Tuesday, July 31, 2012
By Ryann T, Follow me on Google+
Text marketing has become a staple of any business’s marketing strategy. When executed properly, it can generate some very impressive results. With its high open rates and the ubiquity of mobile devices, SMS is a powerful medium to deliver mobile offers and notifications. In fact, with 95 percent of text messages being opened, SMS marketing can be the most cost effective way of breaking through the clutter of marketing messages vying for your customer’s attention. While there are many advantages of text marketing, getting the most out of your campaigns require diligent execution. There are a number of reasons mobile marketer may experience lackluster results. Here are some common reasons SMS marketing campaigns can fail and steps to turn things around: 1. Failing to Adequately Promote. Advertising a short code is essential to executing a successful text marketing campaign. Too many marketers neglect to promote their call to action on print, digital and other marketing real estate. To overcome this, consider:
- Mentioning your SMS call to action in print and digital marketing mediums.
- Many businesses have also successfully promoted their SMS marketing campaigns by placing QR codes in the place of business.
- Letting other local businesses promote your QR code through partnerships.
- Bounce back coupons or reward benefits for joining the text marketing database. If you’re an ice cream parlor, for example, consider something as simple as promoting “Free complimentary scoop of ice cream when you text ICECREAM to 67076.”
- Place the call to action in as much marketing real estate as possible. Driving signups is as easy as displaying a call to action on a storefront window, reminding customers at checkout, or integrating your call to action into traditional advertising campaigns.
- Make the next step as easy as possible. Making offers and deals easily obtained is the best way to make sure that they get redeemed.
- Clearly display an opt-out message at the end of each message.
- Make it clear and easy how to opt out.
- Make the opt-out immediate upon request.
- Create messages unique to the community.
- Utilize your CRM data. Text marketing campaigns should be an extension of a customer relationship management system. A dry cleaner that keeps track of a customer’s drop off patterns can create specialized discounts or reminder notifications based on those patterns. If the customer usually come in every Wednesday, for example, and they don’t show up for a couple of days, an automatic text reminder can be generated to say: “Hi! We haven’t seen you in a couple of days.”
- Scour your sales data to find product trends.
- Be creative with your campaigns. Think of ways to have your customers push messages out to their friends.
- Have your sales people promote the opt-in offer at the counter.
- Encourage your subscribers to push their offer by posting the words “FWD 2 a friend” at the end of your message. To encourage forwarding offers, holding polls and contests that encourage member sign up their friends. By encouraging your customers to push an offer, there’s the potential to spread the message beyond your database of opt-ins.
- Create a mobile version of the site to redeem offers.
- Always including a mobile specific link to the site to redeem offers.
- Create mobile support and sales documentation.