How To Use SMS in Your Influencer Marketing Campaigns

Introduction.

Imagine the early days of dating. You meet someone interesting, strike up a conversation, and before the night ends, you exchange phone numbers.

That simple act of sharing contact information signifies a new level of interest and connection. In many ways, influencer marketing mirrors this scenario.

Brands and influencers build relationships with their audiences, nurturing engagement over time. When an audience willingly shares their phone numbers, it’s like moving to the next stage in that relationship, one that is built on trust and mutual interest.

This concept forms the crux of integrating SMS into influencer marketing campaigns. Unlike emails or social media posts, which can get lost in the clutter, SMS allows brands to engage with audiences directly and personally.

The impact of SMS in marketing is profound, with open rates as high as 98%, ensuring that messages are almost always seen and read. This direct line of communication can be incredibly powerful when paired with influencer marketing, where authenticity and personal connection are key.

In this article, we’ll explore how to leverage SMS effectively within influencer marketing campaigns. 

Why Use SMS in Influencer Marketing Campaigns?

SMS marketing is becoming a powerful tool in influencer campaigns for several compelling reasons. First and foremost, SMS provides a direct, immediate line to an audience that is already engaged with an influencer’s content. Unlike other marketing channels that require algorithms or complex targeting, SMS reaches subscribers where they are, instantly.

Promotional Campaigns: SMS can be leveraged for promotional campaigns that drive quick actions, such as limited-time offers or flash sales. Influencers can send personalised messages directly to their followers’ phones, creating a sense of urgency and exclusivity that compels immediate engagement.

SMS List Building: Building an SMS list allows influencers to maintain direct contact with their most engaged followers. This list can be used to send out updates, exclusive content, or special offers, ensuring that these messages are received by a highly interested audience.

Creating Paid Groups and Targeted Communities: Influencers can use SMS to create paid groups or targeted communities, offering exclusive access to content or products in exchange for a subscription fee. This approach not only generates revenue but also fosters a more intimate and loyal community.

Phone Numbers are the Ultimate Personal Data

In the digital age, phone numbers are considered highly personal, even more so than email addresses.

Users are generally more protective of their phone numbers because they are directly tied to their most personal device—their smartphone. As a result, obtaining a phone number from a follower signifies a higher level of trust and engagement.

The high read rates of SMS, which exceed 90%, far outperform other marketing channels like email, where open rates average around 20-30%.

This means that messages sent via SMS are not only more likely to be seen but also acted upon, leading to higher engagement and return on investment (ROI).

SMS Marketing Means Laser-Focused Targeting

SMS marketing allows for precise targeting because it is largely permission-based. When users opt-in to receive SMS updates from an influencer, they are explicitly expressing interest in the content.

This permission-based model ensures that messages are being sent to an audience that is already engaged and interested in what the influencer has to offer.

Higher Conversion Rates: Because SMS campaigns are sent to an audience that has already shown interest, the conversion rates tend to be higher compared to other channels. This focused approach allows influencers to communicate directly with their most engaged followers, driving more meaningful interactions and better results.

Text Message Marketing Makes a Brand Feel Accessible

One of the key advantages of SMS marketing is its ability to make influencers feel more accessible to their audience. Unlike other forms of communication, which can feel distant or impersonal, SMS allows influencers to engage with their followers more intimately and directly.

Building Stronger Connections: When followers receive a text message from an influencer, it feels more like a message from a friend than a marketing pitch. This personal touch can help build stronger connections, making the influencer feel more approachable and relatable.

SMS Communications Make Customer Feedback Nearly Instant

The immediacy of SMS makes it an ideal tool for gathering quick customer feedback. Influencers can use SMS to ask for opinions, conduct polls, or gather insights, providing them with valuable data in real-time. This rapid feedback loop can help influencers adjust their strategies on the fly, ensuring they are always in tune with their audience’s preferences.

Enhanced Customer Satisfaction: By using SMS for customer feedback, influencers can engage in more personalised interactions, addressing concerns or answering questions quickly. This responsiveness not only enhances customer satisfaction but also builds loyalty and trust.

How Can SMS Marketing Be Used in Influencer Marketing Campaigns?

There are several effective ways SMS marketing can be integrated into influencer campaigns:

Grab Immediate Sales: Influencers can use SMS to drive immediate sales by targeting followers who have shown interest in their content or products. For example, they can send exclusive discount codes or announce flash sales directly to their audience’s phones, prompting quick purchases.

Push a Launch: SMS is a powerful tool for generating excitement around new product or service launches. By sending early access notifications or exclusive launch details, influencers can create a sense of exclusivity and urgency, encouraging their followers to act quickly.

Drive Traffic to a Specific Landing Page: Including direct links in SMS messages can guide recipients to specific landing pages, ensuring they remain engaged and don’t get distracted by other content. This strategy is particularly effective for campaigns that aim to drive traffic to a particular product or service.

Before Using SMS in Influencer Marketing Campaigns, Understand the SMS Laws

When using SMS in influencer marketing campaigns, it’s crucial to understand and comply with all relevant laws and regulations. Failure to do so can result in legal consequences and damage to your audience’s trust.

Opt-In/Opt-Out Rules for SMS Marketing: To stay compliant, it’s important to follow the rules surrounding opt-in and opt-out processes. Influencers must obtain clear permission from users before sending marketing messages and provide easy ways for recipients to unsubscribe.

Telephone Consumer Protection Act (TCPA): The TCPA requires that influencers obtain expressed, written consent before sending marketing text messages. This can be done through clear consent forms or by using keyword texts that signal agreement.

Exceptions to the Telephone Consumer Protection Act: There are some exceptions to the TCPA, such as assumed consent from existing relationships or exemptions for certain types of businesses. However, these exceptions are limited and should be understood thoroughly before relying on them in an influencer campaign.

Children’s Online Privacy Protection Act (COPPA): COPPA is particularly relevant to influencer marketing when it involves collecting personal information from children. To comply with COPPA, influencers must obtain verifiable parental consent and provide clear privacy notices.

SMS Marketing Best Practices

To maximise the effectiveness of SMS in influencer marketing, consider these best practices:

Use Simple Promo Keywords: Simple, memorable promo keywords can make your SMS campaigns more effective. For example, combining the influencer’s name with a discount or offer, like “JOHN20OFF,” makes it easy for followers to remember and use.

Set Expectations: Setting clear expectations about the frequency and type of SMS communications can help reduce opt-out rates and build trust with your audience. Be transparent about what subscribers will receive and how often.

Don’t Bait & Switch!: Avoid deceptive practices like bait-and-switch tactics, which can damage trust and lead to legal issues. Instead, focus on transparent, honest communication that builds long-term relationships.

Turn on Two-Way Texts: Enabling two-way text communication allows followers to engage directly with influencers, enhancing customer service and strengthening relationships. This approach makes the interaction feel more personal and less like a one-way marketing message.

Pay Attention to Send Times: Timing is crucial in SMS marketing. Sending messages at appropriate times can prevent annoyance and ensure higher engagement rates. When scheduling messages, consider your audience’s time zones and daily routines.

Stay in Touch! Drive Traffic and Engagement: Regular communication through SMS, similar to an email marketing strategy, can help keep your audience engaged. Provide valuable content, updates, and personalised messages to maintain interest and foster loyalty.

Best SMS Platforms for Influencer Marketing Campaigns

To streamline SMS marketing efforts, influencers can use various platforms, each offering unique features:

Cyberscape: Cyberscape is An SMS automation tool with features like templates, forms, keywords, and QR codes, SlickText makes it easy to launch and manage SMS campaigns effectively.

Community: A cloud-based conversational marketing platform, Community offers features like third-party integration and analytics, making it ideal for managing SMS marketing campaigns.

SimpleTexting: An all-in-one text messaging service, SimpleTexting provides fast, affordable SMS marketing with two-way capabilities, integrations, and multimedia messaging options.

TextMagic: TextMagic offers capabilities for personalised text campaigns and includes free tools like carrier lookup and length calculators, supporting effective SMS marketing strategies.

Heymarket: A business texting platform, Heymarket integrates with various business apps and offers features like message scheduling and customer communication across multiple channels.

Conclusion.

SMS has proven to be a highly effective tool for influencer marketing. By leveraging the immediacy and personal nature of text messaging, brands can foster deeper connections with their target audience and drive engagement.

Here’s a recap of the key benefits of using SMS in influencer marketing:

• Increased Engagement: SMS allows for direct and timely communication with followers, encouraging them to participate and share content.
• Higher Conversion Rates: SMS can be used to deliver exclusive offers, promotions, and limited-time deals, driving conversions and sales.
• Improved Brand Loyalty: Personalized SMS messages can help build stronger relationships with customers and increase brand loyalty.
• Enhanced Data Collection: SMS can be used to gather valuable customer data, such as preferences and behaviours, which can be used to tailor future marketing efforts.

Ready to incorporate SMS into your influencer marketing strategy? Start by identifying the right influencers and developing a clear messaging plan.

With the right approach, SMS can be a powerful tool for reaching your target audience and achieving your marketing goals.

What are your thoughts on using SMS for influencer marketing? Have you had any successful experiences? Share your insights in the comments below!