The success of SMS Marketing does not simply rely on a business text message with high open rates. Sending dozens of campaigns to your customers’ phones and waiting for them to opt-in will likewise not guarantee high levels of conversion.
SMS is indeed very convenient and ideal as today’s advertising tool, but have you carefully laid out an elaborate plan on the campaigns you will be disseminating? Have you decided on how often you plan to send SMS? Have you clearly defined who your target audience is?
Just like any other brand promotion strategy, SMS Marketing needs a solid backbone for you to be able to exhaust its full advantages while it competently meets your core goals
The frequency and content of the texts you use to reach out to your customers will leave a lasting influence on how they evaluate your brand. By taking the time and effort to systemize your text message campaigns, it will be easier for you to track whether your target audience is responding well to your ads or not. You will also have a deeper understanding of your customer’s purchasing behavior, thereby enabling you to design succeeding promos that cater better to their demands.
Below are guide questions that will help you visualize more elaborately how you can use text messaging for your business:
Who are you reaching out to?
Even if you have great content for your SMS marketing strategy, it will be useless if your business does not have a precise audience to send all those messages to. What specific demographic do you want to cover and reach? Defining the recipients you want for your text campaigns will make you craft messages that are more appropriate and timely. At the same time, knowing the people who make up your audience requires you to enable an opt-in and opt-out option to give them the choice of whether to subscribe to your campaigns or not.
How often do you plan to send SMS campaigns to your recipients?
Although it is often times a matter of trial-and-error, the frequency of your text campaigns boils down to three things: the type of services you offer, your target group, and the time at which you send your SMS marketing messages. In a study conducted by IDC that involved determining the frequency of mobile marketing messages that gained most favorable responses from customers, it was found that businesses sending 20 texts per month run the risk of higher opt-out rates by as much as 60%. The same risk comes with sending around 10-15 SMS within 30 days.
Based on the results of the study, it was recommended that 4-5 texts monthly, with an average of 1-2 SMS sent per week, is a good way to start off an SMS marketing campaign. Following that, business owners can elevate the frequency by increasing the messages they send to 10 per month. Increasing the number of messages sent will also provide a more comprehensive data on how much the value of their promotions has improved.
What type of SMS campaign does your business need?
It is necessary to find out which type of SMS campaign will work best for your business. Doing so makes your promotional strategies stronger and more established. There are variations of text message campaigns designed to suit specific industry and service needs:
Time-dependent discounts drive a high sense of urgency and are more appropriate for product-specific advertising.
Keyword campaigns delve more on providing information to recipients over running promotions. It uses custom keywords allowing businesses to develop custom reply messages and distinct opt-ins for their promotions. Keyword campaigns work well if you want to redirect your audience to your website or to a particular link that features content related to your products.
Special offers are SMS campaigns that are sales-centric. The idea is to convince your audience to purchase a particular product in exchange of a reward.
Celebratory texts help drive higher revenue, client engagement, and promote better B2C relations. It is a seasonal type of campaign that allows businesses to pattern their approach and special offers based on the holiday being celebrated.
Coupon blast refers to text promotions that provide reminders to customers about upcoming events or special offers, if any. It can also be used to spark conversation about a brand’s new product, or spread exclusive information to a specific group of customers only.
Auto-responders are texts that can be scheduled for delivery. Depending on the type of campaign being run as well as the demands of a particular business, it eases the need to send follow-up messages to suffice the campaign.
How will you construct the contents of your text messaging campaigns?
Texts are designed to send quick, brief messages, and so it is best to incorporate short but concise SMS into your mobile marketing strategy. Avoid sending lengthy messages that will end up being broken down into multiple and separate messages. Otherwise, customer satisfaction and engagement will dramatically drop before you even realize it. At the end of each SMS you disseminate to your audience, don’t forget to add a call-to-action to encourage audience participation and define what expectations you have from your customers.
Promoting your brand through mobile messaging becomes more systematic and worth every penny you invest if you take the time to define the crucial areas that make it a useful tool for communicating with your end-users. Once you’ve mapped out the most basic requirements of running an SMS campaign, then your business is sure to accomplish bigger end-goals in the long run.
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