Less is very much more these days
This goes for short, sometimes abbreviated online messages, which is how a growing number of us interact with each other. And it goes for the short amount of time that we either decide to learn more about something or move onto the next message rocketing toward us.
As more of us gravitate to our smart phones, who has time for long sales pitches? After all, text messages have a 160-character limit per post, and Twitter has 20 fewer. Sites like Buzzfeed divide their listicles into short multiple pages since no one wants to scroll through one loooong page.
Plus, as Business Insider tells us, we’re now capable of making personal decisions within nine seconds, including whether someone is trustworthy, successful or intelligent. It probably wouldn’t hurt to ponder something longer, at least the time of a 30-second TV spot, but who even has time for that?
With our mobile customers having a “want it/need it/give me now!” mentality, what should marketers do to not only provide info, but nudge them into clicking for more, or even better, clicking to purchase?
Try these tips:
- Share the call to action early. You don’t need a big build-up, or to lay a firm, logical foundation like you would a formal presentation. Get in, get out, and have clear, specific steps to take. If you have limited space and your customers have limited time, get to the point. “Here’s a great deal!” “Check out this link to learn how to save 50 percent on your next order!” “Click here for a $5 coupon!”
- Make it seem personal. Individual notes are the absolute best, but if you don’t have time to compose messages to thousands of customers, the next best thing is to merge your database into your emails or mass texts. This will at least put their name at the top of a general message and make it seem like it’s directed at them. A text saying “Hey, Bob, here’s something cool we think you’ll like” is much preferable than a generic “here’s something we think you’ll enjoy” to anyone in particular.
- Create emotion. ISPO, a marketing news/blog, tells us that 90 percent of our buying decisions are made subconsciously. Because of this, products or messages that trigger strong emotions are one of the biggest drivers. So a message that evokes a positive or negative, even a feeling from our childhood, could drive our conscious brain to think it’s making a choice. It’s a challenge creating a sense of feeling in a limited space of a text message or social media post, but hopefully a customer may have some positive feelings already if they’ve opted in to receive messages from you or follow your channels – they just need to be nudged a little more.
- Make it easy to get where you need to go. This means making sure that the link or landing page that you want to drive people to looks good and works on every mobile device. Though texts generally work universally, sites or html emails may not display properly on everyone’s browsers or phone operating system. It could certainly be a let-down if you were able to get someone excited enough to click to your site, and then something doesn’t work.
- Customers want more. Marketing expert Heidi Cohen said many customers like to do homework before buying, even if it’s just checking out your other posts or your site. The first contact may not get them buying, but a campaign will move them to that point.
Sophorn is an inbound marketer specializing in attracting targeted visitors and generating sales qualified leads. Through Trumpia’s SMS marketing automation solution he helps businesses and organizations communicate effectively with their customers or members. Watch Trumpia's 5-Minute Demo on how to execute an effective mobile marketing strategy.