Mobile marketing has come a long way in the last decade. Mobile marketing has gone from being a marketing channel to an entire industry encompassing dozens of marketing channels. While newer mobile technologies such as push notifications, QR codes, and geo-targeting have been getting all of the attention, it is still the humble text message that dominates the industry. While other channels can be beneficial, none can replace the value of a good SMS campaign.
If you’ve been neglecting your SMS campaign, here are seven tips to get it back on track:
- Encourage interaction. In the past, marketing efforts have always been focused on one-way communication. With mobile marketing, simply sending texts isn’t enough. In fact it comes across as spamming. A better option is to encourage interaction. For instance, customers who opt-in to receive your texts should be rewarded with a positive experience.
- Make sure messages are timely. You’ll find that certain messages are more effective at certain times. Sometimes it’s obvious but other times it won’t be. Texts sent by a restaurant about a lunch time special will be more effective when sent just before lunch time. Make sure you’re sending texts that are relevant, valuable, and timely.
- No marketing effort exists in a vacuum. Every business should be using at least a few different marketing channels. SMS is a great way to tie them all together because nearly everyone has a mobile device capable of texting. SMS marketing can link your email campaign to your social media campaign, and your social media campaign to your content marketing campaign and any other marketing channels you might have.
- Supplement your local advertisements. Despite the tremendous success of digital marketing strategies, traditional advertising channels such as radio and print ads can still be effective. In can be difficult to measure the effectiveness of these efforts however. You can use SMS to measure success by including a short code and keyword in your traditional advertising then watch how many opt-ins you get as a result.
- The trouble with sweepstakes has always been that people don’t want to take all the time to enter a sweepstakes they probably won’t win. SMS makes it extremely easy to enter sweepstakes. In fact, it’s one way to get people to opt-in. Customers can enter by simply texting a keyword to a short code.
- Provide in-store recommendations. A major fear about mobile is that it’s robbing businesses of their foot traffic. So much shopping is done online these days that many business owners worry they can’t compete. Mobile doesn’t have to work against in-store business however. In fact, mobile can improve it. For example, an auto parts store might allow customers looking for a specific part to text a keyword to a short code in order to get reply with the correct part.
- Use SMS to build loyalty. Typically, it’s 20% of your customers that are driving 80% of sales. SMS is a great way to get those kinds of customers. Make sure you’re doing everything you can to build a solid SMS marketing list.