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      ThinkSales State Of B2b Sales In South Africa 2021 Survey

      The 7 Strategies of SA’s Strongest B2B Sales Performers for 2021

      ThinkSales State Of B2b Sales In South Africa 2021 Survey

      3 Sales Strategies SMEs Can Borrow from SA’s Strongest Performers

      ThinkSales State Of B2b Sales In South Africa 2021 Survey

      SA’s Strongest Salesforces Focus on Value, Not Discounting

      ThinkSales State Of B2b Sales In South Africa 2021 Survey

      ThinkSales State Of B2b Sales In South Africa 2021 Survey

      Devastating Financial Gender Gap Has Grown: Women Are Better Investors, But Retire With 30-40% Less Than Men

      Why SMME’s Need To Think Small

      Devastating Financial Gender Gap Has Grown: Women Are Better Investors, But Retire With 30-40% Less Than Men

      Five Money Management Principles To Start 2021 On The Right Financial Footing

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      Home BUSINESS Marketing Marketing Tactics

      Build (Don’t Break) Valuable Customer Relationships

      ExpertHub Staff by ExpertHub Staff
      Dec 20, 2012
      in Marketing Tactics
      0
      Build (Don’t Break) Valuable Customer Relationships
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      All the characteristics that make SMS such a compelling marketing channel – its personal, mobile, always on, instantly responded to – can also result in SMS marketing backfiring badly if you mismanage it.

      While people might shrug their shoulders in resignation when it comes to email spam, SMS spam is very badly received. And it’s not just spam messages: a communication that may have been very welcome during the day will be seen in a very bad light if it arrives on a customer’s handset at 3am.

      Instead of building a relationship with your potential and existing customers, you could do severe damage to your brand if you don’t pay attention to best practices around SMS communications. Here are some guidelines to ensure your SMS marketing is well received and builds a valuable relationship with your customers.

      1. Understand the legislative guidelines

      Going through the soon-to-be-passed legislation, entitled the Protection of Personal Information Act (POPI) is a great starting point to ensure you get off on a good footing. POPI says that you cannot send unsolicited electronic messages to people you haven’t dealt with before, and it also very clearly outlines what informed consent is and how you need to enable people to opt-out of your communications.

      2. Build your own lists         

      POPI aside, never buy lists from brokers, they are simply a false economy. It’s far better to build your own, opted-in list of existing customers and interested prospects and send your messages out to a receptive audience. Always giving them the opportunity to opt out, of course.

      3. Tailor your messages

      The previous tip means you can tailor the information you SMS to customers improving the response rate even more. Segment your customer lists according to interests – this makes your communications more targeted and saves you time and money as well.

      4. Understand what your customers want 

      Mix marketing messages with genuinely useful information that you know your customers want in order to make your SMS communication with them essential and anticipated. Look around your business and you are sure to be collecting information in the course of normal events that your customers would find useful. For example, a surf shop could provide real-time on-the-go local weather reports pertinent to surfers.

      5. Make use of automation  

      Small businesses can easily and cost-effectively automate their SMS communications using shortcodes, keywords and auto-responders thanks to third party SMS providers. Responses can be manually updated even on a daily basis, without needing to know any coding. And, in terms of opt-outs, these should be automated, ensuring that your customers are opted out as soon as they reply ‘stop’ or ‘unsubscribe’.

      6. Stay compliant

      Choose an SMS provider that complies with the Wireless Application Service Providers’ (WASPA) code of conduct. This ensures that you are always compliant with latest regulations, and a good provider will assist you in complying with advertising guidelines around publishing your shortcode. All you need to do is ask.

      SMS is one of the most powerful, wide-reaching communication channels at your disposal. Even small and micro-businesses can afford highly automated and sophisticated SMS setups, allowing them to build a strong, valued relationship with customers and prospects.

      Paying attention to these simple guidelines can make the difference between coming across as a pushy door-to-door salesman and a valued and welcomed business.

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      ExpertHub Staff

      ExpertHub Staff

      ExpertHub’s award-winning team of Staff Writers deliver unique, insightful and curated content from successful business leaders, authors and subject matter experts. This highly-experienced team understands the information that business readers are looking for, what’s unique and impactful, and how to distil key ideas into actionable insights.

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