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Although text message marketing isn’t my specialty, I’ve been hearing some impressive results. I had an opportunity to interview with Justin Rockwell of OIR Interactive and chúng tôi so I thought I’d get the low down on what kind of results you can get, how to get those results, and how you can combine social media distribution with text messaging as a conversion point.
Justin Rockwell: My favorite success with SMS was the Red Cross text-to-donate campaign after the earthquake in Haiti… Because it was so easy to share and distribute the call-to-action, the campaign took off virally across Twitter and Facebook. The Red Cross raised $7 million in less than one week strictly through text messages.
Brian Carter: What’s the big opportunity in text message marketing for regular businesses?
Brian Carter: What businesses benefit the most from it? And are there places that shouldn’t invest in it?
Text message offers allow consumers to be compulsive in their decision making. Consequently, a business will have an easier time driving someone instantly to its establishment if the purchase is something the consumer can make on a whim.
This doesn’t mean that expensive retailers shouldn’t include text message marketing within their campaigns; it just means that their expectations on how a campaign will perform should be adjusted. Car dealerships, realtors and fine jewelers might have lower opt-in rates, but they need to consider the quality of those subscribers that do join. These subscribers are “serious buyers,” and they are highly likely to make their expensive purchase within a short time frame.
Brian Carter: Why did you want to get into facilitating this kind of marketing?
Justin Rockwell: Consumers have been demanding mobile content for a while but many marketers have been reluctant to take the plunge into full-service mobile marketing. This was an opportunity for me and my business to stay ahead of the trends and offer clients something new. This was the reason we built TextBoard. We needed a solid application that would meet our demands as marketers and show results to businesses running their campaigns.
Offering text message marketing services made the most sense because of how pervasive and inexpensive texting is for businesses and consumers. Whereas mobile websites and applications only work on “smart phones” or with people that have data plans, text messaging is supported on almost 100% of all devices and is low-cost or free for almost everyone.
Brian Carter: What’s different about TextBoard?
Brian Carter: Is text message marketing growing?
Justin Rockwell: The number of consumers who text is growing, and the number of businesses that send text messages is growing exponentially. According to Nielson, the average mobile user sends 350 text messages per month. This is a 200% increase from the year before. It’s interesting to note that 1/3 of people who send text messages are participating in some kind of text marketing campaign, and this is expected to grow to 50% by 2012.
Some of the largest brands have already incorporated text marketing into their daily campaigns. These include Best Buy, Walmart, NFL, Pizza Hut and more. With the big guys using mobile, it paves an easy path for smaller brands to engage with their customers though text message as well.
Brian Carter: What are some examples of successes businesses have achieved with it?
Justin Rockwell: My favorite success with SMS was the Red Cross text-to-donate campaign that was run after the devastating earthquake in Haiti. People were encouraged to text the keyword HAITI to a short code to have a $10 donation added to their next cell phone bill. Because it was so easy to share and distribute the call-to-action, the campaign took off virally across Twitter and Facebook. The Red Cross raised $7 million in less than one week strictly through text messages.
Some other notables include Subway, who received an average 50% coupon redemption rate; the Chicago Blackhawks, who grew their mobile subscriber list to over 30,000 in just a few weeks; and McDonald’s, who attracted 1.5 million participants when they added a text-to-win component to their monopoly game.
Brian Carter: How do you overcome the challenges of analytics and tracking with text message marketing?
But even if you’re not using a robust system like TextBoard, there are simple ways to track how well your messages are working. Include a coupon code within your message and use it to keep track of which subscribers redeem the coupon. This will give you instant feedback on the overall conversion of a campaign-and it works well for both online and offline retailers.
Even something as simple as a vanity 800 number is a great way to track text message effectiveness. Using a service like CallFire, you can forward incoming calls from a text message to your business and later review how many incoming calls were made. You can even listen to recordings to see how many calls resulted in a sale or other goal.
You're reading Sms Marketing Conversions From Facebook And Twitter
How does Facebook ad targeting work?
On Facebook, ad targeting is based on three different types of target audience:
Core audiences, which you target based on demographics, behaviors, and location.
Custom audiences, which allow you to reconnect with people who have already interacted with your business.
Lookalike audiences, which allow you to target people similar to your best customers but who may not know about your business yet.9 tips for effective Facebook ad targeting in 2023 1. Target your competitors’ fans using Audience Insights
The Audience tab in Meta Business Suite Insights offers a ton of valuable information that can help you understand your Facebook followers. You can then use the data to learn how to target potential new followers and customers.
It’s such a treasure trove that we’ve got an entire article dedicated to using Audience Insights for better targeting.
But our favorite Audience Insights strategy is to use the information it provides to learn who you’re competing with on Facebook, then target your competitors’ existing fans.
Here’s a quick how-to:
Open your Audience Insights dashboard in Meta Business Suite and select Potential audience.
Go back to the Filter selection tool. Clear your existing filters and type the name of one of your competitors’ Facebook Pages in the Interests box. Not all competitors will come up as an interest, but for those that do…
Create a new audience based on these new demographic insights, then test it against one of your existing audiences.
Of course, you can further target this audience to make sure you get the best fit for your specific business and campaign goals, but this is a great way to start finding relevant people on Facebook.
You can find more details in our Audience Insights how-to article.2. Use Custom Audiences for remarketing
Remarketing is a powerful Facebook targeting strategy to connect with potential customers who have already expressed interest in your products.
Before you can use Facebook Custom Audiences based on website visits, you need to install the Facebook Pixel.
Once that’s done, here’s how to create your remarketing audience:
Go to Audiences with your Ads Manager.
From the Create Audience dropdown, choose Custom Audience.
Choose your pixel.
Under Events, choose which types of visitors to target.
Another option is to create a custom audience based on data synced from your CRM. For this option, you’ll create your audience within Hootsuite Social Advertising.
In Hootsuite Social Advertising, create a New Advanced Audience.
Choose to target existing customers.
Request a free demo
Find more details in our blog post on how to use Facebook Custom Audiences.3. Find people similar to your best customers with value-based lookalike audiences
Facebook Lookalike Audiences allow you to build targeted lists of potential customers who share characteristics with all the people who already buy from you.
Value-based lookalike audiences allow you to more specifically target people who share characteristics with your most valuable customers.
Before you can incorporate customer value into a lookalike audience, you need to create a customer value custom audience:
Go to Audiences within your Ads Manager.
From the Create Audience dropdown, choose Custom Audience, then choose Customer list as the source.
Now, you can use this list to create a value-based Lookalike audience to target your highest value potential customers:
Go to Audiences within your Ads Manager.
From the Create Audience dropdown choose Lookalike Audience.
Choose the value-based custom audience you created above as your source.
Select the regions to target.
Select your audience size. Smaller numbers more precisely match your source audience characteristics.
Find more details in our guide to Facebook Lookalike Audiences.
Facebook helps you understand how relevant your ad is to your selected audience based on three ad relevance diagnostics:
Engagement rate ranking
Conversion rate ranking
The whole point of Facebook ad targeting is to get your ad in front of the specific audience that’s most likely to take action based on that exact ad. This is the very definition of relevance.
Here are some simple ways to help improve your ranking scores for Facebook’s ad relevance diagnostics:
Focus on quality, including great visuals and short copy.
Choose the right ad format.
Aim for low ad frequency.
Low-quality ranking: Try changing the target audience to one that’s more likely to appreciate the specific creative in the ad.
Low engagement rate ranking: Refine your targeting to reach people who are more likely to engage. Audience Insights can be a great help here.
Low conversion rate ranking: Target a higher-intent audience. This could be as simple as selecting “engaged shoppers” under purchase behavior (see Tip #5). But it could also mean targeting people who have an upcoming anniversary, or who have another behavior or life event that makes your product or service particularly relevant to them right at this moment.
Remember, relevance is all about matching the right ad to the right audience. No one ad will be relevant to everyone. Effective targeting is the only way to achieve a consistently high relevance ranking. Test regularly and aim for a regular Facebook targeting update to make sure you’re continuing to target the right people with the right content.
To access the Engaged Shoppers targeting option:
Create a new ad set, or open an existing ad set, and scroll down to the Audience section
Under Detailed Targeting, type Engaged Shoppers in the search bar.6. Find your unicorn content
This tip is a little bit different. It’s about targeting your ad’s content, rather than choosing the right Facebook target audience.
This concept was coined by MobileMonkey CEO and Inc. columnist Larry Kim. He suggests that
only 2% of your content will perform well both on social and in search engine rankings, while also achieving high conversion rates. He argues that content marketing is a volume game, and you simply have to create lots of “donkey” content (you can guess what that means) to get to the unicorns.
So what’s your unicorn content? It’s that blog post that absolutely blows up on your social channels, climbs to the top of the Google rankings, and drives a ton of traffic to your landing pages.
You can’t predict what will “go unicorn” based on factors traditionally used to define great content (like great writing, keywords, and readability). Instead, you’ve got to keep a close eye on your social media analytics and performance.
When you spot overachieving content, repurpose it as a Facebook ad. Make it into an infographic and a video. Test this content in various formats for your key audiences to make it work even harder.
Most importantly, use the rest of our Facebook ad targeting tips to make sure you match your unicorn content to the audience that’s most likely to engage with it.7. Get ultra-precise with layered targeting
Facebook offers tons of targeting options. On the surface, the options are divided into three main categories: demographics, interests, and behaviors. But within each of these categories, things get pretty granular.
For example, under demographics, you can choose to target parents. Or, more specifically, you could target parents with toddlers.
Think about how these layers of targeting combine to create a hyper-focused audience. You could choose to target divorced parents of toddlers who work in management. And that’s just looking at demographics.
Do you see where this is going? If you run a high-end beach resort that offers a childcare program and no single supplement, you could create a promotion that specifically targets single parents in management-level jobs who love beach vacations and travel frequently.
If you market products or services tied to life events, even tangentially, you can target people who have recently moved, started a new job, gotten engaged or married. You can target people in their birthday month, or leading up to their anniversary. You can even target people whose friends have an upcoming birthday.
As you build your audience, you’ll see on the right side of the page how small your audience has become, as well as your potential reach. If you get too specific, Facebook will let you know.8. Combine two unique audiences together
Of course, not every product or promotion is naturally suited to the kind of precise Facebook targeting explained in the tip above.
Maybe you don’t know exactly which demographic or behavior categories you want to target with a specific ad. You only have a broad sense of a category you’d like to target. So, what do you do if that Facebook target audience is just too large?
Try combining it with a second audience, even if that second audience seems completely unrelated.
For example, let’s think about creating an ad audience for this GoPro video featuring LEGO boats:
#GoProAwards recipient Canvas 23 Studios sent his creations into the high seas with #GoProHERO10 Black as cargo 🚢 Show us your unique GoPro videos at chúng tôi for the opportunity to take home $500 + a social feature, like Evan.
Posted by GoPro on Thursday, July 21, 2023
To start, we could build an audience of people who are interested in GoPro, videography, or video cameras. Even limiting the audience to people aged 22 to 55 in the United States, that creates a potential audience of 31.5 million people.
Now, in this case, the video features LEGO boats. So, what’s the obvious audience to add in here?
Yep, LEGO fans.
That cuts the potential audience size down to 6.2 million. And it would likely result in a much higher engagement rate, since people would be specifically interested in the video content, not just the product featured in the video.
In this case, we worked backwards from an existing video. But you could also decide on two unrelated audiences to combine, then create a targeted piece of content to speak directly to that group.9. Use broad targeting to find your target audience
What if you’re just getting started and you don’t know yet who your target audience is? We’ve got a whole blog post on how you can start to figure this out through audience research.
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Easily plan, manage and analyze organic and paid campaigns from one place with Hootsuite Social Advertising. See it in action.
Social media was already a thing (remember Myspace?) before mainstream juggernauts like Facebook and Twitter took over the industry. These days it can feel like you can either use these services or nothing else. However, there are many competing sites that might offer more of what you want or, at least, less of what you don’t want.
Regardless of what your specific complaints are when it comes to the social media market leaders, you always have a social media alternative to turn to.
Table of Contents
Mastodon is an Open Source, decentralized alternative to the Twitter microblogging service. It looks and works a lot like Twitter, so current Twitter users shouldn’t have too hard a time adjusting. Instead of Tweets, you send “toots” which can be up to 500 characters in length.
Under the hood however, Mastodon works very differently from Twitter. Instead of being a traditional hosted web service, Mastodon is spread out over a “federated” network.
Different Mastodon instances are home to different types of content or different communities. Each has its own rules and policies, but they work together and share data with no issue. Instances can block each other or specific content from other instances, but users can interact with each other across instances without any issues.
Its federated network design makes it hard if not impossible to shut Mastodon down and so it’s become a home for a diverse and often fringe set of subcultures.
Diaspora* is a non-profit social media platform that’s owned and operated by users. The system is broken up into “pods” that are independently run and owned. Much like Mastodon’s instances, these pods are networked together. Even the initial development of Diaspora* came from crowd-sourcing.
Ello has been embraced by artists to such an extent that the site now bills itself as “The Creators Network”. You’ll find a large collection of top artists showcasing their work, as well as many opportunities for up and coming artists to engage with briefs and show off their portfolios.
The Dots is actually more of an alternative to the likes of LinkedIn, but plenty of people use platforms like Facebook or Twitter to build a less formal professional network, so The Dots is still something we need to include in the conversation.
The “professional network for people who don’t wear suits” is pretty much the best description of The Dots you could have. Their copywriter has certainly earned a bonus!
Many people who use Facebook are only really looking to connect to people who are close by, such as those who live in the same neighbourhood. It’s why people set up private Facebook groups for their homeowners associations and schools.
If that’s your primary reason for using social media, you may want to consider NextDoor. This is a social media platform designed specifically to let people who live in the same neighborhood communicate socially without being exposed to a larger social group.You’ll also get access to local resources, such as businesses in your area and nonprofit organizations and programs.
NextDoor requires that every user verify their name and address, but that information isn’t shared with anyone. That ensures the people you get to interact with are really a part of the local community. So you’ll know about events and problems in your own neighbourhood without having to worry about random strangers butting in.
Referred to as the “anti-Facebook” by Wired magazine, Minds has a unique business model where you can actually earn either tokens or real money for your activity on the site.
It’s a mix of different social media elements. You can publish blog posts, videos, pictures and statuses. There are feeds of trending topics and it has secure group chat as well.
If you create content, you can get paid in US Dollars and cryptocurrency by your fans. So it’s almost a mix of Facebook and the various platforms such as YouTube and Patreon.
Minds uses completely open source code, which means that you can look through their algorithms to know exactly how they work. Their content policy is very open and makes uses of a community jury to determine if something is unsuitable. It’s a platform with strong free speech underpinnings, so be prepared for robust opinions, depending on where you venture.
We’ve grouped these two social media alternatives together because they are both alternatives to Facebook Messenger and similar apps like Whatsapp, which is owned by Facebook.
Both Signal and Telegram offer a more privacy-focused service. Although all of these services make use of encryption to protect your messages from prying eyes, Signal and Telegram go the extra mile.
Of the two, Signal is the most strict in terms of privacy. It takes a hard line against storing metadata on its servers and it doesn’t store or share information such as when you were last active. Signal also stores no info about its users at all, but of course that does mean it ends up being a little less convenient to use than Telegram.
We actually recommend that people use both Telegram and Signal. Telegram is great as a more private general-purpose messenger app with fun social features, while Signal is perfect for when you need to communicate with the highest level of privacy and security.Social Media on Your Own Terms
Different social media platforms have different ways of conducting their business. They have their own policies, outlooks and company structures. Some want to make a profit, others want to build communities. There’s nothing inherently good or bad about any of these choices, but what’s important that you have choices.
It’s never great for any one service or product to have a total monopoly and these social media alternatives let you decide about which sacrifices you’d like to make.
SMS is a powerful marketing tool to touch base with your customers. Get to know why with these mind-boggling statistics:
85% of customers prefer to receive an SMS over a phone call or email while 80%+ customers respond to such business SMSs.
Half of your customer base would prefer to receive support communication through text messages while 47% of customers would give companies that don’t include SMS as a communication channel, a pass.
Now that we have established how important SMS Marketing is to businesses, let us find out what you could do to generate more sales through this affordable yet effective marketing communication tool.Seek permission
Also read: 2023’s Top 10 Business Process Management SoftwareMake them feel special
Establish a feel-good factor in your customers. Celebrate their special days with them. Do not forget to send in your wishes on holidays either. This helps you create an experience in the minds of your target audience. It’s all about personalised communication and experience marketing.Provide reminders and confirmations
Imagine missing out on your Insurance Premium Payment because the date slipped out of your mind. Or not receiving a service order confirmation from your Pest Control Service Provider. These messages would certainly make life easy for the consumers and you as a business owner would be doing a service worth remembering for them.Upsell
Also read: 9 Best Cybersecurity Companies in the WorldAdd exclusivity
Start a loyalty program for your long-standing customers. Offer product previews exclusively to customers who respond to your SMS campaign with a special code, or discounts to customers who show the text message at the time of billing.Product update
A new customer in your departmental store, couldn’t find the items he intended to purchase. Once the products are available, you ensure to connect with the customer with an update and convert him into a regular.Educate and inform
Provide free professional tips occasionally so your customers know that you do not just attempt to push sales. Your gardening supply customers will be delighted to get information on essential garden care from time to time. If they find the info to be of great value, then it is likely that the message will be shared among contacts, earning you a few more customers.
You can also use the platform to share exciting company news like launching a new product or opening a new store with your customers. This information will help you reinforce your brand image.Welcome feedback
Also read: 10 Types of Developer Jobs: IT JobsEngage with competitions and polls
Run engaging competitions and fun polls for your customers to engage with your business. Better engagement will always lead to increased sales.
Inspired by these ideas to give SMS marketing a try? Get in touch with GuniSMS today to kick-start the personalised SMS Marketing Campaign for your business and watch your sales figures soar.
How to create and implement a successful SMS marketing campaign
There are countless reasons why your business should consider implementing SMS marketing as part of your overall communications strategy.
It’s budget-friendly – you can send messages from around 2p / 2 cents per message
It hits the mark – over 97% of text messages are read within the first four minutes
It produces results – 30% of SMS campaigns receive average response rates of 30%, compared to 4% for emails
But there are rules to follow in order for each of your SMS campaigns to be successful. In this post I will inform you of the rules we encourage customers to adopt as often as possible when building your SMS marketing campaign. In addition, I’ll also showcase a ‘How To’, bringing these rules into a real life campaign example that you’ll be able to adopt in your own SMS practice.Rule 1 – Communicate valuable offerings
Remember that your consumers seek valuable offers. Always make sure that the SMS you send out creates a hard to resist offer. Put yourself in the shoes of your customers or prospective customers and ask yourself, will this interest them? Will this encourage them to checkout, visit your store, call or email you?
No audience wants to receive a worthless, pointless offer from a brand that they love, and remember, you want your customers to love you.Example:
Buy 2 jeans, get 1 shirt for FREE for all Gold text Club members this whole week at the Levi’s Frankwood Shopping Mall outlet. Show this text to redeem this deal. Customer service representatives are waiting for you at the store! Levi Strauss & Co.Rule 2 – Start the text with your offer
Text message marketing is built to be concise and to the point. Your audience are busy people, and not getting to the point straight away will turn them off. Just cut right to the chase in order to reach everyone. Placing your offer at the beginning of the message grabs maximum attention.Example:
Buy 2 jeans, get 1 shirt for FREE for all Gold text Club members this whole week at the Levi’s Frankwood Shopping Mall outlet. Show this text to redeem this deal. Customer service representatives are waiting for you at the store! Levi Strauss & Co.Rule 3 – Keep it exclusive
In order to make the most out of your SMS campaign, make sure you that what your offers seems to be exclusive to the person reading and receiving it. Make your audience feel as though they are part of something special. If an offer is available to everyone, then redeeming that offer becomes less attractive and urgent. Making a sale via SMS is all about ensuring your feel special and valued.Example:
Buy 2 jeans, get 1 shirt for FREE for all Gold text Club members this whole week at the Levi’s Frankwood Shopping Mall outlet. Show this text to redeem this deal. Customer service representatives are waiting for you at the store! Levi Strauss & Co.Rule 4 – Create a sense of urgency
Your business can see rising footfall, website visits and revenue if you create a sense of urgency amongst your audience. Your audience will take time out of their day if you create enough of a reason for them to. An offer is a viable offer only if there is an expiry date associated with the offer and that this is clearly communicated in the offer itself.Example:
Mentioning the location is the single most important element of your text message that your audience will need to know in order to redeem the offer. Do not miss out on stating the exact location of your store, even if it is an eCommerce store. Your audience would lose respect and willingness to engage with you as a brand if you grabbed their attention with an offer, without telling them where to go to get it.Example:
A call to action is vital in order to lead the customer into your sales funnel. Keep your call to action clean and simple and easy to follow. Assume that your audience are lazy, but a clever call to action will spring them into action.Example:
There are different ways to ensure that your audience know where the text is coming from. The sender ID can be used for this purpose, but what your audience is reading when they receive the text is the text itself, so it’s worth signing off with who you are in the body of the text as well.Example:
Sending text messages from the web has been fraught with inconveniences such as saving conversations in one location, being able to receive messages easily and sending updates without paying outrageous fees. There are a few workarounds but one of the easier yet more unknown feature lies in Google’s Chat function.Enable SMS in Labs
Sending text messages from Google Chat is easy to enable but hidden in Google’s experimental feature base called Labs. To add text messaging capability to your account, log in and select the gear icon located in the top right of the window. From the drop down choose “Labs” and you’ll be taken to Beta and other experimental features available for Gmail.
The selections you need to enable are listed as “SMS (text messaging) in Chat” and “SMS in Chat gadget.” Both of these features must be enabled to send, receive and display text messages when logged in to Gmail through the web interface.Sending Text Messages In Gchat
To send a text start typing the name or number of a contact and a menu bar should pop up with their number and an option to send a SMS. A normal chat window will appear but will send text messages (or an IM if they sign on with Google Chat) to their phone. Incoming messages will show up in this same window and act as a typical chat conversation.
However, there are some downsides to using Gmail for sending text messages. While the service itself is free, you are initially limited to 50 messages but gain 5 more when you receive a new message. If you manage to finish your quota of available text messages, your count will be increased to one in 24 hours.A quick and dirty trick to get additional messages
If you feel that 50 messages are insufficient for your usage, a quick and dirty way is to send an SMS to your own phone, and then reply to that message multiple times. Since each time you receive a SMS in Gchat, your quote increases by 5, by replying the message from your mobile time (say 10 times), you are effectively doubling your message count. This will work for those who have free SMS usage on their mobile phone.
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