This is the third and final post in a Telmetrics content series on optimizing search campaigns with mobile strategy. In the previous posts, we discussed call tracking and how timing is everything. Now we are exploring how to boost your campaigns via text messaging.
As marketers, we spend so much time and effort optimizing our ads and offers for clicks or initial engagement. But it’s the activity that happens after the first click that really impacts the business. sound and look engaging to potential customers. But that’s only the first part of the equation. You don’t just want clicks; you want conversions.
The best way to maximize post-click activity is by providing consumers the option to choose how they interact with you. For many people, their choice would be texting.
It’s no secret that texting is the primary form of communication and has been for quite some time. According to Gallup, sending and receiving text messages is the most prevalent form of communication for adults under 50. People spend more time on texting and messaging apps than they do on phone calls, email and even on social media.
Why does offering text messaging as an engagement option work so well?
- It’s always available. Chances are that your business isn’t open 24 hours a day. And many people may be at work when you are open. Texting gives them the option to reach out … and respond … on their terms and their timelines. And the same goes for business. They have the option to manage expectations by covering lunch hours, evenings and weekends with chatbots. Chatbots can automatically reply to customers texting after hours with a brief message that answers their straightforward inquiries or lets them know when to expect a response.
- It’s seamless. Send a link and consumers can easily click back and forth between their native texting app and browser.
- It’s efficient. No phone tag, no long forms to fill in, no need to send detailed emails. And this is a win-win, not only for consumers, but also for sales reps, who can save the time they would have spent on small talk or crafting witty emails. You can also use chat software to route incoming texts to available agents, optimizing response time and productivity.
- It’s a high-value touchpoint. Consumers (and sales reps) can get right to the point. In our own customer experience, we saw that when texting a car dealer, consumers were direct. Do you have ABC car on the lot? How much is the car? And can we book an appointment at XYZ time to see it?
- People love to text. According to a Google Consumer Survey, 65% of consumers say they’d consider using text messaging to connect with a business to get information about a product or service, or to schedule an in-person appointment. And a lead gen study from Franchise Help shows a 209% increase in engagement with text messaging.
Depending on where your customers are and what they are doing, texting may be their preferred method of communication. If you aren’t offering text as a communication option, you could be missing the opportunity to turn your clicks into conversions.
Want to find out more about the impact that messaging can have on your conversion rates?