There are many components that come together to create an effective SMS marketing campaign. However, it is easy to put them into three main categories: reach, results, and repeatability.
|Reach||The size of your pool of potential customers.|
|Results||The effectiveness of any campaign.|
|Repeatability||Ability to reach the same results over and over again.|
These three R's come together to create a solid foundation on which to build your entire campaign. By focusing on these three elements and their various associated ones, you will be able to institute a strong campaign that brings you the returns you want.
TV ads have a wide reach. SMS marketing increases their efficacy.
With any marketing tool, the reach plays an important component. This is the number of people you will hit with any particular advertisement or marketing effort. For some mediums, this number can be quite large. For example, when you run an ad on TV or post a billboard, then you will reach a wide number of consumers. It is important to remember that your reach does not always include the quality of potential leads.
For example, broad advertisements like billboards and TV and radio spots have a high number of viewers, thereby they have a wide reach and pool of potential customers. However, many people who view these ads are not highly engaged. This reduces the percentage of potential leads you receive from the ad, reducing the return on investment.
This is, in large part, because there is no real target towards a particular demographic, niche, or otherwise interested audience. Targeted ads online and on social media networks can have a wide reach while also being more effective because they hit more interested parties. This can lead to more people engaging with your customers.
Therefore, when you consider the reach of a particular marketing campaign, it is important to consider not just the number of people who will see it, but the percentage that are viable leads. It is also important to consider ways to increase the efficacy of an ad that does have a wide reach, such as a billboard or TV spot.
When you add in SMS marketing, you have the potential to greatly increase the number reached through these ads. This is because you can use texting as a call to action on these ads. Then, people who are interested have something they can do to engage with your company, increasing the impact of the ad.
SMS marketing also has its own reach in two different ways:
- People who see the promotion
- Subscribers of your program
When you first implement an SMS marketing campaign, it is important to promote it to engage a wide audience of potential customers. Then, you can amass subscribers who you regularly text. This helps to convert potential leads into customers, and one-time customers into regular ones, ultimately creating more loyal customers. Therefore, your texting campaign will have a reach that equals the number of subscribers. However, you also have the potential to widen the reach through promoting your campaign through different channels and/or adding it as a call to action on your current campaigns.
Your team can review your analytics to see the results of the campaign.
Another important component of any SMS marketing campaign is the results. There are many metrics you might utilize to determine the results of your campaign, including:
- Opt-in rate
- Opt-out rate
- Conversion rate
- Click through rate
- Redemption rate
These numbers give you insight into the results of your campaign. However, there is much more that can be combined to determine if something got you the results you wanted.
First, you have to have an objective or goal in mind. This is not just for your overall campaign, but each message sent out should have some type of meaning behind it. This might include:
- Gain subscribers
- Boost sales
- Promote a new product
- Increase awareness of your business
- Engage with customers
The objective of your message will determine which metrics to closely review. Then, you can determine whether or not you reached your goals.
It is also important to compare each message with previous messages to see if you are gaining traction in your campaign. This also informs you whether or not a particular message type was effective. Additional information you might glean from reviewing your data include:
- It was sent at the right time
- It was sent on the right day of the week
- You are using the right frequency of messages
- The coupon type was desirable
- The content was valuable
With this information, you can continue to change your program so that it becomes more effective and provides better results. By routinely checking your analytics and comparing it, you also get an idea of how your program is moving, including whether you are continuing to see growth or if you have reached a plateau.
When you see that you are not getting the results you want, then it is time to find ways to create messages that resonate stronger with your followers. You ultimately want something that is of value that motivates them to take the intended action. Places that can be tweaked to increase your results include:
- Word choice
- Coupon selection
- Personalization and targeted audience
- Call to action
Each of these elements takes your program to the next level. By reviewing the content and word choice, you can determine whether or not it was something that evoked emotion and motivated your consumers to take action. Perhaps you used a coupon that did not seem enticing enough to take advantage of it. You might also have used a coupon or deal that you used on another channel or a previous text message. This could make people bored with the program or simply unmotivated to take action right away.
You also want to ensure each message includes:
It is important to continue to provide unique and exclusive content of value that motivates the customer to take the action desired. It should resonate with your customer and be relevant to them. One of the best ways to do this is to create personalized, targeted messages based on people's demographics, shopping patterns and other data you have.
Can you continue to have the same results with each message?
The final R of effective SMS marketing is repeatability. This means you can continue to get the same results over and over again. However, it does not mean that you are simply sending out the same content and expecting to have the same return. It is about building a strong foundation so that your program works as expected.
There are a few key elements of a strong foundation for your SMS marketing program:
- Clear objective or purpose
- Target audience
- Cohesive brand voice
- Difference or uniqueness
- Value and relevancy
- Plan of action
When you develop your SMS marketing program, it is essential that you create some framework for each element of your program. This should be something that spells out your strategy for the overall program and each individual text so that anyone could come in and develop a text that adheres to your campaign. You probably developed something like this for your other advertising campaigns, such as content marketing guidelines that detailed the best practices for writing your blog and website content. Your texting guidelines should include:
- The best practices
- Target audience(s)
- Brand voice
- Most relevant coupons
- General template for your messages
You might find that you have other elements you wish to include in your guidelines to help you and your team continually develop messages that create a cohesive and strong campaign.
By having a foundation in place, it is easy to develop messages that repeat your success without actually just sending the same exact message every time. You will have rules to follow that will help you to achieve repeatability. You might find that it is easy to create multiple messages off of a simple template that covers what you need. This might be something like:
- Attention grabbing statement
- Deal or coupon details
- Expiration date
- Call to action
With an example text following this template being:
"Don't miss out on the best deals of the season. Click here to get an extra 20 percent off clearance items. Act now before it expires on [date]."
Reach. Results. Repeatability. These three R's of effective SMS marketing come together to ensure that you have a strong campaign that will build your business and help you reach not just the goals of your campaign but also your general business goals. Although there are many components to pay attention to, by focusing on these three R's, you will have a solid start to building a strong campaign.
Do you have your foundation built and are ready to start? Sign up for free and kick off your first campaign.