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Text message marketing goes well beyond simply creating some messages and building a subscription list. You need to take the time to nurture your leads, reaching out to them periodically and offering something of value. Otherwise, you’ll only be reaching out to them when you have something to sell which is an ineffective way to encourage conversions.
Short code texting is a personal, engaging form of marketing. You can - and should - be using it for much more. Here’s how you should be using text messages to nurture and grow your relationships in order to close more business.
Sending Targeted SMS Texts At The Right Time
One of the worst ways to encourage conversions is by sending our general text message blasts. Instead of offering your audience value, you’re simply giving them a reason to unsubscribe. If you want to succeed, you must send the right messages at the right time.
Targeted messaging has always been this effective. In email marketing, targeted messages have two to three times more engagement as one-off blast messages. In fact, there’s a direct correlation between higher click through rates and lower mailing lists. In other words, the more segmented and finely targeted your messages are, the better they’re going to perform.
Remember that the key to nurturing leads is matching your messaging with a prospect’s stage in the sales funnel. A good example is sending purposeful messages after somebody makes their first contact with you by signing up for your short code texting. Simply sending three or more of these messages helps convert an incredible 328% more sales. Create a unique campaign for each stage of your sales process and get those messages to your leads as soon as possible. Remember that you don’t necessarily need to sell to each segment - only a quarter of your leads will be ready to make a purchase right away.
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The actual time of day that you send these messages matters, too. Your most effective time varies based on your target demographic and the message you’re trying to send. A coffee chain, for example would do much better in the morning than a burger restaurant. In general, however, here are some tips on when the best time to reach out to your audience is:
- Avoid sending messages on Mondays. People are never especially happy on Mondays, and they’ve been hammered with messaging all weekend.
- Along the same lines, avoid the weekends so you don’t get lost in the shuffle.
- Don’t send messages when people tend to be traveling. Usually, that’s Monday through Friday from about 6 am to 9 am and 4 pm to 6 pm.
To maximize results, you’ll have to constantly try different times and see what works best for your audience.
Taking Lead Nurturing to the Next Level
If you want to really focus on closing more business by targeting your leads precisely and nurturing them, you need to put specific processes in place. Below, we’ll go over two of the most effective tools that Trumpia offers.
Dynamic targeting is a terrific tool because it automates segmentation for you. You’ll be able to automatically gather data about your leads and sort your distribution lists accordingly. For example, you might want to create segments based on the websites your leads visit. It’s the same process that advertisers on Facebook use to show you ads for products that you’ve already checked out online.
The best thing is that you can create targeted messages that send automatically based on behavior and preferences. If somebody visits your online shopping cart and abandons it, you can send a text reminder the next day. The possibilities are endless, and you’ll be able to automate your entire campaign.
Automated Drip Campaigns
Automated drip campaigns neatly ties the whole process together. Just like dynamic targeting, you can segment your leads into different distribution lists based on their behavior. Once somebody meets certain criteria, they’ll begin receiving an entire series of messages, piece by piece.
Drip campaigns are a great way to introduce yourself to a new subscriber, re-engage old customers, or simply keep in touch. You’ll be able to give them relevant information over a period of time. After you set everything up, you’ll stay on their minds without any effort whatsoever.
If you’re interested in finding out exactly how Trumpia can help you out, make sure to contact us today by clicking here.