Best Practices

Boost Your Business Strategy with Text Message Marketing

Master SMS marketing: Key strategies to excel in a competitive market, driving traffic, generating leads, and boosting sales effectively.

Mathew Gorka

By Mathew Gorka

February 15, 2023

9 min read

Boost Your Business Strategy with Text Message Marketing

Are you struggling to reach your target audience and drive sales for your small business? Have you considered using text message marketing as a tool to grow your customer base and increase revenue? With over 5 billion people using mobile devices worldwide, text message marketing has become an effective and affordable way for small businesses to connect with customers and promote their products or services. Here are some tips to help you optimize your SMS marketing strategy and stand out in a crowded market:

SMS Marketing: How Texting Can Boost Your Small Business

In today's digital age, SMS marketing is an essential tool for small businesses looking to reach their target audience. SMS marketing provides a quick, effective, and affordable way to connect with potential customers.

SMS marketing can provide small businesses with several benefits, including:

  1. Direct and Personalized Communication: Text messaging allows businesses to communicate with their customers directly, which creates a more personalized experience. Unlike email or social media, where messages can get lost in inboxes or feeds, text messages are almost always read.
  2. High Open and Response Rates: SMS marketing has an impressive open rate of over 98%, and response rates are around 45%, compared to email open rates of 20% and response rates of 6%.
  3. Cost-Effective: SMS marketing is a cost-effective way for small businesses to reach their target audience. With the right software, businesses can create and send messages quickly and easily, without investing in expensive marketing campaigns.
  4. Increased Engagement: Text messages are short, concise, and require minimal effort from the customer to engage. This increases the likelihood that the customer will respond or take action on the message, such as visiting the business's website or making a purchase.
  5. More time to focus on your business: SMS marketing can be a powerful tool. With Helios, your capabilities are turbocharged. Scheduling, segmenting, templates, and AI personalizations make creating new campaigns effortless.

Best Practices for SMS Marketing

To get the most out of SMS marketing, small businesses should follow these best practices:

  1. Obtain Consent: Before sending messages to customers, businesses must obtain their consent. This can be done through an opt-in process, such as a sign-up form or text message keyword.
  2. Personalize Messages: To create a more engaging experience, businesses should personalize their messages by including the recipient's name or relevant information.
  3. Keep Messages Short and Concise: SMS messages are designed to be 160 characters. Customers also have short attention spans. Keep messages short, concise, and to the point.
  4. Time Messages Appropriately: Text messages should be sent at an appropriate time to ensure the highest open and response rates. For example, sending messages during the customer's workday may not be the best time, as they may be too busy to respond.
  5. Include a Clear Call-to-Action: To encourage engagement, businesses should include a clear call-to-action in their messages, such as a link to the business's website or a discount code.

Business Tips for Nurturing Text Messaging Leads

Engaging leads and igniting your audience is an essential part of any marketing strategy, and text messaging can be an effective way to do it. Here are some tips on how to ‘wow’ and convert your leads with SMS marketing:

  1. Use Keywords: Keywords are a powerful tool in SMS marketing, as they allow businesses to segment their audience and target specific customer groups. For example, a business could use the keyword "SALE" to offer a discount to customers who are interested in purchasing a product. Or you could also use a keyword that is more creative and engaging like “LOSE15”, which speaks to your industry (in this case, fitness).
  2. Track Responses: Tracking responses to text messages can provide valuable insights into customer behavior and preferences. Use this information to improve your marketing strategy and personalize future messages. “Always be improving.”
  3. Offer Incentives: Offering incentives, such as discounts or free gifts, can encourage customers to respond to text messages and engage with the business. Incentives can also be time, like free consultations, webinars, etc. Remember, you don’t have to give your product or service away for free to prove your value.
  4. Follow Up: Following up with customers who have shown interest in your brand, product, and/or service increases the likelihood of a conversion (sale, subscription, etc.). You would be shocked at how many businesses get caught up focusing on the top of the funnel while neglecting the customers who are most likely to convert. Stay on top of your leads by sending a follow-up text message.
  5. Be Personable: Now more than ever, people are wary about talking to robots aka chatbots. Use you and your brand's personality to your advantage when engaging with customers. Speak to each customer's individual needs. Emojis are a great way to keep conversations light, friendly, and familiar. Also, providing information the customer can’t simply find online is helpful.

To manage your SMS marketing campaigns effectively, you should use a messaging platform that can automate and streamline the process. These platforms allow you to send targeted messages, schedule messages in advance, and manage your campaigns from one central location. That’s why we made Helios! With our software and iOS app you and your team are always a click away from your most precious resource, your leads and customers, in the office or on the go.

Scoring SMS Marketing Leads

To get the most out of your SMS marketing campaigns, you need to ensure that you're targeting the right people. Scoring your leads can help you determine which customers are most likely to convert whether that’s signing up for your newsletter, subscribing to your service, or purchasing your products.

Lead scoring is the process of assigning a numerical value to each lead based on their behavior and demographic information. By doing this, you can identify the leads that are most likely to convert and focus your efforts on them. Small businesses who adopt scoring strategies will be better positioned over their peers.

To score your leads, you need to consider a variety of factors, including:

  • Demographic information (age, gender, location, etc.)
  • Engagement with your website and other marketing channels
  • Past purchases and purchase history
  • Interactions with your customer support team

You can use a variety of tools to score your leads, including customer relationship management (CRM) software, marketing automation platforms, or even a scrappy excel sheet. Helios has a dashboard which shows all of your engagement metrics on our platform.

Evaluating SMS Marketing Campaigns (KPIs)

To ensure that your SMS marketing campaigns are effective, you need to monitor and analyze your results. This will help you identify what's working and what's not and make adjustments as needed.

Some important metrics to track include:

  • Open rates: The percentage of people who open your text messages
  • Click-through rates: The percentage of people who click on links in your text messages
  • Conversion rates: The percentage of people who make a purchase after receiving your text message
  • Opt-out rates: The percentage of people who unsubscribe from your text messages

By tracking these metrics, you can get a better understanding of how your campaigns are performing and make changes to improve their effectiveness. Try not to get “data drunk” by over complicating your processes either. Stick to what moves the needle and stay focused on owning those metrics. We encourage using our framework and of course doing some independent research.

In conclusion, SMS marketing can be a highly effective way for small businesses to reach and engage with customers. By following the tips and best practices outlined in this article, you can create and execute SMS marketing campaigns that drive traffic, generate leads, and increase sales. Remember to always prioritize the customer experience and use data to make informed decisions about your campaigns.

Text message marketing that converts.

Turn your leads into customers. Helios provides all the tools to help you craft perfect SMS campaigns and automate the rest.

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