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Issue 16
Sunday, September 18, 2011

Letter from the Editor

Welcome back to the latest issue of the Shoestring Entrepreneur Newsletter!.

Mobile marketing is growing at a rapid rate. So much so that whether your business should be using mobile or not isn't even a question any more. Mobile is hear to stay and many believe it's the future of marketing.

In this week's newsletter, I'll share an article titled "Making Sense of Mobile Marketing." In it will look at two ways to capitalize on the mobile marketing trend.

This article is for anyone thinking of using mobile in their business or if you're a consultant and wish to sell mobile to other businesses.

To your success,
Brian Carson

Making Sense of Mobile Marketing

by Brian Carson

It’s a fact... everyone has a mobile phone today. Not only that, but most people can’t live comfortably without them. Studies show that most mobile device users keep their phones within arm’s reach over 90 percent of waking hours

Did you know that there are approximately 4 BILLION mobile subscribers across the world?

Approximately 30% of U.S. mobile phone users have a smartphone and that number is expected to grow to approximately 43% by 2015 according to eMarketer.

Not only that, but Americans are spending an average of three hours per day on the Internet from their mobile devices.

Are you starting to see WHY Mobile Marketing is one of the most powerful ways to connect with your local prospects and customers?

Mobilizing your business is no longer an option - it’s MANDATORY.

By 2014, analysts predict that more people will access the internet from their mobile devices than from their PC desktops!

So how does your business stay ahead of the curve and capitalize on this effective, cutting-edge marketing method?

Mobile marketing covers many different types of marketing techniques and strategies that help businesses increase profits and ROI.  

The two most aspects of mobile marketing today are: mobile-friendly websites and SMS text message marketing.

Let’s take a closer look at each of these...


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Mobile-Friendly Websites

Did you know that ½ of all Internet searches for LOCAL products and services are performed from mobile devices?

Imagine your potential customers whipping out their cell phones to look for your type of product or service while “on the go”...

Yes! They found YOUR business’s website, but once they get to your website, they can’t find your phone number... or your directions... or your menu/services...

Of course, that information is probably on your website, but if it is not “mobile-friendly,” it will not be clearly visible to mobile users.

Because of this, visitors will quickly leave your website. Why would they stay? They can’t navigate your site to find what they need, so they move on to their competitors.

Studies show that more than 20% of local business searches are performed from mobile devices. That’s potentially 20% of business that YOU could be missing out on!

No matter what business niche you are in, times are tough these days when it comes to getting more customers and sales. So you cannot afford to miss out on ANY business.

One simple way to prevent this is by having a mobile-friendly website for your business.

Traditional websites are built to be viewed on a computer screen instead of a small mobile phone screen. So viewing a traditional website that has not been “mobilized” on a mobile phone is almost impossible.  

Not to mention that they take forever to load! In fact, most “non-mobilized” websites don’t even load at all on mobile devices.

Mobile-friendly websites simply make it convenient for your customers and potential customers to connect with you. As a business owner, your main goal is to remove all obstacles when it comes to your business’s “visibility.”

With mobile-friendly websites, “on the go” visitors can easily find and contact your business with one-click calling, one-click email, and instant directions. Again, this removes those “extra steps” that may be otherwise needed to contact your business.

SMS Text Message Marketing

I’m sure you won’t find this surprising... but, studies show that most people today actually prefer to use their mobile devices to send text messages than to make phone calls.

Text messaging is at an all-time high because it’s quick, convenient, and effective. People can communicate with others in an “non-interrupting” manner.  

The other party can respond to the message at their convenience. Both parties know that they can simply send a quick message back and forth and have a full conversation.

The same applies to business communications and connecting with local consumers.

SMS text marketing has shown to be successful in most business models and has been utilized most for coupons, retail, promotions, education, communication, and appointment setting.

In fact, 73% of consumers would like to receive special offers on their mobile devices – but they are not getting them.

Studies show that offers made via SMS text marketing has consistently gotten response rates up to 20% - that’s 10 times more than traditional advertising methods such as email, direct mail, and newspaper ads which usually get around a 2%-3% response rate.

Once you build a loyal list of mobile subscribers, you can start building a relationship and promoting to them on a regular basis.

The outcome? An affordable, fast, and easy way to connect with local customers and prospects that generally results in more customers, sales, and profits.

As new technologies are created, business owners are forced to keep up in order to keep their doors open - especially in these tough economic times.

SMS text message marketing allows you to connect with your target market by sending simple text messages. This is a “permission-based program” that is perfect because your recipients have opted-in to receive your messages - meaning they WANT to receive them.  

Recent studies show that 97% of text messages are read within minutes of receiving them!

How powerful is that? This means that not only is text message marketing easy to do, but it is also extremely effective. No other form of marketing results in this type of deliverability.

SMS text messaging is also highly trackable. It’s very easy to track your campaigns and evaluate metrics to see how well they are performing.   

Again, not many other forms of marketing allow you to track their performance as closely as text message marketing.

SMS text message marketing is low-cost, which is perfect for small businesses. Setting up and running a text message campaign costs just the fraction of other advertising methods such as Yellow page ads and TV ads.

However, the results obtained with text message marketing are generally much higher than traditional methods. This all depends on the type of business you have, what type of promotions you are sending, how well-targeted your mobile list is, and several other factors.

As long as everything is set-up well and you are taking good care of your list, your business can connect with a LOT of local consumers using text message marketing - resulting in higher profits.  

When sending out your text messages, be sure to include the name of your business, a call-to-action, and an opt-out option for best results. Longevity is key in list-building.

So always:  let your subscribers know you are, what you want them to do, and how they can get off of your list if they no longer want to receive messages from you.

Be straightforward and honest in all messages to your subscribers. Your reputation is on the line, so there’s no room for error here.

Remember... people do business with those they KNOW, LIKE, and TRUST.

If you ever display otherwise, your list will slowly dwindle.

Brian Carson

Brian Carson is the president and CEO of the Market Ownership Group. Before founding the Market Ownership Group, a marketing consulting/business coaching company, Brian owned three brick-and-mortar businesses that he ran profitably for over 15 years. Brian sold them off to focus all his attention to the formation of the Market Ownership Group, founded in 2008. Brian has created marketing strategies, done for you marketing materials and given advice in a diverse range of businesses, from restaurants to barber shops to online only businesses to small retail stores, and financial advisors. If you would like to grow your business to new levels of profit and growth, or if you need help starting a business from scratch, email the Market Ownership Group at


The Brian and Lee Show

On this week's episode of THE BRIAN AND LEE SHOW, our guest will be author and entrepreneur Wayne Breitbarth. Wayne is the author of the new book, “The Power Formula for LinkedIn Success”. He’s a Certified Public Accountant who received a BBA from the University of Wisconsin-Whitewater and an MBA from Marquette University. He is an owner of M&M Office Interiors in Pewaukee, Wisconsin.



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