SMS marketing has taken over and set a new path in how businesses communicate with clients. Using this technique for lead generation has become popular in recent years, but when contacting and communicating with customers via their mobile phones, there are a few things every marketer within your organization must know prior to implementing techniques:

Quick Engagement

Most mobile phone users have their handsets very close to them, if not already on their person. This accounts for almost half of the day. When reaching out to customers via SMS, your team must be prepared for any responses that ensue. Customers like to have real-time interaction, and responses are almost guaranteed. If the customers are engaged, not being ready will not only tarnish the brand, but may result in a loss among the customer base.

Get Permission

Failing to get permission from customers before you send any SMS messages could be detrimental to your brand. Although many people have unlimited messaging options, there are still some individuals who pay per text message, and would rather not have them sent. Additionally, knowing whether or not a customer wants to receive anything from your brand is key. Although many people enjoy receiving communications from brands and businesses via SMS, that is not always the case. It is good to always be proactive before you employ any marketing strategies.

Opt-in/out Choices

It’s important to make sure you allow customers the ability to either opt-in to receiving SMS messages, as well as giving them options in which they can opt-out. While a customer may have been happy to receive text messages in the beginning, they may not like your brand anymore, or do not like the amount of SMS messages being sent. Having the option to opt-out whenever they want is common business courtesy, but will also provide insight into what you may or may not be doing to please the customer base.

Your marketing team should work diligently to provide effective communications across the board. When utilizing SMS messaging, there are a number of factors that must be considered:

Target audience

Who is your target audience and where did they come from? Why have you chosen this particular audience, and what can you offer them?

Buyer persona

Every business has a number of buyer personas. Do you know yours? Understanding your buyer personas is key in making sure your campaigns are tailored to each individual customer.

Demographics

Where are your customers? Where do they live? What are their buying patterns? Income? All of these play a role in how you should structure specific sales, coupons and SMS messages.

Reliability

Is your information reliable? Where did your metrics come from? How reliable are your SMS messages in getting to your target audience?

Customer base

How loyal is your customer base, and what can you do to increase it?

Type of phone

Do you know the types of devices your customers are using? Are you reaching everyone in the same capacity? Are your messages tailored only for customers that have smartphones, or are your campaigns diversified to meet the demands of your entire customer base?

Making sure all your customers can receive SMS messages is one of the key components in ensuring your campaigns are effective. Retail is not the only business model that can benefit from using SMS for effective client communication. SMS messaging can be used in non-profit organizations to broadcast charities and special events, and accept donations. It can also be used by religious organizations to send messages of encouragement, register for conferences and accept monetary contributions. Restaurants also use SMS messaging to notify customers when their table is ready, and for making or canceling reservations. Sporting events are also starting to incorporate SMS messaging into their marketing efforts to enhance the fan experience. Customers are also able to take real-time surveys to convey their thoughts and opinions which can make a difference in the way your SMS marketing campaigns are shaped in the future.

There are no limitations on the way SMS messaging can be used to reach customers, but making sure your marketing team understands the rules of engagement is one of the most important tasks when developing campaigns. SMS messaging is:

• Immediate
• Mobile dominated
• Customer focused
• Friendly to the environment
• Simple
• Customizable
• Personal
• Trackable
• Can lead to other leads
• Cost-effective

When thinking about these elements of the entire SMS messaging process, the keys to a winning campaign are well within your reach. Keeping these tactics and rules in mind when designing your campaigns can provide great results when applied correctly. Knowing the differences in what your customers need, want, and how you can communicate with them on a more personal level enhances your brand, and keeps your customers happy, loyal, and engaged.

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