Companies of all sizes are realizing the power of SMS Marketing. Many are finding, however, that executing an effective mobile marketing strategy is not as simple as turning on a switch.  And not all mobile text marketing technologies are created equal.

Yes, it’s true that SMS text messaging is becoming increasingly popular. But it comes with some common traps that even savvy marketers have been known to fall into. Gaining the knowledge you need to make smart choices is crucial if you want to avoid these pitfalls and, instead, stay on a path to success.

Here are seven of the most fatal missteps that can lead your mobile marketing efforts astray. You’ll want to be aware of them because, if you are not careful, they could sabotage your entire strategy and, in some cases, tarnish your brand.

1. Neglecting to Promote Your Short Code

So, you’ve chosen a mobile marketing provider and you are ready to get started. Now what? The first step towards creating a successful SMS marketing program is to build your database. This task may sound daunting. But there are a variety of applications like Trumpia’s All-In-One Multi-Channel Marketing platform that can make it easier. First, you’ll want to take an inventory of all your existing marketing programs. Then, get customers to opt-in and receive mobile offers from you, simply by publicizing your Mobile Keyword and Short Code within all your marketing materials. Each time a consumer texts your Mobile Keyword to your Short Code, he or she opts-in and is automatically entered into your database. You can use your monthly newsletter or email campaign, billboards, flyers, print ads and even websites and social media applications like Facebook to encourage people to opt-in.  This should be an ongoing process that continues to leverage each of your touch points, from your business card to your in-store signage. You can even incorporate the use of a Quick Response (QR) code, which will allow people to automatically opt-in and join your database with every scan.

2. Not Including A Clear Call to Action in All of Your Marketing Campaigns

Mobile marketing gives you the opportunity to engage your customers and solicit their response in an interactive way that just isn’t possible with other media. So it’s surprising that many mobile marketers neglect to integrate all their mobile, online, print and broadcast campaigns, incorporating a mobile call to action. Inviting customers to text a mobile keyword to your short code (a 5 or 6 digit number that is used only for communications between cell phones) will turn passive viewers of your advertising campaigns into active participants. This strategy will also help you measure the effectiveness of all of your traditional marketing tactics as you test different mobile keywords and short codes in each unique campaign.

3. Viewing SMS and Short Code Marketing as a One Time Proposition

We’ve all read about the retailer that realized phenomenal ROI by sending a last minute mobile deal, complete with a mobile coupon, to his or her database. It’s a given that SMS marketing can yield instant results for a last minute promotion, which can be a great way to help you manage the slower times. Unfortunately, your ability to deliver results from these kinds of one-off promotions all depends upon what you’ve been doing behind the scenes. Your ability to come up with a strategy that features regular, monthly promotions and consistently execute upon it is key. So, sit down with your calendar and think about all your company has to offer to your clientele throughout the year. Consider the peak and slow seasons and come up with a plan of action.

4. Sending Too Many Annoying, Irrelevant Messages

Savvy marketers know that it is their job to cut through the clutter and ensure that their message is heard loud and clear. You can’t do that if you are sending messages daily that have no value to your customer or do not directly address his or her needs. Random messages about your products or services will not have the same impact as well-timed messages that include a compelling offer. For example, a SMS text message that invites important customers to take advantage of a special holiday promotion or a one-time event like a book signing by a famous author such as JK Rowling will get the attention of your audience to help drive in-store traffic and boost sales.

5. Delivering a Poor Overall User Experience

Every interaction with your customer has the propensity to create a positive or negative brand image. Sending messages that neglect to identify your business or provide the offer’s expiration date can leave doubts about your company in the minds of your customers. And with smartphones and use of the mobile web on the rise, customers expect quick anytime transactions that work without fail. So, forgetting to check the links you provide in your SMS or MMS text message or QR Code can have damaging effects.

6. Not Personalizing Your Message

SMS and MMS text messages are supposed to be more personalized in tone than other media, helping you to continue to build a trusted relationship with your customer. Text messages can also grab the customer’s attention because they are short and simple. Your customers will view your mass text messaging campaign as an opportunity to have a conversation with you. So make it one that counts.

7. Sending Out the Wrong Offers at the Wrong Times

Before you send out a text blast, you’ll want to consider the relevancy of your offer to the people you are sending it to. Sending the wrong kinds of offers to the wrong people at the wrong times can definitely be a deal breaker. For example, sending a SMS text for a buy-one get one-free lunch deal at midnight to the out of town people in your database is bound to lead to disappointing results. You don’t want to be like the person who sends out a text message offer without a mobile coupon about their pizza place every Monday at 9:30 am when most people could care less.

Taking a strategic approach to mobile marketing can make all the difference when it comes to realizing a significant return on investment. It’s a challenging proposition. But the key to ensuring the livelihood of your brand is to engage your customer in a way that is relevant to them on an ongoing basis. An effective multi-channel marketing strategy that integrates the use of Mobile, Email, Voice, IM and Social Media with other more traditional marketing programs can make all the difference when it comes to building relationships with your customers and increasing revenues– not to mention casting your company in a positive light.