Suggested strategies for combining SMS marketing and Facebook

HT Vũ Ngọc 12 Jan, 2025 Facebook Marketing

SMS or Social Media? That is a question many digital marketers ponder when planning their remarketing strategies or maintaining customer engagement. Instead of choosing between SMS or Social Media as the primary platform for marketing campaigns, digital marketers should consider integrating SMS to enhance customer engagement on their social media channels.

In a multi-platform world like today, there is no single marketing channel to attract customers effectively. Regardless of how consumers connect with a brand, ensure that the process is interactive rather than a one-way conversation. This approach will engage potential customers and allow them to build a stronger connection with the brand.

What makes SMS Marketing a great choice to combine with Facebook?

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1. No Dependence on Internet Connection

Mobile phones, especially smartphones, have become indispensable assets in both business and personal life. They serve as tools for digital interaction, such as sending text messages, browsing the internet, or checking emails.

Most of us carry our phones everywhere we go. As a result, communication and marketing messages delivered via mobile phones achieve the highest outreach and success rates for those who utilize this method.

Text message marketing allows for much broader reach compared to other digital channels.

2. The Immediacy of Text Messages

If you have timely promotions or information to share with customers, SMS ensures that your message is read quickly.

Notably, according to a merchant, SMS is an excellent channel for delivering timely quotes to customers.

After implementing SMS messaging to notify customers of original prices and discount offers, many marketers observed an 80% increase in sales. It seems that while most customers check their emails once a day, they tend to check SMS more frequently. These two channels are the most effective at getting messages in front of customers and giving them what they want.

3. SMS Builds Closer Connections with Recipients

SMS creates a sense of intimacy, making customers feel directly connected to the message sender. It allows businesses to communicate in a personal and engaging manner, fostering trust and loyalty among recipients.

4. Ultimately, SMS Gives You Full Ownership

Much like an email list, you own the contact information, opt-ins, phone numbers, and more. Unlike third-party messaging apps, which come with their own pros and cons, SMS is a channel you have complete control over.

Popular tools like Facebook Messenger and other social media channels are widely adopted and delivering impressive results. However, these are not owned by the retailer—they belong to social media platforms. These platforms can revoke your access overnight.

SMS, on the other hand, delivers all the impact of short-form marketing communication without the involvement of social media intermediaries. This ensures that the retailer retains full ownership and control over their SMS lists and platform.

Examining the data surrounding SMS marketing reveals clear benefits, not only in using this channel but also in integrating it with existing channels to provide even greater value.

So how do you combine text messaging with Facebook ads?

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Social media allows businesses to promote their products far and wide in no time. With just one click, a company’s information can reach thousands or even millions of people. Facebook, in particular, helps businesses provide better customer care by enabling them to receive nearly instant feedback from customers. Two-way communication helps businesses understand customer psychology and develop strategies to offer products that meet market demands.

The combination of SMS Marketing and Facebook is an integrated solution that helps businesses target their audience most effectively. It also facilitates customer engagement, direct customer care, support, and deeper customer insights (through Facebook).

Effectively utilizing these channels will build absolute customer trust, fostering long-term loyalty to your products and your business.

Live Activities

Nowadays, online shops on social media frequently host livestream events. During these sessions, sellers showcase discounted products and services. The visuals from these live events are far more authentic compared to pre-edited images provided by sellers, making them a powerful tool to attract potential customers. Participants in these livestreams often enjoy exclusive promotions when they make purchases. You can also see messages and reactions from other viewers displayed on the livestream screen, creating a connected and interactive experience.

“Live activities” can significantly enhance audience engagement. Prior to a livestream event, you can send SMS messages to your customer list to notify them about the upcoming event. Since 90% of recipients tend to open their messages immediately upon receiving a notification, this approach ensures maximum awareness. This is the perfect combination of SMS Marketing and Social Media.

Using SMS Marketing to Grow Your Facebook Followers

If you already have a large following on Facebook, you can leverage that audience to encourage them to opt into your SMS marketing campaigns by running targeted Facebook ads.

With Facebook’s lead generation ads, you can easily attract new prospects and collect their information. Once you’ve gathered new leads, the next step is to convert them from potential customers into actual buyers. To do this, you need to establish regular contact with these leads. In today’s digital age, SMS marketing is one of the most effective approaches. You can send them personalized text messages containing additional information, promotions, discounts, and more.

Additionally, SMS can serve as the initial point of contact with these leads. This means that text messages become the first step in your communication journey with potential customers. Once you’ve established this contact, you can ask them to provide more details, enabling you to engage with them through other channels as well.

Some tips to ensure SMS and social media complement each other

1. Always Ensure You Have a Legitimate Reason to Send SMS

If you’re sending direct notifications to your customers’ phones, you’d better have a solid reason for doing so. The key to ensuring customers accept your messages is relevance. Keep your text messages appropriately timed (e.g., twice a month) and always aim to enhance the customer experience with your brand to maintain the relationship.

Make your messages concise, engaging, and straight to the point. Nobody has time for lengthy texts. Be direct with your SMS campaign and provide the relevant information your customers need.

2. Allow Recipients to Opt-Out

As required by law in most countries, always give customers an option to opt out of receiving your messages. This works similarly to an unsubscribe link in email communications. Providing this choice not only ensures compliance but also builds trust with your audience.

3. Think About Timing and Frequency

With email, new messages may not trigger notifications depending on the user’s phone settings. But SMS is different. A message sent via SMS will immediately trigger a notification, and anyone who uses SMS will have notifications turned on because these messages are important to them. If you send a promotional message at 3 AM, you might unintentionally wake up the customer, which can leave a negative impression of your brand.

4. Use Different Keywords to Track Different Channels

A quick and easy way to track the channels being used to participate in your campaigns is to create unique keywords for each channel.

For example, a retailer might use the keyword “JACKETSALE” for customers on social media, but “SALEJACKETS” for SMS recipients. This way, tracking engagement through keywords becomes simpler and allows you to assess the effectiveness of different channels.

5. Consider the Appropriate Content for Your Channel

When someone receives a message, they want to be able to read it quickly. However, there may be additional content you want them to know about. Depending on the message you need to convey, the content might be short or long. For SMS, the message cannot be too long, which is where social media comes in to assist.

For example, you can post a full-length video on social media platforms like Facebook or Instagram. You can also include a call to action at the end of the video, prompting people to send an SMS if they want to register.

These ideas merely scratch the surface of the many ways businesses are combining SMS and social media to increase customer engagement.

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