Web SMS: Create a strategy on that works!

Having a hard time coming up with a strategy on web SMS 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 an SMS marketing strategy on web SMS that will help you get things right in the early stages of your campaign.


Here they are:

  1. 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:

  • Personal background
  • Job
  • Sources of information they read or listen to
  • Type of content they prefer
  • Pain points
  • Buyer motivation
  • Role in the purchase process
  • Mobile habits


  1. Define your goals

Want to increase your SMS text open rates? To convert more prospect buyers into sales? To limit the number of unsubscribes?

When using web SMS it’s important to set clear goals for your marketing campaign. Make sure that you and your team members are all on the same page and discuss how you can achieve your goals on web SMS.


  1. 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


  1. 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 marketing strategy on web SMS as necessary.