Millions rely on mobile devices to communicate and handle all of their computing needs. Customers can receive text promotions, and all a consumer has to do is show that text in exchange for a discount. In fact, in our local Office Depot, all I have to do is show a competitor’s ad on my smartphone and they honor the price of the advertisement if it’s lower than theirs. Much business and many exchanges occur through mobile formats, and that trend will only grow. Mobile exchanges just like any exchange, if done poorly, can steer someone away from our brand.
5 things to remember that leave a positive first impression for your brand:
Personalized mobile experience – many are sending their customers, prospects or team members messages via mobile. Yet, not everyone is at the same level of mobile interaction. Before adding someone to your mobile blast list, be sure you have permission to do so. Nothing will take away from your brand faster than you sending a text message to someone who doesn’t normally text or who has a limited texting plan, thus every text you send to them is costing them money.
SMS etiquette – some people are very private when it comes to their mobile phones. Not everyone is open to receiving texts, and sometimes reserve messaging like that to close family members who need to alert them about emergencies or personal events. Be sure to place your messaging and even promotional events on different platforms, and ask your audience to sign up and get free notifications when you have something new coming up.
Short and sweet – text messages are supposed to be short and sweet. It gets annoying when you hear 3-4 beeps on your phone only to find out that someone has written a short book in their text message. I’ve seen multi-part messages come in out of order leaving the receiver with the “job” to decipher in which order the texts are meant to be read. Some see the volume of texts coming in and the just proceed in deleting your message. If you’re reaching out to someone through text message, consider making it short and sweet, something precise and to the point. Make use of the 160 characters that you are allowed. That’s the challenge, to come up with something creative and engaging in 160 characters.
Check the links you’re sending to them – If you’re sending a link to something you want someone to see, make sure the site is mobile enabled and they’re not left with swiping for eternity to see a huge site on a little screen. Just doing this type of research up front leaves a great impression!
Refrain from text abbreviations – be careful about what you text, how you text, and the timing of your text. Whatever you say or the tone that you use in your message will reflect on your brand. People might not understand you when you try to cheat your words by abbreviating so that the meaning that they receive is totally different from your intent.
Mobile is another extension of our brand. It’s a great tool for direct sellers to keep in contact with customer s and team members by really sharing some very timely and helpful information. Yet, like anything else it has to be done right.
Have you seen other major mobile mistakes that others have made?
Maria Elena Duron, is managing editor of the Personal Branding Blog, CEO (chief engagement officer) of buzz2bucks.com – a word of mouth marketing firm and Director of Client Communities of Momentum Factor-focused on the direct selling industry. She helps create connection, credibility, community and cha-ching through mobile marketing and social commerce around your brand. She is co-founder of #brandchat – a weekly Twitter chat focused on every aspect of branding.