How to Build an SMS Marketing Strategy

 BONUS MATERIAL: The Psychology of SMS Marketing

With SMS marketing being on the rise, it is impossible to look another way when it comes to this effective marketing tactic. Text messaging is a well-accepted marketing method by both businesses and customers. Just consider that:

  • 58% of consumers said they would view a business more positively if they offered SMS capabilities.

  • 78% of US consumers say that receiving a message is the fastest way to reach them for important service updates and purchases.

  • The same report states that 80% of US consumers claim that providing basic information is the most important feature of service-based messaging, which positively impact satisfaction.

The thing is that many brands don't have a solid SMS marketing strategy. This means that this can be your opportunity to make your brand memorable in the eyes of consumers. Moreover, with a good text messaging marketing strategy framework, you will stand out among the competitors. On that note, here are a few tips that will lead you to productive work.  

Identify Ideal Customer Profile (ICP)

It all starts with analysis. Collecting relevant data is what will build a base on which you can further layer steps towards effective messaging marketing strategy.

Identifying an ideal customer profile is necessary for determining the people you will be targeting.

The source for this information can be many. Such as:

  • Support representatives
  • Sales representatives
  • Product managers
  • Existing consumers

Based on the data they provide you and the behavior of existing consumers, you'll know what type of consumers are your target audience. Additionally, you'll know what type of products different customers lean towards.

All of this knowledge will serve for directing the messaging content in the right way. 

Set a Goal

What do you want to accomplish with this? This is the question you need to ask yourself.

The best way to find the most realistic and achievable goal is to think about what type of solution will you provide. That solution is your goal that you need to include in the strategy.

Try to be as specific is as you can. Pinpointing the goal or goals will help you present a more solid framework. The goal is what all comes down to. If you don’t have an objective that is worthy of the audience’s attention, you won’t get far with SMS marketing.

Therefore, go over all your products, your initial motivation for starting a business, and just think about different objectives that your brand wants to achieve. Once you pull that out, try to merge it into one realistic goal that is realistic and promising.  

Work on Your Elevator Pitch

An elevator pitch or a boilerplate presents a set of messages that will be accessible to all your team members and used in an appropriate situation. Elevator pitch is valuable because it ensures consistency and insurance that in a certain situation you'll team members can turn to set solutions.

Use the following pattern for creating an elevator pitch:

  1. Set the problem
  2. Emphasize your problem-solving approach
  3. Communicate the benefits of your approach
  4. What differentiates you from other problem-solving brands

If you wish, you can create a tagline. It is a defining fragment (“the most successful brand in the industry”) and the notion of consumers' benefit ("to lead to better purchasing decisions") which usually consists of 25-100 words.  

Create a Brand Promise

The brand promise needs to evoke curiosity, build trust, increase credibility, and ensures a solution.

The wording needs to be concise. Keeping it under ten words is the best option. It doesn’t even have to be a full sentence as long as it properly communicates the message.

The tagline can be your basis, and from there just limit the words and make it effective and understandable.

The promise needs to connect the problem-solving aspect of your brand in addition to the uniqueness of your solution. If you form it correctly, it will help the audience understand your brand’s value. 

Identify the Language

47% of consumers prefer native SMS to message businesses, so first of all, you need to determine the language or languages that your target audience uses.

The next aspect of language that you need to focus on is the structure of language that your audience prefers. You want the language to resonate with consumers at all stages so you should analyze each messaging stage and the type of language that works best.

To identify the language, use the data from the ideal customer as well as market analysis. Check out the competitors' use of language. It is better to learn from other people's mistakes than to make your own.

Knowing what type of language resonates with your customers is positive for marketing as well as your sales team who’ll be able to navigate the interaction based on these findings.  

Find the Tone and Style

Besides the language, you also need to think about the tone and style. This is again the time when you should turn to data, ideal customer profile, and research on competitors.

The tone and style highly depend on the goal you want to achieve. It also depends on the brand’s image and its usual approach to customers.

Some options for the tone of voice are:

●     progressive

●     empowering

●     informative

●     straight-forward

●     humorous

●     friendly

●     playful

Choose the tone or variation of a few styles that will suit the audience. The tone is very influential on the audience's perception of the message you are trying to convey. Sometimes even the flawlessly written content can't achieve the desired effect if the tone and style are all wrong. Not investing enough thought into the tone and style is one of the most common mistakes.  

Make the Testing an Ongoing Process

Arranging the final matters about messaging strategy framework and ultimately, putting the SMS marketing strategy to action will be such a relieving feeling. However, that is not the moment when you can forget about it altogether.

Constant tracking of activity, customer response, and feedback are essential if you want to bring your text messaging marketing strategy to perfection. Further analysis is the best way to find out what's worth keeping and what needs some tweaking.  

Daniela McVicker
2020-01-17 00:00:00 UTC