Text Marketing

How to Use Text Marketing as a Tool to Nurture Leads

The Pittman Group Marketing Basics 0 Comments

In your own consumer experience, think about how often you pick up the phone to call a company whose products or services you are considering. Or the last time you let a sales person cold calling you get five words past hello before hanging up. You’re probably much more likely to use your phone or computer to contact the company in writing. You’re not alone in this preference, and businesses wanting to increase their lead conversions need to consider using text marketing as part of their overall sales and marketing strategy to keep up with current technology use trends.

Why Your Business Needs to Add Text Message Marketing: The Stats

In 2015, two-thirds of Americans were smartphone owners, and their most used smartphone feature was text messaging1. Just how often are Americans using their messaging features? Well, they exchanged more than 4 million text and multimedia messages every minute2. So, yeah, pretty often.

What’s your email open rate looking like these days? If you’re getting over 20%, then you’re doing pretty well. And email is certainly still an effective marketing tool. But text marketing gets a whopping 98% open rate3. Not only are people opening your texts, but they are also converting at a rate 40% higher than leads who have been sent no texts4.

Still need some convincing? Millennials (those born in the 1980s or early 90s) send an average of 67 texts per day5 and say they would rather receive a text over a phone call6.

All this lays out a pretty strong case for why you should include text marketing in your overall marketing strategy, but perhaps you’re not yet convinced because you’re not sure exactly how it should be incorporated. We can help.

Putting Your Dollars to Work: Having a Text Marketing Strategy That Delivers Results

There are many ways to incorporate text marketing into your sales strategy, but you have to know which way will work best for you, your business, and most importantly, your customers.

As noted earlier, studies have found that texting your customers at the right time can lead to huge increases in conversion rates, while texting when the customer doesn’t want it can actually cause the customer to have a negative experience with your brand and decrease their likelihood of converting4.

It’s important to understand the goals of your business and what role text message marketing can play in achieving those goals:

Goal INBOUND: Generate qualified leads OUTBOUND: Convert existing leads OUTBOUND: Nudge leads through sales funnel OUTBOUND: Communicate with current customers
Situation Use keywords in advertising for text response lead generation Send offers, event reminders, other communication to prompt conversion Once a lead begins the conversion process, send reminders to ensure completion Send customers appointment reminders, offers, etc. to keep them coming back

Sending the right kind of text marketing at each point in the sales process can be one of the most effective ways to optimize your ROI. TextPitt™ offers a solution that integrates with your existing CRM system to make implementation seamless. Our scalable and flexible platform has helped our clients for years.

The Pittman Group offers the best technology for achieving your goals with texting, but that’s only one piece of the puzzle. Even more important than the platform you’re using is the strategy behind your messaging. Our team has the expertise to understand the dynamics of your business, the geography, the services or programs offered, the lead sources and more to develop a strategic messaging strategy customized for your business and your audience.

How Does Text Marketing Work?: Proof of Concept

Our platform can work in all business industries, but here’s a recent case example of how we were able to help one of our clients in the education space.

Our client was looking for a way to decrease the number of no-shows at the beginning of a new class session. We worked with the client to integrate TextPitt™ into their existing systems and processes so that admissions representatives could connect directly with prospective students and prompt them throughout the enrollment process.

After implementing the outbound campaign, the show rate at the beginning of the client’s next class session increased by 51%. The client has continued to use texting at each stage of enrollment to increase the number of qualified inquiries and to increase the number of enrollments from those inquiries.

Get Started with Text Message Marketing

Need more information or a custom quote to see how text marketing could work for your business? We’d love to help. Let’s talk!

 

Sources:
1. http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/
2. http://www.ctia.org/your-wireless-life/how-wireless-works/annual-wireless-industry-survey
3. http://mobilemarketingwatch.com/sms-marketing-wallops-email-with-98-open-rate-and-only-1-spam-43866/
4. http://pages.velocify.com/rs/leads360/images/Text-Messaging-for-Better-Sales-Conversion.pdf
5. http://www.businessinsider.com/chart-of-the-day-number-of-texts-sent-2013-3
6. http://www.pewinternet.org/2011/09/19/americans-and-text-messaging/

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