What Is Text Message Marketing & Why Is It So Important For Businesses?

When it comes to business marketing, keeping your customers happy, satisfied, and engaged with your brand is easier said than done, especially in today’s market where younger demographics have shorter attention spans and a major sensitivity to advertisement overload. One way marketers are getting around this is through text message marketing, where text messages are used to deliver advertisements, promotions, and discounts directly to customers. It is effective because consumers appreciate the ease of access that text messaging provides as it’s simple to open a link or click on a picture through a text and with billions of hours spent texting, it makes sense for businesses to tap into this marketing platform.

7 Reasons Why Text Message Marketing Is Crucial for Businesses

  • E-mail Is Not As Popular As Text Messaging. Although e-mail is excellent for selling products that are behind catchy headlines and beautiful images, the response rate is abysmal as spam filters, junk folders, and promotional e-mail tabs keep them out of sight. If an e-mail does get opened, if the intended target doesn’t respond right away, it’s unlikely that they will take a second look. Text messaging, on the other hand, lends itself to popularity with being built right into our smartphone devices and all. Customers would rather have appointment reminders, prescription refills, and promotions sent directly to their phones via text messages than any other mode of communication, because it’s easy and accessible. After all, barely anyone deletes a text message without reading it. Beyond this, the Pew Research center notes that out of the twenty-one countries they polled, 75% use texting. That’s a massive number when you look at the global scale of smartphone device users.
  • Text Messaging Provides One Of The Highest Reaches. Although text messaging is associated with younger generations, it’s not strictly for them. When you actually take a look at the percentages against the demographics, you see that 72% of adult use text messaging on a daily basis and 65% of those in their forties and 50% in their sixties are texting. With trillions of text messages being sent every year, the text message market has one of the highest mass media reaches possible.
  • Text Messages Have Extremely High Open Rates. When you compare the open rates between e-mail marketing and text message marketing, the difference between the two is massive. About one in every four e-mails are opened or about 20% while almost 90% of text messages are read within the first three minutes of being received and have an open rate of 98%.
  • You Can Create a Positive Brand By Sending Uplifting Messages. One of the ways that brands can utilize text messages to create a positive relationship with customers is by sending uplifting messages on a regular basis. Thanking a customer for their most recent order, sending a coupon just because they are awesome, or reminding them that life is good when they are having a bad day can go a long way to retaining customer engagement.
  • You Can Personalize SMS Content. Unlike advertising on billboards or the ads you see in digital website space, SMS campaigns are heavily targeted towards a specific type of demographic. You don’t have to blast your message to those who are not interested as SMS campaigns can be made to only go to those who have opted in to receiving messages from you. Like other forms of advertising, you can also segment text message marketing out into specific categories, allowing you to maximize your open rates, redemption rates, and click-through rates.
  • Text Messaging Is Preferred Over Other Communication Methods.  Although cellphones are popular, with billions being purchased worldwide, voice calling is actually trending downward. The culture around phone calls is changing, as they can now seem rude and intrusive in our very busy lives. They can become awkward when you have to hang up in the middle of one or let the call go to voice mail because you’re driving, in a meeting, or are too tired to answer. Text messages provide time to contemplate what is being said, they don’t require you to have your phone on, and they can be referenced back to at any time. As a business, you do not need your customer’s undivided attention when you send out a promotion or coupon because they can come back to it when the time suits them.
  • Text Messaging Has Higher Conversion Rates. It is incredibly easy for a customer to text a reply, text-to-win a discount or promotion, or click on a link to be taken to a website. Due to ease of access, text messaging has higher conversion rates both with coupons and promotions getting redeemed and links being clicked on. To put this in perspective, text message engagement is about 6-8% higher than e-mails.

Although text messaging started out as a simple mode of communication, it is now the preferred method for brand communications due to its relevance in our smartphone-dominated world. With the ability to earn customer loyalty, provide convenience, and pack text messages with goodies and surprises, it’s easy to see why text message marketing provides high engagement and business revenue.  

For more in-depth training and resources to leverage digital marketing to generate an unlimited supply of your perfect customers, join the EZMetrics Mastermind.  

 

Content Is King: How to Utilize Social Media Content Marketing Effectively

It is without a doubt that since the advent of social media platforms, the engagement rates for these platforms has done nothing but skyrocket due to the increase in internet use, tablets, and smartphones.

As a result, social networking is one of the most popular online activities across the globe, with 71% of internet users using their favorite platforms on a daily and weekly basis.

According to Statista, the forecasted user base for these networks will rise from 2.7 billion in 2019 to 3.02 billion by 2021, clearly indicating that social media remains a reliable vehicle for engaging a large target audience through content marketing.

Beyond being able to nurture relationships with a massive audience, a company that utilizes social media content marketing effectively, will be able to build brand awareness, influence prospects, and drive engagement to one’s product, business, or service.  

Here is how you can leverage social media platforms effectively to make your content marketing strategy shine.

 

  • Always Optimize For Each Individual Platform You Are Using. A major mistake that a lot of marketers make when spreading their content across their social media pages is not optimizing for each social media platform. Although automation of content is definitely something you want to do with regards to scheduling out consistent content, it is not recommended for spreading out the same content across all platforms. This is because each platform has their own audiences with specific expectations and preferences. An audience on Facebook may want curated content in their newsfeed, whereas, an audience on Instagram is looking for photos and live stories. LinkedIn is for professional content and job-related content, while, Twitter is more for news and GIFs. So, if you have an Instagram account and a Youtube account for your business, you will want to put photographs on Instagram and videos on Youtube, while news-related information could go on a Twitter account.
  • Consistency Will Maximize User Engagement.  Being consistent in how often you post to each social media network is paramount to keeping your audience engaged, however, you also need to be consistent in the tone, message, and aesthetics of your brand, product, company, or service. When these elements match up together, you will build your brand identity naturally, and a cohesive brand identity gives your users a personality to engage with. They will know who you are and because of that, you’ll gain traction.
  • Identify Where Your Content Is Relevant. Although it may seem like an excellent idea to have a social media page on every single platform, it doesn’t make sense to if your content doesn’t fit there. Figure out which platforms fit the type of content that you are putting out into the world, as any content that is spread on inopportune networks, will only be a loss on investment, both money and time wise. So, for instance, if you are running a bookstore, your content will fit really well on Pinterest and Instagram, but not so much on Facebook.
  • Use Analytic Metrics to Determine Which Content Works.  Social media networks have this amazing metric system built right into them, with which you can derive insight into your audience. Take a look at your content, see who is engaging with it, what the demographics are like, and then optimize it for what is working. Maybe big pictures and a call-to-action button works the best on getting people to your blog, or maybe a Youtube video does an excellent job of getting people to your products page. Utilize the content that works based on the metrics that social media kicks back to you.
  • Consider Promotional Posts for Your Content. Posting your content on social media platforms is not enough nowadays. If you want high conversion rates, you will need to get your content in front of everyone through promotional advertising. Paid ads will bring more visibility to your content and it will increase your reach. If you do use promotional posts or sponsored posts, you will need to customize the strategy you use for each individual platform based around that platform’s preferred content.
  • Remember to Always Engage Your Audience!  Once you have figured out which type of content works best for your website/business and on which platform, you will need to grow your social reach through engagement. This will show your audience that you are authentically interested in connecting with them. You can do this by re-tweeting or sharing your influencers posts, by featuring your partners on your social media profiles or even just simply liking and commenting back to your audience. Valuing your customer by responding will go a long way to building a positive reputation.
  • Consider Re-Purposing Viral Content for Other Platforms.  If you have one piece of content, say a written article, that gets a lot of views, comments, and likes on LinkedIn or Facebook, consider re-purposing it into content that can be shareable across Youtube or Instagram.  An article can be transformed into an infographic and placed on Pinterest or it can be made into a Youtube video. Doing this will help you reach new audiences with your content.

 

Social media is ever-evolving, and thus, the strategies and tactics that worked in the past may not be as effective today. It’s important that you stay ahead of the curve when it comes to What’s Working Now.  Join the EZMetrics Mastermind to access our digital marketing library that will help you generate an unlimited supply of your perfect customers.

Numbers Matter: How to Measure Your Social Media Campaigns

Measure Your Social Media Campaigns - EZMetrics

I’m a numbers guy. I’m such a numbers guy that it drives my wife crazy.

But here’s the thing: you need to be a numbers person, too.

If you’re spending money on advertising — and let’s not forget that time is money! — then you need to know if it’s working or not.

And the way you know that is, usually, by some sort of number.

Social media is a hot way to advertise, and with good reason.

You don’t always have to spend money on social media — we grew the Zig Ziglar Facebook page purely organically — but you can (and often, it makes sense).

If you have a budget, I’m a big fan of Facebook ads. (Which would be why I have a whole course on it…) They allow for targeting in a way that, quite frankly, makes every dollar well-spent.

Know why and what you’re measuring in a social media campaign

To be clear, I’m not a fan of numbers just for the sake of numbers.

You have to know why you’re measuring and what you’re measuring, because that’s how you find out what’s working.

And when you know what’s working, you can keep rocking it, tweaking it, and improving it so that you convert prospects into customers.

Two types of metrics for social media

We’re going to consider that there are two types of metrics for social media:

  • Ongoing metrics
  • Campaign metrics

Ongoing metrics are things you keep your eye on all the time: you want to understand the trends and activity from one point in time to another. You want to look at snapshots, but also at the bigger picture. This is something you check in on regularly and keep track of.

Campaign metrics are focused on a definite beginning and end. These numbers help you know whether your specific campaigns or outreaches are effective. You can look at these within the overall scope of things, and you can look at them individually.

Both types of metrics are critical: you should be looking at both and keeping track of both.

How to measure social media campaigns

Ask — and answer — these 5 questions to measure your social media campaigns. In fact, I’ve found it’s a good practice to revisit these on a regular basis.

1. What are your goals?

What do you want to accomplish and where can you best accomplish it?

Some goals might be:

  • To gain exposure
  • To sell products
  • To spread the word about something
  • To engage with customers or prospects
  • To share news and information

You may find that, due to limited energy or resources, that it’s best to pick one social media channel (i.e., Facebook or Instagram) and build that up before you attempt another channel.

2. What metrics matter for your goals?

What numbers tell you what people are doing and whether things are working?

Here are a few metrics to get you started:

  • What are people talking about? Your “conversation rate” helps you build relationships and helps you nurture leads, answer questions, and support current customers so that you have retention.
  • How many shares/retweets do you have? This “amplification rate” will tell you your reach and determine what kind of content to create and what channels to use.
  • How many likes/favorites do you get? This “applause rate” and it can tell you what your audience likes, which should inform your future decisions.

3. What tools will measure and capture the numbers?

Each social media platform has some built-in analytics, but there are also external tools that can help you. For example, Google Analytics should be installed and running on your website already.

You don’t have to spend anything on tools: if you’re starting in Facebook (and why wouldn’t you?), the analytics and insights are part of the dashboard. For more tools, do a quick search for free social media metrics tools.

4. What gets monitored and reported?

For some people, this is the hardest part. You have to sit back a bit, and at the same time, you have to watch and keep track.

You want to know how your numbers compare to what you expected. Are your conversions better or worse or right on target?

Take a look, too, at how often and what you’re reporting, even if it’s just to yourself.

You can help a good campaign go to great, and you can help a faltering campaign rebound, but only if you’re paying attention.

5. What needs changed?

The real power of the numbers is that they inform your decisions. You can change your tactics and consider if you’re missing something.

Maybe you’re not looking at the right thing. Maybe you see a trend that shows you an opportunity.

The next step

Social media can be a drain on your time and energy. It helps to understand the metrics that matter and adjusting your strategy in light of your numbers.