Note from Jens** I have never done any type of SMS marketing, but I understand how powerful it can be if you do it right. And, I see people using their mobile phones everywhere I look. It doesn’t matter how old they are, it seems that age is not what it’s about. My dad. My mom. My daughter. They are all using it. For instance, I watched the movie Drive at the movie theatre a few days ago, and the guy next to me was on Facebook the whole time. People are using mobile phones a lot.
It’s time to understand how SMS marketing works. This is a guest from Ruben. Let’s discuss it in the comments. Have you tried SMS marketing, or considered doing it?
One of the most effective ways for companies to promote their business is to use text messaging as a marketing tool. For the uninitiated, text messages are short 160-character messages that are sent to cell phones either from other cell phones or using high speed internet. They’re like a form of instant email, and they’re one of the most popular modes of communication.
SMS marketing has the benefit of being both very personal and very engaging. One of the most popular forms of SMS marketing is to provide users with a short number to text with a vote or to earn a discount. In running campaigns, the company’s gain access to a user’s data in exchange for a small freebie. From here, businesses can send targeted messages to their customers to promote sales. For example, a monthly promo text might be sent out with a coupon to encourage shopping with that company. Or, a text might be sent out every few weeks to let the customer know what kind of sales a business is having.
The reason that these advertisements are so effective is their high read rate. Customers driving down a highway don’t necessarily look at every billboard. Similarly, people don’t read every email they receive, and spam filters make it so that some ads are deleted before they can be read. Text messages are different, though. Over four fifths of text messages are read. The leading reason behind this likely has to do with the intimacy and convenience of text messages. Unlike bulk mailings or other mass forms of advertising, customers tend to think of text messages as being specifically sent to them. This let’s advertisers get a foot in the door with the customers. The convenience is found in how brief a text message is. While 160 characters might seem like a hindrance, it forces advertisers to be brief. By getting straight to the point and offering a discount code, there is no worry about needing to maintain the customer’s attention.
A key thing to consider when developing an SMS marketing strategy is that developing a relationship with the customer is the point. By communicating with the customer briefly and giving them a good reason to stay subscribed, a roster of individuals can be developed. After a period of time, this customer database can be invaluable for a promotion. Directly telling thousands of people about a huge sale is made possible with text messaging. This can build buzz for a business’s promotion, and can result in sharply increased sales numbers when timed properly.
One thing to always keep in mind when considering a text message marketing system is that the sending and receiving of SMS messages is highly regulated. Privacy laws as well as heavy monitoring of the high speed internet spectrum by the FCC means that sending text messages to a high volume of users without consent is likely to be very illegal. While there are some rather shady services out there that promise to do just this, it’s wiser to just steer clear of them. Text message marketing is a great tool for a business, but felonies are not.
Overall, by using the resources at their disposal, it’s possible for businesses to increase traffic through SMS marketing. Whether it’s luring in new customers or convincing current customers to spend more, text marketing can make it happen. And that simple fact is why this form of advertising over the wireless internet is something worth investing in.
This is a guest article by Ruben Corbo, a writer for the website Cell Phone Expert where you can compare plans for cell phones. When Ruben is not writing, he’s out producing music or enjoying a great post-apocalyptic film or novel.
Image: Roozbeh Rokni