SMS promotion is ineffective. What is the correct approach to SMS marketing?

In our daily lives, we are overwhelmed by marketing text messages. In this era of information explosion, text message promotion often fails to achieve the desired effect. We don't even have the desire to click on and read some marketing text messages. However, some marketing text messages can attract our attention to the brand and motivate us to place orders and convert . So, what should we do?

Why use SMS marketing for promotion ?

SMS marketing, as the name suggests, is a marketing method that achieves marketing goals by sending text messages to ordinary mobile phones. SMS marketing is a low-cost, targeted, and flexible marketing promotion method. Relatively speaking, it is a more effective promotion method. However, many companies are too hasty in SMS marketing, sending messages too frequently and with unattractive content, which leads to an overflow of spam messages and affects conversions.

1. How to obtain a mobile phone number?

After understanding why we should do SMS marketing, some people may ask, I also know the advantages of SMS marketing, but the first step in SMS marketing is to obtain a mobile phone number. How can I get the user's mobile phone number?

Please fill in the mobile phone number in the questionnaire

When operating a platform , whether it is a large platform or a small platform, user surveys will be published regularly to understand users' product usage and product needs. In order to effectively attract users to fill out questionnaires, we often set up some prizes. At this time, you can set up some prizes that require filling in a mobile phone number to win, such as randomly drawing the mobile phone numbers of 50 users who filled out a questionnaire, recharging 10 yuan of phone bills/100M of traffic , etc. In this way, the mobile phone numbers of some users can be obtained.

Extract user registration information and receiving information, etc.

Most users will leave information such as their mobile phone number when registering for a product or participating in product activities. These users are our most direct target user groups. When we need to do SMS marketing, the mobile phone number left by the user will play its role.

Crawling big data

There are some specialized crawler websites in the industry for crawling big data, such as Octopus Collector. This type of data collector is generally based on a distributed cloud computing platform. It can easily obtain a large amount of standardized data from various websites or web pages in a very short time, helping any customer who needs to obtain information from the web page to realize automatic data collection, editing, and standardization, and get rid of dependence on manual search and data collection, thereby reducing the cost of obtaining information and improving efficiency.

Purchase from data marketing companies

Data marketing companies have very detailed and classified user data information, which can be said to be one of the products of the big data era. You only need to pay them a fee and you can get mobile phone numbers that match the characteristics of the potential target audience based on the characteristics of the product.

2. How to write text messages?

Once we have obtained the mobile phone number, the next step is to edit the text message content. But as mentioned at the beginning of the article, there are some marketing text messages that we have no desire to open; and there are some marketing text messages that we can't stop reading. There are only a few key points to writing text messages that effectively catch the user's attention.

Word count

The simpler the text message, the better. The content of a text message should not exceed 64 characters, that is, it should not exceed the number of characters in a text message, to avoid some users being affected by their phone models and receiving incomplete text message content. This will not only affect the user experience, but also give users a feeling of unprofessionalism and informality, which may lead to user loss.

For example, the following text message aims to send a verification code to the user, but it contains a lot of non-essential content, which occupies the user's attention and makes it difficult for the user to find the information he needs in the first place. Therefore, as long as the message can be fully expressed, the fewer words in the text message, the better.

When we check the contents of the two text messages, we will find that the meanings of the text messages are roughly the same, both are about sending red envelopes, but the layout is different, which leads to a difference in the click-through rate of the last two text messages. Therefore, when typesetting, put important information at the front so that users can quickly grasp the key points when previewing the text message, and encourage users to open the text message to read the detailed content.

Use punctuation appropriately

For emphasized information, you can use [ ] appropriately! Use punctuation marks such as " 'words' and " 'words' to distinguish and highlight the key points. Compared with online text messages, the weakest point of text messages is that they are expressed in a single color. Therefore, if the same statement is maintained throughout the text, it will easily cause visual fatigue to users and make them lose the desire to continue reading.

Appropriate use of exclamation marks, emphasis marks, etc. can attract users to read the key points. At present, [ ] is mainly used to identify enterprises, which helps users to understand what enterprise sent them the content at the first time. If it is an enterprise that they are familiar with and trust, such a key mark will achieve twice the result with half the effort.

Using numbers wisely

The third point has been mentioned. The weak point of text messages is the single-color text expression, which can easily cause visual fatigue and make people give up reading because they cannot grasp the key words. Let’s use this example again. If “Congratulations on winning a 65 yuan red envelope…” is adjusted to “Congratulations on winning many red envelopes…”, will it increase the user’s reading cost? In other words, properly expressing intentions through numbers can catch the user's attention more quickly and encourage the user to continue reading.

Link

In SMS marketing, we often include links to our products in the SMS content to attract users to download or order. However, different links may give new users a bad impression in terms of trust.

Let’s look at the two links in the text message in the example. Which link would you be more likely to trust? Most users will choose the second option. On the one hand, the link is shorter and looks more comfortable; on the other hand, this is an official website link and ends with com, which can make users believe that this is a trustworthy link and they can open it to browse the content of the website.

Tone

When conducting SMS marketing, there are only two marketing methods: one is emotional marketing and the other is interest marketing. For different marketing methods, the tone should also be handled in a targeted manner. For example, emotional marketing is relatively delicate, such as the one mentioned in the previous case: Honey, I miss you so much! It is one of the ways to express emotional marketing.

Further subdivided into the age levels of the user groups, the language style can be targeted to be playful, cute, serious, reserved, earnest, etc. For example, if the user group is mainly women born in the 1990s and 2000s, the content of the text message can be a little more coquettish, such as "Dear lady, I'm sending you a red envelope of 65 yuan, remember to check it~"

In summary, when we conduct SMS marketing, we write SMS content according to the method described above, using a profit-driven marketing approach. The content of the SMS sent is "Dear customer, check your bill and get a 1 yuan recharge red envelope. Follow the "Tianyi User Center Public Account " to receive it. If you do not need this kind of information, please reply to QX to unsubscribe."

The text messages were sent to 3 million users, and within 3 days, the public account gained 50,000 new users. That is to say, through SMS marketing, the public account gained an average of 16,000 fans every day, with the cost of acquiring each new fan being no more than 2 yuan. The subscription turnover also reached 110,000 yuan. Judging from the data, this SMS marketing was very successful. Therefore, as long as you follow the methods described above to do SMS marketing, I believe you will get good data.

This article was compiled and published by @岑小晶 (Qinggua Media). Please indicate the author information and source when reprinting!

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