Text Message Marketing Tactics: Understand What Works and What Doesn’t

Text Message Marketing Tactics

SMS marketing is a set of communication and promotion strategies that are carried out through text messages sent to mobile phone numbers in a database of users who have given their prior consent to be contacted in this way. They are generally carried out through mass delivery applications using the SMS API or platform.

This is surely one of the best strategies to communicate with your target audience, since 91% of users are aware of their mobile devices 24 hours a day, seven days a week, and 365 days a year. Texting, a more personal form of communication, is ideal for launching “intimate” campaigns. If you are going to implement SMS in your marketing plans for the first time, you need to know a few things.

Define Your Goal

This is the key to get started. Like any other marketing campaign, you need to know what you want to achieve with your SMS Marketing campaign: more leads, more sales, brand awareness, website traffic, etc.

Therefore, first, choose your objective. Of course, you should always prioritize your strategy based on what your users want. Use tools like Google Trends to be able to monitor what is being talked about at that moment. This way you can relate your campaign to current topics and interests. It will help you structure and execute it with a clearer idea.

Create Message

The next thing is to decide what your message is going to be and develop it. You only have the users’ attention for a limited time and they will also read your message very quickly. Keep it short and direct. Establish what the incentives are upfront and add the fair and necessary information. Also, be sure to structure your calls to action with proven powerful words and phrases.

Use tools like Keyword Planner or SEMRush to help you choose keywords for your message. You do not need positioning but they can give you an idea of ​​what words users are looking for and therefore those that interest them and attract their attention.

You should also be aware of the difference between MMS and SMS. MMS does support media, and you can insert any links there as well. But, bear in mind that there are elderly people who may not use smartphones, and have no MMS set up.

Include the Link

Think about the goal of your campaign and make sure you’ve added a clear call to action. It is also key to add some interactivity to your SMS, do not make it flat. Therefore, it is a good idea to include a link.

In this way, you will expand the information by taking the user to a landing page or website of interest where they can take any action. Links increase the potential of SMS Marketing campaigns. Of course, in this case, it is essential that it is responsive or that it is directly designed for text messages. All or much of the traffic will come through users’ smartphones.

Sending Frequency

Although the frequency with which you send messages depends a lot on your brand, products, or services, it is preferable that you send the messages when your customers are most likely to take that action. Text messages have a high open rate, so keep in mind that SMS Marketing is not like email or social media. You don’t need to repeat messages or spread the same idea in different ways to make yourself heard.

One way to determine the frequency of your texts can be by thinking about what you want to convey and the identity of your brand. If you have just launched a new product, you can include an email with a discount code that is valid for a specific time.

However, if you are a hairdresser, sending messages frequently does not make sense. That is not something that users do many times a month, and you could become tiresome.

The Actual SMS

You need to choose the recipients of your messages. For this, you need to pull your user database. If this is the first time you do SMS Marketing campaigns, you can use a general database of your brand.

If it is not the first time, you can use one that you have been developing as a result of your SMS Marketing campaigns.

Beware of chaotic databases. They can negatively influence your campaigns. That is why it is advisable to use database management tools to help you have a well-ordered contact list, based on the characteristics of the users. Oracle is one of the relational database management systems that can work for you.

Analyze Your Campaigns

It is always necessary to monitor any campaign. And SMS Marketing campaigns are no less. Using tools such as Google Analytics will be key to identifying the effectiveness of the campaign. And you will also be able to observe in real-time how it is working. It is one of the best ways to analyze what you have worked so hard for.

As you can see, SMS marketing is a really powerful tool to promote your business. With these tips, you can invite people to join your brand in a close but professional way. Happy texting!

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