Step-By-Step Guide to Growing Your Business With SMS Marketing
In this post, I’m going to make a case for SMS marketing and how it can maybe even bring more conversions for small business owners tha blogging and social media marketing. 😲 I’m going to show how you can create a database for your customers that will allow you to personalize messages sent to them based on the database.
Lerrus go! 🦹
SMS Marketing is nothing complex. It’s all about sending messages about your products and maybe services to existing customers or potential ones.
To effect SMS Marketing, we’ll touch on the following:
👉 How to Get The Contacts (Manual and Automated)
👉 Creating a Customer Database
👉 Personalizing Your Messages
👉 Optimizing Your Social Media Page
Ready? You sure? 🤔 Let’s dive in! 🦹
HOW TO GET THE CONTACTS
Before starting an SMS Marketing campaign for your business, you need to have the contacts you’ll be sending messages to, right? So, how do you get them? 🤔
There’s a manual approach and there’s an automated one.
There’s the manual approach where you ask customers that patronize you to enter their details. That way, you save their numbers on a database named ‘customers’ and keep.
The automated way involves the use of platforms like MailChimp or Google Form to harvest contacts. You’ll set up a form on MailChimp or Google Form and connect it to your Facebook or Instagram page. That way, visitors to your page can see it and click.
On Instagram, you can add the MailChimp or Google Form link in the place where your website link should be. That way, when visitors click on it, they’ll be able to enter their email addresses and phone numbers.
On Facebook, you can pin it to the top of your page. That way, it’s the first thing visitors see when they visit your page.
In both cases though, there’s a need to attach a copy/writing/gift to the link that makes people want to enter their email and phone number.
For instance, you can tell them to enter their email addresses to get maybe a gift, a recipe, or anything that you are certain will apply to your audience. Something you’re sure they’ll love enough to enter their email address and phone number.
When they enter the details, you get their phone numbers in a list. You can then export it and save.
A great way to get people to visit your page is to create content they want to see. If you make clothes, content like: ‘style inspirations’, ‘Aso Ebi Styles to Choose from’, etc or if you make cream or something related, content about skin care and more can get your target audience to visit to read. Let your signup form from MailChimp or Google be visible enough to be seen and even insert a link inside the post you made so they can have an option to click on it so they can read more content like that.
Get it? Oya, let’s move to the next stage. 👇
CREATING A CUSTOMER DATABASE
After creating the contact, what do you do next? How do you set up a database that will make your work and life easier? How do you group the contacts.
It all begins with that MailChimp or Google Form you created. The way you want to arrange your customer database should influence the fields you add to the form. The fields are the different sections for names, email, phone number and all. Those fields will come to play when you’re setting up the database.
In setting up the database, there is the option of using the HubSpot app to list your customers and their various stages of patronage but I’ll always advice that you go the manual route as a small business owner.
The manual route works this way:
1. You can create a Microsoft Word document.
2. Insert a table and set it to fit to content.
3. Enter preferred fields in the table like: Email, Phone number, address, Name, birthday, etc.
These fields are important. They’ll come in handy when you need to personalize messages in a way that connects with the recipient.
For instance, imagine surprising your customer with not just a message on their birthday, but a personalized gift from you. Like, they open the door and you or someone from you is singing them a happy birthday song with a gift in hand. Customer for life, yo! 😍
In arranging this database, be sure to divide the list based on the following:
1. Existing customers: They are those who have patronized you once or more.
2. Potential customers interested in your product: These ones may not have bought from you before or used any of your services, but they follow, they engage with your posts and they are interested.
3. Those who neither engage with you not are they interested in your products or service.
A way to determine the above is to include that in your Google or MailChimp form. One of the fields in the form should be checkboxes where you list your products or services and ask which if them interests them and that they may live to use in the future. Their choices can help you divide then into these groups.
PERSONALIZING YOUR MESSAGES
A quote that has stayed with me since I read it is Paul Graham‘s description of Steve Jobs’ view on paying attention to users (customers).
The quote: “I was trying to think of a phrase to convey how extreme your attention to users should be, and I realized Steve Jobs had already done it: insanely great. Steve wasn’t just using “insanely” as a synonym for “very.” He meant it more literally — that one should focus on quality of execution to a degree that in everyday life would be considered pathological.”
Being a small business owner is naturally not a state you intend to remain in forever but now that you’re there, how about you make it count?
It will be lazy and seriously a waste of time to try to use SMS Marketing without personalizing the messages and content.
Sending “Dear Customer, bla bla bla” may work for the big companies but for a small business looking to make use of precious funds to reach customers, you risk your message being overlooked, flagged as spam or deleted danu if you don’t personalize.
Picture it. You get a message from someone saying “Dear Customer, you can now get bla bla at affordable rates. Call 0383747373 to get yours.”
I don’t know about you, but engagement rates for messages like that will be pretty low. I hardly read them.
Now, imagine a message that has taken account of the database created, the fields, the different categories that the intended recipient belongs to, buying or patronage history, address, etc.
Maybe that kind of message will go like this: “Mrs. Bdjdbdb, hope you’re enjoying the bdbdbdbdbd you bought? We now have jdndndjd. It’s N2500 and I can have someone bring it to your house/shop/office at Omole this afternoon. Check the bfbdbdb out here: bit.ly/buysbdhdb and let me know if you love it.”
Rushed message of course, but you get the idea. The information you have of your customers is not meant to be gathering dust and it is not for decoration. You are meant to put it to active use in a way that makes you communicate with your customer or potential customer like you know them personally rather than a general “Dear Customer, key into black Friday sales yadayada…”
If you don’t geddifok with your black Friday. Black Friday ko, White Tuesday ni. 🙄
Again, I will say SEND THE MESSAGES INDIVIDUALLY.
You may be using a bulk SMS service (YOU TOTALLY SHOULD. THEY’LL SAVE YOU MONEY) but send each message separately to allow room for personalization. If you have time to make the product, you have time to personalize each message in a way that connects directly with the customer or potential customer.
Remember Steve Jobs’ “insanely great” analogy and Paul Graham’s angle on focusing so much “…on quality of execution to a degree that in everyday life would be considered pathological.”
I read of a company that wrote Thank You Notes to each person that bought their products. No, they didn’t type it o. They wrote it. With a pen. That’s what paying attention to customers feel like. Personalize the sh*t out of that message and watch them dance towards you.
Additionally, when using a bulk SMS service, let your phone number show. Give people a choice to save your number with what they like. Easier that way rather than a forced business name that they know they never saved.
Before I leave this stage too, your first message to them should be a welcome message where you encourage them to save your number so they know it’s you when they get a message. Say hi first before throwing market in their faces, okay? 🙄
OPTIMIZING YOUR SOCIAL MEDIA PAGES
While sending messages to your customers or the would-be customers, your message should always have a link that leads them back to your Facebook or Instagram page. If you have a website or a Woocommerce shop, that’s fine too.
It’s important that you set up your page in a way that sells itself. If you advertise a product via text and the customer clicks the link and can’t find the said product or information about it, wetin you gain?
Optimize your page to sell your market when you’re not there.
Set up the ‘ABOUT US’ section. Add address if you have a physical address. Add email, website, page, etc. Add your products too. Facebook allows you to add ‘SHOP’ to your menu list. Add the shop. In the Shop, you can add your products and add prices and description. Add those products and put price and availability.
Put yourself in the shoes of the customer or potential customer. If you get a message like the one you sent, what will you like to see on the page? What information will you need before you make a buying decision? Add the information there.
Instagram makes provision for you to sell directly on your page too.
If you need help optimizing your pages or maybe creating the Google or MailChimp forms that will be used to curate the contacts too, reach out to me HERE. I’ll help you out at an affordable fee.
One last thing, DON’T ABUSE THE FACT THAT YOU HAVE THEIR CONTACTS!
The fact that you have someone’s phone number does not mean you send them 20 messages a day asking them to buy this or that.
They only need to click twice or thrice to dump you and your nonsense ads in their block list where, hopefully, you’ll learn not to abuse people’s contacts.
You may ask them too in the Google or MailChimp form if they will like to get details of new products or services from you. If they ticked yes, then feel free to send them ONE message a day. If it’s more than one, you’re overstretching and you may wear them out so much that they block you.
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Will you be trying this out soon? Let me know in the comment section.
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Additions, comments, subtractions? Drop them in the comment section.
Have a nice day! 🌷