Have you ever sat on a weekly call with a client and fumbled your explanation of why their email open rate is declining and why no one clicks on their Facebook ads?
It’s not fun.
And you can’t blame the culprit: cluttered email inboxes and Facebook feeds. As a marketing agency, you know better than anyone that too many brands are running the same email marketing and social media campaigns.
As a result, the cost of acquiring customers has gone through the roof.
If you’re tired of trying to squeeze an extra percentage point increase in your Facebook ads click-through rate (CTR) or open rate, it’s time to find a new marketing channel to offer to your clients.
Instead of humming and hawing the next time you’re on a call and need to explain why no one’s clicking on emails, you can offer your client the opportunity to send texts.
Without further ado, here’s how to sell text message marketing.
It’s bad practice to sell text message marketing without fully understanding how it works. (And no, It’s not the same as being an expert in Facebook ads and deciding to give Pinterest ads a shot.)
Selling SMS marketing requires an understanding of the dynamics of the channel as well as an understanding of SMS compliance. These two guides are thorough–but not dense–and provide you with all the information you need:
Here are some resources you can pull from when selling SMS marketing as a new service offering:
Finally, if you want industry-specific and use-case-specific success stories, check out our case study page.
The more you know about our SMS marketing software–and texting in general–the easier it is to sell. The good news is that we have hundreds of helpful articles and a support team that is available to answer any questions you have seven -days a week.
The ways that your clients might use text messaging can fall into a couple of camps.
Some brands look at SMS as a brand marketing channel. They use texting to answer more complicated customer questions that require a human response, building relationships along the way.
For example, cookware brand Grace Jones offers a service where customers can text 1-814-BISCUIT for cooking advice. It’s useful to think of this as an extension of social media community management.
If you’re skeptical of its sales-generating ability, another DTC company–Bohemian Guitars– increased sales by 98% in less than six months with a similar play.
If your focus is on small business or productized services with set monthly retainers that make an execution like the above challenging, you can also use text messaging as a direct response marketing channel.
It’s the most common approach to SMS marketing and is incredibly impactful. (It also makes selling SMS marketing easy.)
SimpleTexting customers like Toroe Eyewear have seen an increase in revenue of $7K in one month–and an ROI of 156x the investment–from texting exclusive offers to its subscriber list.
Plus, we have all of the features you need to ensure you’re promotional text messages are successful.
Many marketing agencies have resold our platform in different ways. Here are two of the most popular ways you can sell text message marketing.
This is the number one way that marketing agencies sell texting to their clients. You create and manage a SimpleTexting account for each client that wants to send text messages.
You manage the account, creating texts and SMS drip campaigns that fit your client’s brand. You can also give the client access without granting them a view of the account’s billing and analytics. They’ll even be able to review SMS campaigns and provide approval.
Sometimes agencies ask if we offer one account for multiple clients, and the answer is that this approach doesn’t work for text marketing.
If you plan on sending bulk SMS messages for a company, you need an account-level compliance message. The compliance message requires a central “HELP” phone number and a standardized compliance procedure. It’s also essential that similar text messages sent from the account.
Here’s an example of the message that people receive if they text the word HELP to your SimpleTexting number.
As you can see, it doesn’t work if you’re sending text messages for multiple brands from one account.
Larger agencies with developer resources sometimes choose to take advantage of our REST text message API. If you want to send text messages from an existing interface or plug into another application, you can do so in no time.
For example, ad agency Goodby Silverstein & Partners used an SMS API for a massive ad campaign. The aim was to encourage consumers to text Veatrice, a woman celebrating her 100th birthday. The result was over half a million birthday wishes and half a million new SMS subscribers for Sprint.
If you want to learn more about our API, you can do so here.
The agency world is competitive. Social media, SEO, and email marketing shops are a dime a dozen.
While you may rightly back yourself to win in these areas, it never hurts to diversify your offering.
Selling SMS marketing as a service adds value to your agency, creates an additional revenue stream, and sets you apart from the competition.
As the popularity of SMS as a marketing channel continues to rise, it can even help you attract new clients as you offer something they desperately want.