SMS, or short message service, is the technology behind your text messages. SMS has existed for almost as long as modern cell phone service has, but using SMS for marketing is a newer endeavor.
While some consumers can’t stomach the idea of being texted by a business and would see it as bothersome, there are ways to make SMS marketing for your business as part of an overall marketing campaign. In fact, because many people are checking their text messages far more frequently than their email inbox, some businesses have found that it can boost customer loyalty, user engagement, and even increase revenue.
How to make SMS marketing work well for your brand
5 ways SMS marketing can boost your business outcomes
Here are some things to consider for a successful SMS marketing campaign:
Partner with the right platform:
Chances are, you’re not going to start sending text messages to individual numbers from your personal cell phone. You need to find a company that can handle distribution. When doing this, make sure you find one that offers robust reporting and analytics so that you can track everything and make sure you are getting a good ROI.
Put your best content forward:
Coupons and discounts are one way to get attention for your SMS campaign and provide valuable content from your brand right out of the gate. Other useful content could include contest opportunities or information about new products.
This is two-fold. Texts are fast and immediate, so you don’t have a lot of room. Be conversational and to the point as much as your brand voice allows. Also, consider following up in a genuine way. One national pizza chain, for instance, texts their customers after a delivery arrives with messaging to the effect of, “Did everything get there okay? Let us know if you’re enjoying your order.” This makes texting an opportunity for not just pushing another purchase, but allowing customer feedback. Another small business owner might use text as a first point of contact instead of a phone call. If a customer requests more information online, a text might be sent from that business as a softer approach than a phone call that demands an answer right then and there before a customer has had a chance to digest any information.
Space out your SMS:
It’s good to have events – like a purchase or time between purchases – trigger a text. It’s not good to bombard your customers with texts and offers. You want to offer them relevant useful information that will keep them coming back, not force them to unsubscribe because their text inbox is full.
Make it easy to act:
Whether you want your customer to click on an in-text link to download a coupon or you want them to know how they can unsubscribe from receiving future messages, make it clear how your customer can take action and what that will result in.
When used intelligently, SMS marketing can yield good results in your marketing strategy. It can be a way to add automation into your busy marketing calendar as well and offer value to your brand and your customers.