As digital marketing channels continue to expand, it’s increasingly challenging to get noticed by your target audience. SMS marketing can offer a solution. SMS marketing is a highly-targeted, cost-effective, and direct marketing approach that enables businesses to reach customers wherever they are, at any time. However, building credibility and authenticity is key to the success of SMS marketing.
Why SMS Marketing Requires Trust
SMS marketing is a type of permission-based marketing where you need the consumer's mobile number to send them promotional messages. Customers are volunteering their personal details and allowing businesses to communicate directly with them. Trust plays a pivotal role in this type of marketing because
- Customers need to share their mobile numbers and personal details with the business.
- Customers expect relevant and valuable content from the business on their mobile.
- SMS content is delivered directly to them, and they don't want to receive spam daily.
- SMS messages have a high open rate, and most consumers open text messages immediately.
Establishing Credibility and Authenticity
It's essential to establish trust in SMS marketing to gain a loyal customer base. Here are some strategies to help you establish credibility and authenticity in your SMS marketing campaigns:
Get Permission First
SMS marketing is all about bulk messages sent to a group of people who have opted-in. You need to make sure these people are ready to receive your messages. Requesting permission is the best way to establish trust and avoid false numbers in your database. You can request SMS signups through your website or other channels, but always make it clear what they are signing up for and how often they’ll receive SMS messages.
Provide Valuable Content
You want your SMS messages to be informative rather than a nuisance. Provide content that adds value to your customer's life. Consider sending exclusive offers, discount codes, or early access to promotions. Make sure the message includes a call to action to prompt a response from your customers like a follow-up or direct purchase. Use an exciting text tone and tone to engage customers and make them feel special.
Keep Timing in Mind
You must determine the best timing for your SMS messages. You don't want to send messages in the middle of the night or while customers are working. Consider the time zone of your target group and send messages at a convenient time. You can track the performance of messages at different times and adjust your strategy accordingly.
Personalize Messages
Personalize your messages to make them more impactful. Use the customer's name and previous purchase history, or preference data to increase engagement. Personalized messages make customers feel cared for, and they're more likely to respond positively.
Ensure Compliance with Regulations
Ensure that your SMS messages are compliant with both your country's and international SMS marketing regulations. Follow the guidelines on the use of consumer data and promotional texts. Fines for non-compliance can be hefty, and they’ll damage customer's trust.
Best Practices for SMS Marketing
Here are some best practices to remember:
- Establish a clear opt-in and opt-out process for customers.
- Ensure you're reaching out to customers who are interested in receiving messages.
- Keep messages short, direct, and to the point.
- Avoids using jargon or ambiguous language.
- Make sure CTAs are visible and push customers to your landing page.
- Prominently display your brand name or logo in the messages to make it identifiable.
Conclusion
Trust is crucial in SMS marketing. Gaining a customer's trust requires establishing credibility and authenticity. Remember to get permission first, provide valuable content, keep timing in mind, personalize messages, and ensure compliance with regulations. SMS marketing has proven to be effective in driving engagement and improving customer loyalty, but it will only work when credibility and customer confidence are established.
