How to use SMS marketing for business.

从你的客户那里获得必要的事先同意(“选择加入”)并不容易, 文本软件似乎很复杂, 而且促销活动也会让顾客感到沮丧. 只有12%的本地企业在营销策略中使用短信, 尽管它的点击率高达98%.

然而,如果做得正确,短信营销实际上可以通过邀请回应来加强关系. 及时提供信息和相关内容, 它比其他营销信息更贴近用户,并以只有文本才能做到的方式鼓励用户持续参与. 关键是知道如何以正确的方式发送信息.

这就是gpk电子游戏官网要给你们看的. 在这本电子书中,你将学习 secrets to successful SMS marketing 以及如何进行有效的竞选活动 a local business. 对于许多本地企业来说,短信营销可能会让人望而却步.

What is SMS marketing? 

短信营销或短信营销是利用短信进行营销的实践 convert leads and keep customers engaged. 一般来说,短信通常不超过160个字符. 虽然有多种方法可以利用这个渠道, 这本电子书将专注于使用文本来沟通促销, 更新(更改营业时间, status updates), 和你的客户基础事件.

短信营销的好处:为什么它重要. 

As a consumer yourself, 你可能已经意识到每天有多少消费者被营销材料淹没了. 这会带来包括脱敏在内的后果. 研究表明,消费者不再像以前那样接受传统的营销方法. 

  • 电子邮件的平均打开率:18%

Engagement is low:

  • Average click-through rate: 2.6%
  • Average click-to-open rate: 14.1%

随着数字化转型的加速,消费者期待的是现代的

客户体验与沟通,满足他们的需求.

They expect convenience, personalization, and humanlike connection. That means text marketing.

短信的打开率高达98%. Here's the scoop on the stats.

According to Podium’s research, SMS marketing is traditionally underutilized by local businesses. Since texts have a 98% open rate 在这个营销渠道中,企业就失去了这样的机会. 想想通过简单的短信而不是电子邮件发送促销信息的简单性和潜力吧. 统计数据显示,短信营销的好处如下:

Using different channels of reach, this chart shows how businesses can improve SMS marketing.

短信营销具有成本效益 

短信营销活动也是最具成本效益的营销活动之一,你可以运行作为一个本地企业. Compared to digital campaigns, SMS活动的运行成本极低, allowing you to drive new leads and 增加客户生命周期价值 at very little cost. 最近的数据还显示,提供文本等选项可以直接增加当地企业的收入.

短信营销是每一次点击和发送的最低成本之一.

Like email marketing,短信营销是可跟踪的,并提供有价值的见解

customer behavior. 但与电子邮件活动不同的是,它能到达客户想去的地方 to be reached instantly.

The convenience of automated text messages. 

说到短信交流, 许多企业花费大量的时间手动安排约会或发送审查邀请. 这是推动他们收益的核心部分. However, many of these types of messages don’t need an actual employee to send them. 这就是自动化的用武之地. 

自动发送的文本信息使当地企业能够自动向消费者发送基本信息,从而节省了重要回复的时间, clients, patients and patrons. These texts can be timed, 基于触发的事件,以便客户在正确的时间得到消息, every time.

自动化消息可以为任何目的定制,包括约会, product delivery, lead conversion, 和客户跟进,以赢得更多的业务, keep more appointments, 转化更多的线索,保持客户回头客. 这就像一个全天候的员工.

自动短信也有助于企业获得更多评论. Every business has a moment when the customer is most excited and willing to leave a review. 也许是在购买、试穿或服务之后.

When you tie your automations in with your CRM and set them up with review invites, you can trigger invitations to be sent consistently at the right time in your customer journey, 捕捉客户喜悦的瞬间. 

Automated text messages 通过在客户需要的时候提供他们需要的信息,优化整个客户体验. 没有客户被遗漏. With these benefits, automated text messages help businesses collect hundreds, even thousands, of high-quality reviews

获得更多的结果与个性化的短信. When employing automations在美国,重要的是让短信听起来像人而不是像机器人. 关键在于个性化. In our current marketplace, personalization is make or break—and it gets results. 98%的人会打开个性化的文本图片. 

Your customers and clients like to work with companies that personalize their experience. Personalization in the customer journey is what takes good customer service to amazing customer service. 93% of customers 是否会与提供优质客户服务的公司进行重复购买.

Approximately 90% of consumers use customer service as a factor in deciding whether to do business with a company. And 58% of consumers 会因为糟糕的客户服务而换公司吗. 在正确的时间发送相关内容的短信会让客户觉得你了解他们,并与他们建立真正的关系. 

One major way you can make your text messages more personal is through live chat. With an autoresponder feature on your site, you can make your text messages feel relevant and convenient for your customers. A live chat such as Webchat 提前收集所有线索信息, giving you more data and helping leads feel like they’ve invested in your brand. 

网络聊天将你的客户与你联系起来 immediately and routes them to the specific team members who will be most likely able to help them. 这对您的客户有明显的好处 and for you as it:

  • 将客户与真正知道如何回答他们问题的人联系起来. 
  • 显著缩短你的销售周期.
  • 通过增加便利性和速度,极大地改善您的客户体验.

With Webchat, conversations happen over text 并且可以从桌面移动到移动,然后再异步返回. You meet your leads with flexible, valuable, conversational messages where they’re at—on their phones. 没有比这更私人的了. 

What you need to be aware of.

What’s the difference between SMS and MMS

When text messaging, it’s also important to know the difference between SMS and MMS. SMS stands for “Short Message Service” and MMS stands for “Multimedia Messaging Service.而SMS则允许你发送最多160个字符的短信, 彩信可以让你更像用gif等媒体发送消息, videos, pictures, and audio. 

当您试图发送图像与短信,图像显示为链接. 在彩信中,它们直接出现在消息本身中. 短信和彩信的长度也有所不同. While SMS texts can only be 160 characters long, MMS can be up to 1,600 characters in length. Because of the added length and media options, MMS messages tend to be costlier to send.

However, this cost pays off. MMS campaigns’ opt-in rate is 20% higher than that of SMS campaigns. 这些类型的消息也是 8x more likely to be shared on social media platforms. 动图和图像比文本更吸引人, 让你更有效地与客户联系,并发送他们乐于接收的信息. 

短信和彩信营销都在你的促销策略中占有一席之地. However, 因为它们的目的和布局是不同的, 了解最佳实践以及何时使用它们是很重要的. Generally, 交流基本信息时应该使用短信, 例如预约确认和营业时间更新. 你可以将这些消息用于:

  • Appointment reminders
  • 库存、运输和跟踪更新
  • Follow up messages
  • Review invites
  • 简单的促销与特别优惠和链接

当你需要交流更多的信息时, 比如特定产品的图片或库存的视频, you should use MMS. Use MMS for:

  • Mobile coupons
  • Product and inventory details
  • Increasing customer engagement 

MMS messaging can go a long way in helping customers visualize your customer experience. 但是请记住,彩信可以提高你的参与度, 短信的作用比你想象的要大得多. Get creative with your emojis, link placement, 和促销内容,使您的短信计数.

HOw检索已删除的文本消息.

We’ve all been there. 当你不小心删除了一条你真正需要的信息,或者看到一条因为故障而消失的信息时,你会感到恶心. As a business owner, losing potential leads that come from text messaging because of deletions can be nerve-wracking. Luckily, retrieving deleted text messages on a phone or with your SMS marketing software is quick and easy. 

如果你用传统的方式用智能手机给顾客发短信, 有几件事需要考虑. First, when you delete a message, 在大多数情况下,这个操作实际上不会立即将其从系统中删除. 通常,该文件被标记为不活动的,直到被其他文件取代才会消失. 检索已删除的文本消息:

  1. 停止使用手机(这样删除的文件就不会被替换). 
  2. Check your backup storage. (your iCloud, etc.)
  3. Contact your carrier. (运营商通常会储存你的短信,但只会在紧急情况下提供这些信息.)
  4. 下载数据恢复软件.
  5. 请务必使用备份软件,这样您就不会再次丢失已删除的邮件!

虽然在智能手机上检索信息是可能的,但请记住,这并不总是有保证的. Software like Podium’s messaging tools 这使得检索已删除的消息从来不是一个问题,因为它的效率和平台长期存储消息. 

Staying compliant: TCPA compliance and more.

在开始之前,您需要了解一些事情. 文字比其他交流方式更亲密,甚至更具侵犯性. 无论你是否在家,短信都会直接出现在你的手机上, work, asleep, awake, on a date with friends, 或者和家人分享私人时光.

Because of this, 当地企业有义务在道德上使用信息, 这意味着要遵守适用的规章制度.

First, some myth-busting:

  • 短信营销总是让企业陷入困境. False.
  • 短信营销的法律太复杂了,很难理解. False.
  • SMS marketing is spam. False.

The truth is, 兼容的短信营销可以归结为透明,只向“选择加入的人”发送信息,” that is, 事先得到发件人的明确同意. In the United States, 这涉及到遵守《gpk电子游戏官网》和其他类似法规规定的规则. 电话消费者保护法, or TCPA, 是为了保护客户免受垃圾邮件的侵害吗, 包括不想要的电话和短信.

其他国家也有类似的保护措施. 向客户发送垃圾邮件是一种糟糕的做法,而且会带来负面影响. 这不仅严重损害了客户关系和信任, 但这也可能导致巨额罚款.

Campaigns above a 3% unsubscribe rate also put your textable phone number at risk with carriers. 重要的是,你只给那些选择了你的业务的联系人发送信息. 兼容的短信营销并不复杂——你只需要知道要注意什么,把你的客户放在第一位.

发短信时要记住以下几点:

  • 确保你得到了每个收件人的同意
  • Mention your business’s name
  • 提醒客户可能的消息费用
  • 提到每月发送信息的频率
  • 包括选择退出所有未来文本的选项
  • Honor those opt-outs

Best Practices 

使用短信营销来转换,而不是伤害

Now that we’ve talked about staying compliant, let’s talk about how to be effective.

As a local business, 你想用短信营销来吸引新客户, 增加客户生命周期价值, and drive more revenue. You don’t want to annoy customers, damage your brand, or contribute to consumer burnout. The real goal is to give your texts the feel and value of one-to-one interactions. 这里有一些你可以记住的关键实践 to achieve this.

The dos and don’ts of SMS.

应该:使用对话式语言

营销信息的最大障碍之一是,企业听起来像是在大喊大叫, “BUY NOW!” “OFFER ENDS TODAY!” To appeal to your customers, keep messages light-hearted, short, 还有交谈——就像你和朋友交谈一样. And yes, you can include emojis to keep the conversation personal and informal!

Do: send during business hours

如果你的客户在凌晨4点收到促销,他们不会高兴的. 在员工正常工作的时间发送短信,以尊重客户的隐私,增加人性化的感觉. 记住,促销和活动促销在最后一刻的冲动是最有效的. 如果你在周三晚上有活动,考虑在周三下午发送消息.

Do: Use simple messages

记住,你的信息应该少于160个字符. Try not to use any complex messaging that could be misinterpreted or misunderstood. 如果你在分享某个活动或促销的信息, 包括日期,这样你的听众就能得到他们需要的所有信息.

Do: Provide Value

短信活动成功的关键在于提供实际价值. Employ unique content that is specific and relevant to the demographics you’re targeting. 不要在你位于博伊西的店铺里给一个20岁的芝加哥大学生发地毯清洁广告. 在亚利桑那州,一个40岁的男性在购买网球装备一个月后,是否会向他发送类似于他之前在凤凰城购买的网球装备的促销广告.

Do: Include a CTA

如果你错过了CTA,你就错过了短信营销的要点. 信息应该包括一个直接的行动呼吁,如“检查这!” “stop by!” or “leave a review!”

Do: Include a link.

不要让你的链接占用了你信息中的宝贵空间. 你可以使用缩短链接或购买包括缩短链接的短信营销系统,这样客户就可以方便地与你接触.

Do: Respond in real-time.

A seven-hour delay in response time doesn’t feel like a real conversation—it feels like a bot. Try to respond as quickly as possible to avoid disengagement and increase connectivity.

Do: Track Performance

重要的是要密切关注你的宣传活动是如何进行的,以及你的受众是如何回应你的信息的. 如果你在最初的几次晋升后没有获得太多的参与感, 重温这本电子书,看看是否有什么你可以调整的地方.

应该:称呼客户的名字.

虽然不是1:1,但这并不意味着它听起来就不像. 使用你的信息系统来称呼每个客户的名字. Using someone’s name in business conversation is crucial for authentic sound and feel.

Don’t: Send too frequently 

用大量的信息淹没你的客户会导致挫败和“停止”!” replies. (Often this has to do more with the content of your messages than how often you send them. 如果你的活动有很高的价值,你就不太可能有问题).

Don’t: Use slang.

While slang (dang, freakin’, 点燃)当然增加了休闲的感觉, 它冒着不专业和与客户产生误解的风险. You should also avoid wordplay, superfluous words, and anything that could be misleading.

不要:忘记表明你的身份.

Figure out how to do this creatively with each successive message so it doesn’t get old. 你可以尝试这样的版本,“这是Stella at Oak & Table!“gpk电子游戏官网很高兴你喜欢你的橡树。 & Table dining set.” “Hoping to see you at Oak & Table soon!”

不要:忽略选择加入和选择退出的规则.

gpk电子游戏官网强调过一次,以后还会再强调一次. 不服从会破坏信任,损害你的声誉. Only message customers who have opted-in, and make sure to respect their decisions. 因为你想要强大的关系和快乐的客户, 以一种顺从的方式发送消息最符合您的利益.

Don’t: Sound like a mass text.

As we mentioned, 你的信息可能会传达给700个人, 但听起来应该是1. 让gpk电子游戏官网来谈谈个性化.

Personalization: How to market like a human. 

你可以使用这样的短信营销来提供交叉销售和促销.

今天的消费者渴望在他们的品牌互动中个性化. They want to feel like a real person at your business is contacting them and only them. 如果你想让你的线程感觉像个人互动, 让你的短信营销信息尽可能的个性化是非常重要的.

你可以在你的信息中包含个人信息,并根据这些信息进行营销. For example, 瑞安想要收到一个促销信息,与她的最后一次购买在她的生日有关的特别折扣, addressed specifically to her. When sending messages, businesses should anticipate customer wants and needs by considering the following components:

  • Name
  • Date of birth
  • Location
  • Last purchase
  • Previous feedback
  • Website journey
  • Seasons and holidays

Maximizing Your Opt-ins. 

Use this complete guide to SMS marketing to learn how you can leverage it to your advantage.

Many businesses find maximizing their marketable SMS list to be the hardest part of SMS marketing. But it doesn’t have to be. 在你的客户之旅中有许多接触点,在那里收集一个选择加入是自然的,甚至是预期的.

如果你充分利用它们,列表就会自动生成. Remember, 在多个入口点接收选择加入是很重要的,这样你就可以不断地增加你的联系人列表,并能够将这些联系人培养成交易.

SMS短信模板示例 

什么是“足够好,得到一个回复”看起来. 

短信营销有数百个有价值的用例. As a retailer, 你可以通过提供独家VIP折扣的方式,用文字来建立5星级客户的忠诚度.

In-home services, 你可能会重新与那些最近通过网络聊天要求报价但没有遵循的客户联系. 如果做得好,几乎任何用例都可以非常有效. 关键是利用企业的独特优势和创造力,同时将最佳实践和合规放在首位. 为此,让gpk电子游戏官网来看看什么是好的. 

这里有一个移动短信营销的很好的例子.

这里有两个例子,SMS营销如何连接你与客户Use this complete guide to SMS marketing to learn how you can leverage it to your advantage.

好在每个场景中看起来都不一样. 最重要的是,你的信息展示了你对客户的彻底理解, 预见并满足他们的需求, 尊重他们的选择和隐私.

This is a wonderful example of SMS marketing in motion to gain webinar signups and reconversions.

How to use a mass texting service for promotions.

并非所有的短信营销工具都是一样的,选择正确的工具对你的业务成功至关重要. 那么,你应该考虑哪些因素呢? 

The right mass texting service will empower you to easily build and manage an opt-in list, use targeted offers to engage your customers via messaging and report on engagement efforts. Without any hassle. 

Your texting service should: 

  • 为当地企业量身打造 SMS Campaigns, providing exactly what you need to simply build, send, and report on promotional activity.
  • Maximize opt-in opps, allowing every customer interaction to be an on-ramp for you to grow an engaged, compliant SMS database.
  • 提供全面的客户交流平台, powering a convenient, 在单个收件箱中完成与每个客户的线程.

The right SMS marketing platform helps you facilitate valuable interactions with your customers. It allows you to strengthen, instead of hurt, 通过对话的感觉建立关系,同时提高你的底线. 而且每次都把客户放在第一位.

给50个免费订户发送免费信息 Podium Campaigns

Nico Dato
Nico Dato 市场营销执行副总裁

Nico Dato是市场部的执行副总裁 Podium, the premiere messaging platform that connects local businesses with their customers. He fuses his passion for statistics, design, and digital marketing to produce measurable results.

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