Build Brand Loyalty with SMS Messaging
In a world where your competition can be found in just a few seconds, instilling brand loyalty in customers is a greater challenge than ever. One bad social media faux pas and you could find yourself losing customers quickly.
One way to proactively reach out to customers is via SMS messaging. The personal nature of SMS messages, combined with high read rates, gives you the opportunity to develop relationships with each customer. And it’s that personal relationship that can make the difference in whether your customers stay with you, or jump to the company with the lowest prices.
You see, we all want to feel important, respected, and valued by those around us. And there’s a point where we perceive a company as “caring” about us. It’s usually due to amazing marketing, but also comes from great customer service. With SMS messaging, you can merge the two.
By sending personalised text messages based on information you have about the customer. This goes way beyond using a first name in the message – that simply isn’t enough. Here are some examples of what you can do if you have the information, and the customer’s permission to use it.
Send coupons for specific events or dates – birthdays, anniversaries, graduations, holidays are all times when a quick message with an offer just for the customer will mean a lot. If you can offer them a small something for free just to say “Happy Birthday!” they will be all smiles when it comes to your brand. Remember people are looking for an experience not just a business relationship.
Information on something that interests them – As an example, let’s say you run a sports shop. From your customer’s profile you know they are interested in golf, but not cricket. You can send them a message with a link to your review of a new graphite club just about to hit your store shelves. They’ll be impressed you know they are interested in golf (even if they are the ones who told you so in their profile), and appreciate the heads up on when the new club will arrive. As long as you only send information they want (don’t send messages about cricket if you don’t know if they like cricket!), and not too often, they are more likely to think of you first the next time they want to make a purchase. Of course, you could send them an email with a link to the review, but they may never read it.
Follow up after a purchase – If a customer makes a significant purchase, just send a text asking how it’s working out for them, and let them know you’re there to help if they need it. Obviously you don’t want to use this for inexpensive or frequently purchased items. Resist the urge to just send a text with a link to buy accessories or add-ons. Remember customer loyalty is built on relationships, not sales.
The key to making this approach work is balance. Like anything, if you use it too much the customer may get annoyed. And always make sure you have permission to send them messages first.
Sending a text message to the wrong person can be embarrassing. I've done it many times. Thankfully though, they were just simple messages like "be home soon" or "I'll tell you later". Innocuous, harmless and easily explained away. But what if you make a mistake with your business SMS messages?
In a world where your competition can be found in just a few seconds, instilling brand loyalty in customers is a greater challenge than ever. One way to proactively reach out to customers is via SMS. The personal nature of SMS messages, combined with high read rates, gives you the opportunity to develop relationships with each customer.
Earlier this month I attended an online webinar session covering topics related to SMS. One of the presenters produced some interesting statistics. I wanted to know more, so I went to the original source and found some great news for everyone using SMS as a key part of their mobile strategy.
SMS coupons have redemption rates ten times email coupons. Averages run around 30%, but they could be as high as 45% for personalised messages. Even with those great numbers, retailers can still lose money to fraud. Find out how make sure customers only redeem your coupon once.
I think for much of the last decade, people used the Internet and then mobile devices, without giving too much thought about what they were doing. Or more accurately, what other people were doing with their information. But then came Edward Snowden in 2013 who revealed governments were collecting and using our personal data in ways we hadn’t imagined.
In many of our previous posts, we have discussed the whys and hows of SMS marketing, listing the benefits, and the impacts on lead generation. There’s no doubt that by employing a marketing strategy that uses business SMS as a medium that your processes will become more efficient and your leads will become more targeted, meaning a better ROI. Here we will look at the best practices for SMS marketing to ensure your campaigns are offering the best for you and your users.
SMS marketing is very different to most other more traditional marketing tools, specifically because of its short-form, text only nature. This certainly shouldn't put you off though. We have put together our guide to both the best things about SMS marketing and some of the potential problems, and how to work around them.
It seems there's a new messaging app popping up every month. It's hard to keep track of them all, but it's also hard to ignore them if you're looking to use mobile marketing. When you've got limited marketing resources, should you spend them advertising on the latest IM app, or go with SMS marketing?