When social media first hit its stride, marketers became excited about the potential to interact with customers on a more personal level. Plus, they could increase organic traffic through utilizing the social network of customers. The social component of social media remains one of the main selling points of this marketing channel for businesses. Are there ways to gain a similar social benefit from other marketing channels?
With the right strategy, you can create social engagement with your SMS marketing program.
It is possible to run a texting campaign that creates social engagement for your company. However, this is only done if you do more with your message than simply inform companies or provide offers and deals. These types of messages have value; however, they will rarely lead to the same type of social engagement you can get from social media marketing. If you are looking to add some social engagement to your texting campaign, then focus on the following elements.
Polls and Surveys
One way to engage with customers is to run polls and surveys. This increases interaction with customers and makes them feel like you care about what they have to say. The right poll also gives them a level of connection with the company. For example, send out a poll to name a new menu item or product line based on the one with most votes. When customers see the item they chose implemented, they will feel as though they had a role in making it happen.
Polls and surveys do not need to simply help you to better serve your customers, although that is a significant component of their capabilities. They also can help you to facilitate more social interaction with customers. Occasionally, send out a poll to see what people like and dislike. For example, ask for people's favorite superhero or movie. When big events happen, such as the Oscars or the Super Bowl, get people to vote on who they think will win.
This brings the interaction with your company into a more social arena, something that they might talk about with their friends and family. The interaction is not directly tied to your company, but you ultimately benefit from the engagement and customer experience.
Games and Contests
Create games that get people excited so that they tell their friends.
Another way to implement social interaction with your customers is to run games or contests. This works similarly to polls. It is a way to get people to interact with your company that goes beyond simply shopping at your business or using your services. You can even create a game that ultimately provides them with more information about your goods or services.
For example, ask a multiple-choice question about your business or products. People can text in their answer. Then, you respond with the correct answer and some additional information about the product.
Instead of making the game specifically for your company, you can have an on-going trivia game with customers. You can raise the stakes by offering prizes for those who play. People love playing games, and the positive feelings they get from doing well in your quizzes will ultimately be associated with your brand, helping to increase customer loyalty down the line.
The right games or contests also have the potential to be shared with friends and family members, helping you to gain that organic reach that is so promising with social media marketing.
A texting campaign should never be considered as a one-way communication method. Texting is a two-way channel, and you need to be sure that you utilize it as such. Set up some keywords with automatic responses so that people can easily interact with you for additional information. Additionally, have someone monitor the platform and answer any inquiries. People like to use texting as a way to handle customer service issues.
When you implement two-way texting, be sure to:
- Respond quickly
- Be polite
- Remain professional
Depending on your industry, there might be ways to set up a two-way messaging system that answers customers' question about a wide range of topics not directly associated with your business. For example, if you sell computer goods and electronics, then you could operate a troubleshooting texting campaign that helps customers know when they need to get their computers fixed. If you work in the healthcare industry, then customers can text you about certain complaints to know whether or not they need to visit a doctor.
These additional services might not be as fun as a game or contest, but it does provide interactions with your customers that go a long way to building a relationship based on trust and respect. This, in turn, improves their overall experience with your company, which they will tell to their friends and family members. This raises your word of mouth referrals, the ultimate form of marketing.
Texting a Friend
Speaking of word of mouth referrals, another way that a texting campaign can create social engagement for your company is through texting a friend campaigns. One of the benefits of social media marketing is that customers can easily share with their friends and even tag them in a post. This introduces friends to your company, helping to spread the reach of your company.
A texting campaign has the potential to do a similar action through someone forwarding the text to a friend. Most smartphones have the capability to forward texts from one person to the next. This makes it easy for people to share deals, offers, information, contests and other information with their friends. Provide incentives for doing so, and see your texting campaign grow through social networking.
Add some MMS
Media in text messages is another way to increase engagement and shares.
Another way to interact with customers as a way to engage socially is to send them information that is simply fun for them to receive. This would be the equivalent of memes or pictures on social media. You have the capacity to do something similar with MMS messages. MMS stands for multimedia messaging service. With this, you have the capacity to send things like:
- Short videos
- Audio bits
With the right multimedia message, you have the capacity to create a viral text that goes from person to person. It also provides another way to interact with your customers in a more social way, rather than simply always sending them offers and deals about your business. There is one main downside, however: not every phone can handle MMS messaging, so you might lose some of your customers with these type of messages.
There are many ways to create a social engagement with your texting campaign. However, you want to be sure not to oversaturate customers with text messages just because you want to facilitate a relationship. Ultimately, you want to stick to a frequency that keeps with the engagement but also adheres to their preference. This is on top of the deals, offers, event reminders and other information you might text out.
How much of your business is from local consumers? Whether it is a small percentage or a large one, it is important to spend time on creating a dynamite local advertising strategy that stands alone or complements your larger marketing efforts
Text message marketing has many promises and advantages. It is cost-effective, and typically costs just a few cents per message. Additionally, it is versatile and can complement almost any other marketing channel. It has a high open rate and a high conversion rate. Therefore, it is great for businesses small and large with a local or a global reach. To wit, check out our Ez Texting Guide for local advertising with SMS.
Call to Action
Make it easy for people to take action on your local ads.
One of the first places to start when utilizing SMS marketing in your local advertising efforts is using it as a call to action on any of your current advertisements. There is a wide range of options for local advertising:
- Car wraps
- Print ads
- Online ads
- TV/radio spots
- Direct mail
In each of these areas, include a short code and keyword for people to text. Texting CTAs are more effective than many other options. This is because you are making it easy for people to find out more information about your company when they see your ads. Many people are already out and about when they search for restaurants, stores, and other businesses. If they see your ad somewhere, they need to be able to take action without having to remember anything. They need something they can do right away before they forget -- and you lose a potential customer.
The reason that texting works? Potential customers most likely will have their phones on them, so they can simply take them out and text the keyword to get more information about your company, including receiving deals and discounts.
Think Like a Local
Whether you are a local business or have multiple locations, it is important to think like a local when you develop your local advertisements. The same goes for SMS marketing targeted at particular locations. People want to shop locally and help their community. Whether you are a large business or a small one, you want to demonstrate to people why they should choose you over other options. Use your SMS marketing campaign as a way to provide service to your customers that go above and beyond the competition.
An important piece of this? Engage with customers -- and with the community -- through your texting program. To do this, do not simply think of your SMS marketing program as a way to promote your business. Instead, find ways that provide service to your customers and community. You might also find ways to use your texting campaign to foster a community around your place of business. Perhaps you host events or help out local non-profit organizations. This helps you to build a reputation around the community not just as a place of businesses but as a company that really cares about the community.
Group Your Customers
If you have multiple locations, then you have an opportunity to send targeted messages to the demographics within each region of your business. You can customize the texts to each region for a more local effect. To do this, it is important to first group your subscribers by their location. There are a few ways to acquire the information in order to do this:
- Request during opt-in
- Use different opt-in keywords per region
- Integrate information across channels
- Send out a survey
You might choose to implement more than one strategy to ensure that you have the accurate information about your customers so that they receive the messages that apply to them.
In addition to grouping your customers by region, it is also beneficial to group them by other demographics and behavior patterns. The more information you have about your customers, the better you can target messages tailored to their interests for a more effective campaign.
Timing and Frequency
Check your list for any duplicate entries to avoid over-texting customers.
Grouping your subscribers by locations and other data is highly beneficial, but you do run into one potential issue: having customers in more than one group. This might lead to sending them more messages than they wish to receive. Therefore, you want to ensure that you keep track of the amount of message you send customers so that you do not duplicate your messages to one customer.
Similarly, you want to be aware of what time you send customers in your different regions. Always keep in mind the time zone and avoid sending texts too early, too late or during inconvenient times, such as rush hour. If you only have one location, it is still important to choose an appropriate time to send your messages. SMS marketing can be disruptive, so you want to respect your subscribers. This keeps them happy so that they remain on your list.
There are many ways to utilize SMS marketing as a stand-alone advertising channel or as part of a comprehensive local and/or global advertising effort. To get the most out of your local advertising efforts, use texting as a strong CTA and create a personalized message tailored to the needs and wants of your audience so that it provides value.
Sign up for free and get started with your local texting campaign.
When it comes to customer service, people want -- and expect -- businesses to make it easy for them to reach out. About 82 percent of responders of a survey believe that there needs to be an easy way for customers to communicate with businesses. For many, that way is text message marketing. In fact, over half of consumers prefer using text messaging for customer service than other channels. Therefore, it is essential that you include a component of service into your SMS marketing campaign. There are many ways to do so, and a few factors you must include. Alerts and Reminders Some of the easiest forms of customer service messages are alerts and reminders. Businesses in the healthcare or service industry can send out appointment reminders. This not only benefits customers, as they do not forget, but it also helps your bottom line by reducing no-show appointments. Businesses with events, including sales, also benefit from sending out reminders to customers. The beauty of text message marketing is that it is perfect for last-minute reminders. Most people open texts within just a few minutes of receipt. Plus, a whopping 98 percent of texts are actually opened. Therefore, you can almost guarantee that people will see your message, and you can send them closer to the event or appointment to reduce the chance that customers will still forget. Two-Way Communication Text message marketing is not just about sending messages out to customers; it is also a way for customers to send messages to you. This is great for customer service inquiries. People can send a message to a dedicated number with their problem or inquiry. You can have live customer service agents who will discuss the matter via text, responding back and forth until it is resolved. Alternatively, they can send a particular keyword, such as SERVICE, to your number and get an automated response with ways to handle a problem. Customer like the ability to text customers with customer service issues. This is because it can be handled from anywhere. As soon as they realize they need help, they can communicate with you. Customers do not need to be somewhere with internet service. Plus, they typically will have their phone with them. Even if they are busy, they can often send out a text. Chatbots and Automated Messages Many text message marketing platforms integrate automated messages, and some are adding chatbots. This makes it easy to expand your customer service via text. You can set up keywords that match some of the most common inquiries or troubleshooting issues about which customers will contact you. Then, you create an automated response with tips on how to solve it or a link to a website that answers the question. Chatbots can take this a step further. They integrate AI technology so that they can respond to the customer similar to a real person. They can handle customer service through text message without you having to hire customer service agents. Transactional Messages You can also use your text marketing campaign to handle your transactional messages. Rather than sending out an email or have an app with alerts, you simply send out an automated message when someone places an order, something is shipped, or when there is a delivery. One key area of customer service is that you offer choices to customers. Therefore, adding texting for transactional messages gives customers one more preference. Best Practices When you integrate your text message marketing campaign into your customer service department, there are a few key best practices to follow: Ultimately, you want to create something that goes above and beyond to provide service and value to customers. It needs to meet and even exceed the expectations that customers have for optimal customer service. Just because you are using a tool that only involves 160 characters does not mean that you are not able to continue to provide excellent customer service. You just need to adjust how you develop your responses so that they continue to adhere to your brand voice and style while adhering to the parameters of the medium. Sign up for free and get started with a text-based customer service option.
With texts, people can handle customer service issues from anywhere.
Chatbots make it even easier to handle multiple customer service inquiries.
Bear in mind some key factors when implementing your program.
In fact, over half of consumers prefer using text messaging for customer service than other channels. Therefore, it is essential that you include a component of service into your SMS marketing campaign. There are many ways to do so, and a few factors you must include.
Alerts and Reminders
Some of the easiest forms of customer service messages are alerts and reminders. Businesses in the healthcare or service industry can send out appointment reminders. This not only benefits customers, as they do not forget, but it also helps your bottom line by reducing no-show appointments. Businesses with events, including sales, also benefit from sending out reminders to customers.
The beauty of text message marketing is that it is perfect for last-minute reminders. Most people open texts within just a few minutes of receipt. Plus, a whopping 98 percent of texts are actually opened. Therefore, you can almost guarantee that people will see your message, and you can send them closer to the event or appointment to reduce the chance that customers will still forget.
Text message marketing is not just about sending messages out to customers; it is also a way for customers to send messages to you. This is great for customer service inquiries. People can send a message to a dedicated number with their problem or inquiry. You can have live customer service agents who will discuss the matter via text, responding back and forth until it is resolved. Alternatively, they can send a particular keyword, such as SERVICE, to your number and get an automated response with ways to handle a problem.
Customer like the ability to text customers with customer service issues. This is because it can be handled from anywhere. As soon as they realize they need help, they can communicate with you. Customers do not need to be somewhere with internet service. Plus, they typically will have their phone with them. Even if they are busy, they can often send out a text.
Chatbots and Automated Messages
Many text message marketing platforms integrate automated messages, and some are adding chatbots. This makes it easy to expand your customer service via text. You can set up keywords that match some of the most common inquiries or troubleshooting issues about which customers will contact you. Then, you create an automated response with tips on how to solve it or a link to a website that answers the question.
Chatbots can take this a step further. They integrate AI technology so that they can respond to the customer similar to a real person. They can handle customer service through text message without you having to hire customer service agents.
You can also use your text marketing campaign to handle your transactional messages. Rather than sending out an email or have an app with alerts, you simply send out an automated message when someone places an order, something is shipped, or when there is a delivery. One key area of customer service is that you offer choices to customers. Therefore, adding texting for transactional messages gives customers one more preference.
When you integrate your text message marketing campaign into your customer service department, there are a few key best practices to follow:
Ultimately, you want to create something that goes above and beyond to provide service and value to customers. It needs to meet and even exceed the expectations that customers have for optimal customer service.
Just because you are using a tool that only involves 160 characters does not mean that you are not able to continue to provide excellent customer service. You just need to adjust how you develop your responses so that they continue to adhere to your brand voice and style while adhering to the parameters of the medium.
Sign up for free and get started with a text-based customer service option.
SMS marketing is poised to have one of its best years. Many marketing experts are projecting record years for texting adoption, and they predict by 2025, about half of text messages will be from businesses to consumers. So now is the perfect time to adopt texting, if you have not done so already.
As with any marketing strategy, there are constant changes that need to be adopted into the campaign strategies over time. This year is no different. So, what should you expect to see emerging as the top strategies for 2017 in text message marketing? Read on to find out, as well as some tips on how to incorporate them.
Customer Service: People are turning increasingly to texting for customer service solutions.
Automation: Chatbots and AI tech will change the way we use automated messages.
Social engagement: Texting is poised to pass social media for some aspects of marketing. Find ways to integrate the two channels.
Local advertising: Texting works very well for local advertising solutions.
Mobile first: More people are turning to their mobile devices to access the internet. Discover how texting fits in.
Multi-channel marketing: Develop a seamless integration of all your marketing platforms, including texting, for an enhanced user experience.
Time-Tested strategies: Just because there are changes doesn't mean you need to completely give up everything you've done before.
Customer service has already been an important component of any SMS marketing strategy. There are many ways to implement it:
- In store keywords for help
- Two-way communication via text
- Inquiries and requests handled via text
- Transactional messages
- Better engagement and customer experience
Texting gives you a great way to provide superior customer service.
If you do not have some level of customer service in your SMS marketing strategy, 2017 is the year to do so. The majority of customers want to utilize this platform as a way to engage with businesses and handle customer service issues, including troubleshooting problems or asking questions.
When developing your customer service strategy, keep your focus on the customer experience. You want to make it easy for customers to interact with you, whether they have a simple question or a larger problem. It should be a positive experience so that the customer walks away feeling satisfied.
Ready to take your customer service strategy to the next level? Look for chatbots to make their way to the testing environment in the near future. Chat bots utilize artificial intelligence to interact with customers in a way similar to another person. They can handle many different components of customer service:
Another emerging trend for SMS marketing is automation. You already have some automation in your texting campaign, namely the response messages to your keywords. There are many ways to include automation into your campaign:
- Customer service
- Keyword response
- Drip campaigns
- Scheduled campaigns
- Birthday/anniversary messages
- Repeat campaigns
- Follow up messages
What type of automation strategy do you have in place for your campaign? To take full advantage of your campaign, it is best to have more than your confirmation message after someone sends a keyword to opt-in to your program.
When you create your automation strategy, you will incorporate similar concepts to any marketing strategy:
- Develop an objective
- Focus on targeted content
- Schedule timely messages
The beauty with automation is that you can set it up once and then it can keep one part of your program going for a long period of time. It is perfect for drip campaigns since it will continue to hit leads at certain times to keep them engaged and interested, moving them forward towards conversion and repeat business.
Another important strategy to include with your SMS marketing program is incorporating social engagement. People more and more turn toward text messaging as a way to communicate with friends, family members, businesses and many other people. You want to infuse your campaign with parts of this social component to reach your customers on a more intimate level.
Text messaging is innately more intimate since you are sending messages to people on their cell phones in a similar manner to their friends and family. Just like social media marketing promises the ability to have your information right next to that of your customers' social network on their feeds, you have a similar place in their message inbox.
Bring social interaction into your texting campaigns.
Therefore, you want to take advantage of this situation for more social engagement. Now, it is unlikely that you will interact with every texting subscriber on a one-to-one basis. However, you can leverage your content to have a more friendly and intimate feel to it to get people to start seeing your brand as their friend.
Additionally, you can utilize your social media profiles to support your texting program and vice versa. This also helps you to cross promote your channels and hit people on multiple levels through different channels.
When you create more social engagement messages with your texting campaign strategy, there are some key rules you should follow:
- Remain professional
- Infuse some humor
- Avoid text speak and abbreviations
- Connect emotionally
- Provide value
- Remain relevant
- Personalize messages
Your social content in your texting campaign will be similar to that in your social media posts. You will find ways to connect with customers beyond simply selling them something or providing values and deals. However, ultimately you will remain a professional business that simply relates on a more personal level.
SMS marketing provides a key component to local advertising efforts. If you have not yet taken advantage of this component of your program, then be sure to do so. Promote your business in your local newspaper, on community radio, with geo-targeted ads and more. Include texting as your call to action. Then, when customers see the ads, they can text a keyword to opt in and receive more information about your business.
This works very well for when people are already out shopping or looking for a restaurant. When they see your information, they can act and get an immediate response. Even if they are already in your store, they can take advantage of an offer for signing up for your texting program.
This not only improves your overall business, it also gains you a larger following. Once you have people subscribed to your text marketing messages, then you have a chance to continually engage with them until they become repeat customers.
A key marketing strategy for 2017 is to take a mobile-first approach. Mobile devices are quickly surpassing computers as they way that people engage with the internet, including searching for businesses and shopping. Therefore, you need to not just have a mobile-friendly platform but one that has a mobile-first concept.
Your SMS marketing program fits well into this mobile-first strategy. People will have their phones with them at all times, so they can easily opt-in to your campaign and take action when they get your message. Additionally, they can redeem coupons in-store more easily, since they already will have their phone.
To prepare for a full mobile-first strategy, you also need to make your website mobile friendly. Then, when you send out links to your texting campaign, any landing pages are already mobile friendly for a seamless transition from text to online shopping.
Speaking of seamlessly transitioning platforms, another key marketing strategy for 2017 is that you have a true omni or multi-channel marketing experience for customers. This means that they can go from one platform and/or device to another with ease. If they have looked at buying an item on their phone and then visit your site a few hours later on their tablet, your site remembers and retains the items in their cart.
So, how dos your texting campaign fit into this multi-channel marketing strategy? Well, it is one platform among many through which you interact with customers. You need to incorporate the data from this channel with the data you have from your other channels. This provides you with a fuller picture of each customer. Plus, you avoid oversaturating the customers with interactions because you can easily keep track of when they received messages from you across different platforms.
When incorporating these new strategies, don't forget the time-tested ones.
Although there are many key changes to marketing strategies for 2017, there are still some time-tested SMS marketing strategies that you should keep in place for the coming year:
- Customer first approach
- Provide value
- Offer incentives
- Remain respectful
- Limit your messages to 2 to 4 per month
- Be timely
- Personalize your messages
- Choose the right keyword
- Create a strong CTA
This might seem like a lot of strategies that you need to utilize for your program. Just remember, ultimately you will create a program that fits the breadth of what you need to do while also engaging with your clientele. You might take aspects of each of these strategies to develop a strong and dynamic texting campaign that helps you achieve your business goals.
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Fergal Glynn of Docurated On Multichannel Marketing And How To Incorporate SMS Into Your Marketing StrategyFebruary 17, 2017 — Ez Texting, a C...
Fergal Glynn is responsible for all of Docurated's pipeline generation initiatives including marketing, sales development, strategy, awareness, demand generation, and driving growth.
To start, can you talk a bit about what Docurated is and does, and what attracted you to become their VP or marketing?
Docurated helps customers see and understand everything about their content. Our products are transforming how people and companies use and interact with content. From CRM to email to documents to meetings, Docurated maps the relationships between people and information, and acts as the intelligent fabric delivering personal and contextual content for every knowledge worker.
In the Introductory Video For Docurated, your Co-Founder and COO speaks the memorable lines, "No one needs 20 more file-sharing solution. What we need is one great idea." First of all, what separates Docurated from the many content management environments out there? And, just as importantly, how do you convince customers that Docurated will solve their data dilemmas?
Docurated is the only solution in this space that provides complete content activity and user coverage across all the time. Docurated acts as an intelligence layer that sits over all existing content stores providing users with a single access point to all content and activity data.
Along those lines, what ARE some of the most common problems facing business owners, marketers, and sales teams that you work with?
- Can't find relevant content.
- No insight or visibility into how content gets used in the field.
- No analytics on how content impacted a sales opportunity.
- No single source of truth for enterprise content.
- Marketing has no way of pushing relevant content to reps.
Prior to Docurated, you were head marketer for both Veracode - automated applicated security software; BlueNote Networks - real-time interactive business communications, both of which are pretty solidly B2B solutions. How did you get started as a B2B marketer, and why did you take it so strongly? How are you able to both understand and solve the problems facing marketers and sales teams?
With a background in software engineering and product management, I moved over to Marketing because I wanted to be more involved in the decisions that drive company strategy. Working with great people at Veracode and Docurated certainly helped me grow as a marketer. At Veracode I built the company's inside sales function so that certainly gave me some valuable insights into the issues sales and marketing teams face.
Another trend in your marketing experience is working across platforms, incorporating data from all of an enterprise's channels into one solution. First of all, when did you first notice the need for such a service? And how far has that industry come since you first started working with data and multiple channels?
It is hard not to notice the need for a solution like Docurated. At pretty much every place I've worked so much time was wasted with people searching for and recreating lost content. I think the issues Docurated solves are still very relevant. Content is at the heart of everything Sales and Marketing do and any solution that drives efficiencies and increased effectiveness is going to have a major impact.
One reason platforms like Docurated exist is so many people are so overwhelmed with the amount of data they receive in any given day, from so many different platforms. Checking e-mail feels like a chore, and a drain of time and energy. With that in mind, what marketing techniques do you tend to prefer, and why?
I'm a believer in an account-based marketing model where each account is marketed to individually. Prospects demand personalization today. If you present materials that are irrelevant to their needs you will not get very far.
SMS marketing is still an overlooked option, in today's marketing schema, although that's quickly turning around. SMS messages have an open rate of an impressive 77%, according to business2community.com, and while e-mail open rates vary by industry, they averaged around 20% for 2016. What are some reasons why SMS marketing has such an unusually high open rate?
I think you touched on it in the question. SMS still gets overlooked so it is a channel that doesn't have as much noise as email for example.
One thing that's so useful about SMS marketing is it's not invasive, requiring customers to opt-in to receive alerts. How important is this likely to be, this year and beyond?
Vital. Customers only want to receive info relevant to them. Once they're opted in, you can start to incorporate SMS into your marketing strategy.
Many SMS marketing campaigns use a mobile keyword to receive a promotion of some kind. How might these keywords, when used in conjunction with a marketing database, help customers to segment themselves? Why is segmenting one's audience so essential for truly effective sales and marketing, these days?
It all goes back to the amount of info customers are bombarded with today. If it's not relevant they will ignore the email, SMS, etc. By segmenting your database, you can adapt your message and keep it targeted to each segment of your database.
At this point, there's nearly as many cell-phone subscriptions as there are humans - currently around 6.8 billion according to Quartz.com, and they're on their person at almost all the time. Keeping that in mind, how can a company incorporate SMS marketing into all of their other marketing efforts, maybe using targeting, location specific messages, audience segmentation, etc.?
Exactly yes all of the above. Again, it all goes back to personalization and relevance. Targeting, location-specific messaging, and segmentation are all techniques that should be incorporated into campaigns.
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You've sent out your first marketing message and it's a success. What about your second, or third, or fourth, or hundredth?
A truly effective SMS marketing campaign has the potential to not just drive business the first time you use it, but also throughout the life of the campaign. This is known as the repeatability of a marketing effort.
With the right campaign, you will see your results occur again and again.
It does not have to be an ongoing mountain of effort in order to achieve repeatability. In fact, it is quite easy with SMS marketing to continually reproduce similar results. This, in turn, leads to repeat business, which is one step closer to the coveted loyal customers.
Repeatability in the Sales Funnel
The first place to develop repeatability is in your lead generation and conversion steps of the sales funnel. You want to build a promotional campaign that continually creates new leads. Then, you want to have automated initial touch points with customers that take them to the next point in your funnel. Once you have a continual chain of leads and conversions, then it is time to also look to your process for retaining customers and driving repeat business.
SMS and Continued Lead Generation
SMS marketing is a permission-based medium. However, this does not mean that it does not have a place in lead generation. Texting is a powerful call to action. It can be placed on any marketing or advertising collateral. This gives your existing marketing efforts more power to generate leads. When potential customers see your ad, they can take immediate action by texting the keyword. This provides you with their information, and they have now subscribed to your text marketing program.
To take full advantage of the continued lead generation promise of texting CTA, it is essential that you develop a strong CTA. For texting, the keyword plays a significant role. You want something that is:
Developing a strong CTA provides the foundation for a continual lead generation. Add this to an attention-grabbing advertisement, and you will see a more effective program.
SMS and Customer Retention
Once way to convert leads and retain customers is to create regular touch points with your customers. The best way to do this is with continual interaction and engagement. SMS marketing provides a great platform through which to do this. To get the most out of it, you want to be sure that all messages are targeted to the customer and his or her position in the sales funnel. Additionally, the messages need to be unique to the medium and provide value to the customer.
Types of Campaigns to Drive Repeatability
Focus on developing campaigns that pave the way for repeat success.
There are some specific types of SMS marketing campaigns that provide an avenue for driving repeatability. These include:
|Drip Campaigns||A series of texts sent at different times to guide customers through the sales funnel.|
|Coupons||Coupons drive business and motivate customers to remain part of your messaging program.|
|Cross-Channel||Cross-channel integration provides an outlet for multiple touch points and engagement with customers.|
|Recurring Campaigns||Scheduled messages so you never forget to interact with a group of customers.|
|Loyalty Messages||Messages sent to particular groups as rewards for their loyal patronage and to motivate them to remain customers.|
At the end of the day, the most important aspect of repeatability with marketing efforts is that you have multiple ways to engage with customers and keep them within the sales funnel or as loyal customers. Developing a strong SMS marketing program that sends out regular messages reinforces your relationship with your customers. IT provides a way to engage with them. There are a few best practices to bear in mind:
- Do not oversaturate customers -- limit to roughly two to four per month
- Value first -- send content that customers want
- Send at the right time -- be respectful
There are many different types of campaigns you might wish to run. However, the same concepts can be used to do it. With SMS marketing, you have the potential for a powerful marketing program. It also is highly engaging, with roughly eight times the engagement rate of email. Therefore, it is even more important that you set the foundation so that you continually see gains and successfully achieve repeatability in your program.
Sign up for free and see what you can achieve with your text marketing campaign.
You've probably heard a lot about the benefits of SMS marketing over the past few years. There are numerous statistics that try to sway you to adopt this marketing program. But, what can you really expect to see as results after running an effective texting campaign?
|Open Rate||98 percent for texts versus 22 percent for email|
|Increased conversions||32 percent conversion rate|
|Improved customer service||Over half of customers want to text for customer service|
|Easily assess your ad success||Use texts as a CTA to assess your ads|
What Makes an Effective Campaign?
Before learning more about what you can expect, a brief reminder of what exactly makes an effective marketing campaign:
- Content of value
- Targeted messages
- The right audience
- The right offer or deal
Start by building a solid foundation that sets the state for each component. Then, you will have dynamite content that predisposes you to achieve the amazing results offered by text message marketing.
Higher Open Rate Than Email
Customers open texts at a much higher rate than email.
You might not achieve the 98 percent open rate proclaimed, since this is an average rate based on a study. However, you will see a much higher open rate than your email marketing programs, and it is possible to get numbers up in the 90 percents. Compare that to the average email newsletter, which has an open rate around 22 percent. This is significantly lower than the potential for SMS marketing.
Not only does texting have a high open rate, but it also tends to have a response time of just 90 seconds! Compare that to email, which has an average response rate of 90 minutes. If you want to make sure that customers see and act on a message, forget email. Texting is what you want.
Text message marketing has the potential to increase your conversions. It has an impressive 32 percent conversion rate. Compare this to the click through rate in email, which is an average of about three percent. What does this mean? It means that by sending out text messages to your customers, you have a higher chance of getting them to take whatever action you want. This might be to redeem a coupon or click a link or sign up for something.
Another reason that you can expect increased conversions from your texting campaign is that you are reaching an audience that is already highly engaged. Text message marketing is a permission-based medium. Therefore, the people who sign up to receive your messages want to hear from you. Unlike email marketing, people are still very choosy about which businesses they provide their cell phone numbers to for texting campaigns. Therefore, they already have a significant interest in your company when they sign up. That makes it much easier to convert them through your program.
This also makes it much easier to create a marketing program that targets a particular audience. Personalized, targeted marketing messages enhance the success rate even further.
Improved Customer Service
Consumers want to hear from businesses through text messages. Additionally, a majority wants to have any customer service completed through text. By providing the service, you already start to improve your customer relations.
People shop more and more based on their experience and emotions. Therefore, the more you build your customer relations, the better service you provide. This develops more positive experiences for customers, which in turn leads to them choosing your business over others more often. Over time, they become loyal customers.
Know The Success of Your Ads
A texting campaign helps you judge the efficacy of you ads.
Another result you can expect from a highly effective SMS marketing campaign is to know how well your ads succeeded. Texting is easy to add as a call to action across all marketing mediums. This not only gives your customers an actionable response that is easy to do from anywhere, but it also gives you an easy way to measure how well audiences responded to a particular ad.
Although this is beneficial all the time, it is especially helpful if you plan to test a few ads. You can use different keywords on each ad and then see which one gets the most opt-ins. Alternatively, you have the potential to see which efforts are working the best for your entire marketing campaign, including print ads, TV and radio spots, digital marketing and more. Simply measure which ads received the most opt-ins by using different keywords. If you notice that certain ads are not getting people to act, then simply investigate to see if there are ways to change it or if you should just scrap that type of advertising.
With an effective ad campaign, it is possible to experience many of these results. With such amazing statistics, it might be tempting to simply forgo your other marketing channels. However, texting works best as one part of an integrated, multi-channel marketing strategy.
Sign up for free and see what results you can achieve with your texting campaign.
There has never been a better time to add SMS marketing to your marketing strategy. In addition to high open rates and high conversion rates, this marketing channel has a wide reach. As such, you have the potential to increase your pool of potential customers and ultimately convert them into not just one-time customers but loyal ones.
|Wide reach||Most people own SMS-enabled phones|
|More effective promotions||People carry phones with them, so they can instantly react to your ads|
|High open rate||People actually read your messages|
Most People Have Phones
One main reason that SMS marketing has such a high reach is simply that most people have SMS-enabled cell phones. Approximately 92 percent of U.S. adults own a cell phone. This is higher than the 68 percent who own a smartphone and 73 percent who own a computer. That means that messages sent out through text have a higher chance of reaching people than using messages that can only be accessed through the internet or computers, such as email, social media or mobile apps.
People across all demographics own a phone and text.
Of course, just because people own a cell phone does not mean that they text. However, the numbers for texting are pretty amazing, too. Out of smartphone owners:
- 100 percent of 18-29 year olds text
- 98 percent of 30-49 year olds text
- 92 percent of those over 50 text
This means that you have a very wide pool of potential people with which to send your text messages, upon their signing up for your program.
More Effective Promotions
Although it is easy to be ready to text everyone to get as wide a reach as possible, there is one caveat: you must have written permission to text people. However, there is an easy way to get over this stipulation: get people to sign up to your campaign.
This might seem a bit like a catch-22; thankfully, it is easy to promote your texting campaign. Simply add it to the marketing efforts you already do as a call to action. A texting call to action is a highly effective one. Most people carry their phones with them at all times. A person might see your ad in several places:
- Car wrap
- TV spot
- Radio ad
Then, they can take action by texting a keyword to the number you provide in the CTA.
Consider the potential with the combination of the reach of these advertising mediums and the ubiquity of texting and cell phones. For example, you might have a billboard seen by tens of thousands of people. With the right call to action, you have the potential to effectively convert more of those viewers than without.
As people view your poster or other advertising, they might become interested. However, if they have to email, call, visit in person or go online, you will lose a significant number of potential customers. This is because before they can take action, they need to get to a location in which they can do so.
With a texting CTA, you remove this step that opens up the potential for forgetting or no longer feeling motivated. Instead, people have their phone with them and can simply text the keyword right then and there when they feel the peak motivation to do so.
As soon as someone sees your ad on TV, they can take action.
This not only increases the reach and efficacy of your current advertising efforts, but it also increases the number of people who subscribe to your marketing campaign. After they send the initial text, send a confirmation text so that they can sign up to be part of your campaign.
High Open Rates
Now that you have a solid number of people signed up for your SMS marketing program, you still have the chance to have a higher reach than other channels, such as email or social media marketing. This is because people actually open texts, with the average open rate at 98 percent. Compare that to roughly 22 percent for email newsletters and you will see how each text you send out has a much better reach than email. Social media marketing has also seen a dive in its ability to reach an audience.
With these three legs, your SMS marketing campaign has the capacity to have a substantial reach. Not only does it have the capacity to reach a wider potential pool of people, it also more effectively connects with the customer already following you. This, in turn, helps you to have a more effective campaign so that you reach your goals.
Ready to get started and see how wide a reach you can acheive with texting? Sign up for free.
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.
One important thing to make sure you have when you start your text marketing program is permission from all of your subscribers. The law requires that you have written permission to send marketing text messages to your customers. It is easy to get the permission; you simply need to have customers sign up via some type of online or paper form or opt-in via text message. This builds a foundation for your successful texting campaign
There are many ways to motivate customers to opt-in to your SMS marketing campaign. To generate more opt-ins, utilize several mediums to reach a much wider pool of potential subscribers.
Signage and Flyers
Add more subscribers by placing information in store.
One of the easiest places to include information about your texting program is your signage on your store front. You can also include similar information on anything else you hang in, hand out, or place around your business, including:
- Table cloths
It does not take much space to include a keyword, number and brief explanation of the program on advertising properties you already have. When people see these ads, they can easily reach for their phones and opt in.
When you include information about your texting program on your signs, posters, flyers and similar marketing collateral, choose the keyword you use wisely. You want to use something that enhances the advertisement itself for an added effect. For example, if you run a café, then use a keyword that reinforces the idea that you have great coffee, such as GREATBREW.
Your email newsletters also provide a nice avenue for promoting your text marketing program and bringing in more subscribers. At the bottom of your email, include information about your campaign, including directions for how to opt-in. Alternatively, include a link where people can sign up for the campaign through an online form.
Your email newsletters go to people who are already receiving something from you, so they are more likely to sign up for another program as well.
Website and Social Media
In addition to your email campaigns, your other digital properties also provide a space for bringing in more subscribers to your program. On your website, include a widget where people can easily sign up for the texting program. You can also have banners that have the information for opting in, including a keyword and short code.
Your social media profiles can also include the information for opting in. It is also beneficial to occasionally directly promote the program to your social media followers through a targeted post. Your social media followers are already interested in knowing more about your company and remaining engaged, making them an attentive audience for getting them to follow you through another medium, such as your texting program.
When you are at networking events, trade shows and other places for meeting people, handing out business cards is an easy way to provide potential customers with all the information they need to find your business and remain in touch. This should also include information about your texting program. They will most likely have their phones with them when they receive their card, so they will easily be able to opt into the texting program right away.
What information do you include on your register receipts? If you only have the name and address of the business and the transaction, then you are missing an opportunity to promote your marketing properties, including your text marketing program.
At the bottom of the receipt, include a line about how to opt-in. Then, after customers have had a positive experience at your company and are disposed to following you, they will see the information and opt-in.
Print and Other Ads
Add information about your program on all your billboards and posters.
It is not just flyers and signage that offer space for promoting your texting program. There are other common advertisement places that prime space for a texting call to action. These include:
- Print ads
- Bus ads
- Truck/car wraps
You can use texting as the call to action on these ads, increasing the efficacy of the ads as well as adding more people to your subscriber list. Texting is a strong call to action, especially since people have their phones with them at all times. No matter where they see your ad, they will easily be able to respond by texting a keyword to opt in.
Radio and TV Spots
In addition to print ads, it is also beneficial to use a texting call to action for radio and TV spots. Because these ads go out to a much larger radius of potential customers, it also increases the chance that you will grow your subscriber list exponentially.
Add Some Motivation
When you include information about your texting program on one or more of these places, it is beneficial to include some motivation to increase the chance of people choosing to opt-in. An easy way to do this is to reward people with an offer or deal of some type just for signing up.
When they sign up for the program by texting a keyword or filling out an online form, respond with a confirmation text. After they have confirmed they wish to sign up, then send them the text with the coupon or deal. This also ensures that you have the permission from the customers to text them.
These are some of the most common places for promoting a text marketing campaign to build a larger and stronger subscriber list. The nicest part is that most of these channels you already own and regularly use, making it easy and cost-effective way to promote your program. As an added benefit, using texting as a call to action increases the efficacy of many of these ads, helping you to get the most out of your marketing and advertising efforts.
Ready to start your program? Sign up for free and start today.
It is not complicated to utilize text marketing to boost your business. However, like any other marketing channel, it is essential that you have a solid understanding of some basic fundamental components so that you can maximize your efforts.
There are certain rules to follow, best practices to adopt, and other important aspects of a successful SMS marketing campaign that build a strong foundation on which to run your own creative and unique program.
Basics of Text Message Marketing
To get the most out of a texting campaign, start with a solid foundation.
Before you go too far into creating your text marketing campaign, it is important that you understand the basics of text message marketing. This ensures that you have a solid foundation on which to build your own campaign. It does not take much to start a campaign, you just need:
- A provider
- A short code or long code
- A keyword or set of keywords
- An objective
- A plan
These factors each play an important role in a successful text marketing campaign. It is important to find a provider who offers the features that you need to run your program, including group segmentation, receiving and sending messages, and analytics. It is best to choose one with a dependable reputation so that you trust them to not spam your customers, sell their information, or cause problems with the sending and receiving of messages.
When you have a provider, you also have to determine whether or not to select a short code or a long code, as well as whether to have a unique one or share one. Shortcodes are codes that are usually five numbers to which subscribers text a keyword and that identifies you when you send a message.
It can be a lengthy and costly process to have your own unique code, so many businesses choose to share one instead. Some companies have started to offer long codes, which are similar to regular phone numbers. These are easier to get, and they make your messages appear less like marketing messages and more like regular texts. However, there are certain regulations involved in using long codes over short codes.
Once you have a provider and short code, then you can start your program. You just need to advertise a keyword for opting in to build a subscriber list, determine your objective, and create a plan for sending out messages. When you get to this place, there are a few more best practices, rules and tactics that you should follow for a better program.
The Most Important Rule of Texting
Text message marketing falls under a few different laws, so there are some important guidelines and regulations that you must follow. The most important one is that you need permission in order to send information to your customers. This must be written permission. It is important to retain a record of all opt ins and opt outs so that you can readily prove that you have permission from all your subscribers.
Be sure you have permission before sending anyone any texts.
There are several ways you can get permission. Some of the most common include:
- A written form
- An online form
- Opting in with a keyword through text
When you have customers opt-in, be sure to send a confirmation follow up text to ensure they do wish to receive texts from you. It is also important to be clear about what they should expect, including the frequency and type of texts.
It is essential that you only send marketing texts to those who have signed up for the program. If you send out appointment reminders or transactional messages, do not assume that people who have signed up for those type of messages will wish to receive marketing content as well. You must get additional permission for those types of messages.
If you make any changes to your program, such as altering the frequency, it is also vital you alert your subscribers and give them a chance to opt out. It is also important to regularly inform subscribers how to opt out of your program.
SMS Marketing Best Practices
In addition to being a permission-based marketing forum, there are also some best practices to follow to create a stronger campaign.
|Timing||Send at an appropriate time of day|
|Frequency||Regular texts, ideally between 2 and 4 per month|
|Exclusivity||Information only available through text|
|Personalization||Target texts and add subscribers' names|
|Value||Provide something of value in each message|
|Collaborate and integrate||A texting campaign is part of a wider marketing strategy|
|Clarity||Short, concise and clear messages that relay your information|
More than other marketing channels, it is essential to create a disruption of value. This is because many people carry their phones with them at all times, and they quickly look at any text they receive. Therefore, be respectful and considerate as to what time you send out the texts. Avoid very late and very early text messages, and you might also wish to avoid sending during rush hour and other inconvenient times for your subscribers.
To further create a valuable disruption, do not over-saturate your customers with texts. Instead, send about two to four per month so that they do not feel as though they are being spammed. However, do not send so few that your customers forget they have signed up for the program.
Additionally, make your message unique and exclusive to the medium. If you send the same message or deal through all your marketing channels, then it loses its impact. This leads to people not wishing to remain in your texting program. Instead, send out messages that they cannot get anywhere else -- and make each text message unique. Even if you send out deals or offers with each message, change what type of offer you send out.
To further make an impact, personalize and target the messages. Use the data you have on your customers to divide your subscribers into lists. Also, ask for feedback and preferences to further inform your program. Then, send out messages that are targeted to your audience. Simple personalization, such as using their names in the message, furthers the impact of your message.
Get your team together and collaborate for a stronger marketing strategy.
When you create your text marketing campaign, do not leave it as its own separate program. Be sure that you collaborate with the other members of your marketing team, as well as other departments of your company. This also ensures everyone is aware of the program and is able to discuss it with clients and customers. Use this collaboration for a smart integration across all channels.
Another important best practice to follow with your SMS marketing program is clarity. Make it clear to your customers what you are doing -- and the value provided to them by joining up. Each text message should also be clear while remaining within the 160 characters. As an added component of clarity, always leave room to sign your text messages so that people know from whom they come -- and where and how to redeem them.
Tactics for a Stronger Texting Campaign
To take your text marketing campaign a step further, there are a few tactics you can undertake. These include:
- Adhere to customer expectations
- Tempt and motivate
- Choose the right words
- Remain relevant
- Write concise messages
- Add short links
- Engage to build a relationship
- Consider triggered messages
When developing your program, be sure that you are creating something that the customers want. You might need to do some testing and market research to find out what customers expect from the program, and how it fulfills a need. This also helps you to create messages that tempt and motivate your customers into taking action. The word choice further helps you to develop strong messages with greater impact.
The best words to use are action verbs that create a sense of urgency. When you decide upon the words, make sure that your message remains relevant to your customers by making it adhere to their wants and needs. Furthermore, keep it short and to the point. Do not end up with a lengthy message because of a link. Instead, create a shortened link for the message. Not only will it avoid you from going over your character limit, but it also looks cleaner and might be easier to track clicks.
For a very strong texting campaign, consider what value you are providing your customers. Make the value to the customer the priority over the value to your business. Text marketing provides a way to engage with customers, which can help you build a stronger customer base over time -- if you do it right. Find ways to create a better overall experience with your customers through your messages. This means you might include other forms of messages beyond offers and deals, including:
- Appointment reminders
- Event information
- Exclusive information
- Sales reminders
- Preorder opportunities
- Exclusive shopping opportunities
There are many other message types you might choose to include to facilitate more engagement among your customers. It might also be beneficial to use triggered messages. These messages are used at particular times to re-engage customers. For example, you might send out a special coupon to a customer who has not visited your company for a period of time. This helps to incite the customer to come back and once again shop at your company.
Keep your customers engaged and happy so they come back for more.
There are many ways to create a strong and successful text marketing campaign. By creating your own list of in-house guidelines, you can ensure that each and every message does what it should. Starting with these best practices and tactics, you will have a strong foundation on which to build your own program.
Sign up for free and get started with your texting campaign today!
As with any marketing program, it is essential that you continually track your text marketing campaign using your metrics. This informs you not just of the success of a particular message or the trajectory of a long-running campaign, but it also highlights areas that are weak.
Know the right metrics to review for your texting campaign.
When you build the foundation of your campaign, it is important to choose which metrics to review to monitor whether or not you are reaching your goal <
|Opt-in Rate||Number of subscribers; program growth|
|Opt-out Rate||Number of people leaving the program; churn rate|
|Delivery Rate||Number of active subscribers|
|Open Rate||Number of subscribers who read the message|
|Conversion Rate||Number who completed a certain action|
|Redemption Rate||Specific type of conversion; number of coupons redeemed|
|Cost Effectiveness||Cost per customer; cost of sending text divided by redemption or conversion rate|
Opt In and Opt Out Rates
The most important text marketing metrics to review as you start your program is your opt-in and opt-out rates. These provide you with an invaluable key to the initial success of your campaign - especially your promotional efforts.
As your campaign continues, these rates also provide invaluable insight into your campaign. If your opt-in rate starts to plateau, then you might need to shake some things up in your promotional efforts to bring in more subscribers. You might also need to provide better value to entice people to join. If your opt-out rate all of a sudden increases, or if you see a steady increase over time, then something probably went wrong.
Delivery and Open Rate
Closely related are two other metrics at which to look: your delivery and open rates. The delivery rate informs you how many texts were actually delivered to the numbers on your subscriber list. There are several reasons for messages to not be delivered, including the number no longer being in service. You want to have a high delivery rate, as this means that you have a clean list with mostly active subscribers. If you notice that your delivery rate is low, it might be time to clean up your list.
You want to send messages that people actually open and read.
Your open rate is the number of people that actually read your text messages. In general, text messages have an amazing 98 percent open rate. However, for multiple reasons, your program might not achieve quite as high of an average open rate.
By closely monitoring your open rate, you will be able to see how engaged your subscribers are. It also informs you about whether or not certain messages are not as interesting to subscribers as others.
You want to focus on having a strong hook at the beginning of your texts so that people open them, rather than simply reading the first few lines on their home screens or ignoring the text altogether.
An important metric to continually monitor is your conversion rate. This might actually include several different measurements, such as:
- Click through rate
- Redemption rate
- Subscription rate
Basically, the conversion rate looks at the number of people who performed the action you wanted them to in the message. This might be to subscribe to your program, mirroring the opt-in rate. It might also be clicking a link in the text to review a blog, buying something or otherwise engaging with your online properties.
This informs you how successful your message was in motivating people to take action. It also is a measurement of the engagement of your SMS marketing campaign. Text message marketing has a much higher engagement rate, including conversion rates and click-through rates, than other channels, including email. It also plays a valuable role in determining your return on investment, since you will know how many of your customers actually end up performing the action you wanted, which ultimately will be to become a customer.
Redemption rate is a type of conversion rate, but it is important to discuss it on its own since so many text marketing campaigns rely on a significant amount of coupons. In general, text marketing campaigns have a strong redemption rate. This is because it is so convenient for customers to simply bring in the coupon on their device, which they most likely have with them all the time.
If you send out a fair number of coupons through text, then your redemption rate will tell you whether or not customers feel that your offer was a good deal. You can compare coupon types with the redemption rate to see to which one customers better respond. Then, you can focus on sending out more coupons that way.
Check that you are getting the best return on your texting campaign.
The last metric to look at with your text marketing campaign is the cost per customer. This helps you to determine whether or not it is a cost-effective solution for you, as well as whether or not you are receiving a strong return on your investment. To determine this, you first need to know the cost per SMS sent. Then, you divide this number by your redemption or conversion rate. Then, you can decide how much it costs per redemption to see whether or not you made money or lost it.
When you first start your campaign, you might find that you end up losing a bit of money, despite SMS marketing being a cost-effective marketing solution. However, once you build a solid foundation, you will find that it quickly becomes a way to market that is very cost effective.
By concentrating on these five metrics, you will have a solid understanding of your program. From here, you will know what areas to tweak for a stronger, better campaign that helps you to achieve your business goals.
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One of the most important aspects of SMS marketing is creating a large list of subscribers to whom you can send messages. Otherwise, you will not be able to have as effective of a campaign, since you can only message those who opt in. There are many different ways you can promote your campaign
Call to Action Marketing
Use texting as a CTA to increase the efficacy of all your marketing campaigns.
One of the best ways to promote your SMS marketing campaign is to simply add it as a call to action on all of your existing marketing collateral. This includes your flyers, print ads, social media accounts, email marketing campaign, and more. You simply add a keyword and a short code, along with a small description of the program so that they know what they are signing up for
Your keyword selection goes a long way in creating something that complements, rather than distracts from, your marketing collateral. Therefore, choose a keyword that fits in with the theme of the marketing. For example, if you are creating a marketing campaign that advertises your new product, use the product name as the keyword.
Promote the Program Smartly
In addition to adding your program as a call to action on existing marketing, it is also possible to simply promote it through your other marketing channels. However, you want to do this in a way that builds up all your programs, rather than lose customers. Therefore, do not cross-promote too often. Pick the right times to let your customers know about your SMS marketing program. For example, wait to promote your texting campaign on your social media campaign until you are running a special texting poll.
Additionally, do not constantly promote your texting campaign on your channels. You might choose to have a static place that informs customers about the campaign, such as a sign-up form on your email newsletter, social media profile and website. However, you would not actively promote it to your followers at every post, email or other interaction. You would save that for opportune moments so that your followers do not feel oversaturated by requests to hear even more from you.
Provide Good Incentives
For a successful SMS marketing campaign, you ultimately have to provide content of value. This typically involves incentives for joining -- and staying a part of the campaign. Therefore, take the time to develop offers and deals that are attractive to your customers. Also, do not continually repeat the same offer over and over again across all channels. Instead, make the offers unique in some way. For example, you might have several offers that have a percentage off, but that percentage might change. You also might alternate between a dollar amount off and a percentage off.
Reviewing redemption rates will tell you which incentives customers liked, and which fell short. Then, work off of that information to build stronger incentives as you move forward.
Don't forget to ensure that you retain the subscribers once they have opted in.
When you develop your SMS marketing promotion, you might only focus on bringing in more and more subscribers. However, do not forget to continually add value in order to retain subscribers. In the long run, this also helps you to build your program, since they will tell friends and family members about the program. Word of mouth promotion is one of the strongest ways to bring in new customers, so you need to ensure that you also spend time working on ways to keep your current subscribers happy. When you have happy subscribers, you can even ask them to promote the program for you. Just be sure to reward them for doing so!
When you promote your SMS marketing program, it is important to always put the customer first, starting with service before you go too far into promotion. Your promotion plays a big role in creating a successful program <
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Customer engagement drives business. It is increasingly common for potential customers to select a business based on their experience and emotions, rather than price or other more objective components. Text message marketing has one of the highest engagement rates. That is why successful SMS marketing programs utilize messages to engage and retain customers <
Send your SMS subscribers special offers that they cannot get anywhere else.
The easiest way to engage customers is to offer them exclusive deals and discounts in your text message marketing program. Not only does this increase the number of people subscribing to your program, thanks to the excitement of getting regular offers to patron your business, but it also makes them feel special. The regular messages also keep them in touch with your company, so they remain engaged.
To get the most out of this type of message, it is important the offers remain exclusive and unique. To do this, change up your offers throughout your texting campaign, never repeating the same exact offer. Additionally, do not have an offer on another channel and then use it on your texting campaign.
People love feeling like an insider. By sending out messages to your subscribers that include exclusive insider information, they will be more engaged. This might include behind the scenes looks or access to announcements before anyone else. For example, you might send out messages about a sales event to your texting subscribers before you announce it anywhere else. Include early access to shop before anyone else to increase the engagement.
Surveys and Polls
Messages like surveys and polls get customers directly interacting with your business. They have to take action and express their opinion. When they see that you take their responses seriously, they will feel more invested in your company.
For example, if you were a restaurant, you could ask your text message marketing subscribers to choose the next dessert for the menu. Include three or four choices. They can send in their response using the appropriate keyword. The one that gets the most responses wins. Then, you follow through and use it in the new menu. People will feel as though their voices were heard, which makes them feel closer to your company and more invested.
Contests are another way to get people to take a direct action. It also increases excitement around your brand. Just make sure that the prizes are enough to get people to participate. It also helps to provide a prize just for entering, such as a special coupon or another small prize. With your texting program, it is easy to run a text-to-win contest. All that people have to do is text in a keyword to enter. You can promote this through all your regular marketing channels to increase the number of entries.
Reward your loyal customers with special treats via text message.
A great way to build customer investment and loyalty is to honor them for being regular customers through some type of VIP or loyalty club. It is easy to use your text message marketing program as a way to communicate with this club. Divide up your list based on their buying habits, demographics, and other identifying information. Then, send targeted messages to them. For your VIP list, send exclusive deals, early access to events and other messages that make them feel special, and rewarded for their loyalty. They will wish to continue to patron your business.
Customer engagement is more than just getting them to act. It is about creating a positive experience so that they decide to patron your business over others. Your text message marketing program plays a key role in developing this engagement <
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Text message marketing complements any type of marketing and promotion you already do. There are many areas with which texting works to build a stronger marketing campaign. Effectively integrating your marketing efforts helps increase your success for all campaigns, especially holiday campaigns <
Ask your email subscribers to sign up for your texting campaign.
When you integrate SMS marketing with other channels, it goes both ways. For example, it is possible to use your email marketing campaigns to increase your subscribers for your texting campaign and vice versa. Send a text out to your subscribers and ask them to send a text with their email to join your newsletter. This has the potential to bring in more people to your newsletter, and you might also be able to sign them up to your text marketing program as well.
Conversely, ask anyone who signs up for your email newsletter to also sign up for your texting campaign. By capturing all the information at once, it is more likely people will do so. Additionally, you can also include promotion about your SMS marketing program in your email newsletters so that interested clients will sign up at a later date. Make it easy for them to do so; otherwise, you will end up losing them.
Social Media Marketing
Social media marketing provides a way to utilize people's personal networks to build your brand. You also have the ability to connect directly with your followers, creating a more intimate relationship with your clients and customers. A texting campaign helps to build that personal relationship even more. Most people do not view texts as marketing, since it is not as saturated with ads and spam as other forms.
Therefore, take advantage of the close relationship of both mediums to relate even further with your fans. Ask your social media followers to join your texting campaign and vice versa. Any time you run a campaign on one, cross promote on the other.
Blogging helps you to continually bring in new clients to your website. This is because you can find ways to increase your organic traffic through optimizing it for SEO and providing information people want. Once people on your page, you have the ability to get them to sign up for ways to remain in contact with you, like your texting campaign. Similar to email marketing, have a way to capture information from them on your blog form, including their mobile number. Alternatively, have a call to action that includes a keyword and your number so they can easily opt in.
You can also promote your blog to your text messaging subscribers. Send out a brief description of the blog and a link. This will keep customers engaged with your brand, increasing the chance they will continue to choose you when it comes time to take advantage of your goods or services. Just be sure to remain within the 160 characters for the text message and make it easy for them to link to the blog.
With SMS marketing, people can take action from wherever they see your ads.
Text message marketing is the perfect complement to print ads. It is a strong call to action that helps improve the efficacy of your ads. Simply add a keyword and your number to all of your print ads to give an easy way for customers to take action upon seeing your ad. Add in an incentive, like an offer or a deal, for greater efficacy. You can also use print ads to promote your texting campaign and get more subscribers.
For integration to really work, it is necessary for you to create unique content of value that is exclusive to the medium. For example, the deals you offer through email might be different than those through text. This increases the chance that people will sign up to follow you across the board. With a seamless integration, you can run a holiday campaign <
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#furbaby is a thing, a really big thing. Lurk social media and you’ll see the great lengths people will go to ensure their beloved pets live a fulfilling and comfortable life. With a plethora of bougie pet boutiques available, pet owners expect the same high-quality of service from their veterinarians. As someone with a veterinarian practice, you likely want to find the best way to retain your clients and capture leads. A powerful tool you can use is SMS to effectively communicate with clients, as well as promote your business. Check out a few helpful SMS marketing tips:
Send Appointment Reminders
When a prospect calls or walks into your office to make an appointment, you can ask them to opt-in to your text subscriber list. If they decide to opt-in, you can send your subscriber a text to confirm their appointment and then send a reminder 12-24 hours before the appointment with an option to cancel or reschedule. Those who are subscribed to your text alerts may appreciate a reminder each time they have an appointment if they live busy lives.
Follow Up With Pet Owners Post-Appointment
Pet owners want to feel valued and as if their pet matters to you. To develop a relationship with clients, and keep their loyalty to your practice, sending personalized text messages can be most rewarding. If a pet has a procedure or is prescribed a new medication, shoot the owner a text a day to a week after the appointment, and check in to see how your patient is reacting to the change. You can also segment clients into lists based off breeds, species, conditions, and more, and send each group general tips on how to maintain good health.
Allow Clients to Inquire Via SMS
It has become a primal instinct to Internet search symptoms or unusual behavior as soon as we notice them. Most often, panic and assumptions ensue. Reassure clients by offering an open line of communication where clients can ask your office staff questions about their pets’ health during business hours. Although not all questions can be answered with a simple text message, and some circumstances call for emergency help, clients will be grateful that they can get a professional opinion firsthand rather than diagnose their pets through Internet searches.
Offer Promotions and Mobile Coupons
You can show your clients that you treasure their business by sending them the occasional discount or letting them know about promotions and exclusives before non-subscribers. Many pet owners may skip out on routine checkups and vaccines because they cannot afford all the expenses. Giving clients a discount or occasional freebie can significantly help them and thus influence them to refer you to other pet owners.
With the ever-growing popularity of mobile use, it is imperative that you use it to your vet practice’s advantage. Use SMS to best engage with your pet-loving clients.
Do a 360 right now and you’ll likely notice that many people are absorbed in their mobile devices. It has become the norm to multitask with a phone in one hand, so it makes sense to incorporate text communication into your marketing strategy. SMS alone can be a successful tool for your business, but using it in conjunction with other marketing tools can take your business to a new level. There are at least five ways you can use SMS marketing to boost your marketing efforts if you integrate it with different channels such as website, email, social media, ads, print, and radio/TV.
Have a Successful Call-to-Action
Text messages are instant. Including a call-to-action on a print or digital ad, prompting people to text in, can deliver quick results i.e. SMS subscribers or conversions. Providing this call-to-action via SMS makes it easier for people to act on the spot before they are injected with another brand’s pitch. Text marketing makes it simple for customers to engage with your brand through different channels at once.
Ability to Cross Promote
Each marketing channel can serve a different purpose and can reach different demographics. Include your text marketing program in your newsletters or social media accounts with an incentive to receive exclusive offers through the program. If you develop a contest campaign on one channel, let followers know that text subscribers will get additional bonuses or an inside scoop into your events. Those who follow you on other channels already show an interest in your brand, so they may want to become more intimately involved with your brand through text messages.
Generate Unique Content
Make every channel valuable. Rather than copy and paste the same message onto each channel, create unique content for each. It is important to develop a different strategy for each channel because not only does the formatting change throughout channels, but audiences may vary per channel. When you structure content according to your audience’s preferences and engagement styles, you remain exclusive.
Complement Other Channels
Once you begin to understand which channels see the most conversions, traffic, or engagement, you can scope out better ways to improve your marketing plan. If there is a specific channel that you wish to promote on a slow day or to improve engagement through it, introduce your text program on the channel and increase visibility. Offer exclusive coupons that can be redeemed once a follower opts-in or enters a campaign-specific keyword.
Target Frequency of Subscribers’ Sales Texts
If possible, figure out which followers follow which channels in order to prevent over saturating their experience with your brand. Text marketing allows you to filter people into different subscriber lists so that you can launch campaigns according to their interaction with your brand through different channels. For those that follow you on every channel, send them a minimal amount of sales texts and instead build brand loyalty by engaging through friendly conversation or sending last minute updates about the brand.
Get your champagne bottles ready, it’s the season to celebrate financial gains. Given that there are a cluster of holidays this month, all of which are centered on celebration and giving, it is necessary that you vigorously take action toward marketing your business. One quick and easy way to secure these holiday benefits is by implementing SMS to your overall marketing efforts. More than $650 billion is spent during the winter holidays. That’s pretty intense, so why not figure out how to get a taste of this yourself? Here are a few ways to increase brand awareness or ROI before the year is over, and to spare yourself those sweaty palms.
Use Holiday Marketing To Offer Special Mobile Deals
There is an unspoken expectation that brands must offer deals during holidays. Loyal customers may seek your company during holidays to justify spending while new customers may become aware of your brand through unique deals. If you are okay with tailoring to your leads’ expectations, then offering customized deals via SMS is quite ideal this holiday season. If you are trying to plump up your text marketing subscriber list, advertise it with an irresistible incentive such as a steal deal welcome coupon when users subscribe. Once you are ready to send out a holiday campaign, make sure you know your audience well in order to send valuable texts. Review your already-subscribed users’ shopping data, demographics, market research, and survey results, (if available). If you do not have access to this information, and if you need data from new subscribers, send out an SMS survey with several questions, including perhaps a funny elf graphic to let people know you understand how important it is to lighten up during this stressful time. Use the answers to put subscribers into appropriate subscriber lists and target each group with exclusive holiday offers. Awkward unfitting text coupons are a ticket to the unsubscribed list.
Integrate it With Your Other Marketing Efforts
Text marketing alone can be effective, however, using it with other channels such as print and digital ads, social media, and TV spots, can increase the potency of your efforts since each channel may reach different demographics, and it may align better with your company if it prides itself in design, social engagement, and more. Although quick reminders of holiday deals can be effective on social media and through email marketing, text messages are instant, and instant is good in this instant gratification culture. In fact, more than 98% of people open text messages. Therefore, a last-minute reminder for a sale or new inventory alert will get people to act fast, which is imperative during the busy holiday season when people need certain goods in a short period.
Whether you want to focus on conversion or brand awareness this holiday season, SMS marketing can take your business to a new level because of its immediacy. While people hurriedly shop with a latte, shopping bags, and mobile device in tow, they will appreciate instant text alerts with up-to-date information on your company rather than have to physically scope out deals during lunch breaks or traffic jams.
It may seem absurd that some people don’t enjoy indulging in funnel cake whilst being mildly nauseous from fast-speed rides, but amusement parks have more to offer than just adrenaline-inducing thrills. If you own an amusement park, and have entertainment attractions, reputable food, and family activities you wish to share, implement mobile marketing into your marketing efforts to attract more foot traffic.
Check out five ways that you can use mobile marketing for your amusement park.
Reach the Best Audience
Finding your target audience is made easy with mobile marketing. When you advertise your opt-in information on an ad or commercial, people directly inform you that they are interested in your company, as they willingly subscribe to receive text messages from you. Having people subscribe to your SMS list filters out prospects that you would otherwise target through expensive advertising. Once you have a list of leads that have shown interest in your amusement park, you can capitalize on this advantage by directly marketing to the list to increase business.
Increase Repeat Visitors
Build a relationship with your customers. When customers buy tickets for your park, send them a thank you text a day later and ask how their experience was at the park. Offer an incentive if they did not have a positive experience, and if they did enjoy their visit, schedule a loyalty coupon for a future date. Additionally, the occasional check in or celebratory text will keep you in your customers’ radar.
One of the best ways to bring customers into your park is through personalized coupons. For repeat customers, you can show them that you appreciate their business by sending a coupon after they visit your park. Customize coupons with customer’s subscribed name and choose what type of deal is most fitting for your target customer. If you want to bring in new clients with coupons, you can advertise your subscriber list by offering a coupon for those who opt-in.
Get Customers Involved
If you’d like to make discounts more fun, create a trivia game. Perhaps you have a seasonal theme at your park or want to celebrate a holiday, you can come up with questions that relate to these features. Customers can participate through a text-to-win format where they have an option to choose from a section of answers. If your prospect answers the trivia question correctly, offer a freebie for their next visit such as a free meal, a free drink, a child’s ticket, etc.
No one enjoys trekking out somewhere, bright-eyed and full of expectations, and then suddenly faced with unforeseen changes to plans. Whether it is uncomfortable weather, unusual long ride lines, reaching max capacity, or malfunctioning rides, customers shouldn’t have to have an unsatisfactory experience due to unexpected circumstances. However, if it is within your control, alert ticket holders via SMS of anything that might affect their visit. Customers will likely appreciate that their time and money are being taken into consideration.
Amongst the cheery jingling music, pungent aroma of naughty sweets, and overall unstable societal temperament during the holidays, overwhelmed people seek refuge. That’s where you come in. As a business owner, the holidays are the best time to lay down your marketing dollars, and put forth a thoughtful campaign to relieve your leads from stress, and to benefit from the peak spending months of the year. Here are three ways to use SMS for your holiday campaign.
Offer Exclusive Coupons For SMS Subscribers
Now is a great opportunity to increase your text marketing subscriber list. If you haven’t delved into SMS marketing yet, it is a prime time to do so. If you have been struggling with opt-ins or have had many users unsubscribe from your list, or would simply like to have more subscribers, holiday specials can be a strategic way to persuade customers to join your list. Whichever industry you are in, if you have a physical space where you interact with people, consider advertising your short code and keyword in that space, along with your offer. Your offer may look something like, “Join our texting list to receive exclusive discounts this holiday season.” People who see this call-to-action in person, while interacting with your brand, will likely join on the spot. However, if your business is heavily focused online, utilize your social media and email marketing to promote SMS subscriber list incentives. By getting people to opt-in, you can increase engagement.
Create a Loyalty Program
Once you have new opt-ins, send your list a welcome message. In that message, include a new subscriber coupon as a sign of gratitude. To further generate loyalty, introduce a holiday rewards program. You can get creative with how you structure your program, as long as you give buyers a chance to accumulate points, equivalent to their spending dollars, to receive rewards at the end of the season (which may consist of more coupons, discounts, free goodies, etc.) Customers may also appreciate text alerts when items or services they frequently purchase are unavailable or nearly unavailable.
Send Happy Texts
It’s frowned upon to be a Scrooge or an excessively strong marketer during this time of the year. Even if you are tempted to solely push for sales through texts, don’t. People generally like to interact with people, so let your subscribers know that you value them. Establish a relationship with subscribers, and develop brand awareness, by sending the occasional friendly greeting via SMS, and wish them warm holiday wishes throughout the season. Also remember to not assume what holiday your subscriber celebrates, keep it in general terms.
Though it is the season of giving, and many privileged people may be blissed out on holiday cheer, you still need to think about extending these strategies after the holiday season in order to retain your buyers, and keep them craving your brand.