So, do we call it text messaging or SMS messaging? Let’s be honest, we’re going to call it text messaging here. There is a semantics difference, but it’s not enough to warrant serious discussion. And yet here we are, four sentences deep into it. Time to pull out of this nosedive!
Text messaging is a weirdly untapped area for businesses – especially small businesses.
Most text message campaigns get away with substandard ideas, because it gets overshadowed by social media and email. Want to send something pithy and fun? Blast it out via all sorts of social channels! Have a lengthy sales message you want delivered directly to your potential buyer? Email is perfect!
Where, then, does text messaging fit in? I have 10 great opportunities for you…
#1: Onboarding new customers
Did someone just sign up as a new member? Make their first purchase? Hire you to build their website?
This is your opportunity to do two important things. First, you can delight your customer by opening a novel line of communication. And second, you can prevent buyer’s remorse. You want your customer to feel like the smartest person in the world for buying from you. They could have not bought at all. But they chose you. (More on buyer’s remorse below.)
Sample message: “We love helping business owners upgrade their websites. Here’s a link to the 15 improvements we make to every new customer’s site… let us know which one you look forward to most!”
Just make the person feel welcome.
Text messaging is great because it arrives in a space where they normally communicate with friends and family. Even better, tell them to text you back, so you can prove you are on the other end and will message them! Just doing this once can turn an automated message into a personalized experience.
#2: Crowdsource content ideas
It’s easy to come up with your first 10-15 video topics.
Then, you start to feel like you’re repeating yourself. How about shooting a quick message to your text message list asking for ideas?
Let them know what kind of content you’re making (video, blog post, guidebook) and ask for input. What questions do they want answered? You may uncover a frequently asked question you didn’t even know was on your audience’s minds.
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#3: Appointment reminders
I mean, this one is obvious. Yet it is seriously underused. I do see it with greater frequency these days. My dog’s vet texts me, along with the kids’ pediatrician. However, it’s not widespread with many other businesses.
Much to my delight, a company interested in providing me a free estimate for siding replacement on my house used texting to communicate with me.
Unfortunately, they didn’t use the platform properly. I tried texting a response to confirm with them, but I never heard back. Additionally, the people who called me about the appointment didn’t have control over text messages. Even after confirming on the phone, I received a message like the one you see in the image.
I love automation. But don’t let it get out of hand like this siding company. They ultimately lost my business because scheduling was annoying. I needed to reschedule, and the process was a nightmare. Lines of communication weren’t synced up. It spoiled the delight.
#4: Announce a new sale
Again, we are in the Land of the Obvious.
But are we, really?
I only get sale offers sent to me regularly by one company. They also send me notices of new products. (You can see a screenshot from them in item #5 below.) It’s a nice way for them to circumvent the “I’m just going to delete all these emails” mood I get in whenever I open my email. Plus, they could catch me while I’m bored and get me to click on a link.
Most importantly, I open the darn things.
Some even claim there is a near-100% open rate. (You’ve probably seen numbers in the high-90s at least, and I’m inclined to agree based on experience and anecdotal evidence.)
Timing is your best friend here. Don’t send a sale announcement in the middle of the day when your customers may be at work. Hit ’em up in the evening.
#5: New or returning product notice
Letting people know when something comes back in stock is a nice driver of purchases. This assumes you have limited inventory, of course.
The alternative is to announce new available products.
I get these notices (see image) regularly from Clocks and Colours. There is a new item pretty much every week. And if there’s not a new item, there’s some kind of sale.
While I don’t click on all of them, I do check in often to see what is available. Which makes no sense, because I already have enough stuff from them. But there it is… another curio or trinket I want to add to my collection.
Interestingly, I ignore the emails from Clocks and Colours. Pretty sure I recently unsubscribed from them. However, the text messages still make their way to me.
This kind of multimedia approach is powerful. The more channels you connect with customers on, the better. You never know which one will be in favor with your audience – what drives sales today may not do so tomorrow. Training your customers to look for new products via text and to actually purchase through that channel sets you up for better launches in the future.
#6: Review and testimonial requests
Whether bulk message or one-on-one, bleeding heart sincerity helps you get reviews. For years, I’ve coached business owners to tell people exactly why a review is important to you. “Customers often ask about our customer service and return policy. If you’ve had a positive experience with us in either area, would you be willing to leave a review for us here?”
Most of the time, we ask for these via email.
And you should do that too. But the multimedia approach is echoing through this article, and this is no exception.
If you’re nervous about asking for the review, let me ask you something…
What’s worse: getting turned down for a review or going out of business?
It’s a dire picture to paint, but the timidity most show in asking for reviews is dangerous. I’ve seen salespeople nervous to ask for reviews! We’re talking about folks who live and breathe rejection. It just goes to show you the real power of asking from a sincere place. Your customers probably want to help you. This is a non-financial way for them to give back.
#7: Extremely limited time drops
People look at their text messages soon after receiving them. Alarmingly fast, actually.
Take a look at the graphic below:
In less than 30 minutes, you hit over 85% over your audience.
How can we take advantage of this to provide compelling and novel experiences? Text is the perfect avenue for limited time availability. And I’m not talking about multi-day offers. I’m talking about mere hours within a single day.
Produce excitement around what you do with this kind of offer.
Also, you train people to pay attention to your messages by sticking to the offer. If it closes at 4 PM, then you need to really close it at 4 PM. If someone tries to get in after, assure them there will be another opportunity, and you hope they get in next time around.
#8: Relationship building conversations
Most of our strategies so far are broadcast-oriented – aka bulk messages. You can opt out of those messages easily.
In some businesses, however, you should prioritize intimate messaging. One-on-one dialogue. This is definitely harder time-wise, so I use it only in high value situations. Consultants who charge a lot of money can send surprise messages to key employees. Not the person who hired them (though them as well) but the people in the business or organization who may do the implementing. Building a better relationship with that person is your secret way to be invited back.
If you’re a dog trainer, ask for a picture of the pup you recently trained.
Diet coach? Tell your client you’re rooting for them. Send a link to an easy-to-make healthy recipe. Just check in on their mental well-being.
For many years, I’ve used text messaging in working with private clients. They get messages from me on holidays, and I send pictures of my family to them. I always tell them we are building a relationship in this process, and it’s not strictly professional. The connection needs to be deeper than the time we spend talking about the business.
Never forget, people buy from people they know, like, and trust. All three are improved with basic texting back and forth.
#9: Post-transaction hype
I don’t care how amazing your product or service is, some of your customers or clients have buyer’s remorse. They need a reminder of how awesome they are and how their lives will be made better.
You want them celebrating over the amount of money they just spent!
Obviously, the more expensive the purchase, the more important this concept becomes.
Imagine you sell HVAC services. Someone just got a new air conditioner installed. It’s a big purchase, and it may not have an immediate impact on their lives (unless the old one was broken down). Sure, the air flows more efficiently, but there are limits to the excitement. What if you send a message to them reminding the customer of what they first said to you when you called?
Resell the person on a pain point they experienced, then remind them that the problem is now solved.
“You told me the old air conditioning unit rattled and barely keep the house below 78 degrees during the summer. How does 74 degrees feel? It may only be four degrees, but I bet it’s your favorite four degree difference ever!”
This is a nice reselling touch because it can help with referrals as well.
#10: Service updates
No customer or client likes to be left in the dark. They want to know when products are going to ship or when a service person will actually come over. Do the thing you wish others would do for you. (Hey, there’s a great way to set service standards in any business!)
Small updates make a big difference.
The nice thing about texting with updates is it gets to them right away. Remember the stat above? Nearly 85% of people will check it within 30 minutes. That’s a far better timeline than email. And you never know when people will pick up the phone.
Texting works for good news and bad news updates. If there is a delay, let the person know via text and then ask if they want to talk about it on the phone. Give them a number to call you back on if it’s not the one you’re texting from. (Small detail but important.)
My Best Advice About Texting…
Just get started.
Do it on a small scale, then ramp it up. You don’t need a fancy platform right away. Find out what messages appeal to your audience using a Google Voice number. Some of you will jump right in with your personal number. I avoid doing that, because you will want to switch away from it later. But it’s your choice. If it means you get started, then I’m all for it!
Charley
I help small business owners, freelancers, and marketing DIY'ers get an edge up against the 800-pound gorillas in their markets. Like your business, this site is a DIY project showing you how to do what I've done in other businesses, including a law firm and a major coaching group for law firm owners.
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