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April 14, 2014

Six tips to maximize your mobile marketing

If you place a priority on marketing, you’ve probably thought about taking advantage of smartphone technology. And it’s very much worth considering: Ninety percent of American adults have a cell phone, and half of those have a smartphone that delivers email, text and Internet in addition to voice communication.

Mobile marketing can help you connect with existing customers, reconnect with former ones and develop new ones. But like any other medium, it has its own set of parameters, advantages and limitations. So how can health insurance professionals leverage this new technology? Mobile should integrate with an existing marketing and communication plan. Consider these tips:

  • Define your goals: Know specifically what you want the medium to help you accomplish. Increase sales? Build brand awareness? Drive traffic to your website or your physical location? Mobile can help with all those, but not at the same time.
  • Build an app: When clients and prospects download and install it, they’re giving you free real estate on their devices. Make sure it’s easy to use and provides services your clients and prospects want.
  • Offer an incentive: Give a reward for installing or using your app. Consider offering the basic app for free and charging for a more robust version. Or a discount on selected services.
  • Adapt the message to the medium: No one wants to read long narratives on a tiny screen. So keep it short and to-the-point. Avoid fancy HTML images that take a long time to load.
  • Optimize your landing page: Smartphone users are often in quick-decision mode and don’t want to consider their options at length. So optimize the mobile version of your website’s landing page to capitalize on this mentality. That means easy and minimal reading without enlarging the text, and large, simple action buttons. Like the one that says “buy.”
  • Make it easy to opt out: Some users want to hear about what you’re selling, but not on their smartphones. By offering an easy way to opt out, you show respect for the user’s time and can still reach the person through other channels.

By integrating mobile technology into your existing marketing plan, you can open a whole new channel and connect more efficiently.  


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