Why SMS marketing is a pivotal part of your SMB’s success

The way we communicate is changing which means that businesses, both big and small, need to adapt how they communicate in order to scale. But marketing is tricky - we get that - especially in the digital space where users know when they’re being served the same generic messaging. They know when they’re simply a name on a list (sometimes a list they didn’t sign up for) and this makes it all too easy to hit unsubscribe and move onto the next best thing.

And to be honest, the online marketplace is flooded with e-commerce businesses trying to win over customers. It’s never been easier to set up your own business online thanks to innovative platforms like Shopify. According to recent statistics, Shopify supports more than 600,000 businesses in about 175 countries. That’s simply one successful e-commerce platform but there are many, many others and that means the stakes to stand out have never been higher or more competitive. How will you engage the right consumer, on the right device, at the right time?

Hewlett Packard’s former CEO, Meg Whitman, famously said that “communication is at the heart of e-commerce…” You have to speak to your customers. One tried-and-tested way to elevate your business is through text. The reality is that text messages, or SMS, is the most widely used service, globally. No matter the size of your business, if you’re not using text messages as part of your marketing campaigns to drive brand strategy or help your customers along their e-commerce journey, you’re missing out on one of the most successful ways of engaging a growing audience.

It’s all too easy to assume that text messages aren’t as popular as they used to be because of how well-used mobile messaging apps (such as WhatsApp) are. The reality is that 72% of business professionals prefer text messages to messaging apps and this is only increasing the impact (and value) of SMS. And when you compare the open/ response rates, the reachability and the ROI, SMS marketing is something you simply cannot ignore.

Talk to your customers

You’ve probably read that Coca-Cola spends 70% of its mobile marketing budget on SMS marketing. A global brand with a $4 billion marketing budget… uses text messages? So often, we perpetuate the myth that some marketing services are simply too expensive to execute for small to medium businesses, or that only services that cost a lot of money will win over customers. If you’re a SMB or startup with a tight budget, there’s a good chance the money set aside for marketing is also limited. Thanks to technology, digital marketing doesn’t have to blow your bottom line.

When executed properly, SMS marketing is actually one of the most cost-effective ways of speaking to a customer, never mind the fact that text messages get read in 90 seconds on average. Instead of sending out impersonal messages that look (and sound) like spam, you need to take control of your customer data and respect that you’re in someone’s personal space, their inbox. If the SMS messages you send are dynamic, feature-rich and targeted, you’ll have a better chance of getting consistent conversions. What’s more is that personalized text message campaigns that integrate customer data are a brilliant way to increase brand loyalty - your customers will feel like you’re talking to them directly. In return, you’ll be building your relationships and your business at the same time.

Text messaging is personal which is why your marketing strategy should be too. Executed correctly, it can provide an authentic touchpoint in a space that’s increasingly getting less personal. The beauty of this is that any online business will already have access to customer data and using it effectively will scale your e-commerce ecosystem.

Welcome to the mobile era

Look around you - everyone is on their phone, all the time. We use our smartphones for work and play, to shop online and for on-demand services. The business of messaging has become personal, it’s what your customers know best, which is why SMS marketing will only become obsolete when people stop using their mobile phones. This is why engaging with more customers using text messages should be an integral part of your SMB marketing strategy. If you partner with the right provider, text message marketing will become one of the most powerful parts of your e-commerce journey, creating a valuable touch point to help you scale smartly that’s both convenient and cost-effective.

Get in touch - we would love to help you set up your SMB or startup for success using Mobiz SMS and personalized landing pages.