GENERATE LEADS WITH MOBILE MARKETING1

WWW.HUBSPOT.COMA publication of

GENERATE LEADS WITH MOBILE MARKETING2

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CONTENTS.

WHY A MOBILE STRATEGY IS BETTER THAN BUILDING AN APP.

05

GENERATING LEADS THROUGH MOBILE MARKETING.

15

BEST PRACTICES IN ACTION: UNLOCKING MOBILE ROI.

23

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What do you think about when you hear mobile marketing? Do you think about the pop-up ads that, well, pop up when you are playing :RUGV:LWK)ULHQGV"2UGR\RXWKLQNDERXW\RXUIDYRULWHUHVWDXUDQWV

ZHEVLWHDQGKRZGLIFXOWLWLVWRXVHRQ\RXUSKRQH"

Either way, whether you know it or not, you have been immersed in mobile marketing.

Mobile marketing is as simple as optimizing your marketing strategies IRUWKHSHRSOHXVLQJDPRELOHGHYLFHQRWWKHGHYLFHLWVHOI$FFRUGLQJ

to a Google report, 90% of online users utilize multiple screens sequentially to accomplish a task over time.

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design, lead generation, and mobile ROI. When you have a responsive GHVLJQ\RXUZHEVLWHZLOODSSHDUSURSHUO\IRUPDWWHGDQGGHVLJQHGDFURVV

INTRODUCTION:

What is mobile marketing?

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ABOUT THE AUTHOR:RACHEL SPRUNG@RSPRUNG

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your marketing.

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WHY A MOBILE STRATEGY IS MORE THAN BUILDING AN APP.

CHAPTER

01

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Why a Mobile Strategy is More Than Building an App

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If so, stop it.

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to .3&%,QWHUQHW7UHQGV, RILQWHUQHWWUDIFFRPHVIURPmobile devices$VWKLVQXPEHUFRQWLQXHVWRJURZKRZGR\RXHQVXUHWKHDXGLHQFHFRPLQJWR\RXUZHEVLWHIURPPRELOHKDVWKHVDPH

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mobile optimization easier on your end as the marketer.

15% of internet caMPP^\RbSa^\\^OWZRQReWPRbSource: KPBC

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New Breed Marketing has a responsive design cVMcMdc^\McWPMZZhP^]S^a\bc^cVRQReWPReWRfW]UWc

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Benefit #1: Responsive design results in higher conversions

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$FFRUGLQJWRDGoogle report, 67% of users are more likely to purchase a product or service from a mobile-friendly site. That PHDQVWKHUHLVDODUJHSHUFHQWDJHRISHRSOHZKRZLOOOHDYH\RXUVLWHLILWV

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Benefit #3: Responsive design improves SEO

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First, it is essential to optimize your webpages for keywords you are WU\LQJWRUDQNIRU%\KDYLQJRQHUHVSRQVLYHZHEVLWH\RXZLOORQO\KDYH

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responsive design. In its RIFLDOVWDWHPHQW*RRJOHH[SOLFLWO\VD\V

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Google has also said that it will rank sites optimized for mobile higher LQPRELOHVHDUFKHV$VZHVDLGHDUOLHURIDOO,QWHUQHWWUDIFFRPHV

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your website is found.

Using a single URL for a piece of content makes it easier for your users to interact with, share, and link to your content, and a single URL for the content helps Googles algorithms assign the indexing properties for the content.

-Google

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Benefit #4: Responsive design calls for better usability

One of the best parts of having a website that is optimized for mobile is LWDOORZVIRUEHWWHUXVDELOLW\RQHDFKGHYLFHVRPHRQHLVXVLQJ$ORQJZLWK

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had to zoom in and out, left and right, DQGFRQVWDQWO\WU\WRVHDUFKIRUWKH

information.

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but the responsive design positions FRQWHQWGLIIHUHQWO\DOORZLQJYLVLWRUVWR

take in the same information in an easy-

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GENERATING LEADS THROUGH MOBILE MARKETING.

CHAPTER

02

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EWgFMPcWPbS^a8R]RaMcW]U>RMQbThrough Mobile Marketing

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Try a Simple Text Campaign

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Tactic 1: Employ Progressive Profiling Forms

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right information from your leads at the right times.

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Tactic 2: Create Simple Calls-to-Action

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GENERATE LEADS WITH MOBILE MARKETING19

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Tactic 3: Provide Discounts & Customer Loyalty$QRWKHUZD\WRPHDVXUH\RXUPRELOHSUHVHQFHLVWKURXJKGLVFRXQWVDQG

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and like the Kings page.

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Now that Kings has Pdbc^\Rab\^OWZR]d\ORabcVRhPM]text them additional ^RabM]QQWbP^d]cb

GENERATE LEADS WITH MOBILE MARKETING20

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Tactic 4: Optimize Content for a Mobile Screen

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have a few minutes and are trying to kill time. You may be waiting for the QH[WVXEZD\WRFRPHRUDWWKHGRFWRUVRIFH(LWKHUZD\\RXRQO\KDYH

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start.

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short and tweetable. Do not write for the purpose of writing, but write FRQFLVHO\

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Tactic 5: Make Your Phone Number Clickable

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GENERATE LEADS WITH MOBILE MARKETING22

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Tatic 6: Try a Simple Text Campaign

Stranger Lead Customer

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BEST PRACTICES IN ACTION: UNLOCK MOBILE ROI.

CHAPTER

03

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The Real Problem With Mobile

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simple, straightforward, and easy to measure.

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and online.

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using the mobile website or a mobile app, users VKRXOGEHDEOHWRHDVLO\SXUFKDVHDQLWHP,GHDOO\LW

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2Online - Mobile Apps

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alternatives to mobile websites.

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hotel reservations were booked less than a day before their arrival. They took this information made their mobile app easy for booking rooms on the go.

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optimized Rg_RaWR]PR

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your mobile users by providing them with the information that you want them to have and know they are looking for. Guiding them WRZDUGDSXUFKDVLQJGHFLVLRQWKURXJKPRELOH

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your mobile strategies.

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Assigning Value to Mobile

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into the store.

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started on the mobile app.

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CASE STUDY

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What this means for your business

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Your business may be having trouble measuring the value of your PRELOHSUHVHQFHULJKWQRZEXWDIWHUVRPHFDUHIXOFDOFXODWLQJ\RXFDQ

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7ROHDUQPRUHFKHFNRXW this blog post RQEHVWSUDFWLFHVIRUVXFFHHGLQJwith mobile from the Google blog.

CONCLUSION:

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Part content system, part personalization engine. HubSpots COS PZ[OLYZ[PU[LNYH[LK^LIZP[LISVNHUKSHUKPUNWHNLZ`Z[LT[VILVW[PTPaLKMVYTVIPSLYPNO[V\[VM[OLIV_-\SS`PU[LNYH[LK^P[OL]LY`THYRL[PUNJOHUULSP[HKHW[Z[VLHJO]PL^LYZ\UPX\LJVU[L_[

DELIVER THE MOST PERSONAL WEB EXPERIENCE POSSIBLE. NO MATTER THE DEVICE.

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How-to-Generate-Leads-with-Mobile-Marketing (cover)How-to-Generate-Leads-with-Mobile-Marketing