Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Greg Hickman

Think Mobility

By Greg Hickman

About Greg

Greg Hickman is a mobile marketing consultant, founder and host at MobileMixed.com, a mobile marketing talk show, resource and community where he's interviewed mobile marketers from brands such as CNN, JetBlue and HipCricket.
 

Search Made Simple

Phil Frost
How Social Media Impacts SEO
May 6, 2015

SEO is evolving at what feels like "ludicrous" speed. When I was getting started in 2006, on-page keyword density, a...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Outsource Analytics
May 5, 2015

In this series, I have been emphasizing the importance of statistical modeling in almost every article. While there are plenty...



Creative Caffeine

Dani Cantor
Email Creative That Demands an "I Do"
May 4, 2015

So my big sister is getting married in July! I'm the maid of honor, which means somewhere along the way...



Making Social Sell

Jeff Molander
Why an “Hour a Day” Doesn't Work on Social Media
May 1, 2015

You're consistent. Diligent. You spend your hour a day on LinkedIn, Facebook, Google+ or Twitter. And then you get back...



Direct Mail for the Modern Marketer

Summer Gould
Fall in Love With Direct Mail All Over Again
Apr 30, 2015

I will admit to doing a lot of reading. What can I say, I love it. I especially like to...



Reinventing Direct

Gary Hennerberg
Emoji: Digital Shorthand for Direct Marketers
Apr 29, 2015

Our culture is gravitating to visual displays of shorthand, and we're relying less and less on words. For certain age...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Any Time Is Search Time for Consumers
Apr 28, 2015

At a baseball game the other day, I couldn't help but notice how many people in my seating area were...



Marketing Sustainably

Chet Dalzell
A-Plus: Marketing Students Try Their Hand at Technology
Apr 27, 2015

It's nearly graduation time with a new legion of graduates about to enter the marketplace. In my previous post, I...



The Power Punch

Carolyn Goodman
Best Practices Exist for a Reason, Part 2: Landing Pages
Apr 23, 2015

In my last post, I gave some specific and proven best practices for the creation of successful emails. In this...



Here's What Counts

Chuck McLeester
How to Tell If Your Marketing Works
Apr 23, 2015

My live Target Marketing Group Webinar yesterday, "How to Tell if Your Marketing Works," deals with my favorite topic: measuring...



Psychology-Based Marketing

Jeanette McMurtry
The Purpose-Driven Brand
Apr 16, 2015

Since the beginning of time to this very moment, we humans have been driven by purpose. Consciously and unconsciously, we...



IMM-Possible ROI

Stephanie Miller
An Inside-Out View of the Customer Funnel
Apr 7, 2015

No one in business ever profited by change for change's sake. However, no one ever stayed in business long without...



The Data Athlete

Mike Ferranti
Channel Collaboration or Web Cannibalization?
Mar 24, 2015

Multichannel marketers experience the frequent concern that online is competing with, or "cannibalizing," sales in other channels. It seems like...



Ruthless B-to-B Marketing

Ruth P.  Stevens
6 More Thorny Data Problems That Vex B-to-B Marketers, and How to Solve Them
Mar 20, 2015

B-to-B data continues to challenge marketers, who need to identify and communicate with customers and prospects, but who run into...



Brand Matters

Andrea Syverson
I Dare You: Create a Brand Challenge!
Mar 17, 2015

Challenging something we do quite naturally and easily is indeed the perfect challenge. We all get into ruts—some even good...



The Integrated Email

Cyndie Shaffstall
Google Announces Significant Changes
Mar 9, 2015

As a marketer who uses email, you know as well as I do, your campaigns do not stand alone. Without...



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



Why SMS Will Be Your Mobile Workhorse and 5 Ideas to Get You Started

 
We've talked about the importance of a mobile-friendly Web presence and mobile-optimized email for your small business. But there is one mobile tool that your small business should be leveraging that will be a key puzzle piece to the success of your  mobile strategy.

Some might argue that SMS is the most effective mobile channel that exists, when it comes to ROI.

There is a reason it continues to be the workhorse within the mobile strategies of brands like Coca-Cola, Macy's, Victoria's Secret, Target, jcpenney and many more.

5 reasons SMS will be the workhorse in your mobile strategy.

Instant Deliverability: SMS messages offer one of the most immediate marketing channels for businesses. More than 97 percent of messages are read within four minutes of receipt. So if you have a message that is time sensitive, there is no better way to connect with your customer.

Everyone's Reachable: Nearly 100 percent of the handsets on the market can send and receive text messages. I don't care that we've surpassed 50 percent smartphone penetration in the USA. I don't care that that will continue to grow. You're missing out on 40 percent to 50 percent of your audience right now by catering to smartphone-only customers.

Just because my 65-year-old dad has an iPhone now doesn't mean he will use it the way I do. But you know what … he sure sends a whole lot more text messages to me.

Highest-Possible Visibility: Remember how I said that 97 percent of SMS messages are read within four minutes? Well, that means that 97 percent of your SMS messages are being read—period. When was the last time your email open rate was over 90 percent? I'll let you figure that one out on your own.

Now I'm not saying "Stop using email." Email is super powerful and has its place. But SMS offers you a new, quick, high-converting way to connect with your customers that no channel can match.

Highly Targeted: Because buying lists is a no-no when it comes to SMS, you have to build your database of loyal customers. Being a permission-based marketing vehicle, your customers have to opt in to receiving these messages from you.

Yes, that means they essentially raised their hands and said, "I'd like you to connect with me on my most personal device." The next best thing in my mind is if your customer invites you over for dinner. Mmmmm ...

Cost Effective, Considering the Return: For all you marketing folk, this means Return on Investment (ROI).

SMS is way more affordable than you think. Many of you still spend a good part of your budget on direct mail. Again, it has its place in your marketing mix. But look at some of the costs associated with direct mail: You have postage, shipping, mailing lists, printing, packaging/fulfillment etc.

Direct mail depends on your volume. But, at the end of the day, you could be spending 20 cents to more than a dollar per piece. SMS could cost you pennies per message.

As a small business, a Yellow Pages ad could cost you up to $4,000 per year. Yes, people (especially older demographics) do still reach for their Yellow Pages when they need a business in a hurry, but it offers little to no engagement or tracking.

Depending on the size of your small businesses, incorporating SMS into your monthly budget could run you $25 to a few hundred bucks a month. The level of return will far outweigh your older, traditional media vehicles.

OK, so you're sold on adding mobile to your marketing mix. Congratulations, it was a wise decision, trust me.

Here are 5 ideas for you to get started with SMS this year.

Mobilize Your Loyalty Program: Begin building your list of mobile numbers and send timely, relevant messaging to your customers. This can include special mobile-only offers, promotion opportunities, sales, new product or service offerings.

The more you can personalize these messages, the better. Many of you may already have some sort of loyalty program in place. I'm not asking you to do something totally new. Just add SMS as a component of the loyalty program to bring loyal customers back with relevant, high-value messaging.

Mobilize Your Coupons: Target, jcpenney and Bed Bath & Beyond are great examples of this. Each and every week, these businesses send mobile coupons to their mobile databases. It's fast, cost effective and convenient for the customers who prefer to receive these offers to their phones. They just bring their phones to the store and redeem their mobile coupons at the point of purchase.

Eliminate No-Shows: Does your businesses depend on filling appointment slots? Doctors, Lawyers, Salons, etc. rely on filling appointments, but what happens when your customer misses an appointment? 

Let me guess, you don't charge for no-shows? Some estimates state that missed appointments for a single physician can be as much as $150,000 in lost revenue and additional labor costs. Multi-physician offices are even more drastic, estimating no-shows in a single year resulting in losses of over $1 million.

So how can SMS eliminate no-shows?

Why not send an appointment reminder via SMS within an hour or two prior to the appointment? Include a number for those who have to cancel. Better yet, let them reply to the message so that it updates your appointment software.

Oh no, someone canceled! Send out a message to your database to fill that last-minute appointment.

If you're a salon, restaurant or massage therapist, you can send a message to your customer SMS list offering a savings opportunity to the one that fills that appointment slot.

Add SMS and stop losing money due to no-shows. 

Engage Customers With Giveaways: Sweepstakes and giveaways have been great ways to build your SMS list in the early stages.

Offer up one big prize and let your customers text in to enter. Give away a monthly prize and give customers a reason to stay on your list.

Not only do sweepstakes entice customers to opt-in, but everyone loves winning prizes. Is giving away one or two free services a month worth generating hundreds of new opt-ins to communicate with moving forward?

Learn About Your Customers With Polls and Surveys: Did one of your loyal customers just purchase from you? A quick SMS message could let them provide valuable feedback on their experience.

SMS is a two-way interactive tool that lets customers provide feedback just by replying to your messages.

Are you thinking about releasing a new product or service? Are you a restaurant and looking to add a new menu item? Poll your audience to get their feedback to help make smarter decisions.

Bonus point: Tie a sweepstakes to your survey and award a lucky customer with a prize of some sort to encourage participation.

Now it's on you.

These are just a few ways you could quickly begin to incorporate SMS marketing into your business. It's important to remember that SMS without a strategy or goal will lead to poor results.

Make sure you understand why you're adding SMS and determine measurements for success to continually optimize your efforts.

The trick is to not re-invent the wheel. You should look to mobilize initiatives you already have in place.

You don't need to create a separate marketing initiative. You're already doing what you need to do. Now mobilize it.

Companies Mentioned:

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: