Although the word objective is a synonym for goal, it has its own nuances that make it unique. In business, objectives are more specific than goals and should be used to explain strategic or planning activities. They should be easily measurable and provide a reason for implementing a program like SMS marketing.
It is essential to have a strong, clear and defined objective for your texting campaign. Otherwise, it is difficult to assess whether or not you are succeeding. You might also end up with a lackluster program that does not provide the returns it could.
Unfortunately, many marketers simply launch an SMS marketing campaign with no real objective, or at the least a vague concept. Rather than falling in with the 57 percent of marketers who do this, take the time to create a strong, clearly defined objective for your texting campaign using one or more of the following tips.
Ask the Deep Questions
Before you start texting your customers, ask questions to make sure your campaign has a clear purpose.
Developing an objective starts by asking questions. Begin with a simple why. There is probably some reason behind your decision to launch a texting campaign. Perhaps you have heard about other companies having a strong response or you simply are amazed by the 98 percent open rate. There is no wrong answer. In fact, it is fine to have multiple reasons.
In addition to the why behind your actions, consider how you see it helping your business and fitting with your overall marketing strategy. Although text message marketing works well as a stand-alone campaign, it only reaches its full potential when it is integrated into your overall strategic plan. It should complement key marketing channels, including email, print ads, and social media. Ask yourself and your team what you hope to achieve by running the texting campaign.
Look for Patterns
When you ask these questions, allow room for brainstorming and pursue different avenues of thought, following up questions with more questions. Document all the reasons you come up with. As you discuss these components, see if you notice any patterns emerging. Perhaps you and your team continue to talk about brand awareness or increasing sales. As you start to see the common grounds, make note of it. There might be more than one, so do not limit yourself at this stage.
Take Your Business Goals Into Account
As you are brainstorming the objective behind your texting campaign, take adequate time to think about your overall business goals. See where text messaging might fit to help you achieve those goals. Your objective will most likely relate to or complement those goals.
Think SMART Goals
Have your team keep SMART goals in mind while creating your objective.
During this process, keep in mind SMART goals. This is an acronym for
Your objective should have many of the same concepts in it. You want something specific for which you have the tools to measure that is also a realistic and attainable endeavor. Using the ideas you have brainstormed and the patterns you have discovered, create the main objective for your campaign. Verifying it is SMART.
Building an objective for your texting campaign has many parallels to creating your goals. However, you want to be more specific so that you and your team understand the point of running the campaign. This helps you to build a strong program that will achieve not just the objective but also your business goals. The clearer and more defined your objective, the stronger your program will be.
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