Small Businesses Can Succeed with SMS Marketing
Do you like to be told you’ll fail? Didn’t think so. Most people don’t, especially from people they’ve turned to for help.
So it was surprising to me to find an article written by the Founder and CEO of another SMS messaging service, I’ll call him Bob, insisting small businesses can’t succeed with SMS marketing (the company is from the U.S., but is planning to launch in the UK soon. We don’t like to speak badly of competitors, even future ones, so I’m won’t mention the company name). After years of offering the service to SMEs, Bob has thrown up his hands and given up – on small businesses.
Here are the reasons he claims SMEs can’t succeed, and why we believe you can:
- Small marketing budgets. Small businesses have small marketing budgets. This’s a fact, but it doesn’t put SMS marketing out of reach. Of course it depends on who you choose to partner with for your SMS marketing. Bob’s company had a relatively high monthly fee with limited message credits. We offer a variety of message credit packages with no monthly fees at all. A small business can easily plan their campaign and purchase just what they need without throwing money away every month the service isn’t used.
- The rules are too complicated. A compliant SMS marketing campaign does need to follow specific guidelines, especially in the regulation happy U.S. Most small businesses will also have a solicitor to help them understand the requirements. However, to say the rules are too complicated is going a bit far. Permission-based marketing isn’t new. Many small businesses also use email marketing and are familiar with the concepts of opt in, opt out, and why they need them. In the UK, SMS messaging falls under the same guidelines as email or other electronic communications. This really isn’t a reason for failing. Any company serious about using SMS marketing can craft a compliant campaign.
- SMEs don’t know how to plan a successful marketing campaign. This “reason” is just stereotypical nonsense. Marketing is hard. It can be hard for any size business, but especially for SMEs where employees may be wearing many hats. But that doesn’t mean categorically SMEs can’t run successful marketing campaigns. Bob’s justification of this point is that it isn’t practical for his business to offer marketing assistance to SMEs for the “low” monthly fee he charges. This brings me back to point number one – choose the right partner for your marketing. Find one, like fastsms, that’s invested in your success and not just collecting monthly fees.
- SMEs need to invest in equipment to measure and track effectiveness. We’ll be the first to confirm any marketing campaign needs to be tracked so you can determine how effective it was. But again Bob put the pressure back on the SMEs to purchase integrated point of sale systems (POS) – integrated with his SMS service – in order to track effectiveness. Not every marketing campaign is designed to promote in store sales where a POS system would be used. In addition, his argument makes it clear his service doesn’t offer analytics on the messages his service sends (at least not at the SME package prices he describes in the article). Reporting on your campaigns should be included in the SMS service you choose. If it’s integrated into your POS system then it’s even better, but that shouldn’t be a requirement to track how well your campaign worked.
You’ve probably spotted the theme here: it matters who you choose as an SMS provider. There are companies out there content to take your money as long as you’re willing to give it. Then there are companies striving to offer great products and services to help your business grow.
So whatever happened to Bob’s company? Were there any repercussions to his declaration about small businesses? It’s hard to say, but since the article was published his company website (U.S.
version) now offers only enterprise level services with enterprise pricing. Small businesses need not apply.
Have questions about using SMS marketing for your small business? We’re standing by waiting for your call or email. You can call us at 0800 954 5305 or email us using the form at the bottom of the page or email email@example.com.
The life of an IT administrator or manager is a constant battle with the equipment and software they manage. If an issue isn’t fixed in a reasonable time, there are usually consequences in one form or another. So how can you use SMS alerts to make sure your IT team is always aware of issues and the need to fix them quickly?
Businesses that sell to other businesses (B2B) are having trouble keeping up in the digital and mobile age. That’s according to a couple of eMarketer articles. The reasons for it are varied, but it may be mostly because they’ve been slow to acknowledge a change in culture.
If there's one industry that's often assumed to be cold and impersonal, it's the financial industry. It's all about numbers and money, not about the people who have accounts, or need help with enquiries. The reputation may or may not be deserved, but there is a way to combat it: by making customers, investors, or clients feel like you care.
Let’s get the obvious out of the way. B2B marketing really is business to one person. It’s just that one person is playing a role in the buying process, rather than making their own purchasing decisions. But you already know that if you’re in B2B sales or marketing. What you may not know, is how willing those various people are to use their own mobile for business.
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.
Ask most individuals and they will tell you that they generally use SMS messaging for personal communications. For B2B marketers, this single assumption often leads to this powerful channel being completely ignored. Whilst it may be true that most messages sent by individuals are indeed personal in nature, this is not necessarily the same for messages they receive. Read on to learn why SMS messaging has huge potential in B2B marketing and how to use it to increase ROI and engagement.
I talk a lot on our blog about using SMS for marketing. That’s because SMS messaging is an amazing channel for marketers. But it can be used for so much more than that. In this post I wanted to highlight a couple of example SMS applications that just might get your “little grey cells” thinking about how to use SMS messaging for your organisation.
Often people think SMS messaging costs a lot of money. Particularly when they plan on sending thousands of messages. So in this blog I want to walk through an example of how much money SMS messaging can actually save property managers and housing associations.