The question: “Mike, how can I use text message marketing?”
The answer: Let me give you an example and some ideas…
I have a client who publishes television commercials. His commercials are doing very well and he actually gets them very cheap. He has been making them for years. We are always testing different calls to action and ways to respond in your commercials. The latest test, which will be rolling out shortly, will add a call to action for the viewer to “text” and get an awesome special.
What do we know? We know that most people watch TV with their phones next to them. We know that your target market has a high concentration of smartphone users. This fact fits perfectly with what we will do next.
After the lead texts are added to a text marketing list. So, we have permission to follow up at any time. Although I recommend no more than once a week to a text list, maybe less!
Back to the smartphone thing… What we program in the “text response” is a link to a “mobile site”. It can be a landing page or a full mobile site. A mobile site is optimized for the small screen. He navigates easily and has a different set of “principles” at work. Eventually, we’re all going to need a mobile site; the sooner the better.
On the mobile site we make another offer to the prospect. To get this next offer, the prospect must enter their name and email address. Now you have his mobile number, his email address and his name. A great start to guide them down the path of doing business with you!
Other examples…
A real estate agent may have a “text input” offer in their listings or on their MLS sheets. The response may link to a “Mobile Catalog” of listings with “Mobile Virtual Tours”. The prospective buyer appreciates how cutting edge this agent is. Any potential seller would see the value as well.
Restaurants are a piece of cake! What are the main challenges they face? Frequency and competition. People eat out, but there are so many options that it’s hard for a restaurant to convert a high percentage of their customers into “regulars.” But with weekly or biweekly email and text message offers, a restaurant can keep attention top of mind. They can send links to their “Mobile Menu” with the “Click to Call” feature.
Mobile devices give you a ton of great opportunities to stand out from the crowd and reach your current and potential customers. It’s just a matter of taking action! Be sure to use mobile websites and mobile landing pages in your marketing.
