SMS Marketing Ideas

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October 01, 2014

5 Ways to Hemorrhage Cash with your Mobile Marketing Strategy

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A solid mobile marketing campaign is a great way to increase revenue over time and otherwise promote brand awareness. However, plenty of businesses are actually losing rather than making money from mobile campaigns. So what are they doing wrong? Rather than discovering wasted time and money on your own mobile marketing strategy, check out five actions to avoid:

1) Wrong Ad Placement

Many businesses, big brands included, “fall for the lure” of television and radio ads for their mobile apps. Don’t rely heavily on television and radio ads to draw people to your mobile site or app. Instead, use traditional advertising for branding purposes and as a supplement to mobile ad networks and incentive-based download programs. The latter is a proven channel for mobile user acquisition.

 

2) No Optimization

Optimizing your website for mobile device use is essential to avoid losing money on a marketing strategy. It’s also a surefire way of deterring visitors, so when considering how to promote your business, be sure that mobile site optimization tops the list.

 

3) Unattractive Offers

The best small business ideas include enticing customers with fabulous offers. Any mobile marketing strategy that fails to pique prospect interest is doomed to fail, as it results in missed business opportunities and general brand damage. Avoid this by creating a campaign that encourages potential customers to engage with your business through their mobile devices. Think loyalty and time-based discounts, coupons, mobile-only offers, bulk purchase deals, and similar promotions.

 

4) Lack of Social Media Integration

Consumers mainly use mobile devices to check email and social media, so failing to integrate your mobile marketing strategy with Facebook, Twitter, Instagram and other channels means seriously reducing your audience. Tweets, Instagram pictures and Facebook posts are just some of the many social media-based options for reaching your target demographic and informing them of your app or mobile offers.

 

5) Not Following Up on Initial Marketing Efforts 

Don’t make the mistake of letting marketing efforts wash down the drain following initial engagement. Acquiring customers means sustaining their interest, so rather than wasting time and money, “strike while the iron is hot” and begin building a relationship immediately. An automated system that is already in place after an initial download begins the engagement process or requests that the user opt-in. Either way, you’ll make certain your brand stays fresh in the minds of consumers.

Avoid these mistakes, identify metrics associated with the success of your campaign, and earn money effectively rather than lose it ignorantly

September 29, 2014

Record Growth for India's Mobile Marketing Industry

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Mobile marketing tactics such as SMS coupons and geo-targeted ads are being used in practically every global economy, but one part of the world has taken to it more rapidly than any other. In India, the mobile marketing industry has grown by 260% in the past year. Compare that to the 70% growth in the Asia Pacific region and you start to get a clear picture of just how big the strides taken in India are.

The cause for such rapid growth is undoubtedly the proliferation of smartphones and other mobile devices, which in some parts of the world are becoming the primary point of access for web users.

The expansion of the mobile advertising marketplace in India was studied in detail by Opera Mediaworks, a San Mateo ad platform. The analysis was published in a report called “State of Mobile Advertising.”

In addition to the overall growth figures, the report compared various mobile devices and their success in India. Android has the largest share of the market, with 41.7%. Apple devices, meanwhile, are trailing significantly, with less than a 1% share. 

The face of mobile marketing in India bears some striking differences to its American and European counterparts. This is largely because people living in remote regions often don’t have smartphones, and can’t experience the kind of rich content we’ve become used to seeing on handheld devices in the West. 

According to a Business Week article from earlier in the year, Unilever is issuing 15-minute recorded programs that can be listened to on old-fashioned cell phones. The shows include popular Bollywood songs, comedy routines and product commercials. The free service has proved popular, gaining 2 million subscribers when it first rolled out.

Original, bespoke mobile marketing tactics like this are the only way for businesses to get a foothold in new territories. As of the beginning of the year, there were 364 million rural mobile phone users in India. In January 2014, the pace of mobile adoption in villages was faster than in cities for four consecutive months. In 2013, Indian businesses spent 3 billion rupees ($49.9 million) on mobile ads, and the market is expected grow by nearly 45% by the end of the year (according to the Mobile Marketing Association).

The key, as Unilever has discovered, is to develop a mobile marketing strategy targeted at basic-feature phones. That means voice-based and SMS messaging services. Understand this, and your mobile marketing campaign in India will reach more people.

September 23, 2014

5 Reasons Why Mobile Marketing is Top Dog

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Mobile marketing is now so sophisticated and ubiquitous, it’s easy to forget just how new the phenomenon is. Web marketing has been around since the advent of the internet, but apart from a few rather crude SMS blasts, the concept of mobile marketing didn’t really exist until the first wave of smartphones came out less than a decade ago.

It may have taken a while to come of age, but mobile commerce has been making up for it over the past few years, with sales derived from tablets and smartphones expected to reach $100 billion by the year’s end. Google analysts predict mobile search volumes will outstrip desktop by 2015. Every business worth it’s salt is pursuing some kind of mobile marketing strategy, each hoping to corner their share of a smartphone audience that accounts for more than half of the population of the United States.

We’ve identified five key reasons why mobile has become the top priority of businesses great and small:

It’s Local

Right now, 40% of mobile searches are local; 77% of those take place from a user’s home or workplace, indicating an active preference for mobile even when alternatives are available. This is tremendously important for small businesses serving their local area. By targeting local keywords, a small business owner can conduct an effective mobile marketing campaign on a relatively tight budget. Which brings us to…

It’s Affordable

Before the mobile revolution, effective marketing campaigns were expensive. Really expensive. Television, radio and billboard advertising cost a lot of money, way more than your average small-to-medium sized business owner can afford. Big corporations got bigger and everyone else was priced out. SMS messaging has changed all that, allowing start ups to have a realistic chance of success on shoestring budgets. The ROI for mobile advertising is also easy to track, with analytics providing invaluable data like peak search times and customer preferences. With mobile, businesses can tweak their service according to consumer behavior and make their ad spend go further.

It’s Fast

Four out of five mobile conversions happen within five hours of the search. This is critical because searches turn into leads, and ultimately sales. Make yourself available via mobile and you can grab more customers faster than ever before.

It’s for Everyone

The first generation of cell phone owners are now in the valuable 55-64 demographic – and their children are even more tech savvy. Mobile growth is happening across all age groups and ethnicities, which is a solid gold gift for marketing managers.

…and Everything

The top five tasks performed on smartphones are making phone calls (83%), checking emails (74%), search (67%), taking photos (62%) and accessing social media (57%). There’s hardly an online activity that isn’t conducted via mobile. Another gift for marketers, who can focus variously on each task as part of their campaign.

Mobile marketing is here to stay, and it represents a real revolution for small business owners who no longer have to be drowned out by corporate clout. Get on board with your own mobile marketing campaign and you’ll find out for yourself why mobile is top dog.

September 19, 2014

Five of the Best: Strategies for SMS Marketing

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As we move through this ever-changing era of new media marketing, many businesses are innovating with the latest and greatest of tech strategies to reach their customer bases. Certainly geo-targeting and push notifications are significant mobile marketing tactics. Smart business owners, however, maintain that SMS marketing is still at the top when it comes to affordability and ubiquity. Here are five of the best techniques for maximizing your returns with mobile text marketing.

1)     Create Timely Content

Reach your customers when they’re open to hearing from you, and hence more likely to respond. Find out what your clients value at any given time, and deliver offers to them that are relevant and time-sensitive. Existing campaigns that work should not be halted, but it’s always important to find new opportunities to grab hold of both potential and loyal customers based on current trends.

2)     Invest in Loyalty

Business owners that provide loyalty programs for long-term customers augment customer relationships while targeting a group that values the company’s products. Not only do companies increase repeat customer sales, they’re also able to analyze repeat customers’ buying habits, making it easier to create targeted product promotions. Create exclusive VIP clubs and promotions to make loyal customers feel special. Loyalty lists don’t have to be that large to be profitable either: many businesses make their bread and butter off of a relatively small group of people. Recent studies show that twenty percent of customers drive eighty percent of sales. Target your repeat and long-time customers to make sure they feel appreciated and valued.

3)     Contests & Sweepstakes

Make it simple for customers to enter into contests and sweepstakes through a text message. These days no one wants to hassle with filling out a form when a simple message will suffice. SMS accessed contests make the process easier on your clientele, while offering potentially valuable opportunities for customers to engage with your brand. Contests and sweepstakes are great incentives for opting in to a marketing list.

4)     SMS in Multi-Channel Campaign

Multi-channel campaigns often overlook the opportunities available through the SMS channel. Mobile marketers know the truth: since SMS is a built-in feature of every mobile device, and everyone has cellphones nowadays, why not take advantage of this channel? User data can be accessed seamlessly, and 95% of text messages are opened by mobile users. Include a call-to-action in the SMS-arm of your campaign, and provide ways for users to sign up for other offers to maximize the value of your advertising. Offer text messaging opt-in opportunities through other platforms, with special incentives for opting-in.

5)     Foster Interaction

If consumers agree to allow texts and calls to their personal phone, they expect something valuable in return. Think of exclusive offers, easy ways to purchase or ask questions, customer surveys to improve overall products and services, and other valuable information relevant to the consumers. The more positive interaction with customers, the more brand loyalty and potential sales your company will foster.

Follow these five strategies in your next text marketing campaign, and discover which work best for your consumer base. And remember, setting up a text message campaign is extremely easy, but reaching customers via text messaging is even easier.

 

September 17, 2014

(More Than) Texting From Your Computer

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As many iPhone users know, it can be a breeze to respond to iMessages whether you have your phone or not. Due to the fact that Apple has designed the iMessage platform to run on Mac, tablet, and smartphones alike, users have the benefit of sending and receiving messages from a computer if they want to. But what if you don’t have this luxury? Perhaps you are using another type of smartphone or you prefer PCs. Well, now you have an answer.

A new platform called Pushbullet serves to mirror all of the content on your android device, sending it to the computer of your choice. And yes, this includes text messages.

Many will argue that they don’t need to send or receive texts from their computer, but note all of the powerful benefits. First of all, mobile phones have much smaller interfaces with tiny on-screen keyboards that can be difficult to navigate. When you attempt to type on them, they autocorrect your every word. Were you to type the text message from your computer, you could type the whole text message on your regular keyboard – some without even looking at the screen.

When you work on a computer all day long (as most people do these days), isn’t it easier to send and receive text messages without having to look down at your phone every few seconds. Sending and receiving SMS messages from your computer is easier on the eyes and the neck. Also, you can turn off the loud text alert in the office without worrying about missing texts due to silent mode.

The Pushbullet platform also provides messaging history. If you have more than one mobile device, you can review all of your messages at once, along with any documents currently on the mobile device.

Pushbullet technology allows users to send a variety of items from their computers to their phones, save SMS attachments on a computer’s hard drive, and seamlessly transfer links between computer and phone. Essentially, Pushbullet has a variety of options for Android/PC users that can increase productivity immensely, which is arguably even more significant than sending a text messages from a computer.

September 02, 2014

What to Do with Your Data: Analytics, Insights, and the Ez Texting Edge

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Remember the days when market research announced its presence? Whether it was asking questions on the street, organizing focus groups, or taking surveys by mail or in-store, mining consumer information used to be an explicit activity. It was an industry all of its own; it had to be – commercial transactions used to take place between two people, and there was scant record of the purchase, other than the bare minimum of information contained in a receipt.

One of the best things about SMS messaging as a marketing tool is that it functions as its own research center. Not only is it highly effective at engaging consumer spending power, it allows businesses to harvest crucial data on personal preference, location, demographic, and all sorts of other useful metrics. If you’re conducting a mobile marketing campaign, don’t make the mistake of thinking your job is done once your SMS blasts have been scheduled. This is only the beginning.

Analytics help you make sense of all that written data. A recent Wharton School Customer Analytics Initiative claims American companies spend $10 billion dollars annually just to find out what consumers think of their products. And yet, access to public attitudes has never been easier, with scores of user reviews and consumer blogs available online, for free.

Between web content and data mined via SMS messaging, you can practically eliminate whatever ‘market research’ budget you once had. Ez Texting’s reports and analytics features are a good example of a text service with built-in research tools. It gives you the ability to:

  • Track incoming and outgoing messages
  • Track how and when new contacts join your list
  • See opt-in spikes to ascertain which campaigns are the most effective
  • Track reasons for opting out
  • Gather detailed information on the status of messages sent

Of course, it’s not simply a numbers game. Having automated data collection capabilities is pretty exciting stuff (at least for number-crunching geeks) but understanding what to do with the information is less intuitive. With that in mind, Ez Texting gives you three top tips for making the most out of your analytics:

1) Identify Actionable Insights

The flipside of all this easily available data is that you end up with a lot of information that’s of no real value to your business. Developing a knack for separating actionable insights from white noise is one of the marks of a good business head. What is ‘useful’ will differ from industry to industry. Decide what information you are looking for before you even examine your raw data, and ruthlessly discard everything else.

2) Assume Mobile

Always assume the customer is going to engage with your business on a mobile device. You’ll have a desktop site with analytics anyway, so there’s no downside to focusing on measuring what the mobile audience is saying.

3) Embrace the Negative

Too often, businesses regard customer complaints as a crisis management situation. A situation that you hope goes away as quietly as possible. But ignoring the negative conversation surrounding your brand is a missed opportunity. Study complaint data closely and find out what the common thread is – there’s bound to be one, and understanding properly it will improve future retention rates.

August 31, 2014

Building an Effective Drip Campaign

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Connecting with customers can be difficult in an age of technology, when consumers are being bombarded by advertising from all directions. Due to such high spam rates, the effectiveness of email marketing and snail mail advertising has dropped significantly. That’s why marketing these days takes repetition, repetition, repetition. By creating a good drip campaign, you can raise the chances that a prospect will not only open your marketing message but ultimately invest in an ongoing relationship with the brand.

A drip campaign is a time-released set of automated messages via either email or text marketing. These messages are cued by certain triggers, from click-throughs and sign-ups, to a series of messages sent out according to a scheduled calendar. Drip campaigns are designed with one purpose in mind – to pique the interest of potential customers over continued engagement. Here are some great ideas when it comes to an effective drip campaign:

  • Be Clear on the Conversion

When setting up a drip campaign, always be clear on exactly what you would like from the customer. Is the end goal to receive a purchase, a sign-up, or a referral? Create a clear conversion goal for the campaign and an extremely coherent pathway for the customer to get there. Make sure the call-to-action is concise and simple, and the conversion process is as easy as can be. If customers don’t quickly understand what to do next and how to do it…they probably won’t do anything!

  • Strengthen the relationship

Think about how to build better relationships with customers. Personalized messages can go a long way when it comes to strengthening customer relations. Address clients by name, and send messages from a personal account whenever possible (rather than from an obviously automated one). In addition, be sure to send customer greetings on special holidays and birthdays. Consumers appreciate attention to detail and feel connected to brands that address them personally.

  • Provide value

Customers must see the benefit in engaging with a brand. Every email or text message should contain content that clients find useful. Include links to engaging articles and blogs, announce exciting events, comment on current trends, or offer them participation at upcoming webinars. Sending customers special or exclusive offers is perhaps the best way to provide value in a drip campaign.

  • Automate with excellence

Be choosy when it comes to message automation. Make sure the email or text marketing service you choose meets all of your brand’s needs. The auto-responder should have follow-up capabilities, exhaustive analysis of metrics, and matchless reliability. Don’t waste your time with second-rate services, as there are several reliable and affordable marketing companies to choose from.

With drip campaign best practices in your marketing arsenal, you are bound to gain some traction with current and prospective clients. Start planning and testing a drip campaign for your business to stand out above the milieu of advertising spam.

August 30, 2014

Are You Talking to Me? Tailoring Messages to Different Customers

 

When creating text messages for customer engagement, it is essential to create messages that will resonate with clients not just financially but emotionally. This can be a difficult task: nearly every customer wants something different, and they all want to feel special. By tailoring text messages to individuals, however, businesses have a better shot at attracting new customers while keeping existing clients satisfied.

The process of tailoring messages is called list segmentation. Basically, list segmentation entails dividing clients into separate groups based on any number of factors. Each group should will common elements by which they’re filtered, such as: age, location, behavior, or history with the company. All of these commonalities give companies an idea of how to market to these groups, thereby allowing marketers to create unique messages for each group in order to hit home with customers.

Here are a few ideas as to how to properly segment lists for more personalized engagement:

1)     Separate prospects from current customers

Current customers do not want to be treated as prospects, and with good reason. Existing customers may be upset if they see an introductory deal that is better than the one they were originally offered. The two groups should be addressed and rewarded differently. First-time offer deals go to new clients, while special VIP loyalty discounts go to existing customers.

2)     Cater to your biggest clients

Create a segment for the big spenders, particularly if they are purchasing ten times more than the average customer. Decide on particular metrics to determine at which point a customer becomes a “big spender” and be sure to add them to this segment. Develop messages that will reciprocate their loyalty: give them platinum status that includes perks like gifts or free shipping. Listen carefully to the needs of these clients, and show them special appreciation.

3)     Resurrect relationships with inactive clients

Be aware of which Customers have fallen off the grid and haven’t engaged with or purchased from the brand for at least 6 months. In this segment, create a special message to lure these one-time clients into a brand-new relationship. Invent a reactivation campaign that will incentivize these specific clients to reactivate their relationship with the company.

4)     Pay attention to demographics

Analyze zip codes, gender, age, occupation, and other important demographic factors. With this information, segment clients into specific groups (i.e. old versus young; high-income versus low-income; etc.). Utilize programs that can help to insert the right information into text messages, which adhere to the demographics of each segment. This is very important: a business who addresses a text to the wrong demographic could quickly start to lose some customers; while companies who target particular demographics with extremely relevant offers and information will increase engagement.

5)     Pay attention to habits and behavior

Segment clients by spending habits, and continue to offer them relevant follow-up deals or upsell items. Also, segment lists according to click-through habits, separating out clients by the particular messages and links that appeal to them. By segmenting customers according to purchasing and traffic data, businesses can convert sales more often and continue to track their successes.

Update your segments frequently, as user data continuously changes and brand messaging is always evolving. Consider which campaigns are superior to others, and track new ones to make sure your segmenting is valid and effective. In the end, list segmentation is critical for successful advertising through text or any other form of mass communication, and marketers can expect great returns from a well-segmented mass marketing strategy.

August 29, 2014

SMS Marketing for Web-Only Businesses

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The most traditional way to interact with customers is of course to talk with them face-to-face. Second is to communicate with them via voice phone calls. But what if you don’t maintain these capacities due to the nature of your business? Many online brands today simply don’t have the infrastructure for live agents, or a brick-and-mortar location where they can foster live customer engagement. Luckily, this age of technology has opened a lot of doors for small businesses in the form of SMS marketing.

By engaging customers over their text messaging apps, customers have absolute freedom. They aren’t bothered by telesales reps, nor do they have to visit a store to learn about the latest deal. They can choose to open and read text message at their leisure. And with more than a 97% open rate, smart business owners are taking advantage of text marketing—the simplest and most effective form of mobile communication for customer interaction.

Call-to-Action

When connecting with customers through SMS, remember to always emphasize a concise and appealing call-to-action. Letting them know who you are, why you’re contacting them, and what’s in it for the customer is tough to do in such a short message…and that’s why text message marketing is a bit of an art form. A/B test your messages; discover which words and phrases hit home and which ones don’t create traction.

VIP Treatment

Another critical piece is to make customers feel as though they are part of a special club or VIP group. Receiving exclusive offers will develop brand loyalty, as well as continued excitement around opting in to your text marketing list. Offering promotional codes and coupons can be very effective in converting mobile users into new and repeat customers, and loyalty programs are a good follow up to such promotions. Think of some free or discounted items loyal customers might enjoy as a reward for their participation.

Event Marketing

Reminding customers about upcoming events also works well via SMS messages. Oftentimes, readers will overlook an email with the exact same content as a text message. Due to the exorbitant amount of spam that customers find in their inboxes, they are less likely to open many of their emails. So next time, text them event invites, and you just might find turnout numbers increasing dramatically.

Surveys and Feedback

Finally, offering your customers a way to provide feedback is very effective in text messages. Surveys these days need to be kept short, and a text message survey is the perfect feedback tool. It’s cheaper and more effective than other forms of survey solicitation, as brands will often receive an immediate response to the message. Simply ask a couple question via text (instead of in a lofty email or phone call), and your customers may be happy to oblige. Surveys are especially effective when offering a reward for participation.

In utilizing these simple techniques for your web-based business, you’re likely to see the benefits of SMS marketing campaigns immediately. Everyone is using their phone to text these days – shouldn’t your business be taking advantage of a well-executed SMS campaign? Once you implement text message marketing into your overall customer engagement strategy, customers will be able to communicate more seamlessly with your company, and for a fraction of the cost of other marketing programs.

August 26, 2014

How to Say Sorry After a Text Fail

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Text message fails are so common in the business world there’s a website devoted to cataloguing them. Unlike other workplace errors, which usually don’t spread beyond the safe confines of the office, a mistake-laden text blast is sent to customers, with potentially disastrous consequences for your brand image. 

Luckily, members of the public are, for the most part, likely to see the funny side - as long as we’re talking about an unfortunate autocorrect or some other minor error, and not personal insults or sharing of sensitive data! In most cases, then, there is a way back.

A big part of your recovery lies in the apology you issue after an SMS marketing fail. The way you go about apologizing can cast you in a positive light. The best case scenario is that public opinion of your company will actually improve (although we wouldn’t suggest sending an error-strewn text message just to test this theory!). So you’ve messed up and sent an erroneous SMS to thousands of customers. Here’s how to apologize:

React Quickly

You know how it goes. You make a big mistake - one that everybody will soon know about – and you freeze. Except for the back of your neck, which burns. All you can do is close your eyes and pray that when you open them you’ll have travelled back in time. The paralysis brought about by guilt and fear is of no use to anybody, so instead of waiting around for stuff to hit the fan, you need to immediately own your error. Go directly to your boss and break the news before they find out about it from someone else.

Be Honest

Squirming around for a way to downplay a mistake is uncomfortable for everyone. Don’t do it. Admit exactly what happened so you can strategize the best plan of action. Don’t be tempted to drip feed your coworkers in the hope your mistake will seem less serious. It won’t – it’ll just look like you’ve made a series of errors and then tried to sweep them under the carpet. 

Face the Music

In most cases, you will need to issue an apology to the recipients of the erroneous text. Yes, this is embarrassing in itself, but it has to be done – and quickly. Have a creative meeting and craft a humble, humorous apology that will appeal to your audience’s better nature. Depending on the scale of the error, you may need to offer some kind of promo code or discount. This will usually do the trick of getting people back onside. Your budget will take a hit, but it’s worth it to retain those all important contacts. 

Have Faith

Don’t dwell on the mistake. If you allow it to distract you, it will only set you back. Don’t let one error define you.

Own It

That said, it’s worth following your apology SMS up with a reference to the mistake on Twitter or social media. If it was relatively funny, and threatens to be shared by outsiders, you should pre-empt this and talk about it yourself. Own It lest it Owns You.

Mistakes happen on the way to success. Learning how to deal with them via sincerity, humility, humor and efficiency will turn a stressful situation into a bona fide learning curve.