SMS marketing is quickly becoming one of the go-to strategies to increase customer engagement for many businesses. Perhaps that is because the open rate of text messages is about 98%. Or perhaps it has something to do with the fact that 96% of Americans have a mobile device of some kind. Or maybe it’s because 9 out of 10 people say they actually want to communicate with businesses via text.
Whatever the reason for utilizing SMS marketing, many businesses are seeing incredible results, including successfully increasing customer engagement. In fact, 44% of marketers say that is exactly the reason why they like using SMS marketing.
One popular strategy for increasing customer engagement with SMS marketing is a text-to-win contest. In this article, we will go through the steps of setting up a successful text-to-win contest for your business!
Text-to-Win: A Step-by-Step Guide to This SMS Marketing Tactic
What is a text-to-win contest?
A text-to-win contest is exactly what it sounds like: a contest in which customers text your phone number or designated shortcode with a keyword to be entered to win a prize. At the end of the set time for entries (be it 24 hours, three days, one week, one month, etc.), one person is randomly selected to win.
As simple as this strategy is, it will take a certain amount of planning and marketing in order to be successful. Much of the way you approach the planning and marketing phases of this strategy will have to do with your goal.
So…
What does your business hope to achieve with a text-to-win contest?
We stated earlier that one common goal for utilizing a text-to-win contest is to increase customer engagement. However, this strategy can be used to accomplish a few different things.
For instance, one goal might be to build up your subscriber list or to gather customer information. In this case, you will want to consult the TCPA (Telephone Consumer Protection Act) and any other relevant rules or regulations to accomplish this goal legally. The TCPA in particular places certain regulations over the use of SMS for marketing purposes, such as a mandatory opt-in for customers. If you’re enticing customers to text your business to enter a contest, you will want to make sure that they’re aware that this may lead to future marketing messages from your business.
After deciding on the goal, you will need to meet with your team to make sure that everyone involved is crystal clear on the objective, be it increasing customer engagement, generating leads and subscribers or something else. Every action you or your team takes should relate directly back to your ultimate goal, so it’s crucial that everybody understands exactly what that is.
After you’ve decided what your goal is, as well as what the contest winner will receive, you’ll be ready to get started!
1. Choose your keyword.
Through your business texting service, you will receive keywords to implement in your campaign. Choose a keyword that customers can text to enter the contest.
It is best to choose a keyword that is short, easy to spell and that is related to the contest in some way. For instance, if you own a restaurant that is running a text-to-win contest for a free dinner for two, your keyword could be ‘DINNER.’
An alternative that might not work as well could be ‘DIN4TWO.’ This option is less desirable because it leaves too much room for error. Someone could easily hear about the promotion and text ‘DINFOR2,’ ‘DIN42’ or any other iteration that will impede their ability to enter. If customers are falling through the cracks in this way, it will result in a less successful campaign for your business.
Your keyword should be as simple as possible to give your business the greatest reach available.
2. Set up your auto-reply.
When someone enters your contest, make sure that they are receiving a response right away. Through your business texting service’s auto-reply feature, you can automate this process.
For instance, with Text My Main Number, you can customize automated reply templates that will respond to messages based on your designated contest keyword.
Your automated reply could be something like:
“Thanks for joining! You are officially entered to win [prize]!”
The automated reply not only confirms entry into the contest, but it also gives your business the opportunity to touch base with each and every contest participant right away!
3. Spread the word.
Once you have the logistics of your contest nailed down, it’s time to start spreading the word! Start making your audience aware of your contest on social media, in your email newsletter, on your website and in your brick-and-mortar location. Make sure that any and all entry instructions are also accompanied by relevant contest rules or guidelines.
Furthermore, you may want to simplify the process for website visitors who want to enter the contest. For instance, using Text My Main Number’s website contact form-to-sms feature, you could allow website visitors to enter the contest online. Although this may sound counterintuitive to your SMS marketing strategy, making the process as seamless as possible is your business’ best bet to gather participants and therefore, reach your goal. Include a field in the form in which the customer can enter their phone number, then send them your automated reply via text. With just a few steps, you will be able to successfully turn website visitors into SMS leads.
4. Choose the winner.
When the allotted time for your contest has concluded, it will be time to choose the winner! Winners should be randomly selected, so your next question might be, “How can I choose in a way that’s truly random?”
Enter: the internet. Try using a tool like Miniwebtool which allows you to copy and paste the names of contest participants for random selection. If this is the route you’re choosing to go, however, it may be beneficial to include that information in the small print of your contest rules. This type of resource will ensure that the selection process for the contest winner is truly unbiased and random.
Then, notify the winner via text! Include prize redemption instructions or a web link to such information in the content of your message. Once the winner has been notified, you can go ahead and announce the contest results wherever you like!
5. Touch base with participants who did not win.
Once your winner has been notified and announced, it is best to touch base via text with everyone who did not win. This message can be friendly and simple, yet personal.
Example:
“Hi [name]! Thanks again for participating in our text-to-win contest. You may not have won, but here’s 10% off your next purchase with us anyway!”
Offering a bonus discount or perk is a great way to show your SMS marketing subscribers that you appreciate their business and participation in your contest. And hopefully, it will incentivize them to participate in any additional contests or text promotions that you’re planning!
Now that you know how to run a text-to-win contest as a part of your SMS marketing strategy, what are you waiting for? Contests are an excellent way to increase customer engagement, generate leads and build your SMS subscriber list! Plus, it’s sure to be a crowd-pleaser; after all, who doesn’t like to win free stuff?
For more free tips on how to make the most of your SMS marketing, be sure to check out the rest of our blog!
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