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If email is the darling of B2B marketers, then let’s text messaging (SMS) – the junk underdog.
B2B marketers love to use email, and rightly so: Email engagement was the most measured measure of content marketing success in the first year of the pandemic, as 86% of B2B content marketers continued to track it, according to MarketingProfs and Content Marketing Institute 2021 B2B content marketing report. For many marketers, email shows itself year after year.
But one thing that email can not highlight is the ability to open the eyes of the message within seconds of sending. Using SMS you can.
As many as 83% of Millennials open text messages within 90 seconds of receiving them, according to research from OpenMarket. In addition, 90% of all people read texts within three minutes of receiving them, and SMS can boast an opening rate of 98%, according to research from Gartner.
As more and more companies use texts as part of their marketing mix, is it time to look at the possibilities of SMS once again?
B2B businesses can use SMS in many ways. Keep in mind, however, that just like with email, there are rules for texts. The Telephone Consumer Protection Act (TCPA) requires people to sign up for messages, and they should also be able to easily unsubscribe, among other guidelines.
Here are five ideas specifically for B2B businesses that want to communicate with their customers more successfully via SMS.
SMS Campaign 1: Status Update
Think of status updates as the equivalent of order updates for B2C companies. You can use texts to inform customers about upcoming renewal dates, product updates or upcoming milestones related to their account.
This kind of message can be both informative and brand-building.
SMS Campaign 2: Request Feedback
Direct customer feedback is incredibly valuable to marketers, but it can be hard to get. Sending a text message after a business milestone (such as a sale or service installation) is a great time to ask for feedback.
A quick text with a link to a study (detailing how long it will take to complete) can be effective. Even less time is required by a quick-feedback option that allows people to respond via text with their instant feedback.
Important: If requests are received and received, do something about it. Customers are likely to get annoyed if their complaints are not dealt with quickly.
SMS Campaign 3: Thought Management
SMSs offer a fast, concise form of communication. Counseling is of course well suited to be delivered in such a way that thought management via SMS simply makes sense. You can provide advice regarding your product or service and link to content marketing materials for more information.
It can also be an opportunity to share an update on industry situations. For example, if government-mandated regulations are affecting your industry and a new law is to come into force, it would make sense to write about it a few days before the change.
SMS Campaign 4: Brand Awareness
Content marketing materials do not just have to be shared via email and social media. A text message with a quick link and a brief description can capture people’s attention the moment they receive it, making them more likely to not only open it but also read it.
Even if you do not click on the link if the text is opened – and it is normal – the fire awareness can be strengthened.
SMS Campaign 5: Exclusive offer
People like to feel like they’re getting a deal, and texting can take advantage of that – even in B2B marketing. Submit a text that offers current or past customers a free template, early access to a new product, a one-on-one consultation, or another offer that is specifically relevant to your industry.
Doing so is an opportunity to build both brand awareness and brand loyalty, a gain for marketers who want to strengthen relationships and build new ones.
An exclusive offer can also provide the opportunity to warm up cold leads. If subscribers have been in the system for a long time but have not converted, SMS can be a way to recreate them and turn the cold wire into a hot one with a reduced sign-up or fee-waving text message.
Again, the targeted people must already be in the system for your business to use SMS.
No matter what campaign you submit, personalization is a great way to increase your opening and clicking rates. It does not just mean adding the person’s name: Tailor the message to a recent milestone that your customers have experienced, such as checking in after a recent service installation, or thank them for a specific action they have taken, such as signing up for another year. of service.
No matter what campaigns make sense to your business, SMS can be effective for B2B businesses.
Text messaging opens up a new stream of dialogue with customers, leads, and past customers that can lead to renewed or strengthened relationships and an improved bottom line.
More resources on SMS campaigns
Top 3 SMS Marketing Considerations
How SMS automation builds bridges between your sales team and customers and supports digital transformation
Seven tested ways texting can help your business [Infographic]