Find a buddy and share the love - Generate your own database rather than purchasing one!

Pretty often we get asked by companies about purchasing databases of mobile numbers to send SMS messages to.  Yes of course we can, and have strategic partners whereby databases large and small can be purchased as well as owning some ourselves, but for the below reasons I would always recommend steering clear of this option.  Instead I would go for the option of working hard on creating your own opt in database, and/or buddying up with fellow companies who also have opt in databases.

Reasons against purchasing mobile numbers

·        -  PURCHASING A DATABASE IS EXPENSIVE

·       -   YOU WILL OFTEN BE CHARGED PER FIELD SO TO PURCHASE A FULLY TARGETED DATABASE WILL COST YOU

·         - YOU ONLY GET TO USE IT ONCE

·         - MANY OF THOSE YOU TEXT WILL NOT BE SPECIFIC SMS OPT IN (and will not be expecting promo texts from strange companies)

·        -  YOU RUN THE RISK OF ALIENATING THE VERY PEOPLE YOU ARE TRYING TO WIN OVER

·         - SOMETIMES THE DATABASE HAS NOT BEEN CLEANSED AND THERE CAN BE WASTAGE

·         - YOUR COMPETITORS MAY HAVE ALREADY USED THE DATABASE

Work hard to reap longer standing rewards

It takes longer, its hard work, but creating your own opt in Mobile number database is very rewarding.  In terms of marketing there is no comparison in terms of immediacy and response rates to that of sending  SMS text messages  and in particular when it comes to engaging via that form with your own opt in database.  These people are expecting to receive SMS messages from you, they are waiting to hear from you, and are interested in the content and offers you send to them, and a good % will utilise the call to action and take up your offer.

** The average response rate to a text message is 28%

** 50% of those who respond make a purchase

Find a buddy and share the love

An alternative way to use mobile data and reach new audiences is to form strategic alliances with other companies, which is something I have done with many of my clients to great degree of success.  In return for you texting your database an offer promoting your partner business, they will also do the same to their database, thus promoting the products to new people, adding value to your customers (make sure you don’t just send a blatant sales text so that you don’t alienate your customers. Send them an offer or add value to them in some way). 

TIP:  Always begin and make the Originator your company name so the customer knows that the text has come from someone they trust and who they have opted in to hear from.

An example is:

Ie:  Hi SO and SO customer, we are proud to share with you this exclusive buy one get one free offer in Cafe Weymouth on Coffee when you show this text!

In return an offer or voucher can then be sent to you partner businesses database which reaches a new audience, has been received by a trusting recipient who receives value from a trusted source thus endorsing your brand, and bringing in potential new customers.

For further blogs, insights and information on SMS text messaging visit  www.soandsomarketing.co.uk email Paul@soandsomarketing.co.uk follow him on Twitter @paulsonso or sign up to their email newsletter by CLICKING HERE