The cell phone is now an extension of the individual. According to the US Chamber of Commerce’s study on brand channels, text-based marketing surged during the pandemic. Retailers surveyed said their investment in text-based communication increased by more than 50% in 2020, due to the increased reliance of consumers using their smartphones for shopping. Why? Email inboxes and social media ads tend to get cluttered with more marketing pitches than an average customer cares to read.
Text-based marketing promotes a less competitive channel that reaches customers where they are. Of course, it doesn’t come without challenges. SMS marketing requires customers to opt-in, and text software seems complicated to brands venturing into this channel for the first time. However, brand-based SMS marketing can also convert leads and engage customers in 160 characters or less — and we’ll show you how in this article.
The Importance of Brand-Based SMS Marketing
Why does it matter that your SMS marketing campaign aligns with your brand? Well, brands and technology are closely linked in our highly-connected world. As a consumer, you’re probably aware of just how many marketing materials you receive every day. It’s essential to have a memorable, distinct digital presence that allows you to be recognized by consumers.
According to an article on building a professional brand by LHH, businesses can begin evaluating their presence by checking Google and seeing what people say about them. How you’re perceived is important, because this can show the foundational elements that define who you are to consumers. With brand-based SMS marketing, you can better convey this identity and value. SMS marketing is a cost-effective method of retaining loyal customers who believe in what you have to offer as an organization.
SMS Marketing Elements to Inspire Your Next Campaign
We’ve covered a number of SMS Marketing Templates on the blog. Whether it’s to welcome customers, win them back, or entice them to check out their abandoned cart, these templates guide you on how to format your SMS campaigns for any occasion. Here are three underlying principles that can help you create your own original, brand-aligned messages:
Personalized, conversational flow
In a Forbes’ write-up on personalized brand experiences, they noted that customers support consumer-obsessed brands that offer products specifically for them. In fact, around 70% of consumers say they will shop exclusively with a brand that personally understands them, so try to incorporate personal details in your text messages, like sending a special discount on their birthday. Keep your SMS approach light-hearted, short, and conversational — as though each customer is your friend. Address them by name for an authentic sound and feel. Remember, they don’t want to talk to a robot; it’s a big turn-off if you’re simply yelling BUY NOW! at them through text.
If you’re a service provider, you know how no-shows can hurt your business because you’re turning down other customers in favour of already-booked appointments. With SMS marketing, you can communicate beyond promos. Send reminders of their schedule so you don’t lose the appointment; even something like “We can’t wait to see you at 3 pm tomorrow! Let us know if you need to reschedule.” can be helpful. Retailers can also send reminders or announcements of a flash sale. Sending them an SMS during work hours (but before the sale happens) can instil a human-touch, and trigger last-minute impulse purchases.
Engaging, interactive content
A successful SMS campaign provides value for both you and your target demographic. Instead of sending passive messages, you can ask your audience to respond in quizzes or polls. A simple text like “Which product would you like us to release next — A, B, or C?”, along with images attached, can effectively drive engagement and help you make smarter business decisions. You can be fun and playful, or host a text survey for more serious feedback. Asking short and to-the-point questions like “What could we improve on?” will make it easier for consumers to accomplish.