SMS Marketing Ideas

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February 24, 2015

Mobile Marketing Benefits for Realtors

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Marketing ideas for realtors should always include text message marketing, as this channel provides a wealth of unique options for real estate professionals. Let’s check out a few SMS marketing ideas that you might add to your overall advertising strategy: 

 

Specific Property Listing Upon Request 

The ability to instantly send specific property information at any time is a huge asset to any real estate marketing strategy. Set it up so information goes out automatically or at your discretion, though keep in mind that sending texts early morning and late at night will likely irritate potential leads. 

 

Mass Text Messaging Campaigns

Text messaging makes it easy to launch mass campaigns from your own device using web-based software. Messaging and contact lists are available and ready for use whenever you are, something of vital importance if you’re an agent who’s constantly on the move. 

 

Lead Generation Streamlining 

Streamlining the lead generation process is yet another mobile marketing benefit for realtors. It not only allows you to spend less time and money attracting customers, but also makes it easy to engage new leads. 

 

Mobile Database Generation

Use text messaging to easily generate a mobile database of home buyers you can contact about new property listings in the future. Collecting SMS details makes keeping in touch with clients simple, and it’s an ideal way to obtain referrals. 

 

Money Saved

This real estate marketing strategy saves you money on printing costs and classified ads. Forget sending paper—texting is a very “green” practice in addition to being inexpensive. 

 

Appointment Reminders

The appointment reminder feature available through SMS is another benefit you’ll want to take full advantage of. Send clients and leads reminders concerning meetings and showings, as well as open houses. Doing so can rekindle interest in certain properties, and also demonstrates your professionalism and attention to detail. 

 

SMS Keywords and For Sale Signs 

Your For Sale sign should be working for you, right? List an SMS keyword on the sign so people can instantly text and receive an automated response when they drive by. Include your very best sales pitch, along with the best way to contact you. Potential leads sending texts to short codes also means they’ve opted into your marketing list for future contact. 

 

Multiple Agents, One Account 

Including multiple agents on one account makes certain everyone on your team is one the same page in terms of messaging and branding. While everyone can enjoy their own lists and permissions, the client receives content from a central location. This is extremely helpful if working at a large firm with dozens of agents. 

Text messaging is a fantastic platform for sending relevant information, latest listings, referral incentives, and a number of other important client engagement strategies for real estate professionals. If you haven’t already implemented SMS into your promotional strategy, it might just be time!

February 23, 2015

6 Ways to Improve Your Mobile Marketing Strategy

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In-app push notifications and geo-targeting messaging platforms may be popular mobile marketing tools, but text message marketing still wins out as the choice advertising vehicle for small businesses. If looking to infuse fresh blood into your text message marketing campaign, check out the following tips: 

 

1) Encourage Customer Interaction

Today’s consumers have come to expect regular engagement, both at home and on the move. Try promoting brand awareness by using text to interact with digital signs. For instance, customers might send texts to a shared short code to receive an immediate, positive experience, such as seeing their name emblazoned on a billboard. Because this strategy doesn’t require downloading apps, it’s a quick and effective means of piquing customer interest. 

 

2) Implement a Multi-Channel Strategy

Today’s brands focus on multi-channel marketing strategies that takes full advantage of how consumers look for and process information. Almost every cell phone currently in use is SMS-capable, and as such all marketing campaigns should feature an SMS call-to-action. For example, an email offer that includes a way for consumers to sign up for mobile coupons is an excellent idea. Using SMS as a way to enter a Facebook competition also works. 

 

3) Keep Content Timely & Relevant

Delivering timely, valuable, and exclusive content to consumers is key in SMS marketing success. Promote existing campaigns, current coupons and discounts, and anything else that’s relevant to the “here and now” and for the “VIP text list” only. 

 

4) Create Actionable Local Advertising Campaigns

Local advertising should include an SMS shared shortcode and keyword that feature special discounts or offers. An ideal way to generate responses and track offline marketing channel effectiveness, this strategy is a much more streamlined, effective option than providing a phone number or a website and waiting for customers to call or click. 

 

5) Offer In-Store Recommendations

Improving consumers’ in-store experiences via easy access to product information, recommendations, and special discounts through SMS is yet another way to enhance your mobile marketing strategy. For example, a specialty store featuring a keyword that when texted provides customers with access to a special coupon, discount, or product recommendation, is an ideal way to attract new customers while satisfying current ones. 

 

6) Take Advantage of Opt-In Loyalty Lists

It’s essential that retailers have mobile opt-in loyalty lists that operate on a national scale as well as in individual store locations. “Even relatively small lists can drive significant sales, because they keep the store top-of-mind with their best customers,” notes Adam Lavine of FunMobility. 

So there you have it: a few tips for streamlining your mobile marketing strategy, with text marketing at the top of the list. 

 

How to Write an Effective Marketing Text Message

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SMS messaging is the only messaging medium with a truly global reach. A text message won’t be junked into a spam folder, and 95% of them are opened and read within minutes of receipt. It’s not hard to see why mobile marketing campaign managers are so fond of SMS messaging. 

When devising a mobile marketing strategy, the inherent properties of a text message amounts to a head start - but only when you’re competing with businesses that lack a mobile strategy. As more and more industries latch on to the potential of SMS it becomes harder to make your message stand out from the crowd. To get started, follow these rules-of-thumb for an effective text marketing campaign:

Know Your Audience

To maximize the response rate for your SMS messaging campaign, first establish who you are targeting and adapt your language and call-to-action accordingly. This might mean dividing your contact list into different demographics and creating a different message for each group. 

Time it Right

Most people have their phone with them at all times. But that doesn’t mean all bets are off when it comes to timing your message. Studies have indicated that mid to late afternoon is the most effective time to send a message. If your business serves multiple time zones, remember to stagger the ‘send’ times  - a surefire way to alienate customers is to wake them up with a special offer at 3am!

Grab Their Attention

Even more than other kinds of marketing, the space limitations imposed on SMS messaging means you need to grab the attention of your audience quickly. Lead with the offer - the ‘thing of value’ - and remember they will see the first few words of your message as a preview before they open the text, so make them count.

Test that Text

This should go without saying, but sending a test message to your own phone - and those of employees and friends - will help you iron out any kinks. You can’t really judge the impact of a text message until you see how it will appear to the recipient. Once your campaign starts, the testing stage isn’t over. Make small adjustments to your message each time you send a new one and you’ll be able to work out which elements of the text are most effective.

 

February 18, 2015

How Do My Customers Use Mobile?

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In order to develop a highly-effective mobile marketing campaign, you must first understand how audiences, specifically your audience, interacts with mobile technology. Ask yourself the following essential questions and gain invaluable insight into consumer mobile habits: 

How Are My Customers Using Mobile? 

Utilize analytics to determine how your target audience is using mobile. Are they using tablets or smartphones? Android or iOS? Are there certain times of day they shop the most, whether in store or online? Which mobile advertising tactic is therefore the best option? Once you discover exactly how your target customer base is using mobile, you can develop a customized marketing strategy to reach them through the most effective channel.  

Who Are My Competitors?

You and your entire team should download competitor apps and learn how they keep their customers engaged. This provides ideas, and otherwise helps you understand what’s working for other players in the space. Once you know what’s working (and what’s not), you’ll be better equipped to devise a plan that eclipses them. 

What is the Cost Per Download? 

Knowing the cost per download (or per customer acquisition) while launching your app is important when it comes to budgeting. Development is just one side of the coin. The financials also have to make sense when devising a proper price point.

Should I Use In-App Advertising? 

Popular apps such as Twitter allow in-app advertising and mobile advertising. This is an effective way to market your app or business to the masses, but it’s important to choose well-known and relevant apps that make sense for your consumer base.  

What About Social Media?

Mobile social media platforms are another efficient, effective marketing option, and one that offers near-immediate access to app downloads and web site conversions. 

Apps versus Mobile Sites?

At this juncture, consumers tend to favor apps over mobile sites, such as social media, email, and news apps. A mobile-friendly website is still a good idea, however, whether or not your company offers an app. 

Location-based Advertising?

If you haven’t jumped on the location-based advertising bandwagon yet, now is the time. With the massive proliferation of mobile phone use, location-based mobile marketing presents a highly-efficient way to attract new customers while keeping current ones engaged. Experiment with geo-fences and iBeacons, and craft marketing interactions with users as they enter or leave stores. Whether it’s sending suggestions, exclusive coupons, information about daily promotions, or anything else relevant to your brand and consumer base, it’s definitely a good idea to try location-based advertising via mobile web and text marketing. 

Do a little research through trial runs before committing to one or several mobile marketing strategies. Without knowing what your customers are after, you’ll be hard-pressed to create a mobile marketing campaign that works. 

 

February 08, 2015

Former Ad Tech Exec Investing Millions in Mobile

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Longtime mobile ad exec Nihal Mehta used to focus on ensuring advertisers invested in mobile ad platforms. Now he’s interested in assisting the new generation of mobile businesses. 

Mehta retired from mobile ad tech firm LocalResponse in 2013, now known as Qualia, where he served as CEO. He wanted to focus on mobile startup investment full-time via the firm he co-founded in 2009, Eniac Ventures. The firm raised $55 million to invest in the mobile tech landscape, and is looking to put the money into early-stage mobile startups. Mehta noted his firm is especially interested in companies who have not yet “raised a funding round,” are still in product development, and probably haven’t generated revenue. 

The areas that piqued the interest of Mehta and crew in regards to mobile startups include connected devices, personal utility, app development tools, messaging and communications, enterprise, marketplaces, and commerce. Mobile ad tech that “spans several categories” will also be high on the firm’s to-do list according to Mehta, who pointed out the increase of free ad-supported mobile apps such as Snapchat and Instagram, neither of which run standard display ads.

"The next big wave of mobile ad tech companies will be bigger than we've ever seen because they're going to be forced to deal with a supply of new inventory. It doesn't live anymore in banner ads; it lives in messaging, communications, interstitials, natively," Mehta remarked recently. He sold his mobile-marketing firm ipsh! to Omnicom in 2005.

Eniac Ventures was co-founded in 2009 with three fellow University of Pennsylvania graduates. It has stakes in Airbnb, Circa and SoundCloud, and also invested in several ad tech companies, including Mehta's former company Qualia, as well as Adtrib, mParticle, and Localytics.

As of now the company has made eight investments, including in password replacement tool LaunchKey, on-demand parking service Luxe Valet, and social commerce company Strut. Mehta and the Eniac Ventures team want to invest in at least 15 more companies by the year’s end. 

Eniac Ventures plans to initially invest $500,000 in each of the 35 startups, which equals more than the $250,000 per company. Mehta noted Eniac Ventures is setting aside two-thirds of the $55 million fund as “follow-up money”, which he plans to reinvest in the companies as they grow and become successful.

The follow-up money is essential because "in today's market you can get money from anybody," said Mehta.  "Funds that can't follow can create a negative signal to the marketplace. And oftentimes entrepreneurs want to know they're getting in bed with somebody who can support them all the way.” 

Companies Eniac Ventures invested in and have subsequently been acquired include Mobile ad-targeting specialist Metaresolver, which was sold to mobile ad-tech company Millennial Media in 2013. Ad-tech firm Beanstock Media bought mobile publishing technology company Onswipe in 2014, while Twitter acquired mobile retargeting firm TapCommerce the same year. 

 

February 05, 2015

Twitter Buys Indian Mobile Marketing Startup

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If you’re a mobile marketer, your marketing message might just be the next big thing in India, all thanks to a microblogging site’s ambitious investment abroad. Last week, Twitter purchased a startup corporation in India, called Zipdial.  

Indicative of the current ubiquitous nature of mobile phones and the decrease in their manufacturing costs, India has grown to one of the largest users of mobile phones worldwide. But the country has yet to get fully connected to the internet via mobile technology. Many people still use the mobile internet on a pay-per-site basis, with fewer than 40% of the populace having any kind of mobile internet access.

Zipdial, however, has revolutionized advertising for the burgeoning economy of the developing country. The startup allows its users to call a business’ phone number, then simply hang up. The business then registers the incoming phone number and responds with free text messages, app notifications, and even voice calls with advertisements.

This method of advertising has been dubbed “missed call” marketing. It allows users of Zipdial to receive advertisements from businesses they are interested in without having an internet connection. And best of all, there is no mobile cost to the consumer for receiving these ads. It's an effective way in, providing solutions in places many mobile marketing campaigns cannot reach.

So why is Twitter so interested in India? Because it is now one of the most rapidly growing mobile markets in the world. As cited last week in a Mobile Marketing Watch article, the Internet & Mobile Association of India and IMRB International report that the mobile internet industry of India has had unprecedented growth in 2014 – and 2015 is on par to surpass even that. Mobile internet growth increased over 25% in all of 2014, and is forecasted to grow another 23% in just the first half of 2015. Also reported in the article, rural use of mobile phones in India is expected to grow another 18%.

Zipdial boasts that its campaigns have reached nearly 60 million users, and the company is run by just over 50 employees. Mobile journalists have predicted that this technology will be effective in other countries as well, like Brazil and Indonesia. And according to reporters, these markets are key for Twitter, as 77% of Twitter’s monthly active users hail from outside the United States.

Twitter did not disclose how much they paid for the firm. But this purchase certainly exemplifies the notion that mobile technology and text marketing are proliferating immensely throughout the developing world. 

 

February 04, 2015

New App Puts Contacts in Context

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Last week saw the launch of an app that aims to to bring contextual information to existing messaging platforms. 

Rather than offering yet another variation on the seemingly endless array of messaging apps available, Blinq augments the apps people already have. Appearing as nothing more than a small white dot, Blinq subtly makes its presence felt within the interface of messaging apps like Facebook, Whatsapp and SMS. From there, it alerts you to incoming information on the person with whom you’re communicating by pulling data from a variety of social and business networks like LinkedIn, Facebook and Instagram. The app prioritizes this information, only alerting you to the more important updates (favoring, say, the beginning of a new job over the latest Instagram snap of breakfast).

It’s a brilliant solution to the problems caused by the multi-platform, multi-site web presence that’s now standard for many individuals. It gives you quick access to information on a person, when you need it. If, for example, a potential business partner calls you and you can’t quite recall every detail needed to avoid embarrassment, Blinq throws you a few bones to help you construct a full skeleton of their online identity. 

The app has been launched primarily as a consumer product - but the potential as a CRM tool for businesses are obvious. Other aggregator software already performs similar tasks for email exchanges - Blinq simply brings mobile in line. As a mobile marketing tool for small businesses, Blink could provide an affordable, effective solution for keeping track of customers and providing the best, most personalized service possible. 

Only available on Android right now, the developers plan to bring Blinq to iOS in the future. To do that, they have to create a more standalone experience than the one available on Android. But with half a million already raised by investors, and the product now available for perusal, Blinq hopes to expand its operation and bring the security and reassurance of contextual communication to more people.

 

January 28, 2015

Apps vs. Mobile Sites: Which is Best for Your Business

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If you’re a small business owner looking to develop your mobile marketing strategy, you might be wondering whether to engage the services of an app developer or optimize your website for mobile users. Both have distinct advantages depending on industry, audience and budget. The problem is, there’s so much conflicting advice out there, it can be tough to know which route to take. 

A 2013 Compuware survey found that 85% of consumers prefer apps to mobile websites. That’s a bit like saying diners prefer a steak to a burger. Sure, it’s more exclusive and tastier, but it’s also more expensive and not appropriate for every occasion. The proliferation of burger chains should tell you all you need to know: just because something’s ‘preferable’ doesn’t mean there isn’t a huge market for the alternative.

Deciding whether to opt for a mobile app or mobile friendly website depends on what mobile marketing tactics you plan to use, and how these feed into the rest of your strategy. Let’s hear the case for apps first:

Apps

The principal advantage of having your own mobile app is the ability to embrace the hardware and native functionality of the phone or tablet. Gyroscopes, GPS, speedometers, cameras - all these incredibly useful bits of technology are included in most modern mobile devices, and can be incorporated into the operation of your app.

Plus, apps don’t necessarily require an internet connection to run. Many apps are capable of storing data locally on the phone’s hard drive, enabling users to continue interacting with the app even when not connected to the web. Some news sites, for instance, will download all current content when there is a wifi connection, effectively storing that day’s events onto mobile devices. This content is what users will see until the app is able to reconnect.

Because of the high demand for developers, the available infrastructure and development tools are becoming increasingly sophisticated and user-friendly. The major operating systems offer a huge selection of frameworks - often free to use - for developers to get started.

Mobile Friendly Sites

It’s easier than it used to be to get your own app - but it’s still prohibitively expensive for many small businesses. The maintenance and development costs go up with every platform you want your app to work on. With a mobile-optimized website, there is only one version of the content you need to maintain. This makes managing your mobile marketing strategy a lot easier.

Your ultimate goal is to drive more traffic. In some cases, a mobile site will do this more effectively than an app. Think about whether you want to use mobile to open up new revenue streams or improve loyalty initiatives. Depending on your objectives, a cross-channel site may be more appropriate for you mobile marketing strategy.

January 22, 2015

The SMS Modification Craze

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Remember flying in the 80s? Long haul flights seemed to take days. There was only one movie and three screens in the entire cabin, so if you were wheezing a bit too much at Shanghai Surprise for the fifth time, everyone knew about it. To hear the audio you had to shell out $4 for those stethoscopic ‘headsets’ that were barely-glorified tin-cans-on-strings (no really, kids – they were nothing more than hollow tubes that plugged into two tiny speakers in the armrest). You could smoke.  

The funny thing was, nobody complained. It was as if flying through the air incredibly and winding up thousands of miles away in a few hours was enough for people. They didn’t need anything else. 

Like aviation in the 80s, SMS in the 90s was a primitive affair by today’s standards – if by ‘primitive’ you mean ‘the sudden ability to instantly transmit the written word to people around the world.’ 

For much of the 90s and 00s, text messaging was impressive enough to flourish without extra bells and whistles. Rapid advances in technology allied with free market forces soon put paid to that. These days, the new normal is modified, souped up, pimped out text messages adorned with fancy new skins and non-QWERTY keyboards capable of sending anything from emojis to rap lyrics.  

It should be noted at this point that SMS is SMS; the protocol hasn’t changed a jot in twenty years, only the window dressing. In many cases, ‘SMS modification’ really means ‘SMS replacement’ in the form of messaging apps. The appeal of these apps lies largely in their ability to provide users with a bespoke messaging experience.

Among the most popular of these is Chomp SMS, an easy-to-use, customizable app that lets users create their own themes and download custom font packs as they tire of their current look. 

GoSMS Pro is a similar idea but with a much bigger palette from which to work. It allows users to completely overhaul their visuals with new icons, fonts, animations, backgrounds and text bubbles. It also comes with a raft of non-visual features, including a private storage space for storing locked conversations and a text message backup service. 

Not all messaging apps are designed for purely aesthetic reasons. Some, like TextSecure, prevent screenshots of messages being taken and uses end-to-end encryption, thwarting prying eyes (whether criminal or federal!). 

The trouble with these apps is that both parties have to be using them in order to reap the full benefits. Unlike standard SMS messaging, which everyone in the world with a phone has access to, the playing field is not level. For instance, Strings - the app that lets you recall text messages you regret sending - is of no use unless both parties are running the app; two people agreeing to send messages with the app is a tacit acknowledgement that there is a lack of trust in the relationship. This will be the major stumbling block for Strings (and others) as they try to grow.

Our favorite SMS messaging apps are those with objectives no loftier than bringing a smile to the face. There are a plethora of text messaging apps designed to add some levity to your conversations with friends and family. Here are some of the very best:

Crumbles. Sends messages in the form of cut-ups from famous movies, one word at a time. You type the message, hit send and the recipient sees an array of great characters - from Doc Brown to Darth Vader - deliver each word. Hard to describe, but loads of fun once you try it.

PopKey. Leverages the power of Apple’s GIF-supporting Messages app to send any number of GIFS from a huge library of possibilities. Also enormous fun!

RapKey. Far and away our favorite messaging app right now, RapKey sends hip hop lyrics instead of boring prose. With a cool, 8-bit influenced retro interface, it works by giving you a series of categories to choose from - talking to your spouse, griping about money etc - and a list of couplets to scroll through. Find the most appropriate rhymes for your situation and make text messaging more fun!

 

 

 

December 30, 2014

What Will Happen to Mobile Marketing in 2015?

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Change is inevitable (with the possible exception of vending machines), so what will become of mobile marketing in the coming year? Let’s take a look at what continues to dominate, what will change, and perhaps make a prediction or two: 

The Visual is Essential

One thing’s for darn certain: visuals aren’t going anywhere. The competition for consumer attention continues to gain momentum, and as such photos, videos and infographics are necessary to every piece of content created. A recent survey by the Nonprofit Times found nonprofits rank higher than for-profit organizations in content marketing strategies, with some 63 percent reporting current work on visual content as a big part of strategy. 

Personalization Increases

In-the-know marketers utilize analytics to create successful marketing campaigns, and in 2015 businesses will no doubt study customer behavior and interests in depth to craft customized content marketing strategies to stay ahead of the competition. Businesses are learning how to make adjustments with each new social media update, blog, etc. Measuring efforts will be easier than ever before in 2015 thanks to a number of new analytics tools. 

Consumers served content tailored to personal tastes will prevail in 2015 over marketing efforts that barely rings any bells. This includes blogs, guest blogs, articles and tweets, as brands have realized the value of personalizing content so as to reach different demographics rather than posting the same blog or tweet across all social media platforms. 

Mobile Friendliness: A Must

The mobile device surpassed the PC in usage for the first time in 2014, and brands are making adjustments to ensure content marketing efforts work for smaller screens…and shorter attention spans. Content designed for mobile devices, including location-based search terms, will be incredibly important in 2015. 

“Marketers have been advised to create and tailor different formats of content with customized copy for highly-fragmented marketing channels from TV to print to various social media platforms in order to reach their target audience,” says Pam Didner, a global integrated marketing strategist for the Intel Corporation. “It’s the right thing to do.” 

Interactive Applications for Product Storytelling Becomes Integral

Interactive storytelling will become an “integral part” of product demonstration in 2015, particularly at events such as conferences and expos. Brands are finding ways to use interactive 3D product models among other meticulously-crafted content to attract customers and give them a proverbial taste of the product without having said product on premise. 

These are just some of the ways mobile marketing will grow and change in the new year….