Business-to-consumer communication—specifically, B2C text messaging—is a simple and effective way for your business to bring in more leads, engage with and convert them, and keep them loyal to your business. You’ll see impressive open and response with B2C texting compared to traditional marketing techniques like direct mail or email. B2C texting is made even easier when using a single lead management platform, like Podium, which centralizes all of your communication channels and conversations in one Inbox.
Continue reading to learn more about the power of B2C texting, why your business can benefit from it, and how Podium can help.
What is B2C text messaging?
B2C text messaging is when your business sends SMS messages to your customers—these messages may be about marketing campaigns, sales information, appointment details, promotions and products, customer service follow-ups, and more. They improve engagement and the customer experience, and build trust.
When did text messaging become popular?
Text messaging was one of the first functionalities individuals and businesses with mobile devices gained access to, and it’s still one of the most powerful. It’s accessible to everyone with a smartphone. Texting is convenient since so much of communication takes place on messaging apps today. Texting allows for quick responses, improving the customer experience. It also enables you to reach a large audience at one time.
Why is text messaging the future of B2C marketing?
There is no better time than the present to make text messaging a staple of your marketing strategy. Here’s why.
1. Extremely High Open Rates
Did you know SMS marketing campaigns have an open rate of 98%? Clearly, your target audience wants you to message them and there’s no reason not to with metrics like that. You can consistently reach the large majority of people on your marketing list, whether promoting a new product or asking for feedback.
2. Immediate and Real-Time Delivery
The modern consumer wants a response almost instantly. They don’t have time to waste on phone calls. As text messaging is a real-time 24/7 communication channel, it meets the need for immediacy, especially as users are notified as soon as your message reaches their inbox.
3. Direct and Personalized Communication
As well as sending mass texts to all your contacts, you can send specific campaigns to certain segments of your marketing list and personalized messages to individuals. This means that your contacts only get marketing messages that are relevant to them.
Sending such highly customized marketing campaigns improves customer engagement (as they trust they are receiving relevant messages) and customer loyalty (as they are guided through the customer journey with personalized support).
4. High Engagement and Interaction
Text messages are quick and easy to read and respond to. Customers can quickly type out a response in the messaging app or open up a web link you’ve sent them on their smartphone. Interaction takes a matter of seconds. The easier it is, the more likely they are to follow through. For example, one of our clients Real Salt Lake has achieved a click rate of 30% for some of their campaigns. That pays off because enabling multiple interactions allows a relationship to build.
B2C Text Messaging Tips and Best Practices
As you can see, text messaging is a great opportunity for B2C businesses to improve their communication with their customers and achieve better business outcomes. There are a few best practices to follow to optimize the results of your text marketing efforts.
1. Obtain Explicit Consent
Allow leads to opt-in to receive text messages from you in the same way you would with email marketing. Text messaging is a popular communication channel so your leads will be happy to hear from you through messages, just as long as they have agreed to it. It could be as simple as adding a tick box to a sign-up form.
2. Keep Messages Short and Clear
Text messages are intended to be sweet and snappy. Usually, the less the better. So get your marketing message across in a clear and compelling way without overwriting it or trying to say too much in one message. It’s better to send multiple texts rather than an information dump once a week.
3. Timing is Crucial
Send text messages when your ideal customers are likely to be looking at their text messages. There’s no point sending it in the middle of the night when they’re trying to sleep! It’s also helpful to send time-sensitive information over text because it has such a good response rate such as a sale ending in a matter of hours.
4. Integrate With Other Marketing Channels
You may have some leads begin their customer journey on a different marketing channel and then move over to text messaging out of convenience once they have built trust with the business. For example, a new lead browsing the website may want to reach out over webchat and then transition to text as the conversation continues so they don’t have to keep the tab open when they are out and about. That’s possible with our webchat tool as well as viewing all customer interactions in one inbox including online reviews that need to be followed up.
Leverage Podium and Reach New Customers Through SMS Marketing
If you’re ready to use text messaging to improve your communication with customers, from lead generation to sales to customer support, get started with Podium. We give you a headstart on your text marketing campaigns by providing 500 templates you can use. We also offer the functionality to tailor campaigns to specific segments of your marketing list and individuals. Automate the most repetitive tasks that don’t need to be personalized. Keep everything above board with our opt-in forms that allow you to grow your list with legal compliance.
Manage your text campaigns alongside the other communication channels you offer with our omnichannel inbox that integrates text messaging, social media messaging, webchat messaging, and more. You could be one of our customers who make thousands in revenue from a single campaign.
B2C Text Messaging FAQs
Q: Is B2B cold texting legal?
A: No, you have to ask for consent before texting clients and customers. On a global scale, it is seen as a breach of privacy. In the US, unsolicited texting has been regulated since the introduction of the Telephone Consumer Protection Act (TCPA) in 1991.
Q: Can companies text you without permission?
A: No, companies cannot text you without permission. Just like with email marketing, customers have to opt-in to receive marketing messages from businesses. If you haven’t given permission, companies are not allowed to message your phone number.
Q: Can I legally text my customers?
A: Yes, there is a legal way to text customers. On collecting their phone number, ask them to opt in to receive messages from the business. As long as you get explicit informed consent, a business can text its customers.
