Making Text Message Magic

By Hector Cisneros 

Most people don’t want you to text and drive, but businesspeople can drive web traffic with text messages! Text messaging also lets you sell products, announce events, deliver promotions and special offers to thousands of people. However, there are a number of speed bumps that you have to nagotiate in order to be successful. Join us this week as we dive into the depths of Text Messaging Magic for your business.

The first question you will want to answer is; "What is Text Message Marketing?" Text message marketing is advertising via SMS technology also known as short message service marketing. In essence you can send a short message (160 characters or less) to a person's cell phone or to a short message account that they have on a computing device. These messages are very popular and are used by people of all ages.

Why should every business  consider advertising with an SMS marketing service?

#1 It works! your ROI is very high. Your cost for engaging in SMS messages can run as low as 20 to 50 a month and still get real responses.

#2 It has a very high open rate. Most messages are read 95% of the time. On top of that your response time is almost instantaneous.

#3 A focused message gets read and usually works better. Focus gives the viewer clarity and asks them to make a decision.

#4 You can target an audience that wants to receive your message. Opt-in lists are the keys to success. Sending a message blindly to someone will only make them angry. However send someone a message for a coupon code for something they want and the phone will ring off the hook.

#5 There are more mobile phones in the world than there are computers. People are addicted to texting. For most young adults, it’s a way of life.

Here's What You Need to Insure Success.

#1 Avoid slang, abbreviations and most of all hype. People are tired of being lied to. Your message 

English: SMS messages sent monthly (June) in USA in million, source: http://www.cellsigns.com/industry.shtml (Photo credit: Wikipedia)

needs to be a focused legitimate offer that easy to understand and act on. Don't try to be slick just  Simply provide a bona fide offer worth taking advantage of.

#2 There should not be a long time delay before the recipient can take advantage of the offer. The offer needs to be in the here and now, not next week. It should provide real time saving that recipients can take advantage of today.

 #3 Make sure your message is recognizable. It should clearly identify your company, brand or product. If they have to guess who you are you’re already lost.

 #4 Customers want to feel special. Your offer has to be a real value that the average Joe or Jane can’t have unless they are subscribed to your SMS marketing service. Let them know that only they have access to this special offer.

 #5 Make sure your message is positive and shows unmistakable value. If  they can't recognize the value of your offer, it's not a value to them!

 #6 Make your messages interactive. Sometime by following up your offer with another message you can get a second or even a third sale, by just asking.

 #7 Don't send your messages too often. Ask your subscribers when it's best to receive their messages. Find out which time zone they are in. If you don't know their needs, avoid early morning hours before 11 AM and don't send messages late at night unless you’re a casino in Las Vegas

 #8 Master the right marketing moments. Learn to send messages when your clients want them. Restaurants clients want messages before Lunch and Dinner.  Travelers like message on Thursday and Friday. Retail consumers like message before major holidays. Scan your website data for peek visitation times. Always ask clients what's best for them and they will tell you.

 # 9 Provide value first before you ask them for any information. Win their trust by providing value and they will be more willing to cough up an email address, time zone or address.

 #10 Always get a client’s permission. Always buy opt-in lists if you’re not building your own. Nobody 

SMS: Text Messaging Gets Redesigned (Photo credit: pouwerkerk)

wants to see your message if they haven't chosen to subscribe to your service. If you add new campaigns, products or services, be ready to ask for permission again. Getting their permission is a fundamental key!

  #11 Don't just send coupon codes, send valuable content. Provide product announcements, free access to special websites and social pages. Send VIP status acknowledgements can also be a great way to build trust and loyalty.

 #12 Get your own vanity short code SMS phone number. Having your own number shows a commitment to this kind of marketing program. It’s much easier for a person to remember a short number than what that number spells. It also makes it easier for them to respond.

There you have a  comprehensive overview of what you need to know about SMS marketing.  If you have found this article useful please pass it on to your friends and co-workers. 

Hector Cisneros is CIO of W Squared Media Group, a Jacksonville Florida based digital marketing agency. Hector is also co-host of the weekly radio show Working the Web to Win which airs every Tuesday at 4 pm Eastern on Blog Talk Radio.