Did you know that more than 1 in 4 SMS marketing messages receive some type of response? What if you knew that every billboard you placed would impact more than 25% of those passing by? Though these response rates are staggering, this is simply the tip of the proverbial iceberg when considering the impact that SMS messages can have on a small business marketing strategy.
One of the biggest issues for small businesses when it comes to marketing involves capital. With a sluggish global economy and the increase in marketing “noise”, cutting through without exhausting capital seems nearly impossible. Unless, of course, an organisation elects to make the most of the customers they ALREADY HAVE.
Developing relationships is the key to any business, which is why the ability to contact consumers on a personal level is generating such a buzz. But, when facilitating such a campaign, how can we know that we’re doing things the right way?
The popular adage today states that “content is king”. Some would argue that even such a bold notion is understating the importance of engaging content in today’s busy world. Consider the type of content that you are including with your SMS campaign. Does it excite the consumer? If you received a similar advertisement for a product that you are interested in, would it drive you to buy? Unless the answers are “yes” and “yes, definitely”, you may need to adjust your approach.
Fortunately, this is the beauty of mobile marketing – adjusting the approach of your campaign is incredibly easy! Simply test various releases, perpetuate those that perform well, while adjusting those that don’t.
If I sent you a text message each week that said the same thing: “Come read our blog”, would you? Honestly, if I delivered that message, I certainly wouldn’t expect you to. This is why you have to mix things up with the messages you release. One week, consider sending a digital coupon that is redeemable in-store or online. A couple of weeks later, promote an in-store event that is exclusive to mobile participants. By keeping things fresh, you can be sure that your mobile recipients won’t get bored. If they get bored, they OPT-OUT, which, of course, isn’t part of our long-term plan!
Taking your marketing campaign to the mobile airwaves can work wonders for your business. Because the cost is minimal, and the response potentially monstrous, you can be certain that you are doing everything you can to engage with your customers, encourage repeat business, and avoid the ROI pitfalls associated with more costly advertising platforms.