5 Ways to Get More Out of Your Mobile Messaging Program

One of the most exciting elements of a mobile message (SMS/MMS) marketing program is getting the results.  Whether your eager to see click-throughs sending traffic to your website, a user sharing your message across the web, or a mobile coupon being redeemed by thousands; mobile marketing provides instant, impactful results that inevitably turns the most stoic marketer into a ROI addict.

But what happens once your program begins to slow down?  Once growth rates move from 1000% to just a mere 70% or even lower.  How so you give your mobile messaging marketing program a boost?

First, it is key to understand, mobile message marketing is NOT a short-term marketing tactic.  The biggest mistake many brands make is forgetting that mobile message marketing is a long-term customer engagement tool.  Much like email marketing, mobile message marketing takes time to build a subscriber list, it requires data to understand which offers and aesthetic format resonates with core audiences. It also takes an agile marketing program to make improvements to maximize results quickly and it takes a strong strategy to drive a brand’s most engaged fans to take desired actions that align to the overall marketing goal.

So what do you do when your program results begin to taper?  The first thing to do is examine your current program and the data you have.  What content and offers are driving the highest action from your subscribers? Is there a particular day or time range that drives the most responses?  If you have a campaign that has had enough time to show accurate and valid data, it will be able tell you what is working and from there, provides the guidance needed to adjust your plan accordingly.  After all, the real beauty of mobile marketing is that brands can easily change out copy and creative within a matter of minutes.

Here are 5 ways to start getting higher results in your mobile marketing program:

1. Always be promoting!

The most successful way to support a mobile messaging marketing program is to promote the keyword and short code as much as possible. Mogreet’s creative services team recommend promoting your message marketing program across all earned, owned and paid properties – include the text to short code in paid advertising, on all social and web properties, on air TV spots, email signatures, receipts and more.  The more opt-ins you get, the higher the ultimate ROI.

2. Be Valuable!

Once you understand what your customer values, create a series of offers based on this information to drive the most opt-ins and redemptions, with as few opt-outs as possible.  For some clients, this is a discount code sent at a time of day when the customer is most likely to engage.  For other clients, sharing behind the scenes content bridges the gap between the brand and the fan.

3. Be interactive!

Mobile message marketing is a two-way platform.  You can create fully interactive programs that allow them to engage directly with you and your brand. Try trivia questions to drive interactions or ask fans and customers to send in photos of themselves and your product.  Customers expect and enjoy being involved with your brand.  Providing a campaign that allows your customers to be a part of your marketing program will strengthen your customers’ loyalty, driving a deeper connection with your customers, ultimately driving sales and return on investment. 

4. Empower fans with social sharing! 

One of the best ways to increase visibility of your program and additional opt-ins is to empower your recipients to share your offer across their social platforms.  Mogreet’s Social Poster feature generates links to your choice of social networks to include in every MMS message sent. It’s an easy and smart way to create even more awareness amongst more consumers.

5. Run, test, repeat! 

Try a variety of offers to see which one produces the highest ROI.  In fact, with Mogreet’s list segmentation tools you can even test various types of content (A/B testing) in one blast, giving you an near-instant snapshot of which message and offer receives the greatest number of participants.

It is important to remember that mobile message marketing databases and results don’t happen overnight.  Marketers must first understand their audience and when they are most likely to want to engage with their brand or products.  Focus on a strategy to drive opt-ins as well as meet marketing goals, but be flexible if the results are not what you expect. Always be prepared to re-evaluate the type of content you share based on each campaign’s data, after all the more tailored your program is, the more likely you are to see higher participation, less opt-outs and overall mobile marketing success.

What tactics or techniques are you using to expand your mobile messaging program?

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About Mogreet
With all of the clutter and confusion about mobile marketing and MMS message marketing on the internet, this blog is to help you with news and tips in mobile marketing. About Mogreet We help brands & agencies communicate via mobile messaging - in vibrant video, images, & audio MMS. Text MMS to 21534 for a live MMS demo. Msg&Data rates may apply.

3 Responses to 5 Ways to Get More Out of Your Mobile Messaging Program

  1. Linda Michelle says:

    Hi! Very helpful and useful tips, thank you! Do you recommend using virtual messaging services (like http://www.sitepoint.com ) or other methods? We’re planning on implementing a mobile marketing strategy for our restaurants and I try to gather as much information as I can 🙂

    Thanks again for the helpful article!

    Linda

    • Linda Michelle says:

      woops, had multiple tabs open, I meant: http://www.silverstreet.com

      Cheers.

    • Mogreet says:

      Hi Linda!

      Thank you for reading our articles. Great question! There are very many SMS providers that offer the same type of “virtual messaging” SMS service that basically just provides the technology for you to send bulk SMS messages to different subscriber lists. Basic 160 characters or less within each message.

      The upside to using those SMS providers is the relatively low cost due to their high volume of messaging that they offer. Although they offer high volume pricing, the fact of the matter is it takes a long period of time for businesses to build a mobile database in the first place. So your restaurants would have to strategize and spend a lot of time just building your database based off of your promotional strategies before you start seeing any ROI.

      These solutions are great if you are looking for a one way interaction to blast messages to consumers, but keep in mind you’re limited to 160 characters (very much like one tweet on Twitter). This can be ineffective when trying to portray the great food your restaurant is serving or have on special that night. With MMS, you can show videos and pictures of your food along with a full text description of what specials and promotions you have going on at each location.

      Also, the advantage of working with a fully integrated mobile message marketing agency is the expertise and strategy behind how to create your campaigns, what type of creative would work best, and how to effectively promote these campaigns to actually get users texting in. Sometimes a SMS messaging online service can only take you so far, they only offer SMS message blasts with little expertise in marketing strategies to help you reach more restaurant sales and foot traffic.

      We would love to chat with you more if you want to discuss your restaurant’s mobile marketing objectives and strategy! Anthony is a wealth of knowledge for businesses like yours and you can shoot him an email at Anthony.Ward@mogreet.com to pick his brain.

      I hope that helps answer your question!

      Thanks again,
      Jackie

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