SMS marketing is very popular today. First of all, it’s relatively affordable. On the other hand, it can make miracles if you have an excellent database of numbers. Unlike online tools, SMS marketing also works especially well for local businesses. However, many business owners take it as granted. They think this way: “Well, I paid, let’s send something.” But like any other marketing tool, this one requires research and strategy.
Almost all people have a mobile phone today. What can be easier than just sending them an SMS and they will all race to buy from you, is that what you think? Well, let’s face the truth, most of the phone users ignore advertising news. And if you do not craft your messages wisely, if you do not use copywriting tricks to engage the prospect, then it won’t work.
You need to research when your target audience may need your product. Let’s say you have a restaurant, then send your SMS two hours or even one hour before lunch. The message has to be relevant and attractive, propose some combos, discount, or special event. Avoid uncommonly, strange words short forms. Your prospects may not get what were you trying to say. Give a link if relevant to the audience.
But here is the big mistake in SMS marketing which may cost you, clients. And here is the live story.
It was on Saturday; the day you want to sleep a little bit longer to rest after a hard working week. You have your plans to relax and morning coffee at about 9 or 10 am. Perhaps on Friday night, you had a real party or so, because you knew “tomorrow is a weekend” and you could take your time. But, someone smart decided that sending SMS for their company is super important to increase the sales. Somebody put an automatic update. And. TADAM! I got a compelling brand message from Dunkin’ Donuts, which informed me that I can claim my reward points. Great information, isn’t it? Except one thing, I got it at 6:08 am on Saturday Morning.
Was this information urgent? No. Was this information relevant to the time of the day? No. Did it make me buy more? No. (It pissed me off.) And there is nothing rational in pissed off customers. The SMS may look like a small thing, but when you send thousands of them, it costs money. Imagine you pay money to lose customers. Does it sound like an investment? No. And here is the sad truth. Dunkin’ Donuts is a significant player and the loss of a client or even hundred customers may not be a big deal. They can afford not to give a damn and send the SMS all night long. But if you have a small business the irrelevant, promotional SMS at 6 am can cost you the customers. (That’s relevant to the other annoying promotional activity as well)
Unfortunately, such mistakes may happen because of the SMS provider. And here is another sad truth, your customer doesn’t want to know who was that a-hole who woke him up at 6 am on Saturday. It’s only your loss not provider’s one. (Just put attention on such cases).
So here is the advice. When you send promotional SMS, think of these points.
- What your are customers doing right now?
- How is your message going to increase the sales?
- Treat your customer as human, as if he is you or your friend.
In conclusion, let me say. It can work. Being more dedicated to your marketing, and not leaving everything on marketing team can be a good strategy when the business is at the starting point.
Wish your business many happy customers and inspiration for good messages. Cheers 🙂