Are you hesitant about bombarding your audience with text messages consistently?
You shouldn’t be. There are people on your email list, social media audience, and anywhere else your people find you who want to get exclusive access to the industry tips you provide.
It’s time to let go of fear and realize that as an established business you’ve already proven your worth, services, and expertise.
Now your goal is to continue expansion, build community, and delight the people who need to see the best from your brand.
By the end of this blog, you’re going to be confident in your email and text (SMS) marketing strategy so you can nurture and build connections around the clock while you’re still in bed, getting a good night’s sleep!
Intro to SMS Marketing for Service Providers
A few years ago when SMS marketing was first rolled out, as a copywriter, I honestly felt like it was a bit too intrusive.
“Why would anyone want to hear from a business in their personal text inbox?”
But, then I was about to hire a business coach and I opted in for her SMS list.
I started to realize the strategy behind SMS and email together is a total game-changer if you know how to use them both in tandem.
If someone on your email list (or social media followers and podcast listeners) choose to receive these messages from you it’s because they already trust you.
Instead of bombarding them with only sales emails take time to create content that does a few things:
- Starts conversation
- Builds trust
Think of SMS marketing as a way to connect on a closer, more genuine level.
Can you imagine what would happen to your business goals if your audience becomes so acquainted with your texting efforts that they begin to look forward to hearing motivational tips, finance, business, (insert your industry here) advice?
I digress, let’s move on to the next topic. Strategy.
How to Combine Email Marketing and SMS Marketing in Your B2B Strategy
Let’s think about your ideal client. You’re in the B2B space, and you have a proven framework or process. You either sell a type of software or a premium service.
The business owner that wants to invest in that type of offer is onlyconcerned about two things.
- Making their life easier
- Expanding their business territory
Anything an entrepreneur wants to invest in will have to solve one of the above two problems.
Now that we have that squared away, let’s talk about how you can market to this person with email and SMS.
Business owners are super, super busy. They need you to get straight to the point, and even if they want to research something, the actual CEO might not be the one doing the research for the company.
This means you need to be able to:
- Get straight to the point
- Educate and change their mindset on a topic
- Provide relatable advice in a quick way
Whenever I’m working with a client on email marketing we create a strategy based on consistency. Which is the next topic for this blog.
Consistency in Email and SMS Marketing: How Often Should You Text?
We already have an understanding of the mindset and strategy behind successfully utilizing both SMS and email marketing but, we need to get to the details.
Read this mind-blowing statistic:
“77% of B2B buyer’s state their latest purchase was difficult or complex” – Gartner
That’s more than 2/3s of B2B buyers. The reason B2B buying decisions are so difficult is that there are multiple people involved in the buying decision.
If you’re going to influence one stakeholder, you need to lure them in, nurture the heck out of them, and prove you can give them their desired ROI.
All of this can be accomplished using email and SMS marketing in tandem with using a story-telling, statistics-backed, results-oriented approach.
Your weekly, and bi-weekly newsletters need to be filled with relevant storylines (tied to the desire they want to fulfill), statistics, and ease of access.
So, you can email your audience 4-12 times per month, and then text them with each email that goes out.
Create your content in advance and send it through your email marketing/CRM platform (Klaviyo, Mailchimp, ConvertKit etc… ) and then repurpose a sentence from your email content and send it via SMS.
You can even sum up the email you sent and find a motivational piece to boost your audience’s mood.
If you become a source of motivation and inspiration for a CEO who needs a different accountant (for example) then, you’re one step closer to helping them make the “difficult” buying decision not so difficult.
If you know nurturing your audience is one of the weak parts of your marketing strategy then it’s time to make a change.
Using SMS and email marketing in tandem to provide exclusive insights and inspiration will help you build trust with your ideal clients.
So, when you go to launch, or relaunch your main offer your audience is already familiar with you, and sold on your expertise before they even click the buy button and whip out their credit card.
Having a nurture strategy that is sure to convert into sales and community is the best way to create a sustainable business.
For more information or to schedule a consultation to learn about how I can develop your email marketing strategy with you tap here and get on the calendar.