Mobile wallets to become a more productive (and more profitable) online coach by leveraging mobile to engage with your prospects.
One of our more popular podcasts of Mobile Wallet Marketing Made Easy is episode 18 we discussed online coaching that works with mobile wallets, so much so that we decided on to take an expanded look at how using mobile wallets to leverage other peoples technology can help you expand your online coaching business and become more profitable.
The scope and breadth of mobile wallets for marketing is unparalleled by any other product that is reasonably priced and there’s nothing easier to deploy and maintain.
I recently looked over our coaching accounts, to see what kind of reach they were getting, along with checking on the amount of interaction that’s happening with them. The results are favorable. The stats show that pass stays on a mobile device when moving fluidity from one ad campaign to the next.
The overall stats on the lifetime average of a mobile wallet pass in a phone, I’ll use iPhone for instance, is roughly 90% of passes stay in the wallets, well after their typical “expiration”. When I use that term, I am including passes that were installed for things like boarding a plane or attending an event with a mobile wallet ticket.
This means that an incredible number of people who were interested in what you had to say at any point (specifically referring to coaches here) continue to maintain a connection to you, and that gives you an opportunity to reconnect with them at almost any time.
How does that work?
What do I mean?
Well, it’s really simple, I’ll explain.
If you have a class schedule, mastermind signup event, etc that runs on a cycle – for instance, you run a class schedule that has two “beginner” classes per year, and then you offer upgrades, mastermind, personal and group coaching or other products.
And you get someone who is interested in the class, but didn’t actually sign up to participate (or pay you to do so).
While it’s great that you maybe have their email address, or you can retarget them on Facebook or Adwords, your likelihood of getting in front of them with a repeat pitch is pretty slim.
We all have those ‘blind spots’ where we’ve seen something enough times that we subconsciously ignore it when it presents itself again.
I know that I personally have about ten different “personalities” whose email lists I monitor year round – just in case they happen to be doing something interesting – but 95% of the time, I don’t even read the subject lines, I just delete their emails en masse.
And of course, anyone can ignore an email, we almost train ourselves to do that. I do the mass deletions because I’m a big believer in zero email as a practice – no, seriously, at least twice a day I have 0 unopened emails in my cumulative inboxes, since I either read them and take action or I dump them and move on.
But I am not doing the same thing with lock screen notifications. As a matter of fact, I’ve stopped Twitter, Facebook, Pinterest, etc from sending me lock screen notifications or text notifications because I couldn’t stand seeing (and hearing) 9 million of the stupid things coming in every day. I know we talked about yesterday, how I’ve set all my devices – mobile and laptop – to have a Do Not Disturb on them for noises between 10 pm and 7 am now, mostly because they jingle and jangle all day during the daylight hours and now I restrict the sounds after bedtime to only calls from a very few select number of people (yourself and our sys admin included lol).
So my lock screen notifications become very much more a part of what I’m paying attention to – it’s key that I’ve gotten rid of the “over messengers” types – the ones that just keep banging away at me all the time. Now when I get a lock screen notification, I am way more likely to actually see what it says, and with my zero inbox philosophy, I’m probably going to take action.
I also have a set of podcasts that I listen to on my Android phone using Google Play Music, because they send lock screen notifications to me, I don’t get them from Apple, so I end up spending a lot less time listening to iTunes – and a lot more time deleting iTunes podcasts en masse as well. I mean, nobody likes to see 27 episodes of a podcast stacked up, acting all hurt because you haven’t listened to them.
So let’s get back to coaching, I got way off track there, and talk about a couple of elements besides lock screen notifications that are brilliantly executed with mobile wallet passes, so much so that the average email blast or SMS broadcast cannot touch them.
We’ve got coaches who are very well organized and super good at segmenting their user installs based on interest level and type, and then they run specific marketing campaigns to those segments. There’s no point in trying to push a small group class at premium prices on someone who hasn’t even signed up for your basic course, that’s a waste of time, resources and frankly it’s throwing your prospect out the window of a 15 story building since they are not connecting with your content or your offer.
So our organized people, they are running multiple campaigns across multiple passes that are targeted and segmented, and as they are moving people through their funnel, they are asking them to add new passes, and if they have people who are paying customers, signed up in the program, they are even going so far as to ask them to delete an old pass, since it’s sending them a marketing message that isn’t what they want to see. Do people do the deletes when the coaches request it? An amazing number of them do, and that’s a good thing, since the last thing you want is to have people turn a blind eye to your messaging – then you’re not interacting, you’re not really reaching out, you’re just wasting efforts again and that is so not good.
The other thing that the “with it” coaches are excelling at – that’s content changeup. If there’s a demographic that was interested but didn’t bite on the course, and the course is closed, with a decent interval before it goes into the marketing phase again, then just having that pass sitting idle in someone’s phone for the entire gap between start dates, it’s kind of silly.
Why not turn that into something entirely different?
Do you cross promote with another coach or someone with a mastermind? Do you share traffic or push cross traffic with another program?
You can literally turn the pass into a marketing and lead magnet for this other program in like, 5 minutes, tops. It’s filling in a few forms and hitting the submit button, then approving the changes.
You would think the phone owner would be confused by all, maybe? Nope, not at all. They almost never realize the content was switched up and they’re being remarketed for another program, another product, etc. And they still don’t delete, if you keep the lock screen notifications to a reasonable number and don’t bug the daylights out of them.
Now I know there are a group of marketers out there who fully believe that blasting the daylights out of everyone who has ever signed up for any lead magnet is the way to run a business- it works – I know a day does not go by that I don’t see an email from them, and sometimes multiple emails. I don’t unsubscribe since I’m nosy and I want to see what marketers are doing, but come on guys, it can’t seriously be that effective? I understand set it and forget in your drip email campaign software, but when do you look at cumulative stats and decide that a person who hasn’t opened one of your emails in 6 months or more is probably in need of a different tactic.
Let’s think about it like this: you spend so much time crafting the message, and so much more time trying to get leads, that often you maybe forget that there’s more to life than just lead generation and email blasts.
Especially if you can be much more efficient with much less time and effort – and money – while forging a real connection with people via mobile… which is where all the action is these days.
The back of the pass is like a little content hub – your own personal omni-channel marketing hub. Take all of your content links, and put them in one place. Ok, maybe not all of them but a good variety of your social links, your top performing video marketing, a link to your podcast, contact information, and other CTAs.
Then gently remind your prospects via lock screen notification that you’ve got something new going on – whether it’s a public appearance that you’re inviting them to attend, new content, updated class materials, whatever, it can be anything.