SMS Marketingin Property
"If you're not using mobilemarketing to attract newcustomers to your business,don't worry - yourcompetitors are already usingit and are getting thosecustomers instead."
- Jamie Turner,
60secondmarketer.com
All about SMS marketing
Running an SMS campaign requires the use of SMS marketing software.
Using a web-based SMS platform allows you to send bulk SMS marketing
messages at a low cost. You create a message, choose your contacts, click
send, and then the text is pushed through an SMS gateway to reach
recipients.
HOW DOES IT WORK?
WHAT IS IT?
SMS (short message service) marketing
is a strategy which uses permission
based text messages to send advertising
or promotional content to consumers.
WHAT'S ITS PURPOSE?
SMS marketing is designed to create a
personal communication platform
with customers. Ultimately increasing
their brand loyalty and engagement
with your product or service.
What do the stats say?
High click-through rates
Engagement rates for SMS are higher than any other channel. Business2Community
report SMS response rates as high as 45%. By comparison, email response rates sit at 6%.
High engagement rates
SMS CTRs sit at 19%. This is far higher than Email (2.43%), Google Adwords (2%),
Facebook (0.98%), Instagram (0.52%) and LinkedIn (0.13%).
Fast responses
On average, consumers take just 90 seconds to respond to an SMS.
The Benefits ofSMS Marketing
Fast delivery toyour targetaudience
Text messages are delivered
within seconds of being sent.
People are more likely to
check a text message within a
very short window of time
after receiving it.
Affordable wayto promote yourbrand
There's such a wide range of
SMS marketing software
available to marketers that
you have the freedom to
select one that suits your
budget.
High rate ofdeliverability
Unlike emails which are
susceptible to the risk of a low
‘opening and reading' rate,
text messages almost
guarantee that the receiver
will open them.
Avoid SPAMfilters
Consider your text message
inbox on your mobile device. It
features one folder and no
SPAM filters.
Reachesconsumers ontheir favouriteplatform
Studies show that the average
mobile user touches their
phone 2,617 times per day.
Keeps your customersinformed andempowered
SMS marketing delivers product
information to the customers in a
quick reliable way, therefore
keeping them engaged in any new
product launches and enjoying
up-to-date information at their
fingertips.
A web SMS platform provides
extensive reports on the
success of your SMS
marketing campaigns.
It’s trackable
How your propertybusiness can useSMS marketing
As a response to initial enquiry
To inform your database of an upcoming event (DV
launch, community event, FHB seminar etc)
To communicate a promotion or sale
As a text-to-win competition
As part of your surprise and delight strategy
Alerts and notifications
To communicate weather warnings or cancellations for
an event
Drip campaigns
Getting started...
What's the purpose?
When will you use SMS marketing?
What messages do you want to communicate via SMS?
What's the frequency and timeline?
Before you start crafting your text message, you need to
integrate your SMS strategy with your overall content
marketing strategy. Be sure to ask the following questions:
Start with a strategy
Building a database is as easy as requesting a mobile
number in your enquiry form or your gated download form.
Remember: It’s essential to disclose to your customers that
you will be sending them marketing material if they give
you their number.
How to build a database
Use a personalised greeting with the
customer’s name.
Describe your event – what it is, where it is,
when it is.
Add a hook, CTA or link.
Offer an opportunity to 'opt out'.
Keep it short and casual.
Structuring themessage
Timing your messages
One month before:
This is particularly helpful if your event is on the weekend so that recipients still have time
to plan their weekend around your event.
3 days before:
This should be an introductory/launch message that outlines your special event.
The first ‘reminder message’ which should contain all relevant event detail such as location,
start-time and any special offers.
Two weeks before:
This is the final push for your promotion. It should really emphasise the offer/value of the
event to maximise attendance.
1 day before:
Using automation
Method 1: SMS automation
within your SMS software
Most SMS platform providers
offer a service known as
keywords and triggers. With this
tool, you can create an auto-
reply for a desired keyword to
setup a simple automated
workflow.
Send a welcome SMS after customers/clients fill out a lead form
Link customers' mobile number to other details for a multi-
channel marketing strategy
Introduce SMS as part of your lead generation and nurturing
techniques
An SMS API key allows you to merge SMS marketing automation
with your CRM tool. Ontraport offers the ability to set up an SMS
marketing stream.
You can then use this integration to:
Using automation
Method 2: Combining with your existing CRM
Track click-through rates with Google Analytics
Monitor opt-out rates
Cost per conversion
When it comes to measuring the success of your SMS
campaigns, you can use the following methods:
Measuring success
Rules and regulationsThere are some legal rules and regulations you must comply with when implementing SMS
marketing:
User consent
Consumers must authorise consent to receive marketing material before you can start your
SMS campaign.
Identifiable sender
The 2003 SPAM Act states that all SMS marketing messages must clearly identify the sender.
Offer opt-out
Any marketing SMS must contain an option for recipients to unsubscribe from your content.
SMS Marketing can be a valuable part of your marketing
strategy. Now that you know the basics and how you can
take advantage of its many benefits, it's time to start
crafting your first text message!
Are you ready to take the challenge? We’d love to hear
how it goes!
Start sendingyour message!
hel lo@propertyrepubl ic.com.au
www.propertyrepubl ic.com.au
We'd love to hear from you