So now is the perfect time to utilize SMS marketing opportunity for effectively reaching out to customers.
In doing so marketer has to keep in mind a few rights and few wrongs.
Do’s
[Do’s]Build your phone number list from scratch:
Imagine a situation when you received an unsolicited SMS from an unknown business, there is a great possibility you will ignore it. So to overcome this, ask your customers to provide their phone numbers if they would like to receive communication from you. Here’s a method used by a restaurant near my office which I frequent for lunch. The restaurant provides the feedback form and pen with bill statement. So till the time payment is completed at the counter, the customer is idle with the feedback form and pen and fills the form 90% of the time.
This may be a little bit tedious but it is sure-shot way to get contact numbers of customers who may be genuinely interested in your product or services and would want to interact more with your business. Giving a call can be too disruptive for the customers, whereas SMS is a subtle way to reach a potential customer. A great way to show that you are offering something of value without being too much pushy. You can update about new discounts, products, services or maybe announcing a new branch or location.
[Do’s]Keep it Short and Simple:
Lot has been written about the size and preciseness of SMS. Give your message in a clear and short way. Customers love it when their needs as addressed in a short, precise manner with to-the-point communication.
[Do’s]Include a captivating call to action:
The language you use should be actionable, addressed to the reader in person, include a clear value proposition in SMS, with focusing on completing action ASAP by using words like today, now. If possible try to personalize your SMS with available SMS tools in the market like Text Blaster , this could be anything like replying with some code for special offers, website links to redirect to website landing page etc.
Don’t
[Don’t] Buy Telephone numbers:
As mentioned in the starting of the post, buying a number database is waste of money, time , resources and efforts. As you would never know if the targeted audience is interested in you service or not. If the customer is uninterested in getting any type of communication from you, such a customer can block your number. Be careful as it will hurt your brand in the customer’s mind.
[Don’t ] Always Sell:
Every Customer can be potentially miffed by the pushy nature of service providing firm. You don’t want your business to be remembered as intimidating and pushing products at customer’s face every now and then. Use your feedback form to gather as much information you can about the customers. Birthday, anniversary, festival wishes are great occasions to be on top of mind of customers and not look pushy.
[Don’t] forget yourself:
Imagine a situation when you draft and send a amazing SMS campaign and forget to mention who you are and what you represent. Well that’s a awful waste of opportunity with money, efforts.
Here are some benefits you get by using SMS as a Marketing Medium.
Benefits
High Open Rate-
Unlike Email , the rate of opening an SMS is almost 100%, as soon as users see an SMS they do see its content.
High Conversion Rate-
As explained earlier due to targeted Marketing to customers, the conversion rate is high. It’s just like programmatic advertising or profile based advertising, where you know that customer is willing to hear from you.
Reliable Medium-
It’s a reliable way to reach out to customers, you don’t have to fight email filters or user filters to reach customers. As the clutter in the message inbox has reduced it has become more reliable.
It’s a direct, immediate channel-
You get direct access and 24/7 access to customers. With the immediate effect of customer reading and taking action.
Opt-in marketing Channel-
Customers are willing to opt-in to get communication from you. This helps in focused targeting of customers, with sure customer response as he/she is interested in interacting with your business.