This article is an advice guide for creating a publicity campaign using bulk messaging.
SMS marketing strategies consist of sending a series of specific messages to mobile telephone numbers. These numbers are extracted from a list of information that has been completed by a user who has already given their consent.
SMS are a very interesting form of publicity. The open rate is 98%, and can be sent 24 hours per day, 365 days a year. It is a personal form of communication, that assures the message will be read and that it won’t get lost in the noise.
This article is an advice guide which will help you to create the perfect publicity campaign:
It’s crucial that the message says something interesting to the recipient and that it has something to offer. If you don’t have anything interesting to say, it’s better to save it, or you run the risk of losing customers.
What can you offer them? From information about new products, services, or events, to sending coupons, promotions and discounts…
Knowing when to launch a marketing campaign is key. If you have a physical company, like a hotel or restaurant, and you send messages first thing in the morning, it’s very likely that they won’t be anywhere near as effective.
Every business has a specific timetable which will achieve the best results when sending out publicity: it’s important to analyze this and work out what works best for you.
Lots of companies write as much as the character limit (160) will allow in their messages. A message that is too long can be boring for readers, especially if you don’t have anything interesting to say.
This is a piece of advice often mentioned by the experts: shorten the message as much as possible without leaving out the important information.
If you need to increase the number of mobile phone numbers in your database, one trick that never fails to work is competitions. Offering a free product or service always drums up interest and won’t fail to give your publicity strategy a boost.
We recommend that your prize is something that customers wouldn’t be able to get any other way apart from by participating in the competition – a product or service that is unique or new. This will get you the maximum response possible.
A text message can’t include a photograph (unless it’s an MMS, but this type of message significantly increases the budget), but we can certainly play with hyperlinks.
The likelihood that a recipient will open a link in an SMS is 36%, which is far higher than an email, which is only 6-8%.
For this reason, you should make sure to include a link to your website and feel safe in the knowledge that visits are likely to go up.
Using capital letters is a little trick to help you to highlight areas of the text… but be careful: writing the whole message in capital letters can be very annoying to readers because it seems like you’re shouting.
Highlight the price or promotion in question.
Use SMS marketing to encourage your customers to engage with your social media profiles. A simple ‘Follow us on Twitter’ or ‘Like us on Facebook’ can increase your followers.
For all this advice, at the moment of truth you’ll find out what works: customers vary depending on the type of business, your objectives and any other related criteria.
We recommend that you try several different methods, and not to be scared to change until you find something that works for you.
Follow this advice and you’ll get the best possible results with SMS marketing.