Text message marketing is quickly becoming one of the preferred B2C (business-to-consumer) communication platforms. In fact, 9 out of 10 consumers say that they would like to communicate with businesses via text for any number of reasons- alerts, coupons, two-way chat and more!
If your business is implementing text message marketing into your overall strategy, however, you need to treat it similarly to how you would treat any other marketing channel, despite the obvious differences. In other words, text message marketing campaigns should be clearly aligned with your business’ visual branding as well as your brand story.
The potential to increase brand awareness through text message marketing is huge, but only if you’re utilizing all the features that this tool has to offer.
In this article, we will provide you with some tips on exactly how to maximize brand awareness through text message marketing!
3 Tips to Increase Brand Awareness Through Text Message Marketing
- Get
clear with your team.
Before implementing any new marketing strategy, you need to sit down and get clear with your team on strategy objectives, as well as the steps you will take to achieve said objectives. In other words, why use text message marketing, what are your goals, and how do you plan to reach those goals? Additionally, which metrics will you use to measure success?
For the purposes of this article, let’s say one of your goals is to increase brand awareness. In that case, you need to get clear with all necessary parties on what your brand story is and what aspects of messaging play into communicating that story effectively.
Use your other marketing channels to inform these decisions. After all, developing a comprehensive, omnichannel marketing strategy is your business’ best bet for the highest return on investment and business growth.
Here are some key questions to answer:
- What is your brand’s tone of voice?
- What are your brand colors?
- What are your brand fonts?
- What problem does your business solve?
- What are your value propositions?
While you may not address each of these questions directly with every text sent to customers (after all, you only have 160 characters), the answers to these questions should be the through line of any marketing campaign- including text message marketing. Therefore, it’s important that everyone involved is crystal clear.
- Use
MMS
MMS (multimedia message service) differs from SMS (short message service) in that it enables you to send text accompanied by pictures, videos, GIFs, etc. Basically any visual or audio attachments that you can send via text are made possible with MMS.
The beauty of MMS is that it gives you an additional opportunity to convey your brand with your text message marketing. With the ability to send branded pictures and/or videos to subscribers, telling your brand story through color, font and tone of voice is a breeze!
MMS messages also have a pretty good track record when it comes to click-through-rate, or CTR. According to Klick, the CTR of MMS messages is 15%, whereas Hubspot finds the average email CTR across industries to be at 7.8%. This is not to say that your business should ditch your email marketing strategy altogether; instead, find a way to make these two channels complement each other.
Now, you might be thinking, “Wow! MMS sounds like it’s way better than other channels. I should use that exclusively in my text message marketing!” Unfortunately, however, MMS does come at a price. Depending on the mobile carrier of your subscribers, they may be charged more for MMS messages than regular SMS. Additionally, many business texting services charge more for outbound MMS than outbound SMS. Because of this, you may want to use MMS only when necessary, and stick to SMS the rest of the time.
It’s also worth pointing out that here at Text My Main Number, our packages are set up so that outbound MMS and SMS are valued equally. Check it out here.
- Integrate
your text message marketing with your current CRM system.
CRM, aka customer relationship management, systems allow your business to store all customer information and interactions in one easy-to-access place. Within your CRM system you can track contact info, service issues, and identify sales opportunities.
A CRM system will allow your marketing team to predict which customers to target with specific text message marketing campaigns in order to optimize the ROI (return on investment). Integration is made possible through API access, which will allow your business to use your business texting service in conjunction with your existing system.
We’re getting a bit tech-y here but the basic principle is this: getting to know your customers on a deeper level will allow you to better tailor your brand’s text message marketing campaigns to all but guarantee success.
Using your current CRM system to inform your text message marketing campaigns will allow you to better tailor your message to each recipient for a more personalized approach. For instance, this could be as simple as sending out “happy birthday” messages via text using the information provided in your CRM. Take it one step further by offering text message marketing subscribers a coupon or discount as a birthday gift!
When done right, personalized texts will make your subscribers feel important and valued by your business. And they will certainly remember that! Utilize CRM system integration to give your business the chance to increase brand awareness through personalized text message marketing!
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“Increasing brand awareness” is one of the major advantages of text message marketing. It’s also one of the most common goals of businesses who decide to adopt this marketing technique into their overall strategy.
In order to achieve this goal, however, you need to take every available opportunity to incorporate your business’ branding into each and every message, be it through tone of voice in SMS messages, smartly utilizing MMS messages or increased personalization.
Use these tips while planning your next campaign, and don’t be afraid to get creative! Taking informed risks is the only way to find out the absolute best methods of reaching your text message marketing objectives! If you’re ready to find out how our available features can aid you in reaching your text message marketing goals, start your 14-day free trial today!
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