Is SMS Marketing Right for Your Audience?


hen embarking on any kind of marketing, the first thing you need to determine is if that method of marketing is right for your audience. If it is right, then you’ll need to determine how to get started testing your assumptions to ensure that your marketing campaign will work. SMS marketing is used by a variety of different types of businesses and in many industries successfully.

Many business use SMS marketing very successfully, including:

  • Retailers
  • Restaurants
  • Salons
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    Grocery Stores
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    Bowling Alleys
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    Coffee Shops
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    Juice Bars
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    Wine Bars
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    Food Trucks

These types of businesses have been using SMS marketing with a lot of good results; they collect a customer's information at the door or at checkout, and then remarket to them after the fact. But this requires that the customer is already a customer more than other forms of marketing. You can incorporate QR codes and discount codes to get your customer to come back to your place and spend more money by using this form of marketing.

Many non-business entities also use SMS marketing successfully:

  • Politicians
  • Churches
  • Youth Groups
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    Fundraising Groups
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These types of entities don’t always have a typical store front, but SMS marketing works very well for them too. The target either signed up at the store or online to receive the information via text message, and it works. Charities use SMS especially well because they’ve embraced the idea that the user is just waiting for the message, and for the ability to act upon a call to action.

SMS marketing can also be used creatively during events such as conferences, either online or offline. If everyone at the event gives their mobile numbers, then messages can be sent and shared via SMS at different points during the event to get attendees or those who signed up but aren’t attending to act on calls to action.

But, while all these businesses use SMS successfully, how do you know if your business will succeed with SMS? One way to find out is to poll your audience. If you have customers already who are on your email lists, or who purchase from you, ask for the additional information of a mobile number and permission to send SMS messages. Then using that information, conduct simple tests to see what kind of results you get from the effort.

Remember marketing is about testing a hypothesis. If you believe that SMS marketing may work for your audience, research your audience, send polls and ask them if they’d like to get your information via SMS. Then you can know for sure. But, if you have any type of business as mentioned above, SMS has been proved to work for them already. You just need to get people to sign up, and follow through with a marketing plan.

About the Author Richard Thurman

Rich Thurman’s passion is helping small businesses realize their full potential. With twenty years of real world experience in both small and large business, Rich has worked for and with both global industry leaders and small-town family-run storefronts.

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