Mobile Marketing for Your Small Business

Social Media 4 Small BizWe continue our Social Media for Small Business series with Kim Dushinski.

Kim is the President of Mobile Marketing Profits, a marketing firm that provides mobile marketing training and consulting services to marketing professionals and entrepreneurs. She's also the author of the best-selling book, The Mobile Marketing Handbook: A Step by Step Guide to Creating Dynamic Mobile Marketing Campaigns. Kim has also been named one of the Mobile Women to Note in 2010 by Mobile Marketer.

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Mary-Lynn FosterKim, the mobile market keeps growing at alarming rates, and many small businesses are getting left behind. Where does a small business begin?

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Kim DushinskiYou are right, it's all happening so fast. Small businesses have an advantage over larger ones because they can jump in quite easily without having to go through compliance, committees, etc. One of the things that I think is great for local businesses is mobile couponing. Coupons in general are really hot right now. In this economy, everyone is looking for ways to save money. The redemption rates for regular coupons are really good right now, but the mobile coupon redemption rates are huge, like ten percent!

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Mary-Lynn FosterThis isn't a coupon I have to print off…I just pull it up on my phone and show it to you when I come to your business to redeem it?

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Kim DushinskiYeah, there's a couple of ways the technology can work. It can be a mobile web-based coupon, so a coupon that is placed on your mobile website. If you don't have a mobile website, you can upload your coupon to your Google business listing. This way, when people are searching, your mobile coupon shows up with your map location. In either case, the customer then shows you the mobile coupon on their phone to redeem it.

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George KruegerHow does the cost structure work for this?

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Kim DushinskiIt varies. The mobile coupon through Google that I just mentioned is completely free. You can also go with a text messaging based mobile coupon where you pay a fee to use a text messaging service. They send out the text message for you so you'll pay a monthly fee for the service (anywhere from $10-$49), and then you do pay per message. But it can be very affordable.

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Mary-Lynn FosterIf you did use a service like this, you would promote it in your store, newsletter, etc. and tell you customers to "text us at XXXX" to be opted-in to get our mobile coupons, right?

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Kim DushinskiExactly! You brought up something very important that I mention all the time, anything that you are doing with text messaging is "opt-in". You always want to make sure that people are choosing to be on your list because you are sending messages to their phone, which is a very personal device that people always have with them. Even when sleeping, sometimes! But yeah, it's all about marketing the campaign, getting people to opt-in, and then sending it out.

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George KruegerIt seems like demographics will come into play here, for instance if you are marketing to college kids, this will be more successful than if you are marketing to the elderly.

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Kim DushinskiYou are right, but even the elderly are getting on board. Baby boomers are solid into text messaging, Gen X is very receptive and on down. Teens really use it like water and breathing – they can't live without it. Bottom line, text message marketing is a viable tool for any business.

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Mary-Lynn FosterIt's funny, George has an old phone and his plan doesn't even include text messaging! It's my goal to get him to start communicating via text!

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Kim DushinskiGet a phone with a keyboard that will really help a lot. Being able to use your thumbs to type out on a keyboard really makes it more fun.

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George KruegerYou haven't seen how fat my thumbs are!

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Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00589-052610.mp3

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