Having a hard time coming up with a web SMS marketing strategy that will drive real business growth?
Who said this would be easy given the fact that businesses have unique needs and goals based on their target industry and target customer. Fortunately, marketing strategies be it mobile, email or social media are customizable.
In this article, we’ll discuss 4 different steps to create a SMS marketing strategy that will help you get things right in the early stages of your campaign.
Here they are:
Define and create your Buyer Personas
At this point, you probably have an idea who your target audience is. Now, it makes sense to create buyer personas to deepen your understanding of your customers.
A buyer persona is a representation of your target customer based on the data you acquired through market research and analytical insights. A buyer persona’s profile can include but not limited to the following details:
Sources of information they read or listen to
Type of content they prefer
Role in the purchase process
Define your goals
Want to increase your SMS text open rates? To convert more prospect buyers into sales? To limit the number of unsubscribes?
You know setting clear goals for your web SMS marketing campaign is the key to a successful strategy. Make sure that you and your team members are all on the same page and discuss how text message marketing can help you achieve your goals.
Set your Key Performance Indicators (KPIs)
As with any marketing efforts, you also need to test and optimize your SMS marketing campaigns to define its success.
Here are some ideas that you can establish as KPIs for your marketing efforts.
Engagement – Quality and relevant content will go a long way
Customer acquisition – Strong call-to-action phrases to increase your click-through-rates
Customer service – Keep your lines open for your customers and respond immediately to inquiries and concerns
Monitor your mobile usage
Use your platform’s analytics feature to monitor mobile behavior and conversion data. The results will reveal how engaging your campaign’s content have been so far as well as your conversion rate.
Check out each content’s performance to see which of which creates better mobile traffic to your site and better conversion. The results should tell you something and make the adjustments to your web SMS marketing strategy as necessary.