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Here’s Why You Should Consider Text Message Marketing in Your Post-Show Follow-Up

Thinking about how you will manage your post-show follow-up, after a trade show or other marketing event, is a critical step in finding success with event marketing.

There are several methods of communication that you’ll probably consider using in your follow-up, but have you considered text messages?

Text Message Marketing in Post-Show Follow-Up

You want an omnichannel approach before, during, and after the trade show. In addition to email marketing, you want to harness the power of social media. You should consider the often-overlooked channel of direct mail marketing. And here’s a channel you might not have thought about—text message/SMS marketing.

Used wisely as part of your well-provisioned “marketing toolbox”, before and during the event, and as part of your post-show follow-up, text message marketing can help you reap major dividends.

Before your trade show, text/SMS marketing can help you build name recognition for your brand, not to mention the kind of curiosity and anticipation that guarantees attendees will gladly go the extra mile at the show to seek you out and discover more about what you can do for them.

When you are at a trade show, you can use text messages to notify attendees of agenda items you do not want them to miss, like an after-hours party you are hosting, or an intriguing product demo that will answer many of their questions and lead them to eagerly engage with you and go further into your pipeline. You could also send a text blast to announce a drawing or fun contest you are hosting.

How About After The Trade Show?

After an event, life for them, and you, is hectic. You are back at work. You are trying to get back into a normal routine. So are the leads you met at the trade show. At this point, you are at a marketing “fork in the road”. They have a lot on their minds and their plates. They could get distracted and easily forget about you. You could get complacent and forget to follow up with them.

This scenario happens a lot. Many marketing and sales teams struggle with post-show follow-up; their lead generation and nurturing efforts fizzle out. Please don’t let that be the case for you and your team. You have put in too much time, effort and financial investment to not enjoy a substantial return.

You captured the leads. You and your staff met many of them face-to-face. It’s critical that you now build Top of Mind Awareness (TOMA) and nurture them with an omnichannel post-event follow-up campaign. Text message marketing can help you.

A Huge Benefit Of Text Message Marketing!

With almost any marketing initiative or channel, you face a big challenge: it’s difficult to grab and keep your audience’s attention. It can be a major uphill battle to get your busy, distracted leads to stop what they are feverishly doing, focus their limited attention on your message, open and read it.

Text message marketing helps you overcome this challenge. Think about it. When they receive a text, almost everyone stops what they are doing, opens it up and reads it immediately. I do this. Chances are you do too. The engagement rate with text messages is off the charts. The open rate for SMS marketing messages is huge – as much as 82%!

What other marketing channel has that kind of open rate? As effective as they are, certainly not email or direct mail.

Bottom line: your post-trade show text message is very likely to get opened. And if it gets opened, it’s likely to get read. And if it gets read, assuming you wrote it well (more on this in a moment), it’s likely to help your post-show follow-up by leading to a conversion where the reader takes the step you want them to take.

Text Message Marketing Use Cases. The Sky Is The Limit!

There are a multitude of potential use cases for text message marketing. You can notify your subscriber list of your latest blog article. You can send a Happy Birthday greeting. You sales team can send reminders of upcoming scheduled phone calls…

You are limited only by your imagination!

To show you that we “practice what we preach”, here is an example of how Lead Liaison recently harnessed the power of text message marketing as part of our post-show follow-up. 

At a recent trade show, we asked our new leads if they were comfortable sharing their mobile phone numbers with us. 90% said “Yes”.

We told them to expect a text message that would include their Lead Liaison Representative’s contact information, so they could save it in their phones, in case they thought of more questions after our in-person conversation. 

On the backend, our post-show follow-up included a text message, personalized with the lead’s first name. That text was triggered within minutes of submitting our lead capture form, meaning that we were most definitely the first to follow up with them.

Avoid “Shiny Object” Syndrome

This is true for any marketing channel or tool, including text/SMS: don’t use it just because “it’s cool”, or “it’s popular and everyone else is using it”. Plan out your marketing strategy and objectives. Then plug in the tools to help you reach those objectives. There’s a great likelihood that text message marketing should be one of those tools; after a trade show, and in general, it can be a valuable part of your lead capture and nurturing efforts. 

A Couple Of Text Message Marketing Best Practices

Although a detailed explanation is beyond the scope of this article, it’s important that you follow all relevant laws and regulations related to text message marketing. Don’t spam anyone. Only market to those who have specifically given you permission to. And make it super-easy for them to opt-out of receiving your messages.

Even though your text message is likely to get opened, it won’t get the response you want unless you follow good copywriting and content marketing practices. So make your text personal. Use the word “you”. Make your message “conversational” and lively, not stiff, formal and “corporate”.

When they are reading your text, readers are wondering “What’s In It For Me?”
So tell them what’s in it for them. Tell them how they stand to gain by clicking the link in your message. Keep it brief, and build curiosity in your readers’ minds and hearts; use the text to “sell the click”, that is to persuade them to click through to a landing page or website where you can include a lot more copy and marketing content.

Do You Want To Win At Text Message Marketing? Lead Liaison Can Help You!

Are you beginning to see how text message marketing can boost your lead generation and nurturing results before, during and after your trade show? Do you want to take full advantage of this powerful marketing channel to help you gain more leads and sales from your next event?

Lead Liaison can help you. We offer text messaging automation through our drag-and-drop, cloud-based interface. So when you are looking to a text message marketing platform that is super simple to use, turn to us. We will help you create new possibilities and opportunities as you pursue success with trade show lead generation!

Leveraging the Power of Automated Text Messaging

Automated Text MessagingMany people feel their relationships with their mobile technology – particularly smart phones- is sacred, limiting the opportunity for businesses to use automated text messaging and similar services to market their products. Many businesses overstepped their boundaries with automated text messaging, resulting in unsubscribes and giving text solicitation a bad name.

Fortunately, not all text messaging to potential clients is bad or unwanted. The key to working with bulk text messaging automation is understanding what clients want to see from you as well as proper segmentation. Blasting customers on the same list over and over again with daily texts is sure to get you bounces early on in the process.

So, how can you approach customers with automated text messaging in a way that doesn’t irritate the customer, but creates a conversion opportunity for your products or services?

Split Your List

Text messaging is something you should definitely take it easy on – messages should be brief, concise and sent infrequently. The lack of frequency requires a solid commitment to delivering only the most important messaging. That’s why it’s so important to split your list – make sure that the messaging you send out reaches the right clients.

Segment lists based on special offers, reminding clients when a certain promotion or webinar is taking place or announce contests. Make unsubscribe options very easy for clients to meet federal regulations. Ensuring you deliver the right kind of messaging to the right subscription list will decrease your chances of high unsubscribes.

Also, keep time frames in mind. Customers don’t want to receive texts from you on a daily basis. Avoid texting on holidays when clients may be enjoying time with their families and will only be distracted or annoyed by messaging.

Automated Text Messaging That Works

It’s important to work with a service that will allow you to segment lists and use text messaging for a variety of purposes. You can also create company lists that will allow you to remind employees of important meetings or office functions. You can use bulk texting to broadcast weather updates that affect work hours or keep your employees in the know about any other important happenings.

Bulk text messaging allows customers and even employees to stay on top of what’s happening at your organization. If used the right way with the best service provider, text messaging can provide some return on your investment.

Lead Liaison has partnered with Twilio to offer bulk text messaging, giving even more functionality to your site’s marketing automation back end! Contact us today to find out more.

Increase Lead Engagement through Multi-Channel Marketing Campaigns

Increase Lead Engagement through Multi-Channel Marketing CampaignsEngaging leads takes time. To get your lead truly engaged and ready to take action, it usually takes a few touches through a few different channels before you gain their trust. Engaging your leads and keeping up with their preferences doesn’t have to be a confusing, timely chore. Having a marketing automation plan in terms of implementing multi-channel marketing campaigns simplifies the process of contacting leads and increasing lead engagement. It also ensures your leads are receiving your messages in the most convenient way possible. In the long run, this means the chances of gaining your leads’ trust increases, which places you closer to closing the sale.

Manage Multi-Channel Marketing Automatically

Using marketing automation to track, score and nurture prospects makes it a walk in the park to understand your leads’ needs. No more manually entering information into your CRM, no more room for human error when in comes to following-up and researching. The brilliant thing about automating your marketing practices is that you can add additional channels and manage all of them in the same place. Text messaging allows for direct and convenient communication and, according to recent polls, most texts are opened by the recipient within minutes. Lead Liaison has just announced the Multi-Channel Marketing capabilities that allow you to engage leads in brand new ways and cover all the bases.

Using SMS

The engagement rates of SMS marketing blow the others out of the water when compared with email marketing and social media posts. The reasons for this jump in recipient activity may be for several different reasons, the first being convenience of reception. Your smartphone is either in your hands, on your desk, in your pocket, or in your purse—never too far from reach. You’ll probably even get an instant notification of the new message with a preview of the text, which is a foot in the door, especially if the message is a discounted offer or deal that you’re offering in exchange for immediate action.

Direct Mail

Despite recent research and polls, SMS isn’t for everybody. That’s why it’s important to utilize multi-channel campaigns and engage your leads when and where they’re ready to receive your messages. On the other end of the spectrum, Lead Liaison has also introduced the direct mail channel. While SMS channels lead in engagement rates, direct mail campaigns are champion when it comes to new customer acquisition (read: multi-channel marketing = success).

At less than $1 per card, you have complete control over what’s sent to your leads. To emphasize all the channels of communication and marketing available, you even have the ability to add a QR code to the card that sends your lead straight to a landing page and right to your next call-to-action. Direct mail plus website visits brings you closer to the goal.

Every lead behaves differently, and that’s where your lead nurturing and tracking practices come in handy. Increasing lead engagement starts with understanding your leads’ needs and how they like to receive their information. The next step—personalizing not only the method of communication, but the message you’re sending as well.

How to Send SMS Messages with Marketing Automation

How to Send SMS Messages with Marketing AutomationLead Liaison is genuinely enthused about our ability to offer our customers automated, personalized and measurable multi-channel marketing capabilities. Like you, we were asking ourselves how to send SMS messages with marketing automation. Well, since our Revenue Generation Software™ helps customers deliver marketing automation strategies it’s a no brainer to plug-in the ability to send text messages directly into our platform. In addition to SMS messages, Lead Liaison’s platform can also deliver direct mail, email and voice calls as part of a comprehensive suite of actions.

Adding SMS marketing was fun and easy. We used a few components to pull the integration together, Twilio, Webhooks and our automated processes. Here are the steps we took:

  1. Opened our Twilio account, created a SMS phone number and funded the account with $20.00 (10 minutes)
  2. Created a Webhook call in Lead Liaison (3 minutes)
  3. Setup an automation to send text messages through our marketing automation, triggered off certain criteria/events (10 minutes)

In 23 minutes we beefed up our multi-channel marketing! The nice thing about this setup is that we configured things once and we were done. We were able to use Lead Liaison’s tokens (merge fields) to insert First Name and Mobile Phone Number into the body of the text message, keeping the content dynamic. We modularized the text message and packaged it up into a Webhook. Then we simply dragged/dropped the SMS call to Twilio into our automated workflow. Bam! No more wondering how to send sms messages with marketing automation, it’s here! See the image attached to this post to see our SMS message delivered by Twilio.