SMS marketing can be a very powerful way of contacting your customers with offers and upselling other products. SMS is also a useful tool for cultivating customer loyalty.
But brands must be careful with bombarding customers with irrelevant marketing messages.
Mobile devices are irreversibly personal. When a customer is kind enough to give you their mobile number, it is disrespectful to send them texts they have absolutely no interest in.
What’s more, if you do send irrelevant SMS marketing messages, customers will unsubscribe from your email list.
For the purpose of increasing revenue through SMS and building lasting relationships with your customers… It is important to analyze customer data and build an accurate profile of your customers.
Brands that are able to determine which products and services your customers are most likely to be interested increase your chances of nurturing customer loyalty and consistently increasing your bottom line.
Import Web Data
Digital tools have made it easier than ever for brands to capture critical data about consumers. Subsequently, you have the opportunity to create a far more detailed picture about individual customers rather than a generic demographic.
Today, a customer profile can include much more than the basic, age, gender and location. Brands that have organized a robust digital marketing strategy have a plethora of information at your fingertips.
You can pull data from your website, email, subscription preferences, purchase history, social media accounts, surveys and, of course, responses to SMS marketing messages.
Analytical data stored in your CRM or apps can tell you what purchases each of your customers have made, their location and how many times they visit your website.
Furthermore, if you’re using marketing automation software, you can gather insights into their search history on your website and identify what products your customers are interested in.
All this data you have on your customers can be imported into a central database. When properly organized you can create segments and pair your customers with relevant products or content.
Creating A Customer Profile
No matter what type of business you have, creating an accurate customer profile is critical to your marketing campaign. Today’s customers are not interested in traditional advertising, they want information and promotions that are relevant.
Content has essentially replaced traditional advertising. Use this data to determine what interests your customers; what blog content are they reading, what service pages are they visiting and what subscriptions have they signed up for?
Once you have identified your most prominent products, you have a broader understanding of your audience. However, you still have a generic picture of specific demographics.
When you run this data check alongside customers that have purchased the same or similar products in your central database, you develop a narrower insight into shopping patterns and behaviors of individuals.
Shopping patterns are as equally important to your SMS campaign as sending relevant messages. Customers interest won’t be in a discounted item if they recently made a purchase for full price a week earlier.
Gathering More Data
Whilst you have access to a lot of valuable analytical data, a lot of the statistics you pull from your CRM and Google Analytics will still only give you a generic overview of your customers rather than individuals.
There are several ways you can bulk out the customer profiles of individuals. The most effective methods are using a simple survey or registration form.
These types of forms should be very simple and only ask two or three questions or an even more simple, yes or no option. You can also use SMS to send surveys as they typically have a better response rate and are easy to administer.
Brands that already have a list of contacts for email and SMS can use these channels to good effect. You can also post questions on social media to elicit responses from social users.
Also design a pop-up form on your website that forces visitors to answer a multiple choice question in order to enter. You will be able to identify returning customers from cookie data.
Gather as much data as you can from multiple sources and use the information to create lists of names that fit customer profiles that match your products and services.
Sending reminders, updates and news about your brand, new products and events help to strengthen relationships between brands and customers. Today’s consumers want to know that a brand cares about their interests. So make sure you know what your customer’s interest is.