Avionics News April 2016 - 74

BUSINESS BASICS

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it worth investing in trying to do it right?
Yes, according to Kristen Vanstrom,
director of content management at textmessage marketing company Slicktext.
com. Still, she suggests taking it step by
step, making it a fraction of your marketing budget, and focusing on what works
for your avionics shop.
Recasting a Web
Consider how you can make your
Web presence mobile-ready. This
requires some consideration of your
design and content, as well as the methods you offer customers to contact you.
According to just about everyone
with an opinion suggests that the first
step of your mobile marketing plan is
to make Google happy and create a
mobile-friendly website for both smartphones and tablets. When customers
visit you from their dentist's office,
they expect a pleasant diversion. These
options will offer a trimmed-down experience, with content sized for the smaller

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april

2016

screen and broadband download. If it's
simply a responsive version, it's basically your existing site, only scaled up
to appear on a mobile screen. If it's
dynamic, it may have content unique
to mobile visitors. Choosing one or the
other depends on what you want customers to do when they come to your
site, as well as what they need - such as
a click-to-call phone number or click-toemail, click for directions, review brand
and services offerings, video testimonials or advice, download eBooks, and so
forth. It also depends on how much you
want to pay to create a second site so
that can happen.
In either case, remember this is
mobile; visitors need to find that information quickly, without having to search
through several pages on a website. You
also want to adjust the size of the text
and the resolution of images for these
screens, so users don't have to zoom
and shift the page or wait for the site to
load. Put extra focus on headlines and
the first few lines of content, too; mobile
shoppers often browse, and may not read
further.
The advantage of a mobile-specific
site is you can scale down the content
to reflect the equally scaled-down real
estate of a tiny screen. Think about
(and perhaps research) what a first-time
visitor, who's in an early stage of buying, would need to know while they're
on the go, and prioritize what appears,
according to Paul Cho, managing director of Headway Capital. This isn't the
place for a full "online brochure" site -
they'll probably visit that later at home
- nor is it the time for a lengthy sign-up
form. Use copy and calls to action that
are succinct and clear so that customers
know what next step to take to move
them along. In all cases, make the contact section of your mobile site prominent so it's as simple to contact you as
possible. Ensure that you're ready to
respond to these queries, particularly
if you're asking prospects to auto-dial
your phone number.

As in all cases, measure and review
your results. That goes double if you
expand your mobile marketing to other
opportunities. Review Google Analytics
to track user behavior, as well as any
other analytical insight. If something
doesn't work, try something else. If it
does, go at it harder.
Keep in contact
If you're ready to try something more,
mobile offers several options to add to
the mix. Each of these take advantage
of the technology in ways that many
early-adopting businesses have found
rewarding.
1. Email. More than half of all
emails are opened on a mobile device
these days, according to Experian, and
a survey by Eleventy Group indicated
nearly 70 percent of customers prefer
to hear from a business via email. It's
important, then, to cultivate a solid list by
offering white papers, eBooks and other
downloadables that you can trade for the
contact. Send offers, updates and other
actionable content to your customers; just
keep it short and to the point and use a
simple design and call to action, according to Chris Marentis, CEO of Surefire
Social. And when an email link sends
them to your website, make sure it's the
one that's optimized for these devices.
2. Text. According to research, more
than 90 percent of text messages are
opened and read - and most within an
hour of delivery. Of course, customers
have to opt in by providing you with
their phone numbers (and you have
to provide a way to opt-out of further
texts), but when they sign up, it indicates they're motivated to interact with
you. Communicate useful information,
such as appointment and maintenance
reminders or notifications that new
products are available. Use it, too, to
engage in sales conversations, or to
address customer-service issues, or just
follow-up after a delivery, according to
Cho. If that works, consider using it for
marketing, such as insider offers and


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Table of Contents for the Digital Edition of Avionics News April 2016

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Avionics News April 2016 - Intro
Avionics News April 2016 - Cover1
Avionics News April 2016 - Cover2
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