Despite the fact that 81% of professionals say they use texting for business, B2B organizations have been a bit slower on the draw, compared to B2C, when it comes to adopting an SMS marketing strategy.
Admittedly, ‘best practices’ for B2B organizations interested in implementing SMS marketing will look a bit different than B2C tactics. After all, B2C communications are business-to-consumer, whereas B2B communications are business-to-business.
That key difference will obviously impact the customer persona; additionally, the ‘promotional’ messaging will look a bit different or be thrown out the window altogether. Instead of sending mobile coupons like you might when engaging in SMS marketing for B2C, B2B companies will be trying to help push their target closer to a buying decision using other tactics.
However, for B2B organizations that are looking for a way to better generate and engage with new leads, SMS marketing makes for a perfect solution. In this article, we will delve into some of the reasons why SMS marketing is so effective, as well as how this tool can be used by B2B companies!
Is SMS marketing effective?
Absolutely! In fact, we wrote a whole blog article dedicated to answering that very question! Check it out here. We’ll wait…
Anyway! If you have been doing your research on SMS marketing, then you have probably read all about the massive open and response rates, the immediacy of this particular medium and its potential to drive engagement. (If you have not come across those numbers, I highly suggest you check out the aforementioned blog article.)
While those statistics speak to the general power of SMS marketing, they do not necessarily address the specific needs of a B2B organization. Although the emergence of texting was initially dominated by younger generations, it has been the most preferred method of communication for adults for at least six years now.
And let’s not forget- the millennial generation, who largely grew up alongside the technology we all use today, were born between 1981 and 1996. That means, in 2020, they range in age from 24-39. While the youngest of that generation may still be considered ‘the future’ of the modern workforce, the eldest have been firmly planted in today’s business world for at least a decade, if not longer.
And according to a recent study, 88% of millennials prefer texting over making phone calls. Whereas texting might have been viewed previously as ‘too informal’ or ‘unprofessional,’ today it is moving right along into the mainstream of accepted business practices!
What about SMS marketing for lead engagement? This tool makes for the perfect way to immediately touch base with potential prospects as soon as you have received their contact information. In fact, 82% of people say they open every text message they receive, so chances are, if you are using SMS marketing to engage with new leads, you will see a positive ROI on this affordable tool.
Now that we have established that B2B organizations can use SMS marketing to their advantage, let’s talk about how this can be accomplished.
Start gathering contact information from prospects
When it comes to SMS marketing, for B2B or B2C, you are only as good as your subscriber list! That means that your business needs to come up with creative ways to gather contact information.
Of course, you have to begin by notifying your current customers of your newly established texting capabilities. We usually recommend that you post opt-in instructions everywhere you can- the homepage of your website, social media pages, email newsletters, flyers at the brick-and-mortar location, etc.
However, as a B2B organization, how can you entice prospects to opt-in? Most B2C companies would offer some sort of monetary incentive- like a one-time discount code or coupon for new subscribers. Given the fact that this particular method is not an option for many B2B companies, you will have to come up with a different type of incentive.
For instance, many businesses publish whitepapers as a part of their overall marketing strategy. Although seen as a marketing tool, whitepapers are often quite useful as educational resources to interested readers. One way to gather contact information is to publish a teaser of your whitepaper to your website and require contact information for access to the entire document. Your business probably already utilizes this tactic for gathering email addresses! Add an additional checkbox to your web form to allow those website visitors the option of subscribing to your SMS marketing list, as well!
We still suggest adding a webform to your homepage for the purpose of gathering phone numbers. However, the added advantage of incentivizing sign-ups through whitepapers or other marketing materials is that you will already have an idea of exactly what that prospect is looking for based on the material they have requested. Getting to know your SMS marketing subscribers in this way will be crucial to sending targeted messaging that converts.
Touch base with new leads right away.
Keep your business top-of-mind with new leads by sending them a simple ‘thank you’ text after they have subscribed to your SMS marketing. This personal touch will go a long way, not only in welcoming new subscribers but also in getting to know them and their needs better.
Your business can even automate your ‘thank you’ messages! Using the website contact form-to-SMS feature through your business texting service, you will receive a text right away when someone has provided their information via your business’ website. From there, you can say ‘thank you’ and lock in your new lead right away!
Send appointment reminders
Time is money, and your business stands to lose money whenever there is a missed or late cancelled appointment. However, with SMS marketing, you can cut down on missed appointments significantly.
Appointment reminders can be sent with little to no extra work on the part of your team. With a scheduled texting feature, you can automate the release of appointment reminders. For best results, schedule the reminder to go out within a 24 hour window of your scheduled appointment. From there, ask the recipient to confirm or reschedule their appointment, and make it possible for them to do so via text. This can be accomplished entirely through text or your business can opt to include a weblink within the reminder message where the recipient can go to complete their confirmation or cancellation.
Conduct surveys
As we stated earlier, getting to know the needs of your SMS marketing subscribers is crucial to sending them targeted messaging that converts. One of the best ways to accomplish this is merely by asking them!
Use the survey texting feature of your business texting service to ask prospects what they need from your text messages and from your business. You can conduct your surveys entirely through text using this feature, making it a quick and easy process for the recipient. As an alternative, you could also include a link within the message that will redirect the recipient to your survey web page.
When it comes to B2B companies, SMS marketing can be just as useful as it is for B2C- you just need to know where to start. Text messaging is already the top communication platform for personal use, and it is on its way up in the business world as well. Get ahead of your competition by jumping on this trend right away!
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