Text messaging (SMS) is one of the most efficient channels available to reach your customers. Text messages are short and simple; 160 characters (at most). Being to the point is essential. It allows you to get the word out in an instantaneous, productive and economical manner. AND it reaches your customers where they are now, on their mobile phone. However, as in all forms of advertising there are things to consider when creating a text message marketing campaign. In order to attain optimum results adhere to these six basic principals:
1) Your current customers first
People who are already familiar with your goods and services are your best prospects. If they are in your store, restaurant, nightclub or event NOW is the best time to grab them.
Use your current methods of advertising to build your exclusive ‘opt-in’ list; print ads, in-store posters, shout-outs…anything you can think of.
2) Make them feel special
By ‘opting in’ your customers have agreed to be contacted by you. Grab their attention with incentives, special deals or VIP treatment.
Know what your customer finds valuable and when they want it. Don’t send them widget specials if all they are interested in is do-dads.Narrowcast instead of broadcast. Work towards segmenting your database. You can always join groups together if there is broader appeal.
ALWAYS include a call to action for a special deal or request a response.
Don’t burn out your customers by overdoing it.
4) Protect your business and brand
Don’t spam! Be selective with your messages and the audience you send them to.
Don’t buy lists of cell numbers from a third party or be drawn in by an offer to send your message out to a gazillion people. You will be throwing away your money, aggravating people (who will tell 10 of their friends) and you could jeopardize your ability to send out future messages.
5) Opting in and Opting out
Make it easy for your customers to opt-in and opt-out. Use simple keywords that identify your business or a quick response (QR) code that your customers can scan with their Smartphone.
Make it just as easy for your customers to opt-out and no longer receive your offers. Inform them in the very beginning: “simply text “stop” to be removed from our list.”
6) Common sense is key
When selecting a company to provide text marketing services know what you are getting and pick one that will help you integrate your texting campaigns into your overall advertising and promotion efforts.
Depending on your business, realize that it takes awhile to build up your text opt-in databases. It also requires an effort on your part to let your customers know that this is a great option for them.
When tailoring your campaigns give careful consideration to these factors and you will be on your way to increasing your sales with powerful customer loyalty.
Remember to use common sense. Make every message count. If you would find it annoying, somebody else will, too.
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