Now that mobile has taken over as the main screen, mobile marketing has grown tremendously. One facet of mobile marketing is done through the mobile wallet. When it comes to mobile wallet marketing, the options on how to promote mobile wallet content are nearly endless. Here’s a list of different ways to promote and share your mobile wallet content online & offline.
Website Homepage
Adding mobile wallet content to your website homepage is one of the simplest ways to promote it. By either placing an “Add to Wallet” button or a QR code, a visitor can easily and quickly add your mobile wallet content to their mobile wallet. The other great part is that it will expose your offer to people who may not have otherwise seen the offer. Website homepages are a great place to start when it comes to promoting your mobile wallet content.
Best Practices for Promoting on your Website:
- Make sure the offer can be easily seen
- Have a clear call to action such as ‘Scan this QR code to download this offer’
- Share the benefits of why they should download this coupon – they need to be incentivized
- Create an engaging image that can include the offer or what the pass looks like
- Include both a link and a QR code so that both desktop and mobile users can easily add the offer to their mobile wallet
Online Advertising
Online banner ads can also be an easy and effective way to promote your mobile wallet offers. By effectively targeting the right groups of people, you can place your offer in front of those who would need it the most. This will not only enhance brand exposure but establish the basis of the relationship with that consumer.
Best Practices for Online Advertising:
- Make sure the offer stands out and that it’s clear you are offering mobile wallet content
- Be direct and tell users to ‘Click here to download your this offer’
- Include an engaging image that entices customers to take action
- Run an A/B test to see which image and copy combination works best
Social Channels
Social channels, such as Facebook and Twitter, are also an extremely easy place to begin promoting your content. By sharing your mobile wallet offer to people who are already familiar and interested in your business, you are nearly guaranteed to get results.
Best Practices for Promoting through Social Media:
- Have a clear call to action such as ‘Scan this QR code to download this offer’
- Give instructions in case customers don’t know how to save the offer (i.e. Click ‘Add’ to add this coupon to Apple Wallet.)
- Share the benefits of why they should download this coupon – they need to be incentivized
- Create an engaging image that can include the offer or what the pass looks like
- Include both a link and a QR code so that both desktop and mobile users can easily add the offer to their mobile wallet
Email Campaigns
Email campaigns allow you to target different segments of your audience who you think would be most interested in your offer. You can also cater the message to each different segment so that you can increase your offers download rate. Emails are also a good place to start your promotion because it can give you a good sense of what messages are converting vs which ones are not.
Best Practices for Promoting through Email Campaigns:
- Have a clear call to action such as ‘Click here to save this offer to your mobile wallet’
- Share the benefits of why they should download this offer – subscribers need to be incentivized
- To help educate customers, add a link to a page that shows them instructions/steps on how to add content to their wallet (i.e. for iOS and Android users)
- Include the ‘Add to Apple Wallet’ image badge or the ‘Add to Google Pay’ or ‘Add to WeChat’ image in the email and add a hyperlink with the pass URL
SMS Campaigns
SMS campaigns offer you a direct line to your consumers and an extremely easy way for them to add the offer to their mobile wallet. Simply place the pass URL in the SMS to allow for easy activation and installation of the offer right into their mobile wallet. Extremely simple and effective.
Best practices for promoting through SMS campaigns.
- Get permission from each of your customers to send them texts (must be opt-in)
- Do not appear spammy
- Create enough value for the customer to appreciate the text message
- If you have defined segments, personalize the texts as much as possible
- Be clear that when they click the pass URL they will be able to add this offer to their mobile wallet
Mobile App banner ads
Mobile app banner ads can be extremely effective because users simply have to click the ad to place the offer in their mobile wallet.
Best Practices for promotion through mobile app banner ads:
- Allow the ad to go directly to the mobile wallet content webpage
- Make the offer clear and concise and make it easy to add
In-Store
In-store promotion is different than the rest but equally important. In-store promotion is most likely going to be done through a QR code on some type of print ad, poster, or tent card that is placed around the store. This ad should emphasize the offer and be placed at locations around the store where the offer is most relevant.
Best Practices for Promoting In-store:
- Place promotional signs throughout the store and near items that are relevant to your offer
- Include the QR code for customers to instantly scan to add the offer to their mobile wallet
- Include a URL as another option
- Have a clear call to action on the signage such as ‘Click here to save this offer to your mobile wallet’
- Train employees on how to to add and use mobile wallet content across iOS and Android
QR Codes on Receipts
QR codes on receipts is simply another point of contact that a consumer has with your brand and your offer. This will encourage and entice a customer to come back and visit again. Be sure to have your staff point out the offer on the receipt and encourage the customer to add the offer to their mobile wallet.
Best Practices for using QR code on receipts:
- Make the offer clear and concise
- Train cashiers to mention offer
Staff Engagement
One of the most important steps to take is to train your staff to promote your mobile wallet content. They should encourage each and every customer they come in contact with to download the offer. They should also be able to answer any question someone might have about the offer. Staff engagement is one of the most effective promotion tools that you can use.
Best Practices for using staff engagement:
Make sure staff are well trained on how to use mobile wallets, including how to add it to mobile wallet apps on iOS and Android.
- Staff should let customers know that they can add a mobile wallet offer / loyalty card / content to their mobile wallet
- Staff should also be able to explain the clear benefits of this offer to their customers
In-Store Wi-Fi
Another way to promote is through your in-store Wi-Fi. You can program your Wi-Fi so that is automatically brings anyone who signs on to your website’s homepage, which has discussed earlier will feature your offer on it. You could also program your website to feature a popup that displays the offer. Insuring that more people see the offer.
Best Practices for using in-store Wi-Fi:
- Make sure the offer can be easily seen
- Have a clear call to action such as ‘Download this offer’
- Share the benefits of why they should download this coupon – they need to be incentivized
- Create an engaging image that can include the offer or what the pass looks like
WeChat Shake
For businesses, WeChat Shake should be one of the first places you promote your offer. This allows any WeChat user within the vicinity of your beacons to receive your offer. This taps your business into a network of hundreds of millions of people. Learn more about WeChat Shake here.
Best Practices for using WeChat Shake:
- Make sure your beacons are broadcasting everywhere near your location
- Have an engaging offer that will create value for the users
- Advertise throughout your store that your business is on WeChat
Eddystone and the Physical Web
Another promotion option is to use Eddystone and the Physical Web. The Physical Web allows users to receive a URL to the mobile wallet content directly in their Physical Web browsers. Take a look at the video below to see how to set it up and what the best practices are to make it most effective.
Want these best practices as an infographic? Click to download.
Have any other ways you promote your mobile wallet content? Let me know in the comments below!
