Whether you are a small, medium or large business, establishing a brand identity is a large part of your marketing plan. Branding is a multi-faceted project with many channels used to disseminate the brand image. If you have done your research, then your brand marketing finds your target audience where they spend their time--on your website, Facebook, listening to podcasts or watching videos on YouTube. Approaching brand marketing from a variety of directions is smart, and will help your audience recognize your brand wherever they see it. An additional channel you should seriously consider including in your brand marketing strategy is SMS or MMS marketing.
Brand Marketing with Text Messages
Texting offers a channel for reaching customers and prospects that we may not be able to reach via the Internet, because 90 percent of Americans own a cell phone. SMS messages can be sent to any type of cell phone that accepts texting. The phone does not need to be a smartphone. Depending on the industry that your business is in, your customers may be late adopters of new technology or may not be able to afford newer technology. Or they may be in a demographic that isn't interested in smartphones such as elderly adults. If that is the case for your clientele, then SMS messaging offers you an opportunity to interact and engage your customer base without the use of a computer or the Internet.
Simple brand marketing can be done with texting. It can be as easy as following up with new accounts, thanking the customer for coming in or reminding them of their next appointment. If you are in the health industry, texting reminders to patients to set appointments, get their lab work completed or asking how they are doing on new medication can help spread positive feelings about your brand.
Brand Marketing with MMS Messages
If your customer base is primarily people who do own smartphones or tablets, you have the added ability to reach them via multi-media messaging. You can still send text messages; however, you can also mix them with image and video messages to promote your brand. Additionally, you can remind your market to check your latest email newsletter, visit your website or stop by for a free flu shot. MMS messaging can be used in conjunction with other marketing channels including television, Internet, social media marketing and email.
There are numerous methods of using MMS messages to market your brand.
- Survey customers through MMS messages and post the results on your website.
- Promote a contest via messaging and discuss the winner on your Facebook page.
- Send reminders about upcoming events, offers or discounts that your customers will find when they visit your store.
- Give anyone who opts-in to your MMS program first dibs on special services or offers.
The ideas listed here are only just a few to show you how you can use messaging by itself or in partnership with other marketing channels.
Immediate Feedback
Text service is one of the most monitored channels of communication. That fact makes it ideal for immediate feedback. Feedback works in two directions and you can use it for your marketing program.
- Feedback from an offer: Using texting to offer customers quick turnaround promotions is an effective use of messaging. A good example of this is a text during the morning from a restaurant offering a lunch special. You can see within a few hours how many people respond with feedback, both positive and negative. Compare your number of texts to the number of people who come in at lunch time.
- Feedback from customer engagement: Sending out a quick question or short survey about how your customer liked their product or service from their recent visit (best send within hours of their visit), can offer you valuable information about how your company is perceived in the eyes of those it serves. It is easy for your customers to send off a quick text message in answer to these questions, rather than take the time to initiate an email or phone call.
Brand Loyalty
Part of brand marketing is building brand loyalty. Using your text service, you can build brand loyalty a bit at a time as your customers get to know your company, the employees and the brand.
Free Mobile Marketing Success Kit
Get Your Copy Today
