5 B2B Text Message Marketing Tips to Help You Reach Prospects

You probably don’t need formal research to know that people are spending more time than ever on their mobile phones these days.  B2C marketers have long taken advantage of our ever-increasing phone addictions to meet people where they are via highly effective text message marketing campaigns. But B2B text message marketing also is growing in popularity, and for good reason.

Perhaps the biggest advantage of text message marketing is the incredible open rates. Get this: 98% of all text messages received are opened, and 90% of people will read a text message within seconds after receiving it. By contrast, emails can languish in a customer’s inbox for days before being read — if they’re even read at all before being deleted. Moreover, 80% of people are already using texting for business purposes, so clearly it’s not a foreign concept. And Millennials, a generation with a reputation for being more comfortable with texting than calling, now comprise the largest segment of the workforce.

B2B text messaging hits a sweet spot between emailing and phone calls. With text messaging, you can reach customers where they are in real time, but also give them a little more breathing room to engage with the content on their own terms. This means quicker, more authentic engagement with what you’re offering.

Text message marketing is also relatively affordable compared to traditional B2B marketing campaigns. It’s cheaper than putting together a traditional email campaign, especially when you consider that it offers a better return on investment, in addition to being less time-consuming. B2B text message marketing is a rapid and cost-effective way to get the word out for promotional announcements, product updates, and much more.

Here are five tips to get you started with using B2B text message marketing.

  1. Allow them opt in.Receive permission from your customers before you text them. Not only is it common courtesy, but it’s also the law.  Also, give customers an easy exit strategy, letting them opt out by directly replying to the text. No one wants to feel like their phone is being blitzed with unwanted messages.
  1. Hook ’em.Think of a good opening appeal to draw in customers and make them feel like receiving your messages is worth it. Consider making an exclusive mobile-only offer, such as a code for a discount or a free trial period. The goal is to make your text message marketing feel unique, and like it offers value beyond what your email or other marketing does.
  1. Make it short. Edit your content tightly, and use Bitly a URL shortner to keep links visually tidy. You don’t have a lot of space to work with in texts, so make your word choices count. Keep to the point, and save the longer-format content for emails or your blog.
  1. The right time.The same immediateness that can make text messaging a great marketing strategy can also turn people off if you aren’t careful about the timing of your texts. You want to target B2B customers during business hours, not when they are eating dinner at home or relaxing with family and friends on the weekend. And be mindful of the time zones you work across, particularly if you have international clients and prospects.
  1. Tailor your lists. Make sure your customers are getting the messages that are most relevant to them by segmenting your approach carefully. Your goal is to build trust and offer value. If you ensure that your texts aren’t just selling to them but are actually helping them, they’ll come back for more.

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