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Top 5 SMS Marketing Tips AUTHOR PAGE: Leigh-Ann Carroll Leigh-Ann is currently the marketing executive at NeonSMS, focused on all things Marketing. Before commencing her role with NeonSMS, Leigh- Ann completed
Top 5 SMS Marketing Tips AUTHOR PAGE: Leigh-Ann Carroll Leigh-Ann is currently the marketing executive at NeonSMS, focused on all things Marketing. Before commencing her role with NeonSMS, Leigh- Ann completed her MSc in Marketing Practice at Cork Institute of Technology. Follow her on TABLE OF CONTENTS: Introduction to SMS Marketing Tip One Build your Database Tip Two Content Tip Three Timing Tip Four Offer Tip Five Call to Action Introduction to SMS Marketing SMS Marketing is a Marketing Message delivered to a wide, yet targeted, group of people. These marketing messages vary depending on the industry that your business is in and the message you are trying to portray to your potential and existing customers. Due to the increase in smart phones and mobile marketing; more people are on their mobile devices every day. Integrating SMS into your existing marketing strategy is the next logical step to a great marketing campaign. Page 1 Top Five Tips for a successful Marketing Campaign Page 2 The first step when starting an SMS Marketing Campaign is to BUILD YOUR OWN DATABASE. It is vital that all information gathered (phone numbers, names etc) is done so in a data compliant way. Each phone number you intend to include in your Marketing Campaign MUST have given you written consent to do so. See our Data Protection E-Book here. Failing to comply with the Data Protection Act could result in a severe fine as well as damaging your brand reputation and consumer trust in SMS Marketing. Case Studies are available on the Data Protection Website Page 3 Top 10 SMS Marketing Tips The basic rule that applies to direct marketing - you need the consent of the individual to use their personal data for direct marketing purposes. Source: Building a good database might take some time, it is important to be patient and offer valuable incentives for those who participate in receiving text messages from your business. A key point to note is that you want to attract an audience who are interested in receiving your text messages; It is pointless sending SMS text messages to a list of people who do not want to hear from you! Page 4 90% of all text messages are read within 3 minutes of being received on the mobile phone. Source: Tatango April Add existing customers to your Database Simply by asking customer for their mobile numbers is a great way to start building your database. Make your customers aware that you will be sending out occasional SMS Texts. In exchange for their mobile numbers provide them with an immediate discount when they sign up. This will entice them to come back for more, getting something of value in return makes for happy customers!! Page 5 Always have an Opt In Option available When building your database an Opt In option will be beneficial. This way you are sending messages to people who want to hear from you. Simply set up 2 way SMS. Once this is advertised, potential customers can text you and be added to your SMS Marketing Database. This is a consistent method of growing your database. The trick to building a superior database is finding the right channel and incentive. Page 6 Grow your Customer base through a buddy scheme Another great way to help you build your database is by setting up a buddy scheme. Use your current customer to assist you in attracting brand new customers. Offer special discounts to customers who promote your keyword. Include your existing customers in your Marketing Campaign. Great discount bring Great customers. Page 7 Always have an Opt Out Option Available The Data Protection Laws state that you must have a valid Opt Out on each of your text campaigns. If you contact a Person via text message they MUST be able to Opt Out via text message. A recipient must be given the option to text a number to Opt Out from receiving unwanted text messages. Page 8 Use Action Words With your database built is it now time to consider what type of content you want to share with your customers. Your SMS marketing messages need to be attention grabbing, pulling the customer into the text message from the start. Action words are great at this point. These Action words should be verbs that will allow you get to the point faster. Example: BUY, SELL, SAVE, FREE, DISCOUNT Page 9 Get Straight to the point Considering that a text message is limited to 160 characters it is important that you can create a powerful message in under 160 characters making every character count. Yes, it is challenging but you need to ensure that the reason for the message is clear and concise as you want the recipient to act on your message. Keep it simple and to the point including your offers / news & promotions to increase the chance of a response. Using Action words will help limit the amount of characters used saving you more room to get your message across Page 10 Your Timing is Important Timing will have an impact on how many people open and read your text message. If your goal of the message is to generate action or response then you need to leave your customer with enough time during the day to do so. Customers will almost always have their mobile phones within arms reach, don t waste the opportunity by sending a text message at the wrong time of day. Text messages should be sent at reasonable times, avoid early morning and late at night, every business will differ depending on their product / service. Most people are more likely to take action on SMS messages later in the afternoon towards the evening and often on weekends. Page 11 It is important to remember that when customers Opt In to your SMS Marketing list that they are giving you an opportunity to sell your business or organization to them, whenever necessary. As you may know people are very protective over their mobile phone numbers, they are allowing you to communicate with them through a personal source commonly reversed for family, friends and colleagues. In return you will need to offer Something of Value. By the customer Opting In they are already on the steps of the sales ladder. Page 12 It is important that you get your customer to act on your text message, for this to happen your text message should have value. No one wants to receive text messages from a business unless the messages are worth their while. Whether you re providing information about a special offer or service the benefits of acting straight away need to be outlined. Page 13 Before putting together your SMS Marketing campaign, it is essential to examine your goals and determine how mobile will work for your business / organization. Whether you are trying to increase revenue, cut costs, create better brand awareness, improve customer satisfaction or a combination of all the above mobile will certainly help. Page 14 Before sending a text campaign stop and ask yourself the following questions: Do you want your customers to act today? -When do you want your customers to act? Is there a time period for your campaign? - When will the offer / promotion / event end? What Call to Action do you want? - People to visit your website? Phone you? Call in store? etc The principal of any SMS Marketing Campaign is to have a clear call to action instructing your customer to act when required. A great example of a Call to Action, one which is popular for restaurants would be Show this text today to avail of your FREE dessert. This gives your customer a push in the right direction, calling on them to act today and visit your restaurant when things are quiet. Page 15 Free Trial P: E: W:
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