What They Don’t Want You To Know About Text Marketing (Part 2)
Spam text messages suck! Everyone hates spam, so it’s understandable that you wouldn’t want to to send out spam text messages. So far, brand marketers have been limited to one-way blasts that read like truncated advertising. This wasn’t due to marketers lack of desire to interact with their audience — it was just not technologically possible to reply back to the audience in a personal way on a large scale and drive concrete ROI.
In the previous post, we talked about how to legally reach consumers with text messaging using human-driven text platforms.
While there are legal ways to reach consumers with text messaging, we must consider what this means in terms of how they are perceived. Consumers are just beginning to accept brands reaching out to them, and text message is a new brand channel for most. We have to be cautious and use the right techniques to connect with consumers. But how do you take control of how your target audience perceives your text marketing?
Stop building walls with impersonal texts
While many brands have adopted a conversational tone on social media, those same brands stick with ‘safe’ old fashioned business language for their text messaging programs. Most of us have seen examples of impersonal, spammy texts. If you haven’t, you’d only have to opt-in for text messages just about anywhere to see an example of a bad text. Take this example from the Mandara Spa.
After reading that, you probably aren’t very inspired to book a last minute trip to the spa. With the rise of social media, consumers today have a higher standard for how they want to be treated. This text message fails to connect with you because it is treating your text inbox like a billboard rather than a relationship builder.
As a result, if you’re like almost everyone, you would delete that message fairly quickly. Very few brands have managed to balance their advertising with the kind of conversational language that consumers expect to see on their phones.
Translate social media strategies to text marketing
Conversational marketing is only recently being adopted by many brains, mainly through social media and chatbot messaging apps. All of us are just starting to test and understand its impact. For example, 20th Century Fox had great success in leveraging conversations via Kik chatbot to create engagement for Maze Runner.
In the same way, starting a conversation on text messaging rather than blasting impersonal advertising texts allows you to break down the resistance for receiving text messages from brands. When you build relationship with interactive content and some humor, you can control how the text messages are being perceived by the audience and make them become much more open to interacting with your brand over text messages.
Because texts have an average of a 95% open rate, you can generate a much higher conversion rate than social media and AdWords — you just have to ease into the relationship so that the texts are not perceived as spam.
Want to see what a conversational text campaign looks like? In our next post, we will present a case study with the movie studio Legendary Entertainment.