SMS marketing is a direct and personalised communication channel that, when used correctly, can lead to higher sales figures and stronger customer relationships. But how do you ensure that your SMS campaigns hit the mark? The foundation is important: a deep understanding of your target audience and a clear purpose.
Successful SMS marketing starts with a solid foundation. It's not just about writing a good message. Knowing your target audience and strategy is just as important.
The cornerstones of successful SMS campaigns and flows are therefore based on:
1. A clear purpose - Why are you using SMS?
2. Integration with your overall strategy - How does SMS complement your other channels?
3. A deep understanding of your target audience - Who are you talking to and what do they want?
Here are some tips on targeting audiences that you can use as a basis for using SMS marketing to increase sales and strengthen customer relationships.
Understand your audience
SMS messages have a high open rate, but the conversion rate depends on how well you target your messages. To do that, you need to know your target audience intimately.
Therefore, start by investigating the following:
1. Demographics: How old are your customers? Where do they live? What gender are they? This knowledge gives you insight into how to best customise your language and messaging.
2. Behaviour: How do your customers interact with your brand? Do they typically shop via mobile or desktop? What are they searching for? This is where your webshop data and analyses can provide concrete answers.
3. Shopping patterns: How often do your customers shop? When do they typically buy? And how big is the average purchase? With this knowledge, you can plan timing and offers that increase the likelihood of sales.
4. Needs and problems: What problems are your customers looking to solve and how can your company help them? When you understand your customer's needs, you can tailor messages that hit their pain points.
How to gather valuable insights about your target audience
Your knowledge of your target audience should be based on data, not guesswork. Therefore, you should utilise the data you already have from other sources such as
- Email systems: Get insights into click-through rates, conversions and customer preferences.
- Social media: Analyse who engages with your posts and what resonates with them.
- Questionnaires: Ask questions directly to your customers to gain a deeper understanding of their needs.
- Market research: Use existing analyses of your target audience.
- Feedback: Look at reviews and customer communications to discover patterns in their needs and wants.
- CRM data: Leverage your existing customer information about behaviour and buying patterns.
The more insight you have, the better you can target your communication - and the more powerful your SMS messages will be.
A greater purpose of SMS
Successful SMS marketing isn't just about quick sales. It's about building relationships and creating long-term results. It is therefore important to keep the purpose of SMS marketing in mind when targeting your audience.
Do I want to improve the customer experience?
Update customers about new products, offers or order status.
Do I want to drive more sales?
Use SMS to draw attention to flash sales or exclusive events.
Do I want to increase customer loyalty?
Send valuable and relevant messages that keep your business top-of-mind.
Once you know what you want to achieve, you can create SMS messages that complement your overall strategy and contribute to a better customer journey.
From analysis to action
With a clear picture of your target audience and purpose, you're ready to use your SMS marketing as a value-adding channel. Remember that SMS doesn't have to stand alone, but can easily support your other channels such as social media and email. This way you create a coherent and positive experience for your customers.
Want to make SMS marketing one of your strongest channels? Start with the groundwork and reap the rewards of stronger customer relationships over time.
