SMS Lead Generation?

Want to Leverage the Power of Your Mobile Marketing with Easy as 1,2,3…Lead Generation?

John Mignano

Why use SMS?

Because SMS as a personal mobile platform uses text…

Texting is proven to be a response mechanism that lends itself perfectly to lead generation.

The lesson is simple…effectively it requires you to do research with careful planning for market research.

Allow me to explain…

Yes, we’re talking about doing detailed planning with a healthy dose of creativity, strict adherence to best practices and privacy-based regulation.

The key to leveraging SMS for lead generation is to first identify your audience and create incentivized campaigns that focus on their needs.

This strategy drives leads while providing value to your prospects and creating long-lasting, brand-based relationships.

Depending on the nature of your business (retail, e-commerce, etc) there are several different SMS message strategies that can be cost effectively utilized.

These range from mobile coupon offers that are designed to drive foot traffic to mobile contest campaigns that drive awareness of an event.

The initial SMS engagement, regardless of message sent, is aimed at “getting your foot in the door” in order to begin the lead generation funnel (process).

To drive initial engagement with your SMS campaign, it’s important to promote your call-to-action prominently in other forms of media.

This provides the initial awareness of your campaign and gets the necessary opt-in to receive future messaging.  So far…so good!

You want to promote your call-to-action through traditional  media, as well as on digital mediums such as:

  • Print-based newspaper
  • Classified ads
  • Postcards or flyers / coupons
  • Website, blog
  • Social media channels (i.e, Twitter, Facebook)

SMS also has the added advantage of being able to be posted in specific geographic areas and therefore can be targeted by the recipient’s location.

The initial contact is meant to incentivize the user to respond to your offer.

Once “subscribed,” you can engage the lead generation process.

As users respond to your calls-to-action, you will begin to accumulate a fully opted-in database of users.

These are people who are already interested in your brand and receiving communications from you.

Each opted-in user is an instant lead for your business.

The next step is to continue engagement through relevant offers and incentives to produce the desired results from the leads you acquire.

As an example, a Pizza restaurant  initiates SMS contest with call-to-action “Text PIZZA to 93357 to get free delivery this Friday night before 10pm.”

The restaurant could promote the call-to-action via flyers and leaflets placed around the neighborhood…

Other local businesses, as well as on website, blog, and social media channels, you get the picture!

As users respond, the restaurant begins building a relevant opt-in database of people who are interested in specialty foods and beverages on Friday night.

This is allowing for building a targeted lead-generation sales funnel.

Yes, growing database is crucial…

The restaurant can initiate a second offer such as “Reply DOUBLES to receive double serving for half price this Friday night only.”

Which enhances the incentive and attracts others through word-of-mouth.

As the database grows…

The restaurant can target users to create completely new leads, with an offer such as “Tell your friends to text PIZZA to 93357 and you will both get free Milk Shakes this Friday before 10pm.”

As with all mobile marketing efforts…

Especially SMS marketing, there’s industry best practices and regulation that must be taken into account as well, such as user privacy and consent.

Sending out new offers to subscribers who opted-in to previous or old campaigns, for example, could be considered spam. Why?

Because it’s important to always gain explicit consent for each individual campaign to ensure consistency, compliance & quality of leads you generate in the process.

Through careful planning and execution, SMS can provide an endless stream of fresh leads for your business.

As long as the appropriate steps are taken to build relationships for each lead from initial engagement through final execution.

Once you’ve created and launched lead generation campaigns using SMS…

It’s as simple as repeating the process to target various audiences.

It’s really all about providing the right match of offers based on target audiences.

SMS can be cost effectively used to drive results with increased ROI…