February 22, 2013

What We've Been Reading: Going Mobile

Marketing Charts: Texting - Done Right - Linked to Significantly Higher Lead Conversion Rates - Can a text message be used in sales? The initial reaction to that is probably no. However, it can be done, according to a Leads360 study -- with a caveat. That caveat is that it has to be done right, which is the caveat for just about anything. For this to work, the text message would have to be sent following phone contact. It's an interesting way of following up, but it looks like works.
So how many texts should be sent? While noting that few prospects were sent more than 3 text messages post-contact, the study shows that those leads converted at a 328% higher rate than the average, suggesting that prospects are accepting of multiple texts if the situation calls for them. (Those sent a single text message converted at a 89% above-average rate, while those sent 2 messages converted at a 74% higher rate.)

The researchers note that texting represents "an incredible growth opportunity for sales organizations," with less than 1% of contacted prospects being sent text messages after phone contact.

Marketing Tech Blog: Infographic: The State of Mobile Content Marketing - The state of internet marketing has been a hot-button issue as of late. With the rise of mobile's influence, things are being shaken up in ways that haven't been previously seen. With the market penetration of smartphones, and soon tablets, mobile marketing makes sense. Check out the infographic. There are a ton of good tidbits, such as 97 percent of 18-29-year olds send and receive text messaging, opening up a ton of opportunities for SMS followups.