Digital marketing is a buzzword most businesses have heard of and one that is taking firm root in their marketing environments.
The problem though, is that with online marketing so on trend, we sometimes forget about the offline world. You might be thinking SMS marketing has reached a dearth, but, in this instance, you’re mistaken.
The latest SMS news highlights that it’s still the talk of the town.
Facebook is currently rolling out new features to Messenger and this includes an SMS service. SMS Tagger is an app that can be downloaded straight from the Google play store. You can even schedule SMSs to your loved ones in the same way brands schedule social media posts.
Adobe will soon release a remarketing tool that will allow marketers to automatically send clients text messages highlighting discounts based on other behaviour; such as visiting the company website signalling that the client is interested in the business. By sending a text message it will encourage the client to complete the purchasing process. If SMS marketing was dead, then why would the tech world still be paying this much attention to it?
Why your business should be paying attention to SMS marketing.
The World Wide Web can be an awfully cluttered place, so digital marketing shouldn’t be the only initiative you pay attention to. Sending SMSs to clients is more deliberate, personal and it shows that you’ve gone out of your way to connect with them.
There is a greater chance you’ll catch your clients according to Mashable, because people check their phones at least 150 times a day and “98% of text messages are opened, and therefore, companies that market through SMS/MMS have a far truer reach.”
SMS marketing is an opt-in service, meaning your customers already have a vested interest in your business and want to see what you have to offer. Unlike email or social media marketing, where you may be netting some small fish, the chances of reaching genuine buyers by using SMS is more likely, because you’re sending relevant messages to the right people.
Tips to ensure the next SMS you send is actually read:
- Tell the recipient who you are. You may think this is redundant, but your customers need to know where the sms is coming from
- Try not to cram too much into one SMS. Keep to a strict limit of 160 characters, just like you would when tweeting.
- Avoid using text language. This is too informal and will leave your brand coming across as unprofessional. It’s also confusing and makes it more likely for your audience to misunderstand the message altogether.
- Have a strong call to action. Don’t beat around the bush, tell them exactly what you want them to do; “call us on”, “enter our competition”, “visit our store” etc.
- Use an attention grabbing first word like a friendly greeting say “hello”, “good evening” or “good morning” depending on the time of day. It’s powerful to follow through with their name if you know it, but it will lose you credibility if you don’t, so if in doubt leave it out.
- Don’t over hype the SMS. This may come off as spam and your viewers will ignore it.
- Try to avoid speaking in general and rather speak to them directly, as if they are right in front of you. You know your clients, so keep them in mind when crafting your SMSs.
- Reward them for reading your SMS by offering real-time information like the fact that you’re promoting an exciting new product.
- Target clients that you haven’t seen in a while and send them an SMS reminding them that you still exist. Let them in on store specials and promotions to get them back to your store.
- If you add a link, make sure it’s short. You can shorten your links using Bitly. All you have to do is paste your link in the tab and click the ‘shorten’ button.
Remember that finding the right tone of voice for your audience will take some time and experimenting. To stay ahead of your small business marketing, it’s a process you have to go through to determine what works and what falls short of the mark.