Text Message Marketing: A #CMWorld Chat with Ardath Albee

Your phone buzzes. You see it’s a text message, not from a friend but a brand. Surprised? For many people, the answer is no. Text message marketing is no longer just for spammers. It can help you foster a relationship with your audience. Consumers are required to opt-in before receiving any texts, meaning they are open to receiving – and welcome – your message.

Marketing Interactions, Inc. CEO Ardath Albee joined us on a recent #CMWorld Twitter chat to explain why she believes “messaging is quickly becoming a go-to channel for savvy marketers.”

When marketers think text messaging, B2C, restaurants, and retail come to mind. How can B2B marketers use text message marketing effectively?

A1. Secret to conversational messaging is to think about situations where texting is a natural fit, not necessarily by industry or B2C or B2B #CMWorld https://t.co/HQTkukvRD8

— Ardath Albee (@ardath421) March 6, 2018

A1: I believe it can be successfully used to drive behavior change when linked to other content & as a research tool. #cmworld https://t.co/OlSGCz9DoG

— Bettina Papirio (@hw_bettina) March 6, 2018

A1: #B2B marketers could use it in a way to communicate with their target audience. Maybe it’s a helpful tip of the day/week/month? Texts can be used as a means to stay in front of your target demo and provide value. #CMWorld

— Maria Marchewka (@_MariaMarchewka) March 6, 2018

Does every marketing message via text message need to include an offer or CTA? Or can it be an informational too?

A2: Marketing should be helpful. #Contentmarketing should be about “telling” and not “selling.” Be helpful and useful in your marketing. #cmworld. https://t.co/QKc8tZuAAO

— Buddy Scalera (@BuddyScalera) March 6, 2018

A2: Again, thinking of an event context, an informational text could be the right call for building that relationship versus having every text being a CTA to do something for the brand’s benefit. #CMworld

— Erika Heald | Marketing Consultant (@SFerika) March 6, 2018

A2: I see different uses for new vs existing customers. New customers opt in by proactively texting to xyz to hear about offers. Existing customers have to give TCPA consent. #CMWorld

— Sue Brady (@SueBrady) March 6, 2018

This chat definitely had us wanting more. Fortunately, SMS Magic shared with our community text message case studies to inspire our strategies. You can find them here. Looking for more tweets from this chat? Take a look at our Twitter Moment.

Another way to learn more about text message marketing is to attend Ardath’s session, Automation Isn’t Just for Email: Why Text Messaging Can Be the Conversation that Counts, at Intelligent Content Conference in Las Vegas March 20-22.

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