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Are you using text marketing or text codes as part of your marketing strategy?
If you don’t know what text marketing or mobile marketing (I use these terms as one and the same) is, then this is something that you need to be looking into.
Text marketing is basically distributing your marketing through a wireless network. Usually how it works is, you text a certain keyword to a mobile short code and then you are either directed to a landing page or you receive a text message with a link that directs you to a specific landing page. On that landing page, you complete the desired action, like fill out a form, redeem a coupon or something along those lines.
A major reason you would want to look at using text marketing or mobile marketing is that most people carry a cell phone and text is used by most cellphone owners. In addition to this, in an interview I recently conducted with Jed Alpert, author of The Mobile Marketing Revolution. Alpert stated that the uptake by adding a text code to marketing is up to 10 times higher than if you don’t use a text code.
10 Tips For Successful Text Marketing
The Short Code
When you decide to use text marketing, look for a company that has an easy-to-remember short code. The short code is the number that you text your keyword too. If the numbers are not easy to remember, then your uptake will be lower.
For example, the company that I use in Canada has a short code of 313131, which is easy to remember.
The Keyword
As with the short code, keep the keyword short and easy-to-remember. Don’t force someone to type an alphanumeric code that isn’t easy to remember or a long keyword that people will get carpal tunnel syndrome from typing.
The combination of a short keyword to an easy-to-remember short code will allow you to have a higher uptake.
A Mobile Ready Landing Page
Since you are using a mobile device to view a landing page, make sure that the page that you are directing people to is mobile friendly. Otherwise, it might be too hard to read.
Capture an Email Address
By pairing mobile marketing with email marketing, you will have another way to market to people. The nice thing is, you will be able to send emails to people time and time again.
Use Mobile Marketing Only When Appropriate
If you choose to send out information to someones cell phone, make sure that you are not spamming them. It’s one thing to send emails to people, but it is entirely different when you start sending messages to someones cell phone.
Mobile messages can be read up to 100% of the time and unless you are providing something of significant value to the recipient, then think twice about how many times you send messages.
Have a Call To Action
This is basic common sense, but so many people fail to add a call to action to their marketing messages. If you are using a sign to get someone to text, then tell them what you want them to do. Such as, “Text X to Short Code to get a 10% off coupon today.”
Give Something Away of Value
Once you have gotten someone to follow your call to action, make sure that you give something away of value. It’s doesn’t have to be monetary value, but instead, it can informational in nature.
Measure Results
The nice thing about text marketing is that you can measure results. You can measure how many people used a text code and then if you use a link to a webpage, you can track that conversion. Finally, you can measure the uptake on your offer.
Few forms of marketing can give you that level of granularity.
Put Text Marketing on Any Visible Place
I place text codes in a lot of different places such as signs, business cards, products and company trucks among others. There are lots of places that you can place text codes.
Use Text Marketing To Act As Your Business Card
How many times have you been without a card and you really want to give someone your contact information?
Use your name and have it hooked up to a virtual card that someone can download. This way you will never be without a business card.
Mobile Marketing Photo via Shutterstock
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Ti Roberts
Great tips. Text marketing is certainly becoming more prevalent nowadays. Thanks for sharing this with us.
Ti
Chris Hamilton
Thanks Ti.
Chris
Question – does this assume you already have a list of your customers’ mobile numbers? Or are there companies that help with mobile marketing that also can provide targeted lists?
Chris Hamilton
My suggestions is that you do not use lists especially for mobile marketing.
You would have to get people to opt-in to your campaign, which you could do by asking or having people text you. This is usually done by having your keyword to your provider, then you have the mobile number captured.
Hope that helps.
Chris
Bob @ 84444
In the early days of text message marketing, we saw nearly all B to C programs. That is changing. A recent program we brought up for a mortgage broker, for example, targets its best source of leads — real estate agents. For 2013, I think that will be a trend that you will see where more companies will use texting for B to B type services.
Joe wozny
Have ran some very successful marketing programs. The tips provided are good. There’s a step before this that needs to be taken into consideration and a lot of it has to do with touching your customers. Will post about this tomorrow on both my twitter feeds and facebook page. Thanks for the good insights in your article.
Best regards,
Joe
Author of The Digital Dollar
CEO Concentric
Nick Porter
I like the knowledge that was shared here, it is all very useful and I do it myself in my own campaigns. I find a call to action and giving something away of value invites people in to want more. There is one thing I would like to add, the company I use makes the short code look like a phone number. I noticed it was really good for maintaining relationships with my customers.
Chris Webb
Great post, I love the short code idea it can really help with consumer response.
When you say the reward can be “informational” in nature, what exactly do you mean by that? I’ve only ever seen marketing campaigns use emails… Perhaps like for a museum? I’m just really confused by what ideas you have for regular companies that wouldn’t be monetary in nature.