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7 posts from January 2017

January 30, 2017

The Case for Engagement in SMS Marketing Campaigns

Customer engagement. This phrase has become a buzzword in marketing circles. Although you might be tired of hearing about customer engagement, there is a reason why it has become so crucial to modern business: more customers are choosing where to buy items based on their emotions than other components, such as price or location. Typically, their feelings are based on their interaction with the business while shopping there and through other avenues, such as social media, customer service, and a website.


Create a positive interaction so that customers want to come back.

There are some key reasons that engaged customers are the ideal ones to get. This includes:

  • They become loyal customers.
  • Patron a business more often.
  • Spend more money.
  • Cost less in advertising money.

One way to enhance engagement [WENDY, PUT LINK TO HUB HERE] is to implement an SMS marketing campaign. There are a few key ways that texting boosts your engagement numbers.





Interaction Texting is a great way to continually interact with your customers.
Positive experiences Texting facilitates positive experiences both in person and via text.
Personal touch Your campaign is a key way to create a personalized campaign.
Drip campaigns Integrate your texting campaign into your drip campaigns for enhanced interaction.
Customer service Many people prefer to use texting as an avenue for handling customer service issues.


Interaction

One key way that SMS marketing increases your customer engagement is simply that it provides an avenue for interaction beyond that within the walls of your business. Furthermore, it is the ideal place to facilitate a more intimate connection with customers. This is because of the relationship consumers have with their cell phones.

People carry their phones with them throughout the day, rarely leaving them outside of arm's reach. Additionally, they continually check their phones throughout the day, with the average text being opened within minutes of receipt. Only about one percent of text messages are spam, which means that people still view each message as important. All of this adds up to provide the perfect place to create a positive interaction with your customers to enhance engagement.

Create Positive Experiences

Another component of customer engagement is to create positive experiences for shoppers. Text message marketing provides a viable avenue to do just that. Provide locations throughout your store where people can text a keyword to find out additional information about a particular area. Offer customers with targeted coupons on a regular basis, which makes consumers feel as though they continually get a deal every time they visit your location.


Every message should provide content that brings joy to your customers.

There are many other ways to send messages to customers that facilitate a positive experience:

  • VIP access
  • Exclusive information
  • Presale tickets to events
  • Contests and games

When customers continually receive messages they view as valuable from you, this enhances their feelings about your company. This correlates to increased engagement, which will help you to become their preferred location to visit.

Personalization

An important component of engagement is personalization. It is easy to include this in your SMS marketing program in order to increase the efficacy of the campaign. The first is to include your subscribers' names in each text, which can be done through most texting platforms.

The other way is to develop targeted messages to each group on your list. You can create the message content on what the subscriber might find interesting based on:

  • Demographics
  • Behavior patterns
  • Surveys
  • Data mined from other campaigns, such as email and social media
  • Market research

There are plenty of places to find information about your subscribers in order to develop the right type of messages. The more targeted a message, the larger impact it has. This, in turn, increases the positive response, affecting your customer engagement.

Drip Campaigns

SMS marketing also plays a role as part of a drip campaign or other integrated marketing effort. This provides you with several points with which to interact with potential customers:

  • Call to action in a wide-reaching ad
  • Coupons to motivate first-time customers
  • Information answering questions
  • Customer service
  • Personalized messages to loyal customers

With each point in the chain, you have a chance to create a positive experience. This provides several instances in which consumers interact with your company and leave feeling good about your company. Together, this ultimately leaves them more engaged, increasing the chance they will continue to patron you.

Customer Service


With customer service via text, people can handle issues from anywhere.

One of the most important ways to utilize your SMS marketing program to enhance customer engagement is to use it as a customer service tool. A majority of consumers prefer texting for customer service issues rather than other channels, including the phone or online chatting. With your texting program, set up a keyword that consumers can text to you when they have an issue. Then, your customer service department can answer, providing assistance. People like this because they can handle it anywhere without feeling as though they need to interrupt their day.

In addition to handling issues, it is also beneficial to set up your texting program to handle other components of customer service, including:

  • Transactional messages
  • Appointment or event reminders

Your texting campaign does not need to become the sole way to provide customer service; however, by offering it as one channel with which consumers can connect with you, you will make it easier for them to handle any problems. This, in turn, will turn any negative experiences into more positive ones, ultimately enhancing your customer engagement.

Texting is an immediate and intimate channel. As such, it has the capacity to be utilized in a variety of ways that ultimately create a more positive experience thanks to better interactions with your customers.

Ready to start building your customer engagement? Try ClubTexting for free and start creating positive interactions with your customers.

 

January 23, 2017

Expert Interview Series: Gavin Ingham, Speaker and Author, On Sales and Mental Toughness



Gavin Ingham is Europe's leading speaker on sales and mental toughness. He helps people to "be more, do more, and have more" in their business and their lives. Gavin recently sat down with us to explain his concept of mental toughness and how he communicates that message to salespeople and business executives.

Briefly tell us about your background. Why did you decide to become a motivational speaker and coach?

My first big challenge in life came when my father died in a car accident when I was just 13. Having been a top student destined for a career in law, I stopped paying attention at school and focused on how I could use my communication and negotiation skills to ensure that I could get away with doing as little work as possible.

Realizing that I was responsible for my own success or failure and can take control of my own emotions, I put what I had learned into practice to become a European sales award winner in my first full year selling. Utilizing mental toughness strategies that I had learned over the years, I was quickly promoted to team leader and then to sales manager before being headhunted to set up the sales division of a startup organization.

During this time I studied extensively in sales, motivation, communication, and neuro-linguistic programming (NLP). It was through this study and working in these roles that I began to realize the power of the individual over external events and circumstances, and where I started to develop the mental toughness techniques, strategies, and approaches that I share in my motivational keynote talks and books today. In 2001, inspired by a lifelong passion for self-improvement and success thinking, I decided to set up my own business as a speaker, author, and coach.

What are some of the common roadblocks and challenges that are faced by the people and organizations to whom you speak?

Though every person and every organization are different, there are some common challenges:

    • Everybody is busy.

 

    • Companies expect more, clients expect more, managers expect more.

 

    • Increased competition.

 

    • A scarcity mentality.

 

    • Not taking responsibility for anything.

 

    • Not setting big enough goals.

 

    • Underestimating what needs doing

 

    • Not having a plan.

 

    • Not knowing what is important to them

 

  • Not doing the right stuff.

"Mental toughness" has been a buzzword or catchphrase for a long time. What does that concept mean to you?

If you Google mental toughness, it is described as "a measure of individual resilience and confidence that may predict success in sport, education, and the workplace." Certainly in the U.S., mental toughness is a very common phrase ... but mostly in sports and sales.

When I speak to people, a lot of people think that mental toughness is about doing really hard stuff under massive adversity and achieving extraordinary results in one singular area. I don't see mental toughness that way.

Mental toughness is having the strength to make the right decision and take the right action (at the right time) for you. That might be deciding to be a singularly-minded professional sports person, a worldwide international top salesperson, or a ruthless lawyer. But it could just as easily be having the mental toughness to organize your life so that you get to spend more time with your children and your wife because they're important to you, or to balance your life so that you can keep your eye on your health, or to ask a difficult question in a coaching scenario with one of your team members. In short, mental toughness is about having the strength to do what is right for you. But it does not have to be extreme or extraordinary; it is about doing what is right. And that could be very "ordinary" indeed.

In your "mental toughness program," how do you go about teaching and building mental toughness in executives and business leaders?

The basic concepts of my mental toughness program are fairly straightforward, but different people engage at different levels.

On the most basic level, I speak at a lot of conferences introducing people to the core concepts of mental toughness, giving examples that would be relevant to them, and getting them to ask themselves questions that challenge them to be more, do more, and have more. I help them feel more motivated and confident and give them simple actions they can take to achieve more.

At the next level, I work more closely with smaller groups helping them to really look inside themselves at what is important to them, set huge goals, and break those down into actions. I then help them to develop the beliefs, the attitudes, and the accountability that they need to get the results that they want.

At the most life changing level, I help people make quantum leaps in their businesses and in their lives through one-to-one executive coaching. I work with CEOs and MDs and help them to achieve extraordinary results.

How can a person leverage mental toughness to help improve or turn around a struggling or failing club or organization?

Most organizations and people fail because they do the wrong things. It really is as simple as that. Sometimes this is because they don't know what to do. Sometimes this is because they don't care. And sometimes this is because they know what to do but they just don't do it, either because they can't be bothered or they can't hold themselves to the task.

Whether an individual or an organization, the first step of any change program is to work out what is important to you, to create goals around your objectives, and then to work out exactly what you need to do. Oftentimes, the answer to the question is only one or two things that if done consistently would utterly change your life or your business.

It really is quite simple, although most people require help with getting themselves into the right state and developing the beliefs and the accountability necessary to stay on track.

For someone like you who is skilled at communicating with people face-to-face, what is important to keep in mind when trying to effectively communicate with someone via text message?

I think my best piece of advice is, be careful. I know the younger generation believes that texting is the new form of communication, but even for them there is something missing. Texting can be so easily misconstrued. Something which you are meant to be taken one way can be taken another way.

It is also worth noting that the level of influence, engagement, and emotion in text messages is often missing or misconstrued. To improve communication over text, what you need to do is really consider how the other person might misread your text - and to do this before you send it. You also need to ask yourself whether text really is the most appropriate and effective form of communication for your needs.

I obviously use text messages, social media, and email, but I often pick the phone up, too. In fact, I pick the phone up when others are expecting a text because I believe that's the most impactful way of making that communication and ensuring that my message was received the way I wanted it to be.

What advice would you give to young professionals about developing mental toughness so that they can be successful in their careers?

Work out what is important to you. Hold on to your dreams. Work out what you need to do to move towards those dreams. Take action, take massive action, and take even more massive action. Never stop until you get where you want to be. Find people who are already doing what you're doing and model what they do. Adopt the beliefs, attitudes, and behaviors of those people.

Don't listen to people giving advice who haven't achieved what you want to achieve. Remember that even though most advice is well-meaning, it does not matter what the intent was if it knocks you off track.

If you want to achieve something, you probably can if you want it enough. Set your goals bigger than anybody else ever would for you, and then go for it. Life is a journey. Enjoy it.

Want more information about ClubTexting? Contact us today!

January 20, 2017

The Case for SMS Marketing Campaigns

Although it might seem as though SMS marketing is a relatively new marketing channel, it has actually existed since the early 2000s. From its onset, many have seen the potential of the medium, yet just as many remain wary of it.


SMS marketing is an effective way to bring in customers.

In the past few decades, a lot has changed in marketing, including the changing emphasis on mobile marketing. What was once used by a few brave leaders is now becoming commonplace. However, there remains some who are still unsure whether it is something worth adopting or simply a passing fad. Some myths remain so entrenched that it is difficult to know the reality surrounding this highly-effective medium. By reviewing a few of these misconceptions, you will discover why so many have adopted it.

A Short History Lesson

Back in the early 2000s, Adage wrote an article about the promise of using SMS for marketing purposes. During this time period, texting was just starting to become widely popular, especially in Asian and European markets. Between 2001 and 2002, there was a surge of over 150 billion more texts sent per year, and in 2003, the first few commercial SMS services started to emerge.

The promise of this new marketing channel was obvious. It was seen as a way to be personal and directly communicate with individuals. Some major brands, including Nike and Coke, became early adopters. However, this marketing forum also saw a huge obstacle due to many carriers, and users, viewing it as spam or a passing fad. It ultimately took a back seat to some of the other marketing channels, such as email and social media.

Many of the benefits -- and concerns -- surrounding text message marketing still stand 15 years after the publication of this article. Despite the Adage writer seeing the benefits of this medium so many years ago, companies still hesitate to adopt it today. If this is you, there is no reason to continue to wait to see whether or not people will adopt SMS marketing. It is a highly relevant marketing channel with many people wanting to communicate with businesses through it. Not convinced? The following should help.




Percent of messages that are spam 1 percent
Conversion rate 32 percent
Open rate 98 percent
Time to read Under three minutes
Consumers who wish to communicate via text with businesses 70 percent
Number of consumers who wish to have SMS customer support 52 percent
Engagement rate 8x that of email


Myth 1: People Interact with Companies on Computers

With the growing importance of the internet, it is essential to have a web presence, including email and websites. In today's market, taking this presence into the mobile space is becoming more important than ever. More people interact with businesses or go online on their mobile devices than a computer, with mobile internet usage making up 70 percent of usage. The numbers are set to only increase, with the number of people preferring to access the internet via a mobile device rather than a computer expected to jump by 28 percent. This makes mobile marketing a priority for businesses, especially since people are looking for a mobile-first solution to their shopping needs.

Another reason SMS marketing has such power: people carry their phones with them everywhere. A significant portion of people who own a cell phone never have it out of reach, and they will check it multiple times per day. When they receive a text message, they open it within just a few minutes. Because more and more people also shop on their phones, they can easily take action on a text coupon by clicking to link and complete a sale.

Myth 2: Customers Do Not Want to Receive Texts from Businesses

A very prominent myth about SMS marketing that still reigns supreme is that customers do not wish to have businesses contact them via texting. However, that is not the case. Around 75 percent of consumers want businesses to communicate with them via text rather than targeted internet ads. In addition to receiving messages from the business, many consumers wish to interact with businesses via text, especially for customer service.


Customers do want to hear from you through text message.

There are many benefits to choosing to interact with consumers via texting. For one, it builds a more intimate relationship with consumers. You are texting with them in the same channel that they typically reserve just for their family and friends. Additionally, spam takes up just 1 percent of messages, so consumers will view each individual message as important.

Additionally, texting is a permission-based medium, which means that you are only communicating with those who wish to hear from your business. This makes the message have that much greater of an impact. When you market to people who already have a positive experience with your company, then they are more likely to take the intended action. This leads to SMS marketing having some of the highest numbers for conversion rates and engagement rate.

Texting has a strong engagement with customers, which helps you to build your business. Many people now shop based on their experiences and engagement with a company, rather than based on price and other factors. By using texting to engage with customers, you will be able to retain them and increase your number of loyal customers.

Myth 3: Only Young People Text

Millennials and Gen Z'ers are famous for their love of texting and mobile devices. This makes SMS marketing an ideal channel for marketing to younger consumers. In fact, 60 percent of Millennials prefer two-way texting, and more than 83 percent open their texts within 90 seconds. However, this is generally an underused medium, as only 60 percent of Millennials receive five or less marketing messages from businesses, and a full 20 percent do not receive any.


It is not just young people who text.

However, Millennials and Gen Z'ers are not the only ones who text, and thereby not the only ones who can benefit from this marketing tools. Baby Boomers and older also text in high numbers. Out of smartphone owners:

  • 100 percent of 18-29 year olds text
  • 98 percent of those aged 30-49 text
  • 92 percent of those over the age of 50 tex

. As you can see, implementing a text program will not eliminate your ability to target older demographics.

Myth 4: Other Marketing Channels Are Better

Many companies simply focus on other marketing channels, feeling that adding SMS marketing does not make sense. They feel that digital marketing, SEO, blogging, social media, and traditional advertisements go a lot further than texting. However, time and time again, SMS marketing has shown it reigns supreme:

These are just a few of the key statistics showing the power that texting has over other marketing channels. Additionally, more than two-thirds of subscribers to mobile marketing have made a purchase due to a relevant message.

SMS marketing is a cost-effective marketing solution that packs a punch. That does not mean it should be your only marketing channel. It works best as an integrated part of a comprehensive marketing campaign that utilizes multi-channels, including:

  • Social media
  • Websites
  • SEO
  • Content marketing
  • Radio and TV ads
  • Print ads
  • In-store promotions
  • Email newsletters

Every marketing channel has its strengths and weaknesses. However, you would be remiss to reject SMS marketing just because you feel that some of the other marketing channels are better.

Myth 5: It's a Passing Fad

Texting has not yet reached its peak as a marketing channel. It is expected to continue to grow and become an even more vital component of marketing. In the coming years, more automation and chat bots with state-of-the-art artificial intelligence will emerge and integrate with SMS marketing and messaging chat apps. The marketing channel is expected to continue to grow, with no end in sight. Therefore, there is no reason to simply not adopt it, thinking that it is simply a trend that will quickly go away.


Get your team together and start working on a plan for your program.

Now is the perfect time to add texting to your marketing strategy if you have been hesitant. It is continually increasing in its efficacy, and customers are primed to opt-in. Despite its many advantages, few businesses have adopted it, meaning that customers are not overcome by messages. This helps you to cut through the mess and compete, even with the larger corporations that might have more money for marketing and advertising.

SMS marketing has been around for 15 years, and it will be around for decades to come. Rather than believing the myths that continue to circulate around the medium, take advantage of the lucrative benefits of the medium and add it to your marketing campaign today. Get started by trying ClubTexting for free.

January 09, 2017

How to Know Your Target Audience for Your Texting Campaign

For a dynamite SMS marketing campaign, it is essential to create something that is specific, targeted and personalized. Overly generic messages do not have the same impact as messages that resonate with the recipient. If you really want to see your conversion numbers soar, then it is important to create a message that means something to the customer <>. To do this, you first need to determine who the audience is. Whether you have one or several target audiences, a similar process provides invaluable information about your subscribers.

For many marketers, it is beneficial to create a persona that represents their ideal target audience. This persona has the basic habits, behavior patterns, personality, characteristics, demographics and other features of the ideal customer. It is typically based on a conglomeration of actual customers. To create this persona, there is certain information you need to know. Even if you do not actually create a symbolic customer, the same information informs your marketing efforts.

Research


Take some time to research your customers to determine the best target audience.

The first place to begin discovering your target audience is through research. First and foremost, you will conduct market research. If you do not have the resources to perform your own market research, it is possible to purchase data from market research firms and larger businesses.

Additionally, take the time to review the information you have about your own customers. This should include data across all the channels with which you interact with customers, including:

  • Shopping metrics
  • Buying habits
  • Demographics
  • Website visitors
  • Social media followers
  • Email newsletter followers
  • SMS marketing subscribers
  • Members

Each of these areas has the potential to provide you with invaluable information about your own customers. From this data, you have the foundation on which to choose your few key personas to create. Once you have this, you can continue to imbue them with some of the information that you see continually appear when you look through your data.

You might start by looking at key pieces of data and their relationship to other data. For example, you can start with females between 20 and 35. Then, you can see what information you have for that demographic to then add in other characteristics and buying habits. The market research you conduct or purchase will further add certain elements to the personas.

It is important to remember that the target audience for one marketing channel might be different than that of the other. Therefore, your texting campaign might require some additional research to what you already have. However, you also might find that you have the same personas on several channels because customers within that demographic and behavior pattern interact with you across multiple channels.

Conduct Surveys

Although research is a key place to determine your target audience, it is also important to actually talk with your customers. The way to do this is to ask them to conduct surveys. Then, you have the chance to learn additional information about certain groups of customers and what they expect from your company and SMS marketing program.

You might find that certain customers are not as open to texts as others, which means that you would be wasting some of your resources in trying to get them to sign up. Instead, you can focus on the groups that are most open to texting, making it easier to receive all the lucrative benefits of the medium. Direct communication provides invaluable insight into not only who your target audience is, but also what they want from you.

Look to the Competition

Another place to glean information on your potential target audience for your texting campaign is to look to see who your competition is targeting. This information can be used in two ways. For one, you might decide to target the same audience as your competition, or you might choose to focus on another area that might be left alone by the competition. You can fulfill a gap in the market, something that many smaller companies do in order to compete with larger firms.

No matter how you use the data you receive, looking at who your competition targets with their texting campaigns will help you narrow down your own target audience. Of course, it is possible that your major competition is not using SMS marketing, but you can still find some helpful information. You see what audiences they target with their other marketing efforts, and this provides insight into what demographics they see as the main pool of customers.

Understand the Value of Your Goods and Services to Your Customers


Consider what your customers expect and want from your company.

The final key piece for understanding your target audience is to look at the value of your goods and services to customers, or your unique sales proposition. See not only who buys your products, but also how they buy and why. What need do your goods and services fulfill for customers? This gives you a richer idea of how to market to your target audience because you know how to best speak to them and reach them in this place of need.

You might find that different audiences see different value in your goods or services. If this is the case, then it is important to alter your marketing message to these different audiences. Even a short-form content like SMS marketing needs to create messages that resonate with the audience and how they interact with your company <>.

By taking the time to fully understand your target audience, you will be able to create a stronger texting campaign that helps you reach your goals. It is also easier to create content that converts and provides you with the impressive rates for which texting is famous.

Contact us to learn more about discovering your target audience.

January 06, 2017

Tips For Developing Group Texting Content that Converts

When you develop your group texting program, it is important to know the objective of each and every message you send out. For many, this goal is to convert subscribers into customers <>. To reach this goal, it is important to create content that establishes an opportunity for conversion. There are some key elements you need to have in your message to increase your conversion rate and ensure that customers know what you want them to do, and increase the chance they actually will do so.

Strong Call to Action


Include a strong CTA to improve your conversion rates.

The foundation of your group texting message is the call to action. Even though you might only have 160 words with which to work in this short-form content, it still needs a strong call to action. Examples of calls to action include:

  • Buy now
  • Click here
  • Redeem in store
  • Text to win
  • Respond with a keyword
  • Share with a friend

There are many other calls to action you might decide to use when you develop dynamite content for your SMS marketing program. The important part is that you use a CTA that drives action from your customers. If your goal is to increase conversions, then you need to determine in what way you want that to be.

When speaking about marketing analytics, the conversion rate might mean different things, depending on your business and your goals. In simplest terms, it is the percentage of your subscribers or customers who take the action desired on the message. This might be buying something, but it could also be joining a newsletter, redeeming a coupon, sharing the text or any of the other actions already mentioned. Your call to action should match what type of action, or conversion, you want from your customers.

Motivating Language

The language you choose for your content plays a significant role in its efficacy <>. There are some key factors involved in the type of language you choose for your call to action and text as a whole:

  • Succinct
  • Strong
  • No helping verbs
  • Active not passive voice
  • Motivating language
  • Urgency
  • Emotion

Together, these elements create a strong message that incentivizes your subscribers to take action. Because you are working with just 160 characters, you want to be as concise as possible.

Avoid using helping verbs and focus on active rather than passive voice. The words you choose should be strong and motivating. Add in a sense of urgency for a greater impact. Touch on their emotion as well, especially a fear of missing out or peer pressure. Some examples of strong texts that include motivating language and a solid CTA follow:

Act now to get your free gift with qualifying purchase. Bring this coupon to the store before [date].
Don't miss out on the opportunity to save 30 percent today. Click here to redeem this coupon online or bring it to the store. Expires [date].

Engagement

Another element of developing content that converts is engagement. More and more customers are choosing which company to patron based on their experiences. Therefore, you want to create messages that engage with customers. The language you choose plays a role in this as well. Engaging content also increases the chance that customers will share the text with friends and/or tell their social and professional networks to sign up as well.

One way to create engaging content is to make it a two-way content. This might be a challenge or competition, which connects with people's competitive spirit. Another way to engage with customers is to allow them to contact you with questions and other customer service issues through text. Ultimately, sending positive messages that convey a sense of value to the customer will increase the level of engagement. This, in turn, improves the number of customers who take action, thereby increasing your conversion rate.

Relevancy


For greater efficacy, create content that is relevant to your audience.

The final element of creating group texting convert that converts is to ensure that it is relevant. Ultimately, you must have an SMS marketing campaign that provides value to your customers. To do this, the content must be relevant to the users. For example, you cannot expect single males under the age of 25 to be excited about a coupon for baby clothing. This type of coupon needs to be sent to the right demographic, such as someone who is married and has a child.

To create relevant content, it is important to know who your target audience actually is. Most likely, you will have several target audiences and run several campaigns, each of which targets one of these groups. This helps you to create more personal content, which in turn is more relevant.

Ultimately, if your content is not relevant to your subscribers, then they will opt out in droves. They also will not redeem the coupons or otherwise take the action you want them to take. This hurts your conversion rates, and you do not benefit from all the advantages of the medium.

By paying attention to your language and call to action, you can more easily create content that engages with customers, remains relevant and motivates them to act in the way that you want. With these four elements working together as the foundation of your program, you will develop a strong campaign with high conversion numbers.

Contact us to learn more about how to develop great content.

January 05, 2017

SMART Goals and Text Message Marketing: How They Go Hand in Hand

Before you start your text message marketing campaigns, it is essential to have a goal in mind toward which to build your strategy and determine where it fits into your overall marketing efforts. Although you might have a general objective or goal for your texting program at large, each new campaign needs to have its own goals. For example, as discussed previously <>, when you develop a holiday campaign for your club, it is important to start with a specific goal in mind.

Using the SMART goal philosophy helps you to create stronger, more effective goals that also complement your overall marketing strategy and your business goals at large.

Specific


Get your team together to discuss your goals and how to make them specific.

It is tempting to just say you want to increase sales or add new customers when setting a goal. However, this is a vague statement. You could technically increase sales by $1 and reach your goal, or you could double your sales and have reached the same goal. Instead, develop a very specific goal. It should be clearly defined and easy to understand by everyone connected to the project. This makes it easier to create a plan to reach the goal, as well as measure whether or not you were successful in your endeavor.

An example of a specific goal is to use in your text message marketing program is to increase profits by 10 percent in the next quarter.

Measurable

In order to determine whether you are on target to reach your goal, you need to be able to measure your progress. This might be through analytics, accounting or other measures. You should be able to monitor the program and compare it to your goal at any point to see whether you are on target or need to make changes to get where you want to go.

For your text message marketing program, you will use data from your analytics, such as open rate, conversion rate, and opt-in rate to measure your success. To make your goal measurable, include numbers that reflect these measurements. This might be to add 100 new users in the next month. You can measure that by reviewing your opt-in rate.

Actionable

The A in SMART goals stands for actionable. This means that you are positioned to take actions to fulfill the goals. To go from a vague goal to one that is actionable, focus on something concrete. Add milestones that help you take action to attain the goal.

For example, rather than saying you want to drive more business, define it in such a way that you can take action with your text message marketing program. The goal stated above, adding 100 subscribers, is also attainable and actionable. There are tasks you can do to achieve it.

Realistic

Many of the components of SMART goals bleed into one another. For example, in order for a goal to be actionable or attainable, it also needs to be realistic. You cannot reasonably go from 0 subscribers to 10,000 overnight. However, it is realistic to aim to gain 100 in a month. Perhaps you might also be able to add a few thousand over the first few months. Although you might get to hundreds of thousands of subscribers, it takes some time to build to that point. That is where creating smaller goals and milestones will help you to follow through and meet your goals.

Timely


How long will it take you to add 100 subscribers?

The last key component of this type of goal is timely, or you might also define it as tangible or trackable. This means that there is a reasonable period of time in which you will be able to achieve the goal. It also provides you with a deadline to keep you and your team motivated. You might have other, long-term goals that will take years to meet. However, you will have smaller SMART goals that will help you to achieve them.

When creating your text message marketing goals, whether for a specific campaign such as a holiday marketing strategy <> or your objective for adding the program to your marketing efforts, it is important to rely on SMART goals. This will help you to develop a better plan so that you will ultimately reach, and might even surpass, your goals.

Contact us to learn more about how to incorporate your SMART goals with your texting program.

January 03, 2017

Leveraging Your SMS Marketing to Draw Crowds to Your President's Day Party

Although President's Day is not at the top of the list for holidays in which to celebrate with a party, any holiday has the potential to turn into an event to draw crowds into your club. Most places will go big with a Valentine's Day party around the same time. By choosing President's Day, you will stand out and attract those who do not like to celebrate Valentine's Day but still want to party!

As discussed in a previous post <>, holiday marketing provides you with an opportunity to utilize some creative marketing endeavors to stand out from your competition. SMS marketing is a channel that helps you to advertise and promote your event so that your party will become the place to be on the President's Day weekend or any other holiday you wish to celebrate throughout the year. A few special types of messages will help you to promote the event and attract new and existing clients to your party so that you reach your attendance goals.

Offers and Deals


Attract more people to your party with the right offers and deals.

One of the best ways to attract new people to your club to get your event going is to send out exclusive offers and deals. There are several types of deals that work well for a nightclub. It is typical for nightclubs to price their alcoholic drinks with the idea that a significant portion of their profits comes from alcoholic drinks. That is why offers and deals that get people into the club work really well. You have people in the club, and then they will buy alcohol, helping your bottom line. This includes:

    • Free Entry (could be before a certain time or all night)

 

    • Percent off admission

 

  • Money off admission

You can also choose to provide deals on food and drinks, such as buy one get one free or a percentage off of the bill. A BOGO works well, especially if you do not give the free beverage until later. This will keep the beverage fresher so that it tastes better when the person drinks it, increasing the chance they will decide to order another one.

Contests

It is easy to run a text-to-win contest using your SMS marketing program. As an added bonus, you may increase the number of subscribers to whom you can promote future events at your club. Promote the contest on your typical marketing channels, including social media, billboards, flyers, posters around the club and anywhere else. Tell people to text in a keyword to a phone number to enter. For your President's Day party, run a contest that is presidential-themed.

Enhance your reach by making everyone a winner by providing a small prize, such as free admission or a free drink, to everyone who enters. This serves to not only increase excitement about the contest, but it also brings people into your club even if they do not win the grand prize. Just make sure that all prizes are exciting enough to entice people to take action.

VIP Access


Provide special access to your loyal subscribers to motivate them to come.

Your SMS marketing campaign also works well as a loyalty or VIP club. It is possible to group your list based on how often they attend your club, or everyone on the list can be a VIP. You can use this by sending out a message targeting your VIPs that offers them exclusive access during the party. This might be an early entry, ability to bypass the line or a special seating area. People who might have been on the fence about your party will be more likely to come if they feel special by being part of the VIP guests at your party. For an added impact, personalize the message by including the person's name.

There are many ways to use SMS marketing to complement your President's Day weekend party and draw a larger crowd. Just be sure to create a smart plan that helps you to get the most out of the channel <> so that it helps you to have an amazing event.

Ready to increase the attendance at your party? Try ClubTexting for free.