"Be not afraid of greatness: some are born great, some achieve greatness, and some have greatness thrust upon them." ~Shakespeare
First, familiarize yourself with the TCPA has become a big topic....that’s the first step. Put the proper language in place when collecting data to protect you. Texting Base did build a compliance system and opt out messages to help you keep in compliance. text marketing is a lot more fun when you’re not being sued! Texting for business has become a big topic in the compliance world.
As we go through these tips, remember the foundations of business is, has and always will be based on trust and relationships. There’s no need to hammer people with “buy my shit!” every day…there is a better way.
1). Text who you know. Texting is a personal thing. Do you want to be spammed by someone you’ve never met? Not many people do! Even if you haven’t had interactions with certain people in many years, familiarity is a big key to texting the right way. The key to text marketing is to use texting as a tool to help build the relationship.
2). Be intentionally informal-text like you're a friend. One of the biggest mistakes people make is to try and talk through text the same way you talk through email. Being too formal is a negative.
3). Don't solicit (aka sell)-this is the biggest mistake of all. If you have customers who have signed up receive special offers, that’s one thing. If you’re constantly SPAMMING people with what you are offering, you may be doing as much damage as good.
3). Birthdays: There are very few people out there who don’t appreciate a Happy Birthday message. Emails are nowhere near as personal.
4). Holidays: Holidays happen all year long, and they are perfect reasons to reach out and build your relationships. Do you want referrals? You better find a way to make sure people see your name all year long…and holidays are your tool. You don’t have to “sell” as the inference is there that you want their business. Even if they aren’t thrilled to see your name on a holiday, they will think more of you. Build that relationship, earn that business…it’s out there.
6). Invitations: Who doesn’t like to be personally invited? Nothing is less personal than a Facebook invitation, and no one reads them! Working as a bartender? Invite people to come see you. Performing tonight? Invite people to join. Are you at your annual conference? Invite contacts to meet you for a drink!
7). Job Offers: What’s one time when people rarely get angry about being texted? When you might hire them and pay them lots of money! That’s when.
8). Articles or personal info: There is something thoughtful and charming when someone reads an article that is relevant to you, and sends you that article. If I’m a Redskins fan, and someone sends me an article about a player the Redskins signed, I’m happy to see it!
9). Coupons and specials: Another texting trick…give excusive “VIP” offers…offers they can’t get online. Offers that even if they don’t take you up on them, they don’t want to choke you, either.
10). PERSONALIZE: Finally the coup d’état…personalize your messages. We all know the feeling of receiving a group text and thinking “how many people did this go out to?” DELETE or IGNORE. When you personalize the message, all of a sudden even if that message went out to thousands it feels personal, and the response rates and accountability and MEANING go up! Texting already has 6-8X the response rates of email, and in our research personalization makes the effectiveness of the text significantly better.
Text marketing is not that hard if you know how to do it. If you’re SPAMMING people all over the place, it may work for a while but you’re playing with fire. Why rip the tree down to get one piece of fruit when you can plant more trees and pick the fruit you want?
Understand the etiquette and be patient, the rewards are huge if you do!
ABOUT THE AUTHOR:
Eric Beans is CEO of Texting Base, Inc., out of Orlando, Florida. Texting Base is a marketing automation platform which allows businesses to personalize group text messages.
Prior to Texting Base, Eric was the first US employee of TechSpan which became Headstrong. Headstrong sold for $550M to GenPact.
With a group of partners in 2005, Eric started Premier Mortgage Capital, Inc., a nationwide state charted Mortgage Company that grew to over 2B/Year in originations.
Eric is the author of "Changing The World Through Texting Software.”
Eric is a speaker, inventor, investor, and longtime entrepreneur.
Texting Base does not offer legal advice-please consult an attorney before starting to text for business purposes.