You've heard of a marketing funnel, now it's time to introduce its counterpart, the text funnel.
A text funnel is a strategy used by marketers to guide a customer, step by step, towards a desired outcome.
It’s called a text funnel because the medium (text messaging) is the defining element across each step. Marketing funnels can also be named after their desired outcome (i.e sales funnels, conversion funnel, etc.)
The funnel is made up of three sections beginning with the broadest tactics and progressively narrowing down.
We’ll explain the logic behind the steps shortly. But first, let’s cover the basic anatomy of a text funnel.
A text funnel opens up with the broadest ways to reach your audience and gradually narrows into more personalized, directed messages. This visually symbolizes how effective text message marketing can be once you’ve captured the attention of your target audience.
To do this, you have to begin with some of the basics.
The first step of any text message funnel is to gather contacts. You can do this a number of ways.
The middle of the funnel is all about introducing your contacts to your brand, products, and services. This is done mainly through SMS and MMS messages. These messages can be delivered in a variety of ways.
Once you’ve begun to gather contacts it serves you both to learn a little more about why they’re here. The more you know about your contacts, the more targeted and specific your messages can get. Even the inclusion of someone’s name within a text can go on to impact click-through rates!
Once you’ve reached the bottom of a text message funnel you’re at your closest with contacts. This space is where you’ll see mostly business texting use cases.
The middle of the funnel gave you a platform to communicate with large groups at once. The bottom of the funnel however is where the relationship is established enough for a direct dialogue between customers and you.
Here are some ways a business might utilize its space at the bottom of the funnel.
As masters of the funnel, it’s time to shift our focus onto how to make your good text marketing strategy into a great one.
Here are two of our most important tips for your text funnel.
A successful top-of-funnel tactic is to ensure you spread information about your keywords, forms, and buttons far and wide. Your website, social media, and in-store spaces should have multiple mentions of your number and keyword.
When you advertise your number, be sure to share the value of signing up to join your list. In other words, tell people what they’ll get. This will help reduce the number of people who unsubscribe because their expectations aren’t met.
In addition to the places mentioned above, here are some other ideas of where you can share your keyword and text-enabled phone number:
The best advice we could give anyone new to SMS marketing is to write the kind of texts you would want to read. Text messages are casual in nature. You want to match that tone in a way that suits your brand. Authenticity always reigns, but be sure to remember what translates best via SMS—concise, clean, simple messaging.
If you’re looking for some more ways to learn about text funnels in action we encourage you to scroll through some of our success stories. If you’re more hands-on, consider signing up for a free 14-day trial. With the funnel as your guide, you’ll notice pretty quickly how it connects you with your audience!
Meghan Tocci is a content strategist at SimpleTexting. When she’s not writing about SaaS, she’s trying to teach her puppy Lou how to code. So far, not so good.More Posts from Meghan Tocci
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