B2B marketing strategies are not easy, especially when you are just getting started with them. But what if you could reach your B2B segment just by using text-message or SMS marketing? There is a way to do so! Here are five tips to lure a customer in the B2B segment with just text.
#1 Create a List and Segment It
First and foremost, you need to create an SMS list and segment it. This list will be very similar to the one you usually create for your email marketing campaigns, but instead of using email addresses, you will be using phone numbers. You can grow your list by having giveaways with a requirement to leave the participant’s phone number or you can just purchase existing lists from a reliable seller.
Once you have your SMS list, you will need to segment it. Segmenting is then used to personalize the campaigns as much as possible by targeting specific segments within a certain audience rather than the average customer. These ultra-targeted campaigns tend to be more effective because they directly address the person’s issues and speak to them on a personal level. Consequently, engagement and sales rates will be much higher.
Remember that there are two ways to segment your list. Firstly, you can segment it based on the way you acquired the phone numbers. Secondly, you can segment it based on the information you have about each person (e.g. if you know some general info about each one such as gender and age, you can segment your list by those criteria). Both ways are good as long as you use them to their fullest.
#2 Put Together Irresistible Offers
It’s not enough to have a segmented list of SMS recipients – you should also have something of value to offer them. So, the next step is to put together irresistible offers that your potential and existing customers simply can’t decline. There are different tactics that you can use to make this work (e.g. two products together, discounts, sales, gift packaging options), but the important thing to remember is that it’s all about converting it into text.
As Mark Smith from the essay writing service reviews site Pick The Writer puts it, “The problem with SMS marketing is that it doesn’t let you use multiple media formats as email does. But the great thing about it is that there is a higher chance that your message will be opened and read. That’s why it’s so crucial to be able to make your text short yet eye-catching. You don’t want to lose your customer before they even read the SMS.”
Once you know what your value offers are, you will need to write convincing texts for them that you will then send out as messages. They should be short and to the point – and they can’t have any images or videos. The good news is that you can still use emojis, though you have to be careful about using too many of them. Find the right balance and you will be all good.
#3 Plan Your Campaigns Smartly
Once your list is ready and your texts are written, you still need to do a fair amount of planning before you can actually launch your campaign. It’s better to be prepared and know what you are doing rather than going in blind without any idea about what your next actions should be. Here are some things you will want to get ready with:
- Campaign Strategy: What is your campaign strategy? Aka, what are the goals you are pursuing? Is it just raising awareness or increasing sales? Set realistic goals for yourself and your team for several periods of time so you have certain milestones to celebrate (e.g. daily goal, weekly goal, monthly goal, etc.)
- Sending Schedule: When will you be sending out the SMS texts? How often will you be sending them out? Decide which days of the week and what time of the day is the most suitable for sending out SMS texts and getting the best results from your efforts. If you are unsure about this, you can always adjust the schedule later on.
- Behavior Guidelines: What should you do with the bounce rate? If your text requires a reply from your audience, what do you do in every situation that may unfold? Make sure you decide what to do with the phone numbers that get bounced (got deleted or deactivated, so they couldn’t receive your text message) and determine what scenarios will lead to which in every case when it comes to interactive text messages.
#4 Mix It Up Sometimes
Once you launch your campaign, it may feel like everything is done and you can just perform the same actions again and again. But the problem is that not everything will go as it should, so you will need to adapt to the situation that forms at one point or another. In addition to that, simply doing what you do all the time is a way for you to regress instead of progress, so you need to make sure that you mix things up from time to time.
As Angela Barnes from the essay writing service reviews site Writing Judge says, “What many business owners and marketers forget is that it’s not enough to set up a plan and follow it from start to end. Or even worse – repeat it again and again. You need to be flexible. You need to be creative. And you need to adapt. If you don’t do this, your competitors will and you will quickly fall behind them.”
#5 Track Performance and Improve
Last but not least, it’s important to remember that you need to track the performance of your SMS messaging campaign and improve the problematic areas. Without tracking performance, you won’t be able to find out what works and what doesn’t. While the previous point addresses creativity and solving unexpected problems, this tip is more about improving your strategy over time as you gather more information to base your future actions on.
Firstly, you need to track your bounce rate. As mentioned earlier, you should know what you want to do with the bounced phone numbers (you will probably want to get rid of them or create a separate list to remember which numbers don’t work). Secondly, you need to track the response rate to your interactive texts (if you send out any of the kind). Those who reply have the highest chances of becoming your next customer.
Thirdly, you need to track your overall performance at different times of the day and days of the week. This way, you will be able to adjust your sending schedule and make sure that you send out texts at the right time. Lastly, you need to track your malfunction rate. If your software (that sends the messages) crashes or makes mistakes often, perhaps it’s better to consider a different program.
All in all, using text-message or SMS marketing is a fairly effective way to find new customers in the B2B segment, so don’t miss out on the opportunity and use the tips from this article to create your own text campaign.
How to attract customers using SMS Marketing?
- Create a List and Segment It
- Put together Irresistible Offers
- Plan Your Campaigns Smartly
- Mix It Up Sometimes
- Track Performance and Improve
About the author
John Edwards is a writing specialist who is looking for ways of self-development in the field of writing and blogging. New horizons in his beloved business always attract with their varieties of opportunities.