When Marketing Goes Wrong, What Do You Do?

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Promoting products and services is an essential way to encourage growth and customer base, communicate information and ideas, and spread the word about an organisation. If done correctly, then it’s an effective marketing tool that will increase profits. But, lack of careful and targeted planning can be a waste of time and money for an organisation, and even loss of customers. So, it really pays to get your marketing right.

Changes in technology have opened up new ways of reaching out to customers. This has great advantages to businesses, allowing increased savings and often instant messaging to wide audiences. But these methods of business communication, such as SMS marketing, need to be fully understood, in the way they should be used and how customers expect them to be used, in order to be a success.

Getting it right
SMS marketing is cheap, instant and can reach global audiences. It’s no wonder it’s becoming a popular marketing method. But it might not work for every business. If you offer a personal, bespoke service where your need to spend time nurturing relationships to maintain business, using SMS marketing messages to a customer’s mobile, or voice broadcasting on their answer machine, may be a big turn off for them.

They’ll be expecting the personal service. You don’t want to be associated with being a Spammer, so if you’ve got something to say, make sure it’s pertinent to your customer and of benefit to them. Getting the message right and targeting it to the people who’ll be attracted to it most is vital.

If your customer base runs into thousands, though, and you want to let them know about a great offer, then SMS marketing and voice broadcasting is ideal for instant communication without having to make individual calls. But timing is still crucial. If the offer is only for a limited period and the message gets delivered after this period, then it’s just wasting everyone’s time.

Recommended Reading:

1. Why Email Marketing is so Popular With Companies
2. Should Text Messages Have a Place in Your Marketing Strategy?

Get to the point
With SMS marketing and voice broadcasting, your customers are reading or hearing a message so don’t have the opportunity to ask any initial questions. So, it’s essential that you get straight to the point and don’t say anything confusing or misleading. Make sure you give them clear instructions and details of how they can contact you back to get more information. Even with the perfect message or offer, if you don’t get this bit right then it’s not going to lead to a sale.

Be professional
Who doesn’t use text speak when sending SMS messages? It’s quick and simple and most people recognise it. But in terms of business marketing, it’s a big no no. Customers receiving SMS marketing messages that are shortened and abbreviated using text speak will see you as unprofessional, that’s if they can even understand what you are trying to say to them.

Test your message
Sounds obvious, but test your message before you send it out. Make sure that what you send is readable, understandable and complete. If it doesn’t make sense to you, then it won’t to your customers either.

Author Bio:This post was written by James Harper on behalf of Collstream the SMS marketing and voice broadcasting specialists.

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  1. Patrick
    December 29, 2012
    • efoghorjoe
      December 29, 2012
  2. koodigitalsignage
    July 16, 2013
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      July 16, 2013

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