How to Write an Effective Mobile Marketing Call-to-Action

23 Jan

There’s more to producing effective mobile marketing campaigns than simply launching the message and offering a product. The mobile web site should be optimized for mobile use; the mobile marketing strategy should be developed specifically for your target audience; and perhaps most importantly, the campaign should employ a clear, concise, and proven Call-to-Action (CTA).

Below are 5 key elements to keep in mind when developing a CTA for mobile marketing:

Description of the Incentive
When users opt in to a mobile marketing list in order to receive special offers and information, they expect to be enticed with valuable, interesting, and entertaining content. But ultimately, companies must incentivize customers to take an action, which is why the Call-to-Action must be as clear and concise as possible. Make sure the customer knows exactly what you’re offering, why he or she should want it, and how to obtain it. Whether it be a product purchase, an event signup, or simply consent to engage, all CTA’s must describe the incentive effectively in order to make mobile marketing work for the brand.

Elimination of Potential User-Error Obstacles
Once you’ve created an effective CTA, be sure to display it in a way that promotes easy access and funneling. If users can’t figure out what short code to text or if the code is unclear, if they don’t understand what to do, or if the CTA is displayed in an area with limited cellular service, the mobile marketing campaign won’t work very well! Eliminate obstacles for the user to make the action as painless and clear as can be.

Optimization for Mobile Users
A CTA used for mobile marketing campaigns or SMS marketing should not be the same as those used for traditional mediums. The hub to where all actions lead must be optimized for mobile users, with the particular features of smartphones and tablets in mind. Optimized mobile web sites should accordingly be deigned very simply and have large, clickable buttons and information fields. If the user follows the CTA to a web site but can’t easily navigate through the site or enter the information necessary to take action, the consumer will most likely leave quickly and not return. Don’t destroy your brand’s chances by forgetting to optimize your mobile marketing campaigns with mobile focused platforms.

Logical Fit with the Rest of the Campaign
Even though a mobile user is engaging through his or her phone, it doesn’t mean they will always engage that way. Keep in mind the bigger picture and the potential future of the relationship by asking for relevant information that will serve to promote your brand across channels. For instance, don’t just ask for contact information—obtain as much demographic material as you can too, such as age, gender, interests, etc. That way, you can better target those consumers in the future across multiple advertising channels.

Use of a Distinct Personality
As it varies across channels, both via mobile marketing and traditional advertising platforms, your CTA should maintain a consistent and intriguing personality. This is an important way to build trust and develop brand awareness. The more places and vehicles your brand uses to touch base with its consumers, and the more consistent it is with the brand image across those points, the more effective your CTA will ultimately prove to be.

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