How to use SMS marketing with text messages to boost your small business

By Michelle Banks

To connect with customers, you need to meet them where they are. Phone calls can sometimes feel intrusive, and emails can easily be overlooked—but text messages cut through the noise. Texting is also something 93% of consumers do every day, and 84% have already opted to receive texts from at least one business.

What is SMS marketing? There are many benefits to text message marketing, or SMS marketing, including improving customer engagement, strengthening customer loyalty, integration with other marketing channels and allowing recipients to opt out—meaning only those who truly want to read your messages receive them. Here are five ways your small business can reap the benefits of texting.

Offer appointment or reservation reminders

Customers opt in to business texts to make life easier. In fact, 76% say appointment or reservation reminders are why they subscribe—more than any other factor. From healthcare organizations to law firms to restaurants, industries embrace text message reminders to keep schedules on track. Many use automated systems that conveniently remind customers of scheduled dates, helping to avoid missed appointments, lost revenue and other headaches.

Gather feedback through surveys

Text message satisfaction surveys can provide instant feedback after a customer interaction. Getting real-time responses can help turn around an experience that didn’t meet expectations and help business owners track customer sentiment.

Pro tip: Keep surveys short. One or two multiple choice questions or a rating on a 1-10 scale is quick and convenient. Also, avoid sending a survey after every transaction. Be strategic to avoid text message overload, which customers say is the likeliest reason they’ll opt out.

Using promotional products as incentives can increase response rates. For example, when gathering insights on a summer promotion, offer a confetti flyer or beach ball for each survey response.

Provide customer service

Customer service is the most common way businesses use text messaging because it’s convenient for both parties. In fact, 70% of consumers say they would use texting for a customer service interaction if given the option. Customer support via text allows employees to help multiple people at one time and provide common advice or solutions quickly and easily. If a solution isn’t attainable by text, the communication can always shift to a phone call or in-person meeting.

Make announcements

Texting can be an excellent way to highlight new services or products, special events, schedule changes, policy updates and more. These announcements can have a range of purposes, from increasing customer engagement to delivering valuable information in a timely manner. For example, a restaurant might unveil its summer menu or a sports team might alert fans of a weather delay. If announcing an upcoming event, entice your audience to act as soon as possible. Offer a bucket hat or golf towel to those who buy tickets or register online that same day.

Share special promotions

With an audience of opted-in customers, you can drive results with texts tied to flash sales, special deals or other opportunities. Provide time-sensitive deals exclusively by text. If you’re an online retailer, offer 25% off purchases for the day by texting a promo code. Then add branded stickers or magnets to each order to show extra appreciation. Or include something more substantial—like a travel mug—with every purchase during your promotion to boost interest.

Move the needle using SMS message marketing

Strategic use of text message marketing can be a difference-maker for small businesses. With a captive audience of opted-in customers, you can offer appointment reminders, gather feedback, provide customer service, make announcements and spread the word about special promotions. With a direct line from your brand to your audience’s pocket, your marketing goals are within reach.

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