The question, “Mike, how can I use text message marketing?”

The answer: Let me give you an example and some ideas …

I have a client who runs television commercials. His commercials are doing very well and he actually gets them very cheap. It has been doing them for years. We are always testing different calls to action and ways of responding in your commercials. The latest test, to be rolled out shortly, will add a call to action for the viewer to “text” for an awesome special.

What do we know? We know that most people watch television with their phones next to them. We know that your target market has a high concentration of smartphone users. This fact fits perfectly with what we will do next.

After text messages from prospects, they are added to a text marketing list. So we have permission to track at any time. Although I recommend no more than once a week to a text list, maybe less!

Back to the smartphone thing … What we program in the “text response” is a link to a “mobile site”. It can be a landing page or a complete mobile site. A mobile site is optimized for the small screen. It navigates with ease and has a different set of “principles” at work. We are all going to need a mobile site eventually; the sooner the better.

On the mobile site we make another offer to the potential customer. To get this next offer, the prospect must enter their name and email address. Now you have his mobile number, his email address and his name. A great start to guide them down the path of doing business with you!

Other examples …

A real estate agent may have a “text in” offer on their listings or on their MLS sheets. The answer can be linked to a “Mobile Catalog” of listings with “Mobile Virtual Tours”. The prospective buyer appreciates how this agent is at the forefront. Any potential seller would also see the value.

Restaurants are a mess! What are the main challenges they face? Frequency and competition. People eat out, but there are so many options that it is difficult for a restaurant to convert a high percentage of its customers into “regulars.” But with weekly or biweekly texting and email deals, a restaurant can be in the highest consciousness. They can send links to their “Mobile Menu” with the “Click to call” function.

Mobile devices give you a ton of great opportunities to stand out from the crowd and reach out to your customers and prospects. It’s just a matter of acting! Make sure to use mobile websites and mobile landing pages in your marketing.