May 2023 TEXAS LONGHORN TRAILS

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"Making the Most of Texas Message Marketing"

Written by Molly Clubb

What is Text Message Marketing?

Text message marketing is a marketing strategy that involves sending promotional messages to customers via text message. It has been growing in popularity among businesses due to its high open rates, increased engagement, and improved customer relationships. The purpose of this article is to explore the benefits of text message marketing and provide tips for integrating it into your overall marketing plan. By the end of this article, you will have a better understanding of how text message marketing can benefit your business and how to effectively incorporate it into your marketing strategy.

The Benefits of Text Message Marketing

Text message marketing offers a variety of benefits to businesses looking to reach their customers in a more direct and effective way. Here are some of the key benefits of text message marketing:

High open rates:  Text messages have a 98% open rate, compared to email which has an average open rate of around 20%. This means that text messages are more likely to be seen and read by customers, making them a powerful tool for marketing campaigns.

Text messages have higher open rates compared to emails because they are more likely to be seen and read by recipients. Most people carry their mobile devices with them all the time, and text messages are typically delivered directly to their phone’s messaging app. On the other hand, emails can be easily overlooked in a crowded inbox or filtered into spam folders. Additionally, people tend to check their text messages more frequently than their emails, making them a more immediate and attention-grabbing form of communication.

Increased engagement: Text messages have an average response rate of around 45%, compared to email which has a response rate of around 6%. This means that customers are more likely to engage with your marketing messages through text.  A response is any action taken by the recipient of a message in reaction to it. In the context of response rates for marketing messages, a response can include a variety of actions such as clicking on a link, making a purchase, filling out a form, replying to a message, or taking any other desired action.

Improved customer relationships:  Text message marketing allows businesses to communicate with their customers in a more personal and direct way. This can help build stronger relationships and improve customer loyalty.

Measurement of Effectiveness: Text message marketing campaigns are easy to measure in terms of effectiveness and return on investment (ROI). Unlike other marketing channels, such as print or television advertising, text message marketing provides immediate feedback on the success of a campaign. This is because text messages are trackable, allowing businesses to see who has received and opened the message, as well as any subsequent actions taken by the recipient.

One of the most straightforward ways to measure the effectiveness of a text message campaign is to track the response rate. This involves tracking how many recipients opened the message, how many clicked on any links included in the message, and how many converted into customers by making a purchase or taking another desired action.

Another way to track the effectiveness of a text message campaign is through website analytics. By using unique links or landing pages in the text message, businesses can track how many recipients clicked through to their website and what actions they took once they arrived. This can include tracking the number of product purchases, form submissions, or any other desired actions.

Overall, the ability to track and measure the effectiveness of a text message marketing campaign provides businesses with valuable insights into the success of their marketing efforts. By analyzing the results and making adjustments based on what works and what doesn’t, businesses can optimize their campaigns for maximum ROI.

To illustrate the effectiveness of text message marketing, consider the following statistics and case studies:

• 75% of consumers say they are okay with receiving promotional messages via text, and 65% of consumers say that they have made a purchase as a result of a text message (EZ Texting).

• 90% of text messages are read within the first three minutes of delivery (Forbes).

• Text messages have a 45% response rate, compared to email’s average response rate of 6% (Velocify).

• Text message marketing campaigns have an average conversion rate of 32%, compared to email’s average conversion rate of 2.3% (SMS Comparison).

• 75% of millennials prefer to receive SMS messages for deliveries, promotions, and surveys (OpenMarket).

• Purina Animal Nutrition, a division of Land O’Lakes, used text message marketing to promote its cattle feed products. The campaign resulted in a 30% increase in engagement and helped the company build stronger relationships with its customers.

• John Deere, a leading manufacturer of agricultural equipment, used SMS messaging to communicate with its customers and promote new products. The campaign resulted in a 40% increase in engagement and helped the company build stronger relationships with its customers

• Zoetis, a global animal health company, used text message marketing to promote its livestock products to farmers and ranchers. The campaign resulted in a 68% click-through rate and a 25% increase in overall engagement, demonstrating the effectiveness of SMS marketing for promoting animal health products.

Overall, text message marketing offers a powerful way for businesses to connect with their customers and drive sales. By taking advantage of the high open rates, increased engagement, and improved customer relationships offered by text message marketing, businesses can create effective marketing campaigns that resonate with their audience.

How to Incorporate Text Message Marketing into Your Marketing Plan

Now that you understand the benefits of text message marketing, it’s important to know how to effectively incorporate it into your overall marketing plan. Here are some tips for using text message marketing:

• Provide value: Customers are more likely to engage with your text message marketing campaigns if they feel like they are receiving value. Offer exclusive deals, promotions, or important updates that they can’t get elsewhere.

• Keep messages concise:  Text messages have a 160-character limit, so it’s  important to keep your messages concise and to the point. Focus on the most important information and include a clear call-to-action.

• Personalize messages:  Use customer data to personalize your messages, such as addressing them by name or referencing their past purchases. This can help create a more personal connection with customers.

• Include a clear call-to-action: Every text message should include a clear call-to-action, such as “Click this link to redeem your discount” or “Visit us in-store today.” This will help drive conversions and make it clear to customers what they should do next.

• Craft engaging and relevant messages: Your text messages should be short, engaging, and relevant to your target audience. Consider using text message marketing for promotions, reminders, and event invitations. You can also use text messages to share tips and advice related to livestock breeding.

How to start text message marketing for your breeding program:  If you’re considering starting text message marketing for your livestock breeding program, here are some steps to help you get started:

1. Familiarize yourself with the laws and regulations governing text message marketing.  The Federal Communications Commission (FCC) has guidelines for commercial text messaging, and the Telephone Consumer Protection Act (TCPA) requires businesses to obtain consent from customers before sending text messages. You should also familiarize yourself with the rules around SMS short  codes and keywords.  Most reputable text message marketing platforms will help you to adhere to these rules and regulations.

2. Choose a text message marketing platform. There are several text message marketing platforms available, such as EZ Texting, SimpleTexting, and Textedly. Hired Hand Software also offers their own text message marketing platform called TEXTit 24/7 (http://www.textit247.com/.). Choose a platform that meets your needs and budget, and that offers features such as message scheduling, automation, and reporting. 

3. Determine  your target audience and build a contact list. To effectively launch a text message marketing campaign, the first step is to identify and target your audience. Develop a contact list of subscribers by determining who you want to reach with your text messages. Consider importing your relevant phone contacts to begin messaging them an opt-in link for signing up. You can promote your text message program through various channels such as your website, social media, and in-person events. One effective way to attract new subscribers is by placing a sign-up form on your website. By using a text message marketing platform, you can be assured that your contact list is entirely private and under your control. Unlike sending messages to someone else’s list, growing your own contact list through a text message marketing platform is similar to building your own email list.

While creating your own list and purchasing a platform are popular options, there are also alternatives that may better suit your needs. There are services, such as Hired Hand’s mobile marketing, that allow customers to pay per text message sent, to utilize their already curated lists and staff can help create a text marketing plan.

Developing a Content Calendar and Text Message Marketing Plan

Regardless of which option you go with for sending your text messages, developing a content calendar and marketing plan for text message marketing can help ensure that your messages are well-timed, relevant, and engaging. Here are some steps you can follow to develop a content calendar and marketing plan for your text message marketing campaign:

1. Plan your messaging schedule: Develop a schedule for sending your text messages. Consider the timing and frequency of your messages, as well as any relevant events or holidays that may affect your messaging. For example, you may want to send messages promoting Christmas specials during the holiday season.

2. Brainstorm message ideas: Brainstorm ideas for your text messages. Consider what kind of content will be most engaging to your audience, such as exclusive offers, promotions, or behind-the-scenes glimpses of your business. Make sure your messages are clear, concise, and offer a clear call-to-action.

3. Create your content calendar:  Once you have your messaging ideas, create a content calendar that outlines the dates and times of each message, along with the content of the message and the call-to-action. This will help ensure that your messages are well-timed and relevant to your audience.

4. Monitor and adjust: Finally, monitor the results of your text message marketing campaign and adjust your content calendar and messaging strategy as needed. Use analytics and feedback from customers to refine your messaging and improve the effectiveness of your campaign over time.

By following these steps, you can develop a content calendar and marketing plan for your text message marketing campaign that will help you engage your audience, build customer loyalty, and drive sales. You can launch a successful text message marketing campaign for your livestock breeding program and reach your target audience more effectively.

In summary, text message marketing is a highly effective way to engage with customers and drive sales. With high open rates, increased engagement, and improved customer relationships, it’s clear that text message marketing is a valuable tool for businesses looking to reach customers in a more personal way. By obtaining consent from subscribers, providing  value, keeping messages concise, personalizing messages, and including a clear call-to-action, businesses can create successful text message marketing campaigns. Additionally, looking at successful campaigns from other industries can serve as inspiration for creating your own effective campaigns. Overall, incorporating text message marketing into your marketing plan is an important consideration for any longhorn breeder looking to improve customer engagement and drive sales.

EXAMPLES OF FICTIONAL TEXTS TO INSPIRE YOUR CREATIVITY: 

Send a text message to your subscribers with an update on your breeding program, including a link to your website where they can learn more about your cattle and breeding practices.

“Exciting breeding program update! New  sire added  to our lineup for outstanding TTT cattle. Learn more at [insert link]. Thank you for choosing us as your partner!” 

Send a text message to your subscribers with photos and information about new calves born on your farm, and include a link to your website where they can learn more about your breeding program. 

“New calves are here! Check out their pedigrees & bloodlines on our website. Reserve your pick today! [insert link]. Thank you for choosing us as your breeding partner!” 

Maybe you’re a business hoping to reach Longhorn breeders? Send reminders for breeding or AI services, including links to relevant information or contact forms. 

“Hi [Name]! Time to schedule your cow’s breeding or AI service appointment. Our team is here to help. Click [insert link] to schedule or contact us via [insert link]. Thank you for choosing our breeding services.” 

Offer exclusive discounts or promotions to your text message subscribers, with links to purchase or redeem offers. 

"Exclusive deal alert! Use code TXT10 at checkout for 10% off our premium bull semen. Shop now: [insert link]. Offer ends in 48 hours. Thank you for choosing our breeding products! 🐄🤑” 

Grow your social media following 

“Love Longhorns? Follow us on Instagram for exclusive behind-the-scenes content, promotions, and more. Connect with our passion for cattle breeding and farming. Follow us @ourusername today! 🐄🤑” 

 

 

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ADDITIONAL RESOURCES:  FOR READERS WHO WANT TO LEARN MORE ABOUT TEXT MESSAGE MARKETING, THERE ARE A VARIETY OF RESOURCES AVAILABLE TO HELP YOU GET STARTED. HERE ARE A FEW OPTIONS:

• MOBILE MARKETING ASSOCIATION (MMA) - THE MMA IS A GLOBAL ORGANIZATION DEDICATED TO ADVANCING MOBILE MARKETING AND ADVERTISING. THEY OFFER A RANGE OF RESOURCES, INCLUDING INDUSTRY REPORTS, CASE STUDIES, AND NETWORKING EVENTS.

• TEXT MESSAGE MARKETING NEWS - THIS ONLINE PUBLICATION PROVIDES NEWS AND ANALYSIS ON THE LATEST TRENDS AND BEST PRACTICES IN TEXT MESSAGE MARKETING.

• THE ULTIMATE GUIDE TO SMS MARKETING - THIS COMPREHENSIVE GUIDE FROM HUBSPOT PROVIDES A STEP-BY-STEP OVERVIEW OF HOW TO CREATE AND EXECUTE A SUCCESSFUL SMS MARKETING CAMPAIGN.

• SMS MARKETING EXAMPLES - THIS WEBSITE OFFERS A COLLECTION OF REAL-WORLD EXAMPLES OF SUCCESSFUL SMS MARKETING CAMPAIGNS, INCLUDING CASE STUDIES AND BEST PRACTICES.

BY EXPLORING THESE RESOURCES, READERS CAN GAIN A DEEPER UNDERSTANDING OF TEXT MESSAGE MARKETING AND HOW IT CAN BE USED TO ACHIEVE THEIR BUSINESS GOALS.

 

Molly Clubb is the founder of Hired Hand Software, a company that provides website and marketing services for Longhorn breeders and other breeds. Their marketing services include both TextIt24/7 and “mobile marketing” which allow breeders to create their own text messaging platform or utilize Hired Hand’s existing list.