Business SMS: SMS Marketing for B2B

SMS marketing is one of the most powerful tools in every marketer’s bag of tricks. At their most simple, they’re a quick way to send a short message to customers. But, in reality, they’re so much more. SMS messages are the most effective way to connect with customers. With a near perfect open rate of 98 percent within 15 minutes of receiving the message, they offer maximum return on investment to companies looking to get the most bang for their SMS buck. So, let’s go back to basics.

Mobile phones have become an indispensable part of our daily lives. Based on the Global Digital suite of reports from We Are Social and Hootsuite, it revealed that smartphones are the world’s preferred choice for accessing the internet. Business buyers are using their devices to perform their own research regarding potential purchases.
With the rise of digital, it is necessary for businesses to constantly support new practices while they continue to master the old. When both traditional and digital marketing efforts are well coordinated, companies will be able to reach more customers and create more conversions.

What is B2B?

Simply put, B2B is a type of business to business transaction such as the ones between manufacturers and wholesalers, or a wholesaler and a retailer. It refers to business conducted between companies, rather than those conducted between a company and individual consumers (B2C).

What is text marketing?

It’s been around for many years but SMS is more popular now than ever before. And that’s because it’s the most effective and cost-efficient method of communicating with buyers. Many billions of people around the world own cell phones and the open rate of SMS messages is 98 percent, meaning it is the best way of communicating with your audience.

How to Maximize the Impact of SMS for B2B

1. Sell the Solution Rather than Sell the Product

When you send out SMS messages to business buyers, the highlight of the message should be an offer to solve your buyer’s needs, instead of focusing your aim to sell your products or service. You can insert a text link that will bring them to your website or show them a video on how your products or service can help them solve a particular business problem. This will appeal more to them and increase the chances of you closing the deal.

2. Utilize Two-Way (2way) Messaging

You can continuously develop and improve your B2B SMS campaigns with two-way SMS. By sending out SMS that encourages conversation like SMS polls to short questionnaires, two-way messaging allows you to understand and track your customer’s behaviour and preferences that can be used for future marketing.

3. Manage your B2B List

It is crucial to keep your B2B list up-to-date. If a customer wants to opt-out from your list, you will need to honour their request and not send them further marketing communications. Also, it is important to update your customer’s details from their name to their purchasing patterns. This will help you segment your list and send out much more personalized messages that are more relevant to them.