How can SMS marketing improve your brand's reputation?
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— The LinkedIn Team
SMS marketing is a powerful way to connect with your customers, increase engagement, and boost loyalty. But how can you use it to improve your brand's reputation and stand out from the competition? In this article, we'll share some SMS marketing strategies and best practices that can help you achieve that goal.
SMS marketing is the practice of sending text messages to your target audience with the purpose of promoting your products, services, offers, or events. SMS marketing can be used for various objectives, such as generating leads, driving sales, building relationships, or providing customer service. SMS marketing has some advantages over other channels, such as high open rates, instant delivery, low cost, and personalization.
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Matheus Joaquim Cofferri
Diretor na Cloud DC | Conselheiro Consultivo em Telecomunicações | Redes neutras | 5G | Provedores de Internet | Datacenter | Tecnologia | Top Telecommunications Voice
Marketing SMS, or SMS marketing, is a powerful tool for reaching your target audience through text messages to promote your products, services, offers, or events. In addition to the mentioned benefits, it's worth noting that SMS marketing can also be an environmentally friendly option. Unlike printed materials or physical mail, it doesn't contribute to paper waste, making it a sustainable choice for businesses aiming to reduce their carbon footprint. Furthermore, with the rising awareness of environmental issues, showcasing your eco-conscious approach can resonate positively with your audience, adding an ethical dimension to your marketing strategy.
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Gerry Christensen
Head of Caller ID Reputation® Partnerships and Expert in Communications Identity and Trust
In light of the robo-texting phenomenon, SMS and brand reputation is a thorny topic. My recommendation is for companies to first consider awareness and education to their customers about how communications shall occur. This includes sharing information about what telephone numbers shall be used to communicate with customers. Bad actors often rotate through different phone numbers as they engage in brand impersonation via texting. This type of SMS phishing (known as "smishing") is a big problem for brands. Therefore, it is important to let customers know that only certain registered/verified telephone numbers shall be texting them. By definition, all other numbers are fakes attempting to trick consumers. Reach me via LinkedIn for more info.
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Sachin Kamte
Head of Digital Marketing Vinsys
Its tool/way to remind and send new offers and people can choose to respond or not without invading much of their privacy. its cost effective specially for companies into ecommerce.
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Your brand's reputation is the perception that your customers and prospects have of your business, based on your values, quality, and performance. A positive brand reputation can help you attract and retain customers, increase referrals, and enhance loyalty. SMS marketing can be an effective tool for improving your brand's reputation by creating a direct and personal communication channel with customers to show them they are valued. Furthermore, sending relevant and timely messages that match customer needs can increase their satisfaction and trust. Additionally, encouraging feedback and reviews from customers can help you improve your products, services, and customer experience while showcasing social proof and credibility. Finally, rewarding loyal customers with exclusive offers or discounts can increase their retention and advocacy.
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Santino Zapico
Marketing Director at Strike SMS | D2C Marketing Specialist
It adds to the omnichannel marketing. Nearly everyone (98%) opens a text message. Compare that to email (around 24%) and you can instantly see the power and potential SMS marketing has.
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Paolo Jericho Quiniano, ECE, CCNA
I'm a network engineer with concentrations on distribution (ISP) and security. I love connecting with different people, sharing ideas and working together in an exciting and collaborative environment.
It depends on the industry that you're in. I believe SMS marketing is still effective for specific sectors like banking, government, etc., but not in the majority. There has been a shift of consumer trust to micro or nano-influencers, so social media marketing is way ahead. However, SMS marketing is still better than email marketing when it comes to B2C communications.
Before you start sending SMS messages to your customers, it's important to have a clear plan for your SMS marketing campaign. To do this, define your goals and metrics so you can measure success. Then, segment your audience into groups based on their characteristics, interests, or behavior. Craft your message to make it clear, concise, and compelling. Lastly, choose the timing and frequency of your SMS messages based on your audience's behavior and preferences. Doing this will help ensure that your SMS marketing campaign is successful.
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Reid Radke
Business Development Executive @ Connex One
One particularly noteworthy aspect mentioned is encouraging feedback and reviews from customers. This not only helps in improving products and services but also showcases social proof and credibility. Positive reviews and testimonials are powerful tools for influencing potential customers. They can be the deciding factor in whether someone chooses your brand over a competitor. Moreover, addressing negative feedback promptly through SMS demonstrates a commitment to customer satisfaction and problem resolution, which can ultimately turn detractors into loyal supporters.
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SMS marketing is subject to various laws and regulations that protect the privacy and consent of your customers. To avoid legal issues, fines, or damage to your brand's reputation, it is important to obtain permission from your customers before sending them SMS messages. This can be done by asking them to opt-in through your website, app, email, or other channels. It is also essential to provide clear and accurate information about what they are signing up for, how they can opt-out, and how you will use their data. Additionally, it is important to respect your customers' preferences and choices by honoring their opt-out requests, updating your database accordingly, and avoiding sending them unwanted or irrelevant messages. Furthermore, it is important to follow the best practices and standards of your industry and region. You should be aware of the specific rules and guidelines that apply to your business and your customers' location; for example, you might need to comply with the TCPA in the US, the GDPR in the EU, or the CASL in Canada.
Once you have launched your SMS marketing campaign, it's important to monitor and analyze its performance and results, as well as test and optimize it for improved effectiveness and efficiency. You should track and measure key metrics such as open rates, click-through rates, conversion rates, or unsubscribe rates. Experimenting with different variables like headlines, copy, offers, or timing can also help you increase response and action rates. Additionally, learning from customer feedback and behavior can provide valuable insights for your SMS marketing campaign. Following these strategies and best practices can help create a successful SMS marketing campaign that delivers value, satisfaction, and loyalty to customers.
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Santino Zapico
Marketing Director at Strike SMS | D2C Marketing Specialist
Data, data, data. Always look at the data and optimise accordingly, but also continuously address the brand and ask "is this how the brand would talk". To find your brand's SMS voice, picture your ideal customer and then think about how you would most effectively talk and engage with them. THAT is the voice and language you should be using in your texts.
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Devam Saxena
VP, Group Head of CRM | Architecting CRM Success from Ground Up Globally
SMS marketing, a long-standing tool, is now integrated into modern Martech solutions as a component of comprehensive CRM strategies. However, it comes with drawbacks – it's costly and can be intrusive. Therefore, it must be employed judiciously. The essential approach is to target customers who are receptive to this communication channel. This selective targeting ensures that SMS marketing is both cost-effective and respectful of customers' preferences, ultimately enhancing the effectiveness of a 360-degree CRM strategy.
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Santino Zapico
Marketing Director at Strike SMS | D2C Marketing Specialist
SMS can be used for SO many things. Do not fall into the trap of going "Well, I've set up an abandoned cart workflow and and sent a campaign. All my work is done." No. Think outside the box. Can you send your customer a text of the parcel before it is all sealed up so they can see it has been packed safely? This also covers you if it arrives damaged.
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Federico Nicolás Knuppel
Digital Marketing Manager
SMS are a good tool, but they need to be used correctly. No one gets angry about an email, but they do get angry about too many SMS. No one knows why this distinction is made, but it happens and it can generate negative reactions if it is not used correctly.