Table of Contents
There are so many ways to reach your target customers these days that it no longer makes sense to go for a single-channel marketing approach. If you’re only using one channel to promote your products and services, you are getting left behind by your competition.
In this modern landscape of technology and social media, you should be using a multichannel approach when it comes to digital marketing. This is especially important if you want to reach the largest audience possible.
Since there are so many options, some marketers are choosing to drop certain marketing strategies that they consider to be outdated, such as SMS marketing or mobile marketing. They think SMS is dead and should be put out of its misery just because social media is so dominant lately.
But just because everyone is on social media doesn’t mean they have stopped using text to communicate. When people check their phones first thing in the morning, they see SMS messages before they get to their social media notifications.
In fact, you shouldn’t underestimate the traditional SMS marketing campaigns. Not everyone realizes this, but it is actually more effective than email marketing. Text message marketing is a direct line to your customers. If you’re not taking advantage of it, you are missing out.
Today we will be discussing promotional SMS marketing: its benefits, and how to launch your own SMS marketing campaign.
What is SMS Marketing?
Before we talk about how to launch your very own SMS marketing campaign, let’s talk about what it is first. SMS stands for short message service. Short message service marketing is all about communicating with your customers directly using SMS marketing platforms.
SMS marketing is simple: you just send SMS messages to your customers. But the content is important. There are two kinds of marketing text messages that you can send: promotional messages and transactional messages.
Promotional campaigns are texts that put a spotlight on your latest offerings. This includes flash sales, offers, discounts, personalized promos, product launches, and events. These texts are meant to generate interest in your brand. You can use this to generate hype, increase customer interest, and boost your sales.
Transactional SMS messages don’t necessarily promote anything. Instead, these are alerts and notifications that you send customers regarding their orders. This includes shipping notifications, order confirmation texts, cart abandonment alerts, etc. You can automate these with SMS marketing software to keep customers up to date on their purchases. This helps build customer trust and brand loyalty by providing a smooth customer experience.
One of the best things about SMS marketing is that you can reach customers no matter what kind of mobile device they are using, regardless if they are smartphone users or not. In fact, they don’t even have to install or download any app. SMS is already built into their phone.
In addition, text message marketing is made even more accessible by the fact that it has a lightning-speed delivery time. SMS messages are delivered in real-time, meaning they can be viewed by your recipients a few seconds after you’ve sent them. This is perfect for targeted messaging.
Done right, your marketing campaign can increase conversions and sales. Don’t hesitate to try different SMS marketing strategies. Consumers are becoming more and more comfortable interacting with businesses. It’s no surprise that businesses are slowly beginning to implement it into their own multichannel marketing campaign. Most customers expect to be able to reach businesses via text—so make sure you give them this option.
As a business owner or marketer, you have nothing to lose by adding SMS to your multichannel marketing campaign. It is cheap, easy to use, and effective. There is a proper way to launch SMS campaigns, however, and this is what you need to take note of.
How is SMS Marketing Done?
The first and most important rule of SMS text message marketing is that you need to ask for permission from customers before including them in your contact list. Before you send them a single marketing message, make sure you have their explicit written consent.
SMS is a type of opt-in marketing, which means customers have to subscribe to this service before you can send them updates about your products, promos, and services.
Texting customers without their permission is actually a violation of text marketing laws and regulations. You can get in trouble with the law if you’re not careful with these regulations. If your customers have no idea how you got their phone number, then chances are you are sending a cold SMS text.
Sending cold messages is actually illegal, and that’s not how you want to start off your SMS campaign. The Federal Communications Commission (FCC) and the Telephone Consumer Protection Agency (TCPA) require businesses to secure written consent from customers before sending them promotions. Businesses that fail to do so may face substantial charges and fines. These regulations are there to protect consumers from unsolicited texts and spam.
People need to sign up for your SMS marketing campaign by providing their phone numbers along with their express consent to receive your texts. Sending an SMS marketing message is a big responsibility because you are reaching people directly through their mobile devices. This type of mobile marketing can be incredibly invasive if not used properly.
Don’t worry: there are easy ways to collect phone numbers legitimately. You can set up a sign-up sheet in your website or landing pages to get website visitors to give you their contact information. To incentivize them, you can offer exclusive deals to SMS subscribers.
The people who sign up for this service are some of your most valuable customers. These are the customers who want to hear updates from you. They want to know more about your products and services. So don’t waste time texting people with cold SMS when they aren’t interested anyway. You will only risk getting fined.
Remember: do not send a text message unless you have a clear opt-in from customers. The best part is that SMS marketing works best on your loyal customers anyway. Just think about it: people who receive unwanted texts are just going to get annoyed. But the people who voluntarily signed up for your text message marketing are the ones who are most likely to convert if given a good enough offer. These are your most valuable leads, so cherish them.
Use SMS marketing to develop strong business relationships with your existing customers. Use it to draw attention to your calls to action and increase brand awareness.
Best Practices for Text Message Marketing
Now that you know to avoid cold texts when SMS messaging, here’s what you should do instead. Grow your contact list and launch your SMS campaign the right way.
Since customers need to opt into your SMS marketing messages, you also have to give them the freedom to opt-out at any time. With these best practices in mind, you will minimize the chances of them hitting that unsubscribe button anyway. But make sure they have that option. You don’t want customers getting annoyed whenever they see your brand. Make the unsubscribe link easily accessible. With the right text message marketing strategy, customers won’t be clicking on it anytime soon.
To prevent customers from wanting to opt out of your text messages, you need to send relevant messages. Marketers use SMS software to segment their audiences based on different categories. This ensures that you are only sending promotional campaigns to people who are interested. Even your customers have varying interests. Show them that you are paying attention to their needs by sending promotions that are relevant to their interests.
You can use a CRM to keep track of which customer is buying what products. You can then base your SMS marketing campaign on what they are buying.
Splitting up your contact list based on customer interests, demographics, and previous purchases is a smart move. This will give you the best results. Not only will your customers stay on your contact list, they will also pay closer attention to what you are texting them.
Relevance is very important because it is the best way to grab people’s attention and convince them to follow your call to action.
SMS campaigns are limited to 160 characters per text. While this may seem limiting, you can actually use this to your advantage. Stick with this limit and try to get your point across in a straightforward manner. People have short attention spans, which is why texting is so impactful. You can get so much information across even if you stick to this limit.
People like texts because they are short and straightforward. Just make sure you introduce yourself or mention your brand at the start of the text. Assume that your customers are not going to save your contact number on their phones.
Keep in mind that even if you have all these phone numbers, you shouldn’t spam your customers. That is one quick way to lose customer loyalty and get them to unsubscribe to your text messages.
Texting people as often as possible is not a good idea. This is not the same as social media posts wherein you want to make your presence known on a regular basis. Text message marketing is at its most impactful when used sparingly. Unlike social media, people can’t just ignore your texts. They are subscribed to you, meaning they will be notified every time you text. You don’t want to annoy your most loyal customers. Maintain customer interest by only sending a message once a week or only as needed.
Make sure every message is worth their time. Keep it short, keep it relevant, and only send texts when necessary. This ensures that every text you send is seen as urgent. It’s a good way to catch their attention and showcase your latest offers.
If you text them every day, they will either unsubscribe or simply start ignoring your texts the same way they ignore billboards and other promotional materials.
SMS Marketing Software Examples
Once you’ve grown your SMS marketing list, you can start looking for an SMS marketing platform or software to use. It is easy to text your customers, but if you want to do it efficiently, use the proper tools. There are plenty of SMS platforms out there that will help you automate and personalize your texts, or schedule SMS messages. These tools can even gather data that you can use to optimize your SMS campaigns.
Twilio is a good example of an SMS marketing software. It offers powerful automation, allowing you to send automated texts to everyone in your contact list. You can also use its segmentation feature to choose a target audience for your text messaging.
Another option is SimpleTexting. This is a well-known software that is convenient, intuitive, and easy to use. You will be able to get your SMS campaign running in no time. It lets you send bulk SMS and set up auto-replies.
These are just a few examples of SMS marketing software. It’s all about finding the tool that suits your company’s specific needs.
What is the Response Rate for SMS Messages?
Text message marketing is known for its incredible open rates. In fact, texts are read more often than emails. Most people have their phones nearby at all times. It’s either in their hand, their pocket, or on their desk. This means SMS marketing will help you reach customers instantly. 90% of all texts are read within the first 3 minutes. Part of the reason is that texts are displayed immediately when people check their phone.
On the other hand, email marketing just bombards people who are already overwhelmed by marketing messages. This is why a lot of email marketing messages go directly to the spam folder.
SMS messages are far less likely to be ignored. Mobile phones light up and notify phone users when there are new texts.
In 2018, SMS had an open rate of 98%. On the other hand, email marketing campaigns only had an open rate of around 20%. Those who still underestimate this digital marketing strategy are missing out.
When used correctly, SMS messaging is perfect for building trust and brand loyalty. Even with the popularity of social media, you can’t beat the impact of a well-written, well-timed text.
More than Sending SMS Marketing Messages: Use Kennected to Generate More Leads
SMS marketing gives your company the ability to reach leads, prospects, and customers through their mobile devices. But if you want to take this to the next level, use Kennected while you leverage SMS marketing. This LinkedIn automation tool simplifies your lead generation.
With Kennected, you can unlock the power of automated lead generation. This revolutionary marketing software taps into LinkedIn’s database of professionals, entrepreneurs, CEOs, and decision-makers to bring you the best leads for your business. Choose your target audience with ease and find your exact target customers.
Kennected lets you personalize your messages so that your leads are more likely to respond. This also increases your conversion rate significantly. If you want to find a way to stand out in your prospect’s inbox, personalizing your messages is essential. And just like any SMS marketing platform, Kennected does that for you automatically. It is the best tool to complement your existing SMS marketing strategy. This is why many clients have stayed on board for a long time.
Kennected’s Smart Inbox is integrated with your LinkedIn so you can manage all of your prospects’ communication. Imagine being able to send personalized messages to everyone in your defined area or town that has a LinkedIn account. You can craft an offer that is exclusive to LinkedIn. Whether the lead buys something off of your first message or just chooses to connect with you—you win. Once they connect with you on LinkedIn, you have access to their email, phone numbers, and other information that are publicly available.
Kennected can help you build up your SMS list as well as an email list for your email marketing campaigns. It’s about being everywhere your ideal potential customers are. Kennected can help you grow your business.
More than 17,000 clients trust Kennected to help grow their businesses. You can be one of them. Book a demo with Kennected today to learn more.