There are many things to keep in mind when it comes to text message marketing strategies. Goals, content, and timing all play crucial roles. The platform you choose to use will also impact the effectiveness of your text campaigns. A little planning will go a long way, so take some time to strategize before you begin. Let’s take a closer look at some text message marketing strategies that can improve your next campaign.
MMS Marketing Strategies
Text messages have come a long way over the years. They once were limited to text alone, but can now include photos, videos, emojis, and various GIFs. Such multimedia messages (MMS) are much more engaging and fun than their plain-text (SMS) counterparts.
One of the benefits of MMS marketing over SMS is its flexibility. Because MMS isn’t limited to plain text, it can be adapted to suit almost any purpose. Companies can easily send custom content that quickly draws and holds a user’s attention. This matters because the human brain processes visual data 60,000 times faster than text. In fact, MIT researchers found that it takes as little as 13 milliseconds to identify an image. This is why we always recommend MMS marketing over SMS campaigns.
Given that mobile users tend to open text messages up to 98% of the time, an appealing image is sure to catch their eye. Keep this in mind when designing your next text campaign. Consider reducing the amount of text in your message or replacing it with a basic image. Less is often more when it comes to MMS marketing, so keep your media short, sweet, and to the point.
For example, let’s say your Italian restaurant is running a new pizza deal, and you want to promote it via text. Start with a high-quality photo of your most popular pie, then add a few words over the image to briefly describe the deal. Spark interest with contrasting branded colors, a fun font, or your company logo. However, make sure you aren’t crowding the image with too many elements or icons that distract from the main message. Remember you can always include a link to your website in the body of the text if you wish to provide more details.
Leverage Multiple Platforms
No campaign should exist in a vacuum, and MMS marketing is no different. Many consumers prefer text message updates, but others would rather receive updates online via email or social media. So, it’s important to incorporate multiple platforms alongside your text message marketing strategies.
Websites and text messages go hand-in-hand. That’s why the best text marketing campaigns always include a link to the company website. This is especially true if you operate an online store or book appointments through a digital calendar. Even if you opt for MMS marketing, make it a point to link back to a relevant page on your website in the body of the text. Consider including an exclusive coupon code within the message body or image to provide added value to your subscribers. If you don’t have a website, you could offer shoppers a discount simply for signing up and showing a recent text.
Despite what you may have heard, email marketing is not dead. In fact, its ROI tends to be much higher than many other marketing channels. If you already send regular email updates to your loyal followers, design your text message marketing strategies around them. Include some of the same colors, fonts, and content in both channels to add a level of consistency to your brand. If you don’t send marketing emails, it’s never too late to get started! You can even use text campaigns to gather new email addresses of voluntary subscribers.
Many social media platforms work well with text campaigns. Facebook, Instagram, and Twitter are great places to start building your subscriber base. Remember to add value for your audience by featuring an exclusive discount, product, or event. Try running a few paid ad campaigns on different platforms to reach wider audiences than your current following.
Text Message Marketing Is Here to Stay
Digital marketing is changing the business world. Websites, mobile apps, social media, email campaigns, and text messaging are some of the most affordable and effective ways to reach broad audiences. Companies that leverage these platforms will better position themselves for success both now and in the future. If you’d like to start your first text marketing campaign or if you have questions about digital marketing, contact us for more information. Our team is eager to help your company successfully navigate the digital frontier.
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