Mobile marketing blog

Imagine a world where the weather takes a turn for the worse, the snow is falling and the wind is rising. Your phone buzzes, you reach for it and open a text message saying "WARNING: Extreme weather is heading your way! We advise you take cover for the remainder of this evening." How could you achieve this? Why is being that helpful good business? Being this customer conscious is priceless and conventional marketing could achieve this at a high price. I'm writing today to tell you its possible with just SMS text message marketing and at a fraction of traditional marketing costs.

Firstly I want to tell you I dislike nothing more than receiving random text messages that have nothing to do with me and are a complete waste of my precious time. I don't agree with spam advertising and they just don't have to do it! What I am going to show you today will mean you can achieve a huge conversion rate by contacting hundreds not thousands of prospects.

Text messages that present the solution to a consumers problem will be received positively nine times out of ten. People need guidance to be motivated so deliver the solution they have always wanted or need today and you will win a customer and maybe even a couple referral sales. I cannot repeat this enough, make sure they want your message before you send it.

A final note on the SMS technology - it is the best direct consumer marketing method because their mobile is always with them and the amount of messages read exceeds any other technology.

WHAT DO THEY WANT?

Before I go into the finer details of SMS marketing its worth figuring out what your business model can offer as an incentive to receive future messages and to get them opted into your campaign in the first place.

News and information - if you have content that will benefit your target audience why not promote a free SMS alert service through your website or any other existing promotional channels.

Incentives and rewards - competitions are very popular and loyalty schemes are rare but always receive a high response rate. You could offer them free drinks, software or even phone credit top ups. Anything your business can do to invite prospects to enter your campaign.

Fame and exposure - if you have a website or publish media why not use your readers thirst for fame to your advantage. Offer an SMS entry to a competition through your media channels punting an opportunity to "text the editor" or send in the "picture of the week". Publish their content freely and this will create an incentive for others to get involved.

TAKE YOUR TIME...

This is not going to work if your expectations are to convert a lead to a sale in a week or even a month. In fact some of the most powerful results have happened over the course of six months or so.

At the beginning keep giving them small rewards and updates, don't promote ANYTHING at first. Make sure they become accustomed with your messages and don't be afraid of only texting them once a month, daily texts will only achieve an quick user opt out from your campaigns.

Once you know they are willing and they have entered at least one of your SMS competitions or services you can start to include them in profiling and promotional messages. But wait! If you are thinking at this point I can start sending them all of my promotions - don't. Only send them one quality promotion that is as relevant to their needs as you can. At this time you may well know where they live, what campaigns they have entered and their age. Derive from this the most likely service they will be interested in and send them a message promoting a one of discount or special offer.

Really, and I cannot remind you enough, be gentle in everything you do - woo them don't hit them over the head with a promotional hammer. Get to know your prospects and help them selflessly. Gain their trust up until the point you are sure you understand what would make their life complete and deliver it to them. Convenience, trust and relevance will guarantee high conversion rates and at the cost of a couple of SMS's you can't go wrong.

The most successful customers failed miserably on their first attempt, learned from their mistakes and implemented appropriate changes into their future campaigns. Trial and error are key to long term repeat success.

Good luck and as always if you have any questions get in touch with an account manager.