It’s important to know what not to do as you grow your brand and business. While digital marketing includes many channels and tactics, that doesn’t mean anything goes. 

The biggest digital marketing mistakes ultimately boil down to these eight failures, including failure to engage in email marketing and the lack of a clear strategy. 

No need to worry, though; forewarned is forearmed! Here’s how to avoid the most common digital marketing mistakes.

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Definitions

   SMS – Short Message Service. Texting in bulk like an email blast. Typically 160 characters per message.

   MMS – Multi Media Service. Texting with a graphic, video or audio included.

   Explicit permission – Documented permission to send SMS. This is being strictly applied by the text messaging services and by the phone carriers.

   Implied permission – Permission implied by requesting a quote, doing business or even a serious business conversation.  Implied permission is acceptable for adding someone to your email list. It is NOT acceptable for SMS.

The #2 topic of marketing articles and focus now is SMS. Right after AI.  Before you jump on the band wagon though you need to analyze carefully the benefits to your business.

B2C businesses

SMS is great for B2C businesses. It gives you quick contact with the consumer. SMS fits retail operations very well: flash sales, special offers, add-on sales.  Your messages show up in a frequently checked feed beside texts from family and friends. Start today!

B2B businesses

Maybe.

If you are a roofing company, you don’t have a lot of quick messages to send.  SMS could be handy after a monsoon storm, however. You could text “Have a leak? Call ABC Company now to schedule your repair!”  That could move you to the top of the list!  During the summer when business is slow, you could SMS “We’re offering 50% discount on roof inspections during the month of June. Call today to schedule.”  

If you are a manufacturers’ representative, you won’t have a lot of quick messages to send. You could send a reminder before a trade show. “We’re going to be in Booth 10 at the World of Concrete. Come see us & register to win a 56” TV.”  You could promote box lunches to a specific group such as the architects on your list. “Call today to schedule a DEF Manufacturer presentation with John Doe, Sr VP, in September.  CEUs and lunch!”

Look over your Marketing Calendar. Where could a SMS boost your other efforts?

I feel certain you will see opportunities.  The key is to plan for those opportunities. You can’t set up a SMS campaign in a couple of days.

OPT IN Is Required

You probably have an opt in form on your website now for email.  Update the form and start asking for permission to do SMS too.  There is specific wording required by law so do it right!

Look at your entire sales process.

Where do you have opportunities to ask for email and/or SMS permissions?

• At trade shows?
• At networking events?
• At sales presentations?
• On your website?
• On your order forms?

Start asking now so that you will have the cell phone numbers when you are ready to do your first SMS.

Service Providers

There are multiple service providers, of course.  I recommend MailChimp or Constant Contact. They are competitive price-wise and relatively easy to use.  There are specialty firms like CHIIRP for service companies.  Let’s do some research and get the right service for you.  Most work by credits instead of a monthly fee like email service providers. They know you may not need to send a message monthly.

Verified Sender

The carriers are requiring verification of each sender. There is a short form to fill out and submit via your service provider. When you are approved, you are given a specific number for sending texts.

Prepare Today for a Younger Audience

Regardless of your type of business, you have to prepare to sell to a younger demographic. You’re going to want to reach those Millennials and Gen Z buyers at some point. Start planning now so you’ll be ready!

SMS is one more tool in your toolbox!