What does your marketing mix include?
If you’re like most local businesses, you’re probably doing a mix of online and offline marketing. You might be engaging with customers on social media, hosting local events, blogging, and advertising in the local paper.
Perhaps you’ve even targeted mobile customers by using Facebook’s “Call Now” button on your ads
But guess what? There’s one thing that you’re probably not doing that could help you connect with customers when they’re most likely to stop by your business. And you might not even have considered it.
I’m talking about SMS messaging, more commonly known as text messaging.
More than 2.5 billion people worldwide own a smartphone that’s capable of text messaging. That’s a staggering number – and it begs the question:
Why aren’t more small businesses using text messaging for marketing?
Texting by the Numbers
Text messaging has the potential to be a marketing superstar for your business. To get an idea of just how effective it can be, check out these statistics:
That last statistic is particularly important, especially when you consider that consumers open only about 25% of the emails they receive.
People send and receive text messages. They give them priority over other communication, and they spend more time texting than they do talking on their phones.
In other words, text messaging is arguably the best way to ensure that the people in your target audience read what you send them.
Advantages of SMS Marketing
You know people are likely to read your text messages – but what are the other advantages of incorporating text messages into your marketing mix? Here are five that I think are key:
A good example of time-sensitive text messaging might be a restaurant or bar texting out a Happy Hour coupon at about the time most people are getting out of work. They might be planning to head out for a drink or a bite anyway, and you can provide them with a nudge to choose your establishment over others in the area.
How to Get Subscribers for Your SMS List
By law, you cannot send a text message to anybody who has not signed up for your list. That means that you must find ways to attract new subscribers. Here are some helpful suggestions to get started.
The first and potentially easiest way to find new subscribers is to add a cell phone field to your existing opt-in form on your website. You can include a message letting people know that if they choose to provide you with a cell phone number, they’re agreeing to receive text messages from you.
Another option is to promote your SMS list in-store with large print posters, flyers, and other print media encouraging your customers to sign up for exclusive discounts & offers. Make sure to mention what some of those exclusive offers might be.
You may also want to send out an email to your current email list and give your subscribers a link to sign up to receive text messages from you. Here again, it’s a good idea to tempt them by letting them know you’ll be sending out special coupons and deals via text message.
Using these methods, it shouldn’t take you very long to build up a sizable SMS messaging list.
Tips for Successful SMS Messaging Campaigns
Text message marketing has a lot in common with other forms of marketing. To be successful, you must conceptualize a strong campaign based on your knowledge of your subscribers, create compelling content, and track your results. Here are some tips that may help you.
Some text messaging providers to try to include SlickText, SumoText, and SimpleTexting. You want a provider with affordable prices, an intuitive dashboard, and great analytics.
The bottom line is that if you’re not using SMS messaging to reach your audience, you’re missing out on a chance to build brand loyalty and increase your sales. Text messages are inexpensive to send and easy to write – and they can help you grow your business.