Mobile advertising is still in its early days but that has not stopped businesses making use of this powerful yet simple method. Text messaging is one aspect of mobile advertising that is growing very fast with businesses finding it a very useful aid to maintaining customer loyalty.
Encouraging your customers to sign up for SMS messages, gives you permission to use their mobile phone number for so that you can keep them up to date. Having a large register of permission based subscribers is extremely valuable and can help a business target the right audience with their specific marketing campaigns. This makes such campaigns more effective with the probability for success, seriously enhanced. If your business is located in more than one place, it may be that you want to operate different campaigns in each region so having specific SMS for each group will provide accurate targeting. It is also possible to make use of text message services to gather data for future promotions.
By accurately targeting your SMS campaigns, you can retain your customers because they will be receiving texts which have been matched to their interests and that relate to where they reside. At the moment, mobile users have not be deluged with unwanted advertising as those who receive SMS generally sign up for it and have given permission. Being able to achieve long term loyalty from customers is a goal for many businesses and by personalising messages, you can bridge a gap between yourself and your customers. It is a fact that customers are more likely to make a purchase from a business that sends relevant and personal messages. This is where tapping into such a resource makes good business sense.
Marketing budgets are often stretched so making use of SMS as part of a multi-channel marketing campaign can be a canny use of resources. SMS is an affordable method of reaching a larger audience. It is also cost effective and gives a business both the opportunity to promote themselves and to look after their customers. It can be used to connect with customers along with other platforms. The level of exact targeting that text messaging offers can be very powerful when used as part of a strategy. It is essential that such a strategy incorporates the proper context into your messages as this is what brings your customers back to you time and time again. Timing is also significant so get this right and your campaign will be a great success.
A new tactic known as geofencing is now being employed whereby a text message is sent to subscribers when they are in the area of a virtual boundary such as a shop or restaurant location. The text message could contain a discount or coupon which can be used within. This type of campaign can be very beneficial for both the business and the customer as both receive something they want.
If you have not made use of SMS messaging services for your business, you could be missing out on not only increasing business but also connecting with your customers. For many businesses, customer retention is a key element and SMS can greatly assist in brokering this.
In order to eliminate frustrations and lack of results, marketing and sales have to work together. Beginning with everyone being on the same page with the end goal, there are certain points that will greatly increase the likelihood of success for everyone. Below are three ways to bridge the gap between digital marketing and sales.
ESTABLISH SMART GOALS
First and foremost, your organization needs to have overall corporate goals. It will be impossible for your sales or marketing department to establish their goals if the organization as a whole hasn’t identified its own.
The other problem without having SMART Goals is that you can confuse activities with results. We often speak with companies that come to us wanting to do something better online. These companies tend to be frustrated with internal attempts or other outsourced vendors. It is hard for them to articulate exactly what they want, but they know why they are frustrated – lack of return on marketing.
Once you have your organizational goals established, the next step is to determine what strategies and tactics will support them. If your corporate goal is to increase revenue by 25% with 75% of this coming from inbound leads, then your marketing team will be able to establish exactly what they need to do to support this.
Based on the above and looking at past performance, marketing may determine that “they need to increase website visits by 50% (5,000 per month to 7,500 per month) by September 30th, 2014”*. So, what makes this a SMART Goal?
DEVELOP BUYER PERSONAS
Is your sales team complaining about bad leads? If so, it is probably because your marketing efforts are attracting the wrong leads. In order to get the right leads in the hands of your sales team, you need to sit down and establish Buyer Personas. These are semi-fictional representations of your ideal client.
In order to develop these personas, sit with your sales team and identify your current ideal clients. In order to develop a persona you need to look at common behaviors and pain points, identify their goals and include general demographic information.
It will be important to “sell” this to your sales team so it is not viewed as a cushy exercise. Once the persona is developed, all of your content and activity has to be aimed at them.
ELIMINATE THE BLACK HOLE
It won’t matter how well your marketing does if sales doesn’t know they have leads to followup on!
Not much else will guarantee your failure like letting quality leads falling into the black hole between marketing and sales. We have seen so many companies make this mistake. In order to eliminate this, there has to be some form of agreement in place.
Things to consider are how marketing presents the leads to the sales team, the non-optional amount of time between conversion and first contact, and the communication through the sales process.