SMS Marketing: A Guide in Text Advertising and Campaign

SMS marketing is an avenue little exploited by marketers. But did you know that the average person checks their phone 160 times per day? That is more than social media and email combined.

Developing a mobile SMS marketing drive could empower you to access a larger audience and create a new, profitable marketing channel.

So, what do you need to know about SMS message marketing?

What is SMS Marketing?

Have you ever received a text message advertisement? This is text marketing in its purest form.

SMS advertising stands for short message service advertising. SMS messages may be solicited or unsolicited and will contain offers, updates, or customer reminders.

Depending on how you execute your SMS campaign, it could be your most profitable form of marketing.

The Benefits of SMS Marketing

Why should you start an SMS promotional campaign? Here are some of the reasons why SMS messaging could be the right move for you.

  • Open Rates SMS open rates are 98% when compared to 20% for email (at best).
  • Trackable – Countless text marketing campaigns can be tracked and managed directly from your desktop, enabling you to get better stats from your campaigns.
  • Direct Channel – SMS advertising is about as direct a form of marketing as you can get. It’s the best way to target customers wherever they are in the world and whatever they’re doing.
  • CostEffective – Unlike PPC ads where you’re competing against everyone else, SMS messages cost what they cost and no more. The prices don’t spike or drop based on demand. As a result, it is one of the most affordable ways to reach your target audience.
  • Conversions – Due to the fact you can use short links and other forms of interactive media in messages, it’s easy to direct recipients to your website.

As you can see, a text message ad is simply more effective than any social media ad, PPC campaign, or email drive across every metric. Yet marketers consistently overlook text advertising as a realistic marketing channel.

Best Practices for Any SMS Marketing Campaign

Starting an SMS marketing campaign is not just a matter of deciding you want to get marketing. SMS campaigns require thought and attention to yield amazing results.

Follow these best practices to get the most out of your next SMS marketing drive.

Use Coupons and Exclusive Deals

Create unique links to coupons and exclusive deals and send them out. Nobody can resist a great deal. Whether you use it on existing customers or cold leads, it’s an excellent way to begin or continue a relationship.

Start a Drip Campaign

Drip campaigns are a form of marketing automation. Certain pre-made messages are fired at specific customers when they meet your defined parameters.

For example, if a customer has been subscribed to you for six months, an automated message with a special deal could be used to reward them.

Drip campaigns are simple to set up and require almost no ongoing maintenance, so it’s a great way to bring automation into your business.

Run a Sweepstake

Traditional marketing techniques still work in 2021. An SMS sweepstake contest can be as simple as offering a prize if the customer texts back a certain keyword. Again, much of this can be automated.

It’s a great way of building excitement around your brand.

Build Your List with Facebook

Don’t buy a shady list of numbers from the dark web. Instead, build your list organically with Facebook.

By using Facebook’s lead ads, you can integrate your SMS campaigns and gradually gather data from interested customers. It’s the quickest way to develop a list of numbers.

Don’t Send Unsolicited Messages

Although it’s possible to send out unsolicited texts, an increasing number of countries are banning the practice.

Even if the practice is legal, it’s unethical and is unlikely to get a positive response. Only send out SMS advertising campaigns to people who have already consented.

Remember, it’s not about the number of people on your list but the quality of those people. It’s all about how engaged they are with your brand.

Incorporate Personalization

Another reason why we recommend against sending unsolicited messages is you can leverage your existing data for personalization.

Personalization means the difference between deleting the message and clicking on the link within. Even something as simple as the person’s name makes a huge difference.

Adding that element of exclusivity is even more valuable. Pair personalization with a unique offer and watch your conversion rates soar.

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