It often takes time to get traction and build engagement when you start a new marketing plan. SMS marketing is a great option for many businesses, as this channel can quickly connect your brand with customers on the devices they’re most connected with throughout the day.
Bear in mind, however, that not all SMS marketing campaigns are created equal. Brands that are thoughtful about their use of this relationship-building marketing method will likely reap the rewards of their efforts, but it does take a little finesse to ensure you’re talking to your customers in ways that truly connect with them at the right time and with the right information.
With this in mind, let’s explore some ways your company can connect with your customers in personal, relevant ways using SMS marketing.
- Offer Incentives
People love to feel as though they’re part of a secret club where they’re being offered deals that aren’t available to the entire world. Engage your customers and make them feel included by sending them personalized, exclusive offers, coupons, or deals to their text inboxes.
- Keep It Brief
Nobody wants to read a novel in their text messages; this is a surefire way to lose even your most loyal customers’ attention before you even get it. SMS messages are limited to 160 characters, so you must be creative and concise with the content you’re sending your customers. If you craft a message that’s too long, it’ll likely be broken into separate messages, which can easily frustrate or confuse your audience.
Use your 160 characters of SMS real estate wisely by delivering messages that are to the point and provide high value to your consumers. Here’s an example:
- Use Call-to-Action Buttons
Calls-to-action (CTAs) are useful for increasing customer engagement, which is exactly what you want from your SMS marketing efforts. When you use the right CTAs, you’ll encourage people to read and interact with your messages.
Here are some CTAs to consider using in your next SMS marketing campaign:
- “Show this text.”Invite customers to show their text messages so they can earn discounts on the products and services you provide. It’s a great way to boost in-person engagement with your promotions. For example, you might say, “Show this text for a free gift with your next in-store purchase.”
- “Click here.”If you want to conserve space in your SMS messages, you can send your customers to web pages where they can find maps, videos, hours, and more detailed information about the promotion you’re touting.
- “Text-to-win.”You can entice customers to interact with your brand by offering them a shot to win a prize or gift from your company. Ask your audience to text you so they can be entered into a contest that comes with awesome swag when the winners are announced.
- Create a Sense of Urgency
Creating a sense of urgency has long been an advertiser’s best friend, and this idea is no different in the world of SMS marketing. Include some sort of expiration date so you encourage your customers to respond to your prompts right away. This can help you achieve results or gain information as quickly as possible.
- Be Mindful of Timing
In the world of marketing, it’s vital to take timing into consideration. Text messages are most likely to be opened when your customers are awake and have their phones within easy reach. You don’t want to start sending messages at 4:00 a.m. because most of your customer base won’t be available to open them, and your engagement rates will suffer. It’s also simply not a great customer experience: You don’t want to risk opt-outs because of an untimely SMS.
Keep tabs on timing by measuring the metrics provided through your SMS platform. Here, you should be able to find detailed stats regarding when your subscribers open your messages and follow your links and how your triggered messages are performing. The idea is to garner a starting point from which you can build a better understanding of your audience’s behaviors.
- Utilize Optimal SMS Marketing Tools
Find ways to communicate with your audience in more personalized, intelligent ways by using an advanced cross-channel marketing platform. This type of platform enables your brand to use data in ways that bolster engagement and user experience.
AUTHOR BIO: Juan Jaramillo is Performance Marketing Director for Cordial, a cross-channel marketing and data platform. He has 13 years of experience in the industry and focuses on performance marketing, search engine optimization, and analytics.