There are many different components of a successful text message marketing campaign, and one of the most essential is that your target audience finds value in the messages. This not only motivates them to sign up for your campaign but also to remain an active subscriber. One element that provides value to your campaign is exclusivity. This means that the messages, deals, and other information your subscribers receive through text can only be found through this marketing platform.
Motivation to Sign Up
Reward your customers for signing up with special, unique deals
Text message marketing is an opt-in marketing medium, which means that you first need to get people to sign up for your campaign before you - or they - can benefit from it. The best way to do this is to provide motivation from them to sign up for your texting program. Many companies choose to reward people for signing up with some type of coupon or offer. When this same offer is also used in another channel, the motivation loses its impact, and you lose potential subscribers. For example, if you run the same offer for signing up for emails and text messages, then your customers will choose just one way to sign up. If you have different deals, then they will be motivated to sign up for multiple campaigns. To sweeten the deal, advertise that subscribers will receive exclusive deals, offers, and information. This helps customers recognize the value of the program.
More Chances to Convert the Same Lead
One reason that your text message marketing campaign should only send out messages exclusive to the medium is that you can get people to sign up to receive messages from you on multiple platforms. The same customer or potential customer might like you on Facebook, follow you on Twitter, sign up for your email newsletter, and opt-in to your texting program. This provides you with multiple ways to engage the same person to increase the chances of converting them from a lead to a customer. If they receive different information from each forum, they will continue to follow you on them. As soon as you start to send the same offers, deals, or other information through all channels, the customer will start to drop out of one or more of your programs. You then loose the connection with the customer, which also could lead to losing their business.
When Cross-Promotion Works
Be smart about using your texting program to cross-promote for increased business
Although text message marketing works well as a stand-alone marketing channel, it provides more benefits when it is fully integrated into your overall marketing strategy. This means that sometimes you may use your text messages to cross-promote another marketing campaign running on a different medium. When you do this, the information you send is no longer exclusive to the medium. However, it serves a different purpose: promoting your other marketing channels. This can be a key way to increase your subscribers' involvement and engagement in other mediums. These messages should be saved for when your campaign could really use the cross-promotion, ensuring that the majority of your text messages remain exclusive to the medium.
When you use text message marketing as part of an integrated marketing strategy that also utilizes other mediums, such as print ads, digital marketing, social media accounts, and email, then it becomes even more important that the information you send to your customers is not simply a regurgitation of what they can receive from other sources. By retaining the exclusivity of the medium, its value increases, making it that much more attractive for your customers to join.
Ready to start your own exclusive text messaging program to engage your customers? Try ClubTexting for free to see how it can help increase your business.