You should consider text-based marketing, it's effective.
Text-based marketing is a tricky yet brilliant marketing technique. Some might argue it is old school because of the urgency and personalization it offers. Urgency and intimacy are the same aspects which make it one of the best marketing techniques that have passed the test of time.
The human need to get personal attention is something that has not changed over the years. The customers still appreciate a message that has been structured especially for them. Unlike going through a message they know was sent to a thousand different customers by a bot. This is a serious turn-off and damages the consumer’s buying behaviour.
SMS communication can be extremely risky for a brand if done casually without any context. No customer wants to be disturbed by something that is not relevant. Once the customer is disappointed, it is very likely for you to be unsubscribed or even blocked. This is why it’s extremely important to do relevant, contextual and respectful text-based marketing.
Here are 9 reasons why text-based marketing have succeeded in the competitive market space:
1. Personal devices are personal for a good reason
The ideal customer today is usually a Millennial; they make up for the biggest contributors to today’s economy. They have distinct tastes and preferences making it harder to understand them.
People always look at their mobile phones for distraction. They look at their devices at regular intervals without even any notification alerting them. It depends on the marketers on how to make the best use of this time. They try to make the most of it by reading or knowing something of value during this time. They use it as per their convenience, of time and location. If they come across a message that looks spammy they are sure to toss it off and move to the next good content of value.
2. Texting is still the most common feature
Testing though old school is still a preferred means of communication. It allows the user the liberty to pass on a message discretely without having to invest in making a call. Its time efficient and convenient for both parties. Additionally, it gives the privacy that both parties seek.
3. Most users prefer reading a crisp message rather than a long call
Life is busy right now, for nearly everyone. Your customers have weird timetables and work routines which are hard to comprehend. If you are trying to reach out to your customers via phone calls, chances are you get them at a weird timing. For a customer it’s pretty irritating to get a sales call in between his dinner with a work client. This is why most customers prefer a text over a call. It also allows them to flexibility to respond as per their convenience.
4. It’s an existing interface that doesn’t require the user to learn or download anything new
Texting has been an established medium of communication for everyone now. It doesn’t require the customer to learn or invest in a platform that allows you to communicate with them. In case you are using a developed platform with better features, it will also require a learning curve from your customers. Chances are high, the customer would just ignore it in between his/her hectic schedule or just keep it for later.
5. It’s reliable in areas without internet and without a smartphone
Even though development has reached nearly every nook and cranny in the world, there are areas without connections too. Also, some people carry simpler mobiles by choice. They are still new or probably not appreciative of complex charts or infographics too. But they can still make use of text messages and make sense out of them.
You wouldn’t want to miss out on certain customers only because of their location or their choice. Text messaging allows you to reach every customer with a cell phone device.
6. This can be used in different stages of the buyer’s journey
The market is all about reaching the customer today at the right time and importantly with the right data. Your customers have different buyer journeys and are placed differently. A promotional message would help a customer who is at the decision stage of his buyer’s journey. Text messaging allows marketers to engage with their customers at different stages of their buyer’s journey. This leads to more successful leads for their businesses.
7. Text messaging is highly interactive
Text messaging can successfully instigate the customer to respond and initiate a conversation. They open the message, read it and the decide to take an action of your choice. It could lead them to visit your page or to respond with a revert query. This is what puts your customer in an active role.
8. It’s cost effective
Text messaging has managed to become cheaper over time. But its efficiency has just increased with customers becoming more private and particular. It’s extremely convenient to set up and manage for all businesses.
9. It’s easier to capture customer information via text messages
Yes, text messaging allows conversations. But there’s one aspect of this that most marketers miss out on. One can capture the zip code, email address, surveys etc. through text messaging. When done smartly, text messaging can help marketers collect significant data. It can be used as part of your outbound methodology and also to collect data that will help you make meaningful insights.
Text messaging is a rare example of “Old is Gold”. At times, the best answers to your problems are the most obvious and simple ones.
Being an entrepreneur by passion, Shantanu has co-founded PagePotato.com & helped to develop it into a successful venture since its inception in 2014. His acute finance and analytical acumen helps in simplifying strategy & execution at PagePotato. Beyond work, he loves to cook, travel, volunteer and help other digital startups bloom into established brands.