checking on Facebook, Twitter and all the rest – it means that you should be adding social contexts and experiences for your mobile leads. This blends in more naturally with what the mobile device is used for, and therefore has a better chance of getting your message absorbed.
But adding social elements to your marketing will do more than increase your conversions – it will bring you hot new leads straight from a source of referral, too.
5. Location, location, location
Mobile adds an extra dimension to lead generation efforts in the form of location.
One way to take advantage of this dimension is to connect your data into companies such as Blismedia. These sorts of companies can actually provide you with offline behavioural data from your prospects and customers, which lets you personalise media around your mobile leads.
This simple article provides some action steps for increasing the LTV of your mobile leads. If you would like to talk more about ways to optimise your data and improving your analytics, get in touch here..
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