Text messaging connects with diners instantly by targeting a device they always have on hand. It drives conversions, boosts engagement, and generates a real return on investment. If you’ve tried SMS marketing and aren’t seeing results, you may be missing a critical factor. Learn common reasons that SMS campaigns fail, then try these 5 offbeat factors to deliver a better mobile commerce ROI.
Why SMS Campaigns Fail
Marketing campaigns that are not specific do not work. You must connect with a specific segment of your target audience with each and every message. It’s more work for you, but it will pay off with sales. Additionally, if your SMS restaurant deals aren’t enticing enough, or your messages lack a call to action, you will not see high numbers of conversions.
If your SMS campaign doesn’t direct users to a mobile-friendly restaurant website, it’s all but impossible for users to convert. You must invest in mobile if you’re targeting SMS.
Finally, too many restaurant owners do not take a step back and analyze campaign performance. It is vital to use trackable URLs with text message marketing, so that you can dig into analytics and repeat what works in the next campaign. Always use trackable URLs with text message marketing.
5 Factors Your SMS Campaigns Need Now
- Specificity – Have you ever sent the same SMS to your entire list? If so, then you’ve dramatically limited your return on investment. Just as with any other form of advertising, it is critical to tailor the message to audience segments. You might send a message about family night to some users and let others know you show playoff games in your bar areas. Targeted messages like these are more likely to lead to conversion.
- Timeliness – There’s nothing like a limited time offer to drive sales. If you’re launching a new menu or holding a sale on restaurant gift certificates, send an SMS offer a few days before with a special incentive that expires. Research shows that coupons sent via SMS are more than 10 times as likely to be redeemed than coupons sent via email.
3 .Visual aids – It’s called text message – but you don’t need to keep to text. Incorporate video or images of menu items into SMS campaigns to generate buzz and capture brand recognition. Combining visual ads with SMS campaigns can generate a big ROI because customers have a better response to visual stimuli.
- Engage – If customers interact with you via SMS, always engage. This can grow your return on investment exponentially by reinforcing the brand-consumer bond and generating valuable word of mouth buzz.
- Promotion – Are you advertising your SMS campaigns to diners? If not, then you are making a critical mistake that inhibits you from growing your email list. Have multiple touch points — in the restaurant, on your website, across social media profiles — that urge consumers to opt in to your SMS campaigns to get the biggest restaurant discounts.
Do you need sophisticated mass SMS text messaging software? If so Trumpia might be right for you. Watch the demo to learn more about how Trumpia can help you target diners better.
Sophorn is an inbound marketer specializing in attracting targeted visitors and generated sales qualified leads. Through Trumpia’s SMS marketing solution he helps businesses and organizations communicate effectively with their customers or members. Trumpia is offering a free Mobile Marketing Success Kit so don’t forget to grab your free copy.