The Dirty Little Secret of Mobile Relevance? Content. Get Our Template for Building a Mobile Messaging Plan
Published on 25 Jul 2016
Does this sound like you? You’ve got a small team, tasked with communicating to various customer segments across multiple channels, including mobile. You keep hearing that customer expectations for targeted and relevant messaging on mobile devices are higher than ever before. You’re the unsung hero of mobile messaging: the content marketer.
Getting the right message to the right person, at the right place, at the right time requires someone to actually write content. You can’t just send out broadcast notifications, or repurpose the same old email campaigns and still be relevant. Mobile messaging includes a whole toolset of ways to communicate: push notifications, interactive notifications, message center and in-app messages.
We’ve created a mobile messaging template spreadsheet to help you get started.
Our mobile messaging spreadsheet helps you begin to identify the value that app users get from your mobile app, the user segmentation you’ll plan for and the content you can use to guide them through the app user lifecycle.
Earn the Download and Opt-In With Your Mobile Value Proposition
The best apps provide value and utility to their users. This “mobile value proposition” is something you should highlight in your app store description, and use as a compelling reason to download the app and opt in to notifications. An easy way to start is by answering this statement; “My mobile app helps users do ______ by offering ______.”
Turn Messaging Into Action
You’ve heard the stat that 70% of app users delete apps within 30 days of download. Many apps don’t take the first step toward retaining users by welcoming and educating them upon first open. Identify the three main actions that would enhance your users’ in-app experience, while providing you with retargeting opportunities.
Identify Content Sources
The 1:1, personal, real-time aspects of mobile make it a different messaging medium than email or print. Messages should be relevant to the user and crafted for quick, scannable moments. You don’t have to start from scratch though. Tweets, local promotions or welcome series content from email might be great sources to borrow content from.
Plan and Target Your Messaging
How do you get the right message, to the right user, at the right time? The right message for the right user requires an understanding of what is relevant to that user. This can be accomplished by messaging users at key points in the mobile user lifecycle, tagging users’ explicit and implicit behaviors, and using built in features like “push to local time.”
Get Started Today
Sign up and receive our spreadsheet tool to start building your mobile messaging content plan, as well as our recorded webinar that takes you through each step of the spreadsheet. We also share best practices learned from content marketing leaders in retail, media, B2B and travel.
If you’d like hands-on help with best practices, benchmarking and building out your mobile strategy, messaging and measurement, our Strategy Team would love to help!