Nowadays, people are often on their mobile phones. As such, companies use short message service (SMS) marketing to deliver promotional materials and campaigns to market their offers to potential customers. Many find this method an effective way to reach out and engage with their clients and potential prospects.
The concept of SMS marketing operates in the same vein as email marketing. The only difference between the two is the platform. Ideally, this approach uses short and straightforward messages that are easy to read and digest. It ensures uncompromised marketability and selling points of the marketed item or service.
Like email marketing, an organization can easily write, dispatch, and distribute SMS marketing campaigns within minutes. But how exactly can they do so?
How Does SMS Marketing Work?
An SMS marketing campaign involves the creation of a database with a list of phone numbers voluntarily given by customers using a keyword sent to a short code.
Almost everyone has access to a cellular device and mobile number. This accessibility makes SMS marketing a relatively low-risk process with significantly high rewards. Businesses can tap into a saturated pool of people they can turn into new clients.
On average, sending a product or service via SMS has an 82% open rate, and 70% of mobile searches result in action within the hour of receiving a text.
With their dedicated database for phone numbers, companies can create content and marketing materials to send to their audience. Once completed, they mass-deliver the created content to the contact numbers.
2 Types of SMS Marketing Campaigns
Marketers further divide an SMS marketing campaign into two subcategories.
1. Inbound SMS Marketing
Inbound campaigns occur when a user initiates a conversation with a business using a keyword, phrase, or shortcode.
2. Outbound SMS Marketing
The outbound SMS campaign works similarly to its inbound counterpart. However, businesses are the ones that initiate the engagement and send messages or content materials to an existing list of people or phone numbers.
Often, outbound SMS takes the form of discounts, special offers, or other similar deals, which is what most people think of when they hear the term “SMS marketing.”
Benefits of SMS Marketing
In many ways, SMS marketing has provided several benefits, regardless of its subcategory or type. Businesses using this approach have produced favorable results, making it an effective marketing tool.
Here are some of what SMS marketing can do for your organization.
1. Takes Advantage of Potential Audience Pool
One of the reasons SMS marketing has proven itself an efficient tool for businesses is its capability to tap into the rich and dynamic ecosystem of mobile users. With a vast number of people, this tool can help companies reach potential (and the right) clients.
2. Is Cost-Effective
Unlike bigger-scale marketing tools like billboards and TV advertising, SMS marketing is cost-effective and inexpensive. Marketing done through SMS is equally impactful despite being budget-friendly. Additionally, they also have the potential to generate a higher return on investments.
3. Strengthens Customer Engagement
SMS marketing tools allow businesses to connect with potential clients and create meaningful customer engagement. It helps companies connect with prospects on a more personal level.
Additionally, SMS marketing may be an effective way to keep customers updated on the news and events of your business, as well as new items or services you currently offer.
Best SMS Marketing Practices to Take Note of
Participating in SMS marketing may be much easier. But the end goal is to make a sale. Using best and ethical practices can achieve this goal without creating a sense of intrusion toward potential customers.
Here are some best practices that promote personal yet respectful interactions and transactions between clients and businesses.
1. Asking for Consent to Receive Messages
Constantly sending messages that the recipient is not interested in shrinks their likelihood of considering purchasing your product or service. Instead, give clients options on whether they want to receive messages from your brand. Make sure to include this option in your introductory statement.
Doing so ensures that businesses aren’t spamming and bombarding potential customers into purchasing their products. Alternatively, you want the client to initiate the continuance of receiving such messages.
2. Introducing Your Brand Accordingly
From the beginning, a customer receiving the text message must know who is on the other end of the conversation. When initiating a conversation with a client, the business is yet another random number. They are less recognizable than an email message. So, providing the best first impression is crucial for any probable relationship.
3. Provide an Opportunity to Unsubscribe
Clients may initially consent to continue receiving messages. Maintaining the same level of control throughout the relationship with the client is still equally essential.
Losing clients throughout the lifespan of a marketing campaign is inevitable. However, automation tools have improved processes by streamlining them and keeping database lists updated.
4. Maximize Text Messages for Important Updates
Texts are easy to send. However, character limits on an SMS platform make creating meaningful content all the more important.
In other words, companies must be strategic in crafting their messages and only consist of important matters. These messages may include promos, discounts, special events, and other timed updates.
Connect with Customers Using SMS Marketing
Marketing has been around for a long time, gaining several strategies and tools as the years passed—such as SMS marketing. This strategy uses the abundant sea of mobile users, allowing for a broader reach. With technology and automation, marketing with this tool is more streamlined, allowing you to save time and resources.
Moreover, SMS marketing has solidified its usefulness and importance for any business. With its cost-effective, engaging, and interactive capabilities, SMS marketing is a tool that can help you turn phone numbers into customers.