When it comes to texting as a marketing platform, a lot of marketers are hesitant. It's understandable. Texting seems like some sort of invasion of privacy, but it's not. We are currently living in a world where we heavily rely on our ever-evolving technology and want the information we're seeking FAST. Texting has been a huge success for marketers because it's doing just that. Messages are being read through and responded to.
Text message marketing offers a read rate of 97% within 15 minutes of delivery [business.com]
Whether the response is good or bad, you're learning. If the response is good, you are seeing increased conversions — more sales, more clients, more interaction. If the response is bad, then there is room for improvement and a lesson is learned. Texting etiquette is something every small business owner should familiarize themselves with right now.
The Do's 👍
Do organize within your marketing team who is in charge of sending what messages, and when they are sending. Do this because it not only keeps things organized internally, but it also ensures that you're not bombarding people, which is major no.
Do use a platform that allows two-way texting. Having a human on the other end is a major reassurance for the prospective client and it allows your stewardship to grow. We highly recommend High Level. We use this feature all the time for our clients and us to text with existing and new clients!
Do keep your message short and to the point. Because who has all day to sit there reading a text?!
Do send greetings, such as “Happy New Year”, “We hope you are doing well during these times”, and include a sweet update about your company that you think they would like to know.
Do use texting as a reminder for sales and promotions. Including a link right to a landing page is a great way to get your conversions to increase.
The Dont's 👎
Don't overuse texting. Some things should remain in an email, and you need to make that distinction.
If a user asks you to stop texting them, respect that and be sure to make that change immediately.
Don't use texting as your first way of communicating with a prospect, unless they specifically requested that on a form they filled out.
Don't use your personal cell phone number. That's a major grey area that you don't want to get into. Not to mention, you don't want to have someone texting you at 10:00 pm on a Saturday night about work.
Don't send more than one text message a week (unless your initial text turns into a conversation).
Just like any other marketing platform, there is always room for improvement and lessons to be learned. The only way to do this is to actually start doing it. Start using texting and adapt as you go on. Again, we highly recommend High Level.
