As a Marketing Technology Provider, we’ve spent more than a decade helping brands use marketing tools to grow their business.
When talking marketing, people always want to know what’s new and what’s next. It’s natural to want to keep up with trends, but very often brands are overlooking the benefits of old school in their search for the “new cool”
For the majority of organizations — whether Startups, SME’s, Enterprise size corporations and even non-profit groups — one answer is to explore the benefits of SMS marketing (also known as text or mobile marketing) as part of an integrated marketing strategy.
When taking a closer look at consumer behaviour and preferences, it is evident that SMS messaging is extremely effective, yet underutilised, for business-to-consumer interactions. SMS message open and response rates are as high as 98% and 45%, respectively1. Certainly this makes text messaging one of, if not the most, effective ways to get through to your audience.
Some of reasons why SMS text messages offer incredible value for your marketing buck are that in most cases you reach the bulk of your audience in real time.
• Reach consumers, exactly where they are. People are on their phones more than ever. People look at their phones an average of eighty times per day2.
• Messages are delivered almost instantly. Ninety percent of text messages are read within three minutes3. Need to get important and time-sensitive information in front of people quickly and in real-time? Then SMS is the way to go.
How to utilise SMS marketing effectively
• Keep messages short. Individual SMS messages are limited to 160 characters (if more, they’ll be broken down into multiple messages). To keep the recipient’s attention, send messages that focus on one theme. Ideally, messages should take approximately five seconds to read. Link to your website or to a dedicated microsite that offer additional information and drive conversions.
• Check your frequency. In our experience, flooding recipients’ phones will get you blocked quickly. Only reach out when there’s a reason, at most three to four times per month. This could include sending texts about upcoming sales, new product launches, adjusted operating hours or closures, appointment reminders or emergencies.
• Be visual. Including the power of images, GIFs, YouTube videos or PDFs via a tracked microsite link as part of your message can avoid the repetitive nature of sending only text. We’ve found that visual elements can prompt consumers to take action.
Comprehensive marketing efforts deliver the best results.
In our experience, SMS messaging is most effective when used in conjunction with other channels.
• Use SMS to amplify your message. SMS can serve as one of multiple ways to spread the same news. Using other channels — such as email, social media, blog posts and video in tandem with SMS can ensure that you’re reaching a wide audience.
• Connect your messages. Using a microsite, website or social media profile as a base, direct all recipients there to learn more, place an order, sign up or access specific info.
• Build your customer base with special offers. When launching mobile marketing, consider offering an incentive for customers to opt in from your other channels and collateral like social media, website, email, banners, brochures and signage.
Embracing SMS to better engage customers can be the key to growing relationships and, ultimately, building loyalty for your brand.
Want to find out more about Clikit Media’s SMS offering that combines visual elements, tracking, social media sharing and more in an easy-to-use platform? Click Here >>
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Hermanus is an experienced email media and marketing strategist with a strong sales background. Passionate about helping clients and partners acquire, convert, and retain customers. As a proponent of authentic and honest messaging he believes that done is better than perfect.
Lover of wit, irony, golf, family and Africa.
