The Customer Journey: Awareness

Perhaps you’re a new brand looking to build an audience. Or you’re an established brand looking to generate new leads. Whatever your goal is, mobile messaging is the best way to create awareness around your brand, generate leads, and move those leads down the sales funnel.

Traditionally, brands have generated awareness using a combination of organic and paid channels, including ads, word of mouth, social media, search, and news sources. Brands will throw out their message to as many people as they can reach, and hope some fraction of those people might be interested.

But the disparate channels make it difficult for marketers to manage, track, and convert on their messaging. Furthermore, brands are talking at people instead of talking with them — meaning they don’t know what prospective customers want, or when they might want it. Add in glaringly low conversion rates and the increasing noise of the global marketplace, and you have yourself a critical marketing predicament.

Take ads. Most online ads end up in the great digital ether, the black hole reserved for overlooked, neglected Internet pages. Even if people do see an ad, or click on it, holding those people’s attention requires cookies, retargeting, and other low-conversion — not to mention tough-to-measure — tactics. And all this work won’t even necessarily pay off: according to the advertising “Law of Seven,” people need to see an ad seven times for it to make any sort of impression at all. No wonder click-through rates on ads are a meager 1%.

Mobile messaging, on the other hand, resonates with people immediately, because they’re actively interacting with your brand. Thus, the impact is much deeper than if they were to passively notice an ad. Through mobile native channels such as SMS and Facebook Messenger, you can continually re-message customers and sell to them throughout their journey, at a fraction of the cost of traditional advertising or retargeting. And engaging people in conversation works. Just look at the numbers: messaging boasts 40% engagement rates and 10% conversion rates.

And it’s not just ads. Social media, for all it was touted as the savior of organic marketing, is just as disparate, oversaturated, and hard to measure. And email (while still a marketing staple) is most often headed straight for junk—80% of the time, in fact.

In other words, it’s tough to capture people’s attention, even tougher to keep their attention, and nearly impossible to track how that attention leads to sales.

Not so with mobile messaging. When people click on an ad, a QR code, a link, or any other avenue into a mobile conversation, they’re automatically guided into a direct, two-way conversation with your brand. Given that mobile messaging boasts 85% open rates, it’s likely that people will opt into a conversation with you — which opens them up to being messaged anytime.

That means there’s no need to trail people around the Internet in the hopes of luring them to a website. Mobile messaging makes converting people into leads more efficient and less time consuming. It’ll also save you money, because you won’t need follow-up ads. You can re-message people at any time with well-timed promotions, product recommendations, cart abandonment messages, and more.

And this isn’t limited to ads. There are multiple organic tactics to guide someone into a mobile conversations — QR codes, social ads, links, widgets, “message us” buttons, among others — all of which lead to a direct, continuous conversation between brand and customer. Once you’ve initiated the conversation, the possibilities for messaging people are limitless.

Mobile messaging gives you access to a massive potential audience: there are more than 2 billion users across all mobile messaging apps, and over 1 billion messages exchanged with businesses and brands each month. With a well-deployed mobile messaging strategy, those 1+ billion users could become your customers. But in order to convert those users, you need to be continually messaging people at every stage of the customer journey.

Stay tuned for the next part in our series: consideration!

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