If you’re an entrepreneur you have probably been told by marketers everywhere about how amazing SMS marketing is and what it will do for your business. You probably heard about how easy it is to create campaigns and send personalized messages to people in your community who have shown an interest in your products or services, and then use that interested to turn them into paying customers.
It’s also quite possible that you “tried” SMS marketing and were left disappointed because it didn’t do nearly as well as you had hoped. If you are, there’s really only two things that are possible; you were given false information or you didn’t take the right approach to SMS marketing for your particular business. As anyone in business knows, there’s always a “right” way to do things in a “wrong” way to do them. The “mistakes” below will hopefully show you the former. Enjoy.
You didn’t have an excellent Offer. Here’s the thing; unless you’re offering a truly awesome deal, your response rate is probably going to be quite low. People are inundated every day with text messages from family, friends and, to a lesser extent, businesses. Unless you’re offering something that makes them stop and take notice, as well as being personalized, your message will more than likely be ignored. On the other hand, if you are offering something that’s truly a sweet deal, not only will you get a higher response rate but the people responding will “share” your offer with anyone that they are “connected to” like friends, family and colleagues.
You didn’t market and advertise your SMS capabilities to your existing customers. The problem, if you can call it that, with SMS marketing is that, unless you have an excellent opt-in list to send your messages, it will be very hard to get any response at all. Because of this you need to market and advertise your SMS campaigns and offer potential customers something for signing up with your text list. You also should be advertising about your SMS marketing campaigns anywhere and everywhere that you can. In your store (if you have one), online, on social media, on billboards and, if you use them, on TV and radio.
You didn’t tell people what you want them to do. This is called a “call to action” and it’s vital if you want to get an excellent response to your SMS marketing campaign. You simply need to tell people what to do next whether it’s to redeem a coupon, visit your store at a particular time, refer a friend to your website or whatever. A call to action is a definite must if you want to have a successful SMS Text message marketing campaign.
You didn’t have a Mobile Website. One of the first things that many people do today when they receive an SMS text message is use their smart phone to go online and do more research on your company, your offer and your products or services. If you don’t have a mobile website many people will become frustrated because, frankly, navigating a website on a small smart phone screen is a real pain. In fact, it’s been shown that a person who lands on an website that isn’t mobile optimized will leave within approximately 6 seconds! If you wish to continue using SMS marketing, you need to get your website optimized for mobile.
You started your SMS campaign without a Plan. When implementing any new marketing strategy it’s essential that you don’t do it “blind”. If you went into SMS marketing without a plan before your first advertising or marketing was put into action, it’s going to be very difficult for your marketing to succeed. Before you start any SMS marketing campaign, make sure your plan is set and you know exactly what you’ll be doing.
Okay, so let’s say that you had all of those points covered and your marketing campaign still failed. Well, not all marketing goes perfectly right out of the gate which means that, as the old adage says, try and try again. The simple fact is that statistics show that SMS text message marketing is an excellent, economical and engaging form of marketing with an excellent ROI. Just because it didn’t work for you the first time doesn’t mean that, with some trial and error, it won’t turn into an excellent marketing tool for your business.