The New Billboard: Leveraging Text Messages for Promotions
Text messaging remains a popular way sellers can reach customers. In the “old days,” businesses had limited options for advertising since the owners did not have access to modern technology. Billboard advertising was one of the only means available to them, and it still works. That’s why so many billboards stand proud on highways.
Text message advertising, like billboards, is an older strategy that continues to deliver results when done properly. In some ways, text messaging is a variant of how billboard ads work.
Billboards & Benefits
A billboard provides a “can’t miss” visual element and an advertising tagline. The simplicity of a billboard contributes to its success, as too many visuals and text can undermine an ad’s success potential. Other forms of advertisement can work with sensory overloads, such as social media animated ads. However, a billboard works more only – and text messages follow a similar marketing approach.
The Text Message Strategy
Text messages typically keep their information short. One or two sentences can convey the necessary information. The recipient may not want to read a long text message but might click on a link in the message to learn more. So, a text message presents a billboard-like approach to catching someone’s eye and attention, inviting them to learn more.
Of course, the visual element of a billboard draws the most attention. Words-only billboards could be quite dull; the same applies to text marketing. Business owners might not realize that technology has advanced to where sending images with text messages is possible, so they might not be maximizing their sales potential.
The Value of Visuals in a Text Message
With text message marketing – or any marketing strategy – using strong visual images could have a tremendously positive effect. A powerful visual image may add much-needed context to an ad in a way that text-only messages might not deliver. Unique visuals may also boost engagement. The recipients could feel more inclined to click on the image and corresponding link. Without engagement, a marketing plan won’t deliver desirable results, and visuals might enhance engagement to a great degree.
Another Billboard-like Benefit to Text Messages
Promotional text messages share a trait with billboards, making SMS marketing worth pursuing. When someone erects a billboard on a busy highway, many eyes will see the advertisements. The same may apply to text messages, as setting up the send function to disseminate the SMS message could reach everyone on a large recipient list.
With the proper list-building skills, a marketer might reach an array of interested parties. The notion that the recipients are interested could give text messages a positive attribute billboards lack.
A List of Solid Audiences
Sending out random text messages is not allowed, as the recipients must opt-in to receive them. Such regulations work in the business’s favor since sending SMS ads to someone not interested in them could result in unhelpful metrics and wasted time and cost. Investing time in compiling a list of people enthused about receiving the messages and purchasing the product or service would be preferable.
Billboards provide a cautionary tale: erecting a marketing monument that hits disinterested people’s eyes represents an untargeted campaign’s folly. With text messages, targeting an audience effectively must be the primary goal.
Timing and Consistency
When a driver passes a billboard, they won’t see it again until they travel that same route – if they travel the identical route. With a text message campaign, the marketer/business owner can send messages to targeted recipients on a schedule potentially capable of delivering results.
The images and text on the messages can change, too. The sender may devise updated text messages focusing on a new product or service or a different sale. Text message marketing needs not be static, and savvy marketers will make changes when necessary.
Sending text messages at proper intervals could boost the chances of getting results. Sending too often or infrequently might undermine the chance of getting a good response.
Conclusion
Billboard and text message advertising are timeless marketing strategies that remain effective. Despite their differences, they share similarities. By implementing smart steps for text message marketing, businesses can increase sales and engage enthusiastic customers.
