We live in the Age of Information, which means that today’s marketing is much different than that of yesteryear: it’s electronic. Studies show that over 97 percent of all consumers use the web to research businesses when looking for a product or service. On top of that, more people use their cell phones to access the Internet than they do their personal computers. What does this mean when it comes to marketing your business? First of all, it means you need to be reaching the Internet-surfing consumer sector; second of all, it means that the best way of reaching that sector is through their cell phones. One of the best ways to do that is with text message – or SMS – marketing. Is text message marketing right for your business? Here are some things to consider:
Cost. SMS marketing is extremely cost-effective, considering you don’t have to pay for graphic designers, printing services, paper, and stamps. As a matter of fact, when you consider the extremely high rate of return on SMS marketing campaigns, as compared to the cost, text message marketing is one of the cheapest and most effective ways your business can market.
The opt in advantage. When you send out direct mailers, pay for a street-side billboard, or run an ad in a magazine or newspaper, you have no control over who sees your ad. Everyone who comes across it will see it, whether or not they are interested in your product or service. In order for you to market to a potential customer via text message, that person must first opt in. That means that every person you send your SMS marketing messages to is actually someone who wants to hear from you! Therefore, your chances of turning prospects into customers via text message marketing are much higher than with alternative marketing methods.
The contacts list. In order for your SMS marketing campaigns to be successful, you must first have a list of people to market to. List-building is not an exactly science, and it’s not easy, either. You must make a concerted effort to build and maintain your list, and then to tailor your text messages to your list demographic. If you do not have the time or know-how to do this, and you are not willing to invest in an employee who will, then SMS marketing may not be right for your business.
As you can see, there are some advantages and disadvantages to text message marketing. It really depends on your business needs and personal marketing philosophy. Consider these factors when deciding whether SMS marketing is right for you.
About the Author: Hal Mantanona loves utilizing different forms of SMS messaging to market his business. He’s tried traditional message marketing and is planning to try text polls during his next campaign.