SMS marketing is a go-to-market (GTM) accelerator. Communications are at the core of a GTM strategy. Whether you're a fitness studio opening up your first location, a yoga studio expanding to a new location, an e-commerce brand launching a new product, or an e-commerce store relaunching an updated website, SMS marketing can help you reach your target audience and drive sales. In this blog, we’ll look at GTM strategy using the examples above and define how SMS marketing can be incorporated into your strategy to differentiate your business from competitors.
What is a GTM Strategy and Why is it Important?
First, let's talk about what go-to-market strategy means. Essentially, it's how you bring your product or service to market and how you get people excited about it. More specifically, GTM strategy is the process of taking a product or service from development to market. It involves identifying target customers, developing a marketing plan, and creating a sales strategy.
A sound GTM strategy is important because it helps businesses understand their market and how to reach their customers effectively. What makes GTM unique is that it focuses on the entire customer journey, from initial awareness to post-sale support. The benefits of a sound GTM strategy include increased sales, customer loyalty, and a competitive advantage in the market. A good GTM strategy will help you stand out from your competitors and ensure that your target audience knows about your brand and what you have to offer.
Now, when it comes to GTM strategy, there are many different channels and tactics you can use. From social media advertising to email marketing to influencer partnerships, the possibilities are endless. But one channel that often gets overlooked is SMS marketing. That's a shame, because SMS marketing can be a highly effective way to engage with your audience and drive conversions.
Let's take a look at some examples of how different businesses could use SMS marketing as part of their GTM strategy.
GTM Strategy with Examples
Example 1: A fitness studio opening up their first location
For a fitness studio opening up their first location, SMS marketing could be a great way to get the word out and drive sign-ups. One strategy could be to offer a discount or promotion to those who sign up via SMS. With services businesses it’s especially important to get people through the door. Offering a free first class is a great way to do that. Another option is offering free swag, which turns patrons into walking billboards. By having local customers walking through your community with your brand on their chest, head, or legs, you are marketing directly in your target area. Moving back to SMS, the fitness studio could also use SMS to send reminders about classes, updates on new instructors or equipment, and to solicit feedback from members for the remainder of the customer journey.
Example 2: A yoga studio opening a new location
Similarly, a yoga studio opening a new location could use SMS marketing to drive awareness and excitement. One strategy could be to send a series of text messages leading up to the grand opening, each with a different yoga pose and a message about the benefits of yoga. The yoga studio could also use SMS to offer discounts or promotions to those who sign up for classes, and to send reminders about class times and any special events. In this way, content is informative, on brand, and provides value to each recipient while building anticipation for the grand opening.
Example 3: An e-commerce brand launching a new product
For an e-commerce brand launching a new product, SMS marketing could be a great way to drive pre-orders and early sales. The brand could send out a series of text messages leading up to the launch, each with a teaser or sneak peek of the new product. They could also use SMS to offer a discount or special promotion to those who pre-order the product via SMS. By teasing products, creating excitement, and offering an exclusive promotion, the ecommerce brand is positioned to have positive engagements with their audience for years to come.
Example 4: An e-commerce store relaunching an updated website
Finally, for an e-commerce store relaunching an updated website, SMS marketing could be a great way to drive traffic and sales. The store could use SMS to offer a discount or promotion to those who visit the new site and make a purchase. They could also use SMS to send out updates about new products, sales, and other special offers. Aside from the traditional ecommerce use cases, the company could send text updates about the site development, explaining new features. The company can poll its audience for feedback. The sky's the limit, so long as the content is engaging and informative.
Of course, these are just a few examples of how SMS marketing could be used as part of a GTM strategy.
GTM Best Practices
Again, the possibilities are endless, and the key is to be creative and think outside the box.
So, what are some best-in-class strategies for GTM, both with and without SMS marketing? Here are a few tips to keep in mind:
- Know your audience: Before you can create an effective GTM strategy, you need to know who your target audience is and what they care about. Conduct market research and gather data on your target audience to inform your strategy. If you have an existing audience (launching a new product from an existing brand, opening a new store, or relaunching an updated website), use segmentation to target your audience more acutely and appeal to their interests.
- Focus on your USP: Your unique selling proposition (USP) is what sets you apart from your competitors. Make sure your GTM strategy focuses on your USP and communicates it clearly to your target audience. In other words, you need to convey your value proposition. Why should the customer care? What is unique, not just about your product or service, but your brand and/or atmosphere?
- Build a strong brand: Your brand is the foundation of your GTM strategy. Make sure you have a strong, consistent brand identity that resonates with your target audience. If you went to assess your USP and were disappointed, this is your chance to redefine it. GTM is a rebirth or renaissance for a brand. If everything is great, build on the momentum. If there’s something you wanted to change, now is your chance.
- Use multiple channels: While SMS marketing can be a highly effective channel, it's important to use multiple channels to reach your audience. Social media, email, and other forms of advertising can all play a role in your GTM strategy. Text message marketing should be at the core of your communications stack, but you should make sure your message is blasted out from every angle. Be targeted and specific with SMS marketing, then broaden your outreach via social and events.
- Leverage influencers: Building off of using multiple channels for GTM, research influencers in your market. Influencer partnerships can be a great way to get your brand in front of a larger audience. Identify influencers who align with your brand and partner with them to reach their followers. This can also include affiliates, especially for ecommerce.
- Test and iterate: A GTM strategy is not set in stone. Continuously test and iterate your strategy to see what's working and what's not, and adjust accordingly. Be scientific. Walk the line between calculated and artistic. Stay agile and flexible. AB testing and multivariate testing are your best friends when optimizing your GTM strategy.
When it comes to SMS marketing specifically, there are a few best practices to keep in mind:
- Get permission: Make sure you have explicit permission from people before you start sending them text messages. You don't want to come across as spammy or intrusive.
- Keep it short and sweet: SMS messages have a character limit, so make sure your messages are concise and to the point.
- Personalize your messages: Use people's names and other personal details to make your messages feel more personalized and engaging. Helios makes this incredibly easy with our features.
- Provide value: Make sure your messages offer something of value to your audience, whether that's a discount, a promotion, or useful information. When in doubt, use exclusivity.
- Don't overdo it: While SMS marketing can be a powerful tool, you don't want to overdo it and annoy your audience. Use SMS strategically.
In conclusion, SMS marketing can be a highly effective way to accelerate your GTM strategy. Whether you're opening a new location, launching a new product, or relaunching a website, SMS marketing can help you reach your target audience and drive conversions. Just remember to be creative, strategic, and focused on providing value to your audience. With the right approach, SMS marketing can be a powerful tool in your marketing arsenal.