The Numbers Game

Calling all small businesses. Knowing how to build a targeted text messaging or SMS mailing list can be the difference between your marketing campaigns succeeding and failing. Whilst larger businesses may have the resources and man-power to generate and build extensive lists, you may be asking yourself: ‘How can I compete?’

Well, the internet is a great leveller for businesses of all sizes. Successfully collecting mobile numbers is all about engagement, which, for smaller businesses, is far more achievable than for larger ones. If you’re prepared to put in the time and effort, you could have targeted SMS mailing lists that will work wonders for your marketing campaigns. Here’s how to do it.

Engage with social media
If you’re not already on social media platforms like Facebook and Twitter, then make sure you set a business profile as soon as you can. Here you can attract followers and fans. Ask people who use your business to start to follow you, and build up fans this way. From here, you can interact and engage with them, posting relevant material; however, for exclusive sales and promotions, ask them to sign up to your mailing list. You can place a permanent sign up form on your social media account or profile to enable them to do so.

When fans become subscribers
Whenever you have an offer or promotion, make your fans and followers aware of it using social media. And to enable them to take full advantage of your offers, ask them to sign up to your SMS mailing list for an exclusive link or code. It’s important that you make them aware that they can opt out at any time. One way in which you can engage with customers is by promoting a free sample once your fans have subscribed to your SMS mailing list.

Run competitions
Your store or small business could run a competition, where the first prize could be a certain amount of money to spend in store, or even a holiday away somewhere nice. This could tie in perfectly with your efforts to build a targeted SMS list. As a way of encouraging consumers to share their numbers, ask people to enter by texting a word to a five digit shortcode. They will have to agree to your terms and conditions to enter, and you should be completely transparent that they will receive promotion texts, unless they want to opt out. 

Embed an opt-in script on your website
Whenever someone visits your site, be sure to have mobile number opt-in fields wherever possible. This doesn’t mean that you should put it on every single page, but rather, where people will feel the need for you to get in touch with them. For example, if someone has tried to place an order, only to find the product is out of stock, instead of providing the usual, ‘Out of Stock’ page, embed an opt-in script where they can receive a text message to let them know when the item is back in stock. You can also provide targeted trigger based messages for the following scenarios:

• New products
• Upcoming sales
• Promotions and offers
• Order confirmation
• Order delivery
• Store information

Offline events
If you are hosting an event offline, such as a local charity gala or a promotional festival/fair, be sure to take advantage of the interest shown in your company. Once again, competitions offer a great way for you to incentivise people to interact with your brand and provide their personal details. 
A final thought for all small businesses; SMS marketing offers an opportunity for you to send targeted messages to those who are interested in your products or services, as well as driving additional traffic to your website. Use your size to your advantage and engage with as many customers and visitors as you can. Your level of customer service and personal interaction can make all the difference.

Henry Cazalet is a Director at SMS marketing firm, Text Marketer