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Should a text campaign be part of your marketing strategy?

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Have you started using text messaging in your business yet? Several of our clients are seeing amazing results with very targeted, very personalized campaigns. But they’re not for everyone. If you’re wondering about whether a text campaign might be a good fit for your business, then you’re in luck. Below, we’re outlining some of the things you’ll need in place to start a great text campaign – and a few criteria that will rule you in or out for making a campaign work for you and your business.

  1. You need to know who is active on your list: Text campaigns aren’t a great fit for mass messaging, or for reaching out to every single person in your system. It’s also a more time-consuming way to communicate than regular email campaigns. Plus, text is a little more invasive than email, so you want to be sure that if you’re taking the time to communicate one-to-one, that the people you’re texting will be receptive to it.
  2. You need to have someone available to follow up frequently: Text campaigns are about communicating. Communicating is a two-way thing. You can’t message someone, have them respond, then not follow up for two weeks because you got busy. If you can make the text campaign part of someone’s daily job responsibilities, you might be a great fit for a campaign.
  3. You need a system that documents communication and makes texting easy. There are lots of different systems out there, and honestly, the one you select really depends on your goals with the campaign. For example, if you are planning to manually manage most of the campaign, and focus on a very one-to-one approach (i.e. you’re individually sending out each message), then a basic service can work really well. If you want added functionality, like the ability to schedule reminder messages, or set up a text “drip” campaign that has some automated functionality, you’ll need something a little more complex. Do your research before committing to one platform, and see if you can get a trial before you buy.

All in all, leveraging text within your marketing strategy can be a great way to build stronger relationships with your prospects and clients, and an excellent way to track how you’re engaging with people in your network. As with any other tactic, a strong strategy – along with a real commitment to the time component of these campaigns – is necessary for success. Have questions? Feel free to reach out!