Business SMS Marketing: Striking the Right Tone
Tone of voice is important in all business communications, from letters to direct mail campaigns. The way you speak to clients is all of a part of the image you create in their minds of your brand. As short as they are, this also applies to business text messaging. It may even be more important to get the language and tone right in your messages, particularly your SMS marketing, than in an emailed leaflet for two reasons. First, you have only a very brief number of words to get your message across. And second, text messages have a rapid impact, with recipients typically reading texts within three minutes of receiving one. SMS strategies need to focus on sending personalised and engaging messages.
SMS is for business as well as promotions
Text messages are also a more efficient way of communicating directly with a customer. Calls from unknown numbers are often ignored, voicemail isn’t listened to, and emails may end up in a junk filter. Text messages even from unknown numbers are harmless and so are usually immediately opened. If you need more information on an address or want to let them know that your hours have changed, for example, a text message will do the job more effectively.
It is OK to use text speak
Many businesses are surprised to find that there is no hard and fast rule against the use of text speak in SMS messages. In fact, this varies depending on your individual business. The language you use has to match your audience. Only you have a good understanding of your customer demographic. Some popular text terms that are business safe include FYI, ASAP, AFAIC and TIA. These are: for your information, as soon as possible, as far as I’m concerned, and thanks in advance.
The key is to use text speak in context. FYI and ASAP, for example, have been used as abbreviations in informal business communications since long before we started text messaging. In some situations, such as with food or fashion retail offers, using text speak like U instead of you, and 8 in place of any ‘eight’ sound (like gr8 for great) will add more energy to your message.
But most of the time you shouldn’t
If you don’t sell pizza, teen fashion, or sports shoes, you probably shouldn’t get too informal with your messages. For most business purposes, perfect grammar and punctuation is still essential. Text language like LOL is too informal and can lead to confusion as those unfamiliar with the terms might read it as ‘lots of love’ instead of ‘laugh out loud’. Keep language clear and concise. Where you have a choice use the word that has the least amount of letters.
Plain English and jargon
If it is jargon that is so commonly used in your line of business or industry, then always make sure you use it. It’s more succinct and gives your text message an instant authoritative tone of voice. The message this conveys is that you know what you are talking about. There is a point at which jargon becomes a hindrance. If terms aren’t as widely known, your message may be lost or ignored. If in doubt, always use plain English for clarity.
Are emojis or emoticons acceptable?
Emojis or emoticons are little icons you can create to convey emotions, using symbols on your keypad such as the colon, and brackets. The most well-known emoji is the smiley face, created using a : and a ) to make :). One big problem with text messages for businesses is that they contain no indication of the intent or the emotion of the sender, and are often read with a colder and harsher voice than the sender intended. Emojis evolved to help convey those emotions in a text message. A smiley face indicates the message is friendly.
If you are communicating directly with a client via text message, or you want to send out a short informal text message to your entire customer base, an emoji can be acceptable. But with caveats. Only use one if you are concerned your tone or message could be misinterpreted. And only use the smiley face and the downwards unsmiling face, and for smartphones the thumbs up and the chin stroking ‘maybe’ face. The simple reason for this is that each smartphone operating system uses a different style of emoji. Something like the grinning face emoji can look so different on iPhones and Android phones that it can convey a completely different emotion. And never use negative emojis.
More than one tone of voice
Don’t just set your business one tone of voice. Just like people, your organisation will have different personalities depending on the situation, and you should be flexible enough to adjust tone of voice to suit while still staying consistent with your brand. For example, you could categorise your voice tones into serious, helpful and enthusiastic. Serious text messages may have an emphasis on grammar and use of full sentences and proper punctuation. Helpful texts might always use positive words and contain something that benefits the recipient such as information or a special offer. And with enthusiastic you might allow a more informal, silly tone to be used, that includes a little text speak or emoticons.
Different tones for different departments
The tone of voice used doesn’t just reflect your brand’s personality, but should also take into account the department or part of your organisation it is coming from. Something with more informality is appropriate from sales, but when the message is coming from the CEO you want a tone that conveys more gravitas and authority.
Text messages might form a part of your crisis management plan. And if your business doesn’t have one then it really should. Texting is a fast way to communicate with multiple stakeholders and customers in a crisis. It’s fast, and takes very little effort. It might be a product recall, or an involvement in a news story, or a natural disaster. Here it is important to ensure that there is no room for misinterpretation so only make statements of fact.
Tone of voice is important in all business communications, from letters to direct mail campaigns. The way you speak to clients is all of a part of the image you create in their minds of your brand. As short as they are, this also applies to business text messaging. It may even be more important to get the language and tone right in your messages, particularly your SMS marketing, than in an emailed leaflet.
Mobile marketing includes many different advertising channels. Most of them include placing an ad in front of a mobile user. Many of us are used to ads online, but they do tend to get annoying. At least that’s according to an eMarketer report on a study done by Instantly.
SMS marketing has come to be a crucial element of most businesses’ marketing strategies, and there is plenty of received wisdom within the marketing world as to how to get the most out of your SMS messages. So it might seem like there is not a lot that the world of politics can teach the world of business about SMS. But then again, there probably is.
The digital age has seen a rise in demand for business coaches to aid you in every aspect of your entrepreneurial efforts. From money mindset to technological solutions, earning passive income and attracting high-paying clients, these days there's a coach for everything. But running a coaching business isn't as simple as the hype would suggest. SMS marketing is the perfect way of supercharging your promotion of your coaching business, here's how.
SMS marketing is defined by the use of text messaging to convey deals, offers or information to customers. When it's used properly, SMS is a high-return and low-cost marketing method with the ability to provide your business with a stable and effective platform for reaching customers. The main goal of an SMS campaign is a conversion; you want the recipient to perform an action as a result of reading the text message, so it's important to know what your customers will most appreciate. For a truly effective SMS marketing campaign, simply follow a few customer-centric guidelines.
There is something about SMS marketing that is not like any other form of marketing. It is a simple form of communication, but highly effective in forging close relationships with clients who purchase from you regularly. Here are 10 key ways to use SMS marketing for your business and how to get the most out of your clients.
As a small to medium-sized enterprise, you will always be looking for ways of expanding your marketing outreach and public relations efforts without too much additional cost to your company. Chances are your budget is tight and you are limited in the extent in which you can advertise too. That's where SMS comes in.
The Information Commissioner’s Office (ICO) issued seven monetary penalties against companies this year. We’ve read through them all – so you don’t have to – and discovered two lessons every company should learn about SMS marketing if they want to be successful.
There's no better time to take a closer look at SMS marketing - could it fit your marketing strategy? What should be at the forefront of your mind when you look at whether SMS could fit with your business? Here we've highlighted five things you should know before getting started.
You need concise, memorable and high-impact content with a clear call to action in your SMS messaging. That, in a nutshell, is what's needed to achieve with any marketing or engagement communications in any form. But this is never truer than with an SMS campaign when your business text messaging has to rely on a small window of recipient attention.