So you’re intrigued by text marketing. Makes sense. After all, there is no other low cost advertising solution on the planet that has such potential to radically change the way you do business and interact with your customers.
But maybe you’re saying to yourself…
The concepts are great, but I’d love to see some practical, concrete examples of how I can use it to build my own business.
That makes sense to us.
Let’s look at a handful of the most common ways text or SMS marketing can be used to boost your bottom line (prefer to watch the video? Click here!)….
1. Use Text/SMS Marketing to Attract New Leads and Prospects!
The first and most obvious way is to attract new leads, prospects and customers to your business. This is best done with an incentive and an offer. For example, suppose Mary has a bakery, and she wants to attract new, qualified customers to her business. She decides to use the the following…
To get 50% off your first order of 1 dozen muffins at Mary’s Bakery, (and to receive subsequent discounts direct to your cell phone) text MUFFINS to 41932.
Then Mary promotes this offer everywhere; on her road sign, on her sandwich board, on your business cards, on her flyers, in her store, in her conversations with prospective clients, and in any traditional advertising she does.
The powerful combination of the incentive and the easily accessible technology (the cell phone) makes it very simple and appealing for customers to respond to her call to action!
And once they do, Mary is now able to bypass traditional advertising altogether and deliver her sales message directly to her prospective customers.
And the best part?
Today, people read almost every single text they receive… within 4 minutes! There’s no more wondering whether a prospective customer even sees (or hears) your message – the problem inherent to traditional advertising mediums like radio, television and print ads. You will know that s/he has. All you have to worry about is crafting an offer compelling enough to get that person into your place of business.
After that, it’s up to you.
2. Use Text/SMS Marketing to Leverage the Power of Your Existing Customer Base
The second most obvious use of SMS/Text marketing is to use it to market effectively to current customers. You’ve probably heard the saying…
80% of your business comes from 20% of your customers.
But what if you could get 30 or 40% of your customers to become “regulars”? 50%? 60%?
Could you imagine the sort of numbers you’d be doing?
Some business owners make the mistake of being so focused on obtaining new customers, that they forget to fully capitalize on the potential already available in their businesses.
And here’s the thing…
Your current customers are the easiest to market to, and will be the most receptive to your offers.
Because you already have an established relationship with them, and they are familiar with quality of your product(s) or service(s).
By far, marketing to your existing customers via text is the quickest and easiest way to get your sales numbers up while keeping your advertising costs down.
For example, suppose you have a pub or a restaurant catering to a “lunch” crowd, you could promote something like this to your patrons…
To receive our daily lunch specials on your cell phone, and get a free appetizer on your next visit, text PETESPUB to 65321.
This promotion could be easily printed up in short runs at your local Kinko’s or Staples and inserted into your menus. Your staff should also be trained to upsell this benefit as well.
Giving something away as an incentive to get people to sign up (in this case an appetizer) is a smart idea. Not only will it dramatically increase the number of people who respond, but the ability to contact these people directly – people who already trust – is incredibly valuable. In other words, give a little, to get a lot.
3. Use Text/SMS Marketing to Notify Customers of Appointments or Event
Hair salons, veterinary services, dental and doctor offices, chiropractors, massage therapists, estheticians, health spas – any business that needs a cheap and effective way to deliver a reminder directly to where the customer is most likely to receive it, can make great use of text marketing.
Due to carrier regulations, all contacts must give express consent to be added to any text marketing list. You may either ask them directly, or send them an opt in request message through our system.
Failure to obtain such permission is a violation of our terms and conditions and may lead to your account being terminated.
4. Use Text/SMS Marketing to Leverage your Traditional Advertising Campaigns
As you know, it is incredibly difficult to measure the success or failure of any radio, television or print promotions. Not only can you improve their effectiveness, but you can get a much better of how good or bad a job these mediums work for you by integrating a text messaging call to action into them.For instance…Suppose Mary, who we talked about earlier, decides to advertise her bakery in the local newspaper.It would be a very good idea to add a text based call to action to the ad. Something like…
Text MUFFINS to 41932 for a 50% discount on your first purchase of 1 dozen muffins!
Because this allows her potential customer the opportunity for instant action!
This combination of an incentive and the ability to act on the offer now, simply by grabbing the “ever present” cell phone and typing in a quick word, leverages the power of that ad.
Because if that prospective customer turns the page, happens?
Unless that person is a muffin fanatic, Mary’s ad will probably fade from her mind.
But for people who have responded to the text based call to action, all is not lost, Mary has permission to contact these people directly with future offers, even if they don’t show up to take advantage of this one.
In other words, she has vastly improved the effectiveness of the ad.
And, by tracking the response she gets, Mary can obtain a better understanding of how well print advertising is working for her, and whether it makes sense to continue to invest in it.
After all, people have to see her ad in order to take action. A huge response will telegraph the success of print advertising. Little or no response might be indicative of the opposite.
Text message based call to actions can be integrated into television and radio ads in much the same way.
So there you have it; just 4 of the ways you can use text or SMS marketing to boost your business. To sum up…
- Use it to generate new customers.
- Use it to market to existing customers.
- Use it contact clients for upcoming appointments
- Use it to leverage as well as assess the performance of existing advertising campaigns.
Bada-bing. Bada-boom. What’s not to like?
Paul Crane is founder and CEO of Local Text Marketers. His passions include digital and mobile marketing, his German Shepherd dogs Sheba and Nika, motorcycles and playing guitar.