SMS marketing may seem like text messaging, but it is more similar to email marketing using text. SMS is an acronym for Short Message Service. Messages are limited to 160 characters and cannot contain images. These constraints mean that marketers need to bring their “optimization game” to designing their SMS text to motivate recipients to take an action directly from the message. There is also specific content that must be included in the message in order to allow the recipient to opt out. That leaves you very few characters for your message and your link (if you add one).
Why bother with SMS? Because SMS marketing offers high open rates, timeliness, and delivery to a very receptive audience (because the only people who opt into your SMS feed are people who want to receive their messages in this format). Because this medium offers you specific targeting to your interested leads and/or customers, the SMS marketing industry is expected to grow into a $12.6 billion industry by the year 2025.
Strategize A System For Your SMS Audience
So why would someone sign up to receive your SMS? That is a question your marketing team needs to answer. SMS offers you a format with less competition than email marketing, and it offers you a media mix where you can use email marketing for your monthly “long format” content, while highlighting your specials with SMS to give your company an omnichannel option to keep your subscribers informed. SMS is dependent on you to provide messaging that encourages your audience to feel you are not marketing to them, rather, that you are providing them with content they are interested in receiving. Keep in mind that much like an email opt in scenario, if your audience feels your SMS content is irrelevant, they will opt out.
Focus On Relevance And Helpfulness
Potential and loyal customers are looking for information that is relevant to their lives. If you have SMS marketing set up, ask yourself if you received this message, would you feel it is worth your time? Good content is something that provides the recipient the opportunity to save time, save money or receive information they would find helpful as they go about their lives. Brainstorm with your marketing and sales team to create SMS messaging that will impact your audience (SMS opt ins) in the most positive way. The key question is, “What do they want to receive?”
Content Is The Key To Success
Like an email marketing campaign, your SMS campaign should be scheduled only as often as you feel your audience will want to hear from you. If they signed up for your SMS marketing to get regular specials and tips, make sure you are giving them the right content. Typically, that means a link to something they want; for example, a coupon, a tips document download, event tickets, etc. It is key to ask yourself, “Is this particular communication worth a SMS message?” If the answer is yes, what do we want the recipient to do when they receive it? An effective marketing communication must include an action the recipient takes that provides them with a benefit, and thereby helps you gauge that communication’s success.
Brevity Leads To Successful SMS
Keep your messages at a minimum length and remember that for any SMS service, you are limited to characters including your link and/or call to action. A few ideas of what you can do:
- Provide a link to your latest blog that has tips or downloads that would impress the recipient.
- Use acronyms whenever possible to save characters.
- Shorten your links as much as possible to save characters.
- Use vernacular that the target market is comfortable receiving.
- A friendly tone is a good way to keep subscribers.
- Be accurate. Don’t promise something just to get the recipient to take an action or it may lead to unsubscribing.
Best Practices For SMS Marketing
- Limit SMS marketing message delivery to normal 9-5 office hours so you don’t lose subscribers.
- Limit your SMS messaging frequency to once or twice a month unless you have compelling content they want more often.
- SMS must include an opt-out option which ensures that your subscribers understand that they can unsubscribe at any time. They typically will only unsubscribe if your frequency is too often or your content is irrelevant.
- Your SMS content represents your company so make sure it is professional and follows your company’s communications and ethics policies.
- To set up an SMS account with most reputable service providers, you will need to verify your company and have a privacy policy in place.
- Cross-pollinate your content between email marketing, SMS and social media platforms.
Find The Right Media Mix To Achieve Your Growth Goals
If you need help designing or setting up your marketing plan or SMS program, contact Tailor-Made Advertising here or call them at 310-791-6300 to keep your organization thriving.
Liz Harsch is the owner of Tailor-Made Advertising in Torrance, CA. Her firm provides marketing, training and consulting to identify marketing and media alternatives for business owners. As an experienced Marketing Director, Media Planner, Liz has trained small business owners for Constant Contact, SCORE, SBDC, SBA, Cities, MWD and County outreach partners plus many Chambers of Commerce for over 25 years. She can be reached at her Torrance, CA, office at 310-791-6300 or by email at liz@adteamla.com. You can also see her upcoming training workshops calendar at http://bit.ly/workshopscal .
