Kalin Kassabov, CEO of ProTexting, examines the power of SMS as a customer acquisition and engagement tool for brands.
More and more companies are discovering the benefits of SMS marketing. While emails and other marketing methods are saturated, text messaging is emerging as a fast and reliable way to engage with your audience. Since almost everyone uses cell phones, this is a strategy that works for any industry.. Mobile marketing offers many useful features and plans for businesses to reach customers on the devices they are most comfortable with. Let’s look at the top five reasons to use SMS marketing to grow your business.
Iit’s the most trusted way for people to see your posts
In the United States, approximately 97% of the population owns a mobile phone. Most are smartphones, but even flip phones can receive text messages. Also, people usually take their phones everywhere. You can reach your audience wherever they are, whether at home, at work, at school, in stores or anywhere else.
It is becoming more and more difficult to interact with the public using methods such as emails, social networks or even phone calls. Research indicates that email open rates have consistently declined over the years. Consider your own inbox and how many messages you probably delete without opening them. Email open rates vary by industry, but average around 20%. In contrast, around 98% of recipients open their text messages.
Social media is another type of communication where it is difficult to know if your message will be read by many people. Even if you have a large following on Twitter or Facebook, with busy deadlines and complex algorithms, your message can easily be missed. Of course, that doesn’t mean you shouldn’t use social media, as it’s still great for branding. However, sending a text message is a much more reliable way to reach people.
Mobile marketing lets you reach people anytime, anywhere
Timing is crucial in reaching your audience and getting them to take action. Marketers who send emails and manage social networks do careful research to identify the optimal times and days of the week to send their messages or publish their content. What sets text messaging apart is that you can be sure that most of your recipients will see your message almost instantly.
Text messaging is especially useful when you have a timely message that you want the recipient to open quickly. Research shows that not only do most people (about 98%) open their text messages, but they do so within seconds of receiving them. When people open an email, it’s often hours after the message was sent. It doesn’t help if you want to tell them about something timely, like a flash sale or an upcoming event. A text message is the best way to send messages that you want people to see immediately.
This is profitable
Every type of marketing costs something, even if measured in time rather than dollars. It’s important to calculate this cost, which is why companies track metrics like CAC (customer acquisition cost). Mobile marketing is a cost-effective way to reach your audience compared to many other methods. When you subscribe to mobile marketing plans, you have the opportunity to send a large number of messages to your contacts. You can also send bulk emails, of course, but again remember that open rates and engagement are much lower for emails.
When calculating the cost of a campaign, you need to consider engagement and responsiveness. Text messages are relatively cheap to send and they have a very high engagement rate. Mobile marketing allows you to send customers timely offers and other content that can increase engagement.
You can target customers by location
Location-based marketing is very powerful, especially for brick-and-mortar businesses, those that provide local services, and anyone who relies on foot traffic. We mentioned that one of the benefits of mobile marketing is that people take their phones everywhere. This fact, combined with the latest geolocation technology, means you can send targeted messages to people based on their current location. This can be very useful for brick-and-mortar businesses, which can reach customers who may be in the same mall or driving around the area.
For example, if you have a store or a restaurant, you can send messages to people who are nearby and encourage them to stop by. Someone is much more likely to travel within five minutes of your business than someone hundreds of miles away.
Many apps to increase engagement
SMS marketing has come a long way in recent years, allowing you to do much more than just send basic text messages. There are now many apps that allow you to increase engagement in multiple ways.
- Send images and videos – MMS (multimedia messaging service) now makes it easy to send visuals such as photos, infographics and short videos with text. Multimedia messages can also be forwarded, allowing you to reach more potential customers.
- Text message autoresponders – Send automated messages to your contacts after they send you a keyword asking what you offer.
- Mobile Coupons – Send exclusive coupons and promo codes that customers can redeem online or in person.
- SMS Polls and Surveys – Everyone loves to give their opinion. You can collect important insights by surveying your audience while engaging them with your brand.
- Contests and Sweepstakes – Create contests that your contacts enter by texting a keyword.
- Virtual Business Cards – Send digital business cards via SMS. These are more convenient and shareable than printed business cards.
These are just a few of the apps and features offered by leading mobile marketing providers. As the industry changes rapidly, new features are added all the time. The main point to keep in mind is that SMS and MMS messages give you plenty of options to grab your audience’s attention immediately.
A lot how mobile marketing helps you grow your business
Mobile marketing has grown rapidly, in part due to the massive popularity of smartphones. It makes sense to reach out to people in a way that fits their lifestyle. Most businesses use a variety of marketing strategies to promote themselves. Mobile marketing does not need to replace other methods such as email, social media, blogging, etc. However, it has distinct advantages that make it a great choice for connecting with customers for almost any purpose.