More than 80% of companies use SMS for commercial purposes and they are increasingly being used for notifications, alerts, or appointments. They are also an excellent way to develop customer loyalty.
But it is not as simple as it seems to get the most out of the SMS channel. Even in such a short message, you must strive to directly and clearly inform and persuade the recipient. That is why it is necessary to understand the particular characteristics of SMS and make use of some useful tricks to reach your customers at the right time and as effectively as possible. In addition to a good writing style, there are some other keys that have been shown to work to capture attention and achieve the desired conversion. Managing all of these to your benefit will make this channel one of the best allies of your business marketing.
Do you know how to make the most of these 160 characters?
5 uses and tricks
Being a good copywriter or creative editor is especially important for SMS.
We explained the most important keys to good copywriting in a previous article, but there are also other strategies that can be applied. Here are some ideas:
1- In addition to selling, use SMS to inform and improve customer loyalty: don’t restrict your use of SMS to selling your product/service, it is also useful to inform users about changes in your business (closing for holidays, for example), to welcome them as soon as you receive their registration data or to congratulate them on special dates such as their birthday or Christmas.
2- Short but specific language: okay, so we only have a few characters to transmit the message, but that should not mean lack of specifics: the information must be complete. If you say that you are the best, make it clear what you are the best at, or if you offer to solve a problem, indicate what type of problem. The user must know exactly how they will benefit from your product or service. It is also a good idea to warn them if there is deadline for offers and promotions, or if the links that you include will expire.
3- Use questions: when closing messages, it is very effective to pose a question as a call to action.
4- Create your own style: use expressions or words that identify you or even the occasional emoticon, which are increasingly “trendy”, but always suited to the message, more or less informal, depending on the occasion.
5- Include links: try to make them short so as not to waste characters, but incorporate them to provide complete information about your action and to increase traffic to your website.
For the presentation of the new Audi Q8 and the Volkswagen Touareg, the Madrid dealership Grupo Motor Gómez organised an SMS campaign through which they collected data that enabled them to find out which customers were really interested in the event.
This company, which has always shown itself to be innovative and entrepreneurial, used text messages as a powerful tool for call to action. The SMS pointed to an explanatory landing page, which included an application form or the possibility of being contacted directly by telephone.
In essence, an example of one of the facets of our LINK Collect service!
Text messages in action
Grupo Motor Gómez had conducted several campaigns with LINK Mobility, but on this occasion they wanted to reach as many customers as possible interested in an event in which two new vehicles were to be presented, and in which a mini paddle tennis tournament would take place.
Excellent results were obtained through the SMS campaign: 99% of messages were delivered in the case of Volkswagen and a 100% for Audi, a good number of visits to the two landing page were obtained, and a large number of forms were collected in a single day.
In addition, these messages not only served for this car and paddle event specifically, but also to collect applications for upcoming events.
This is an example of effective communication that serves to improve the relationship with customers, build loyalty and improve databases.