It’s smart to reach your small business customers with mobile technology. Mobile marketing is ideal for small businesses with small budgets.

But reaching out to your customers on their mobile devices can have further reaching effects that you might not realize.

Your mobile subscribers are a dynamic bunch; ever-changing, ever-growing and ever-diminishing in numbers.

The more you can find out about your customers, the better chance you’ll have of retaining more mobile subscribers than losing them. Being able to cater to your customers’ mobile needs – perhaps even before they know what they are – is key to locking onto their loyalty.

As the following article looks at, here are 4 strategies for getting to know your customers with mobile:

  1. Move up To Outsourcing

Your admin assistant has enough to do already; she shouldn’t be asked to manage your mobile marketing campaign on top of everything else. She may be willing, but there are professionals available whose sole job is to make your mobile marketing campaign their top priority.

There’s a lot more to strategic mobile marketing than putting two thumbs together and pressing “send.”

As soon as you have the budget, outsource your entire mobile marketing process to an SMS professional strategist. You’ll be amazed at the result, and even more surprised at how affordable this service can be. Many services charge by the text, or via a monthly subscription rate.

Either way, you win (and your administrative assistant can get back to keeping your business on track behind the scenes).

  1. Use The Good Data You’re Given

Many SMS services collect juicy data on your mobile subscriber’s habits.

The data is anonymous of course, but you can use the information to figure out what makes your subscribers tick.

You’ll have access to data like:

  • How long did your subscribers wait before they opened your message?
  • Did your recipients click on your links?
  • Which links your recipients clicked on?
  • How long did they stay on the linked site?
  • Did they engage with the linked site?
  • … And much more

The data is there, but it’s not much good unless you extract it and analyze it.

Use the good data you’re given to flesh out your mobile subscribers’ profiles (in an anonymous way).

  1. Put the Data in a Dashboard

A dashboard is a way for you to get an overall view of what’s going on in your company.

You can put all sorts of information in a dashboard, but for our purposes, you’ll want to upload your big data from your SMS service provider’s records.

You’ll be able to see at a glance the percentages and statistics relating to each of your SMS campaigns. You’ll also be able to see which ones failed miserably, and which underdogs were a raging hit with your mobile subscribers.

The dashboard will put an end to your “shot in the dark, close your eyes and hope for the best” mentality about your mobile campaigns.

  1. Tweak and Be Flexible

Once you have the data in front of you, be willing to tweak and be flexible.

It can be hard to admit when you’re wrong, but you can’t argue with the data. Don’t get so attached to one form of mobile marketing that you aren’t willing to adjust it according to your subscribers’ needs. Don’t let the media tell you what you should be giving your customers.

The data will show you how your subscribers want their SMS messaging, and that’s what you should be paying attention to. Change it as needed.

Your mobile marketing campaign can be laser-focused and deliberate when you take the time to get to know your mobile subscribers’ habits.

These four tips should help get you and your small business on your way.

About the Author: Kate Supino writes about trending marketing strategies using the latest technology.