Text Messaging Featured Article
TSG Global to Share Insights on How to Improve Your Engagement Strategy
When you search the Web for enterprise text messaging, almost every search result comes back related to using text messaging as a marketing tool. Yes, it can be. About 98 percent of SMS messages are opened within a few minutes of receiving them, compared to almost 20 percent of e-mails, so naturally, it seems like a good place to target marketing messages. But should it be?
“The major abuse even today with using text messaging for business purposes is the marketing is all pitch and push sales and not interactive or engaging,” said David Vaughn, director of Projects at TSG Global. “I hear a lot that today’s consumer has changed to a more educated buyer because of the economy -- this is wrong. Today’s consumer was already headed to the path of wanting to be educated rather than pitched long before 2008; 2008 just gave extra focus on the economy and the change in everyone’s spending habits.”
No one really likes to be pitched to when it comes to purchasing options, he said. People want to do business with those they know, like and trust, which means you should be emphasizing the content of your message to customers.
“If you are viewing marketing using SMS as a sales channel, then you are setting yourself up for failure. SMS is an avenue for those you wish to reach to connect with you, to educate them on who you are and what you know. This leads you to being an authority, a trusted source and not some snake water salesman,” he explained.
In many cases, how you sell is more important that what you sell. This is especially true today, where you have the option to buy the same product from multiple sources. You need to make yourself stand out. This can be done by offering educative content and by listening to those reach out to you.
Because you are teaching first, rather than pitching (or pushing), what you have to say (content) has extra powerful persuasive effects. Education-forward marketing gives you the influence that comes with authority. Text-enabling your existing business or toll-free number amplifies the once-singular way consumers can reach out to you.
Improving the content in your messages and making them engaging gives your message “something more” -- consumers don’t always want to hear about your product or service, at least not at first. Interacting with them via text messaging should be viewed as more intimate than e-mail or signage in a window. If your prospective buyers view you as an interruption, by you constantly trying to push and sell, you won’t be successful.
In an upcoming session at ITEXPO (News - Alert) Las Vegas, Vaughn will go more into detail about engagement and how to effectively embrace text messaging. The session, “Marketing 3.0: The Engagement Impact,” will also include speakers from Swiftpage and Spindle and will discuss the ways today’s latest tools, technology and services can drive the overall bottom line results and create an efficient flow of information within your corporate structure that drives sustainable growth.
Edited by Blaise McNamee