SMS in content marketing – a lot of untapped potential
Do you remember RCS? The spread of the messaging standard is advancing, even though Apple has still not officially commented on its adaptation and widespread availability is still a long way off. As adoption continues, so do promising predictions and many well-intentioned tips, such as this article from MobileSquared: Brands need to focus on RCS content.
It talks about the opportunities for companies to deliver high-quality content via RCS. Basically, that’s a good thing, but we asked ourselves: What can you learn from these tips, even without RCS being available as a meaningful, omnipresent channel?
We are convinced: The quality of the content is crucial in any medium. It has to be relevant to the respective target group and ideally fits the respective medium exactly in terms of information density and presentation. Good, relevant content is also worth its weight in gold for SMS campaigns and in conversational marketing via SMS.
That’s why we’d like to show you why you should include SMS in your content marketing strategy, what you should bear in mind and what good content in SMS marketing looks like.
What is content marketing?
Content has become crucial in the past couple of years. Content is basically everything that is created (mostly online) to convey any kind of information (or entertainment, if you will). In content marketing, this content is usually text, videos, or infographics that provide value to customers and interested parties.
Content in content marketing provides information that, for example, helps interested parties learn more about a product or service so they can make a well-informed decision. Based on a content strategy, material is produced to help interested parties with a question or to provide them with relevant information that is tailored to their stage of the customer journey. Ideally, this leads to conversions at a certain point. But targeted content is also used for existing customers, for example to encourage a further purchase or to increase customer satisfaction.
Why you should make the most of SMS in content marketing
The use of SMS in content marketing offers unique opportunities that you should not miss. SMS adds a valuable channel to your marketing strategy that is not only very personal, but also raises a lot of attention in your customers.
This is reflected not only in the exceptionally fast and high open rate of 98%, but in the other metrics of your marketing as well. CTR, conversion rate and response rate can also be exceptionally high if you optimize your SMS campaign well. This is where your content comes into play: it can offer your customers elementary added value and thus ensures that your SMS are perceived as relevant – one of the most important characteristics of personalized marketing.
What is the best way for content to reach your contacts?
When using SMS in content marketing, you should first understand how SMS can fit into your overall content strategy. At what stage do you want to use SMS and what is the purpose of the message you are sending to your contacts?
In addition, the content must, of course, be relevant and fit the current phase of the customer journey. In addition, you should always personalize your SMS and make sure that you don’t send messages too frequently. Your customers grant you very private access to them via their phones – use this access with respect and caution.
Ideally, sending SMS in content marketing leads to an organic and relevant conversation, like the one that takes place in conversational marketing. This has a whole lot of positive side effects: The organic and personal contact strengthens your customers’ trust, as well as customer loyalty. Your customers’ satisfaction also increases because they know exactly what they want, what they are buying and whether the product they choose really suits them.
What does engaging SMS content look like?
Are you still unsure how to use SMS in content marketing in a meaningful way? Essentially, you need to pay attention to three points when creating your SMS content:
- It is relevant for the respective target group.
- It is well planned (target group, strategy, timing).
- The SMS content is short and concise.
For example, you can implement content such as a quiz that shows customers which product suits them via SMS. This makes the “consultation” feel even more personal to your customers and is more likely to be remembered positively. At the end, you can send a blog post to your contact that is particularly relevant to them, explaining the benefits of the product that suits them best.
Examples: SMS Content in your Customer Journey
If you’re not sure where to start, use the simplified stages of the Customer Journey as a guide. This is where SMS in content marketing can help your customers be informed well and thus have a better buying experience. This not only ensures more successful sales, but also higher customer satisfaction and retention.
Conclusion: SMS in content marketing enable higher customer satisfaction
So, it definitely makes sense to include SMS as a channel in your content marketing. Because the fact is: Yes, content will be presented in a way with RCS that encourages your customers to interact more. But you shouldn’t take this as a reason not to use content in a meaningful way on other channels right now.
SMS allows you to have exceptionally personal contact with prospects and customers, which means that your content can be perceived as particularly helpful if it is relevant to the target group in question. The result: your customers make informed decisions, know where to seek help, and are more satisfied with their buying experience.
In conclusion: of course your content needs to be high quality, but in the end it still makes a difference how many people you can show it to. With SMS, you can reach your target groups reliably, quickly and benefit from the personal touch, no matter what cell phone they use, no matter what operating system runs on their phones.
Excited to start? Just give it a try: Sign up for free. We do not charge any basic fees, do not have fixed contract periods or minimum sending requirements – you are flexible and only pay for what you use when sending SMS.
All the best
Header picture by avemario via iStock.com