SMS Text Message Marketing and Mobile Marketing
The question: “Mike, how can I use text message marketing?”
The answer: Let me give you an example and some ideas…
I have a client who runs TV commercials. His commercials are doing very well and he actually gets them very cheap. He has been making them for years. We are always testing different calls to action and ways to respond in your commercials. The latest test, to be implemented shortly, will add a call-to-action for the viewer to “text” and get an awesome special.
What do we know? We know that most people watch TV with their phones next to them. We know that your target market has a high concentration of smartphone users. This fact fits perfectly with what we will do next.
After the lead texts, they are added to a text marketing list. So, we have permission to follow up at any time. Although I recommend no more than once a week to a text list, maybe less!
Back to the smartphone… What we program in the “text response” is a link to a “mobile site”. It can be a landing page or a full mobile site. A mobile site is optimized for the small screen. You navigate easily and have a different set of “principles” at work. Eventually, we’re all going to need a mobile site; the sooner the better.
On the mobile site we make another offer to the prospect. To get this next offer, the prospect must enter their name and email address. Now you have his mobile number, his email address and his name. A great start to guide them down the path of doing business with you!
Other examples…
A real estate agent may have a “text entry” offer in their listings or on their MLS sheets. The answer can be linked to a “Mobile Catalog” of listings with “Mobile Virtual Tours”. The prospective buyer appreciates how this agent is on the cutting edge. Any potential seller would see the value as well.
Restaurants are a doddle! What are the main challenges they face? Frequency and competition. People eat out, but there are so many options that it’s hard for a restaurant to convert a high percentage of its customers into “regulars.” But with weekly or bi-weekly text and email offers, a restaurant can keep attention top of mind. They can send links to their “Mobile Menu” with the “Click to Call” feature.
Mobile devices give you a ton of great opportunities to stand out from the crowd and reach your customers and prospects. It’s just a matter of taking action! Make sure to use mobile websites and mobile landing pages in your marketing.