According to Mobile Marketing Watch, SMS Marketing boasts a 98% open rate and just 1% Spam. That is an impressive statistic, especially when business is concerned.
This impressively high statistic mean SMS is a great way to promote products or services, and also an effective way to increase the probability of conversion. SMS has and is still being used for advertising purposes but advertising is just one of the ways to maximize text messaging.
Marketing aims to convert the target audience into actual customers. Text messaging if correctly utilized, can still play a role in conversion and further profits.
In a study compiled by the Search Engine Journal, SMS is predominantly more accessible as a marketing tool with around 97% of Americans sending or receiving at least a single text message in a span of 7 days.
The target audience of a marketing campaign show a 40% higher probability of conversion when they are sent text messages either as a primary marketing move or a supplementary marketing strategy.
Combine this with the aforementioned high open rate of 98% via SMS (email only has a 20% open rate), and it’s fairly clear that marketing via Text Messaging greatly benefits a business campaign.
There are a few factors that need to be considered in Text Message Marketing
1. Brevity – Since text messages work with only a limited amount of characters, being concise in your message is of the utmost importance. It may seem impossible and very difficult to maintain a solid idea with a limited amount of words, but a great content writer with a background in social media content can be very helpful.
2. Frequency – Marketing via SMS is a tricky task. Too little marketing and your brand does not get the attention it needs to be effective. Too many or too frequent and a business risks being an annoyance rather than a convenience.
3. Variety – A lot of text messaging for business involves templates with only the keywords changed. This may be efficient but it is also less personal and largely ineffective. Of course creating individual text messages per recipient is quite unrealistic and literally very expensive. Having a list of rotating content or variable message formats can give the appearance of audience-oriented targeting. Proper scheduling also make it more relevant.
4. Supplementation – Though SMS marketing may be powerful, it isn’t 100% effective. Additional marketing campaigns will always increase the likelihood of brand recognition. So always have your bases covered. If you have to do a marketing campaign, might as well do it to the fullest extent possible.
5. Targeting – Your audience is a mix of various cultures, preferences and time zones. Knowing common traits within your audience can make targeting a lot easier. Just as segmented SMS marketing can turn audience differences into more organized and effective campaigns.
Marketing can only take a business as far as making a brand visible. Visibility however needs to taken advantage of. That is where actual sales or conversion comes in.
Conversion is the effort of recouping investments through actual sales and obviously, gaining profit. Marketing messages almost always contain a Call-to-Action (CTA). This CTA is what a potential consumer is expected to act upon and what business aims to encourage.
This is the sales process. Marketing>Audience Interest>Inquiry>Offer>Conversion>Customer Sales.
Here are a few considerations for an effective push towards conversion:
1. Timing – a business cannot appear to be overly eager to turn a profit. Hence, a sales representative cannot immediately push for a sale. Knowing when to pitch an offer is a talent that not every person is great at. But creating protocols on when to push for a sale or when to make a great offer is not as complex as one would expect. In fact, a courtesy SMS is quite great at reminding a potential customer of a great offer.
2. Follow-up – some online retail sites require mobile number registration, this is because it can be used to push for a sale. A shopping cart with pending orders can be used as a reason to remind a user of the great potential purchases they might have overlooked.
3. Seamlessness – an invitation to transact via SMS needs to run smoothly. Having enough staff or an efficient system to handle inquiries, process orders and send verifications can help make a sale quickly. The less complex and less time-consuming a sales process is, the higher the probability of making a sale.
Text message marketing and conversion is not simple, but remember that proper planning, adequate knowledge and seamless execution will never be out of fashion.
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