Wednesday, 4 February 2015

Has Marketing Got Harder?

I just read a good post from Smart Company by Craig Reardon titled Is Set & Forget Marketing Dead?

It discusses the days when the yearly call from Yellow Pages and planning a few ads in the paper were all many small businesses did.

...on a personal note I worked for Yellow Pages many many years ago, and it was a big deal back then. Businesses felt they HAD to be in it...but it was horrendously expensive too!

Fast forward to now, and we have Google, who has all but made Yellow Pages redundant. There's also other ad platforms like Facebook, Twitter, Bing, Yahoo, Instagram, websites, email marketing, and of course SMS.

It's enough to make your head spin, trying to keep us with all of this. But with all the spinning, comes accountability. In Ye Olde Days, how could you tell how many people found you in the local paper or Yellow Pages? Most times you didn't was based on faith or a gut feel.

There's none of that "here's hoping it works" in the new so-called "digital" age. You can track how many people looked at your website, visited pages, and then called you or took some form of action. This is why Google Ad Words and Facebook are so attractive, because they are much cheaper and accessible to small business, and you only pay when someone clicks on your site.

But it does all take a lot of work keeping on top of your marketing and promotion activity to keep the sales pipeline open. The most important of these pipelines is your website.

And now with almost everyone on tablets and smartphones, it is so important to have a relevant, mobile friendly website which not only allows people to do business with you, but also acts as a data collector.

..and a text mesage can also link to your website, and track how many people clicked through to your site, so SMS marketing is now a very accountable and essential part of your marketing and promotions strategy.

PS.. contact us on 1300 668 287 if you want to discuss how you can make SMS marketing accountable..we have some free tips on how to do this!

Don't Let Your Customers and Clients Forget You

This post was inspired by a client of SMS Express who runs a restaurant. Normally his chef did all the SMS marketing, but chef did what chefs do, and moved on.

And our poor client was in a bit of a pickle as he was unsure what to do with his SMS campaigns, as his data was a bit all over the shop.

He had an existing list in his account, but it hadn't been marketed to for well over 6 months, and he wanted to tell customers that their restaurant was open longer and did deliveries...a great, and popular, way to use text messaging.

With a bit of help from us, he did send out the text message, however he was a bit upset that he got so many optouts (people unsubscribing). Actually his optout rate was only 6%, which is not bad for a business that had not spoken to their customers in a while.

You always get optouts, but of course the lower the optout rate the better.  

People forget who you are (or they move suburb). This underlines the importance of regular communications with your customers or clients, whether it's via email, post, text message, or all of these mediums.

I have written a previous post on how often to contact your customers, but if you are in retail or hospitality, customers may be fine with weekly, twice-monthly or monthly specials, depending on what you do.

But texting them out of the blue once or twice a year, well you'd expect them to react negatively.

A database of customers that have given you permission to contact them is the Holy Grail of don't neglect it and don't let your customers slip away to your competitors!