In today’s business world a customer centric business strategy is key for growth. Having a good product is the start of something great, but how do consumers relate with your product or Brand?. How do they get to know about your product and after, you have converted them to customers how well do they engage with your Brand? In this article we delve into how businesses can leverage on the Power of Bulk SMS to grow.
The rise of Mobile technology in Kenya, has allowed businesses to tap and harness the power of Bulk SMS to engage with customers. At least one of every two Kenyans owns a mobile phone. Mobile subscriptions according to the Communications Authority of Kenya stood at 66 Million of March 2023.
Bulk SMS refers to an effective and widely used process of sending messages to multiple individuals simultaneously to their mobile phones. Bulk SMS can be one way or two way communication. One way communication is usually done via a Sender Name. The sender Name is usually tied to the sender’s Brand name. Two way communication via Bulk SMS is done through an interactive short code. A customer can respond to the message sent by a brand via an Interactive short code.
Depending on your industry here is how you can use Bulk SMS to grow your Business.
Promotional and Marketing purposes.
One of the most common uses, of Bulk SMS in Kenya, is for Promotional and marketing purposes. Businesses use Bulk SMS to reach out to both existing and potential customers. Ahead of sending a promotional message, it is important for a business to correctly define its target audience and the purpose for which it is sending the message, this ensures that the message is well suited and communicates effectively.
Examples of effective usage of promotional messages include businesses, informing customers of upcoming sales. Discounts, new product launches, price offers, new store opening, sending seasonal wishes and greetings, informing customers about flash sales among others. Promotional messages are mostly one way and sent via a Sender ID for easy brand recognition by customers. Bulk SMS has over 90% click through rate, with customers deciding about the message received within 3 minutes of opening it. This makes it one of the most effective forms of communication there is in the market.
Loyalty Programs.
Also Known as reward programs, Loyalty programs are one of the best ways to attract and retain customers by Brands. Loyalty Programs work by offering incentives and rewards to customers in exchange for brand loyalty and patronage over time.
Loyalty Programs can be:
- Points based: Customers earn points that can be redeemed for store credit every time they make a purchase as is the case with most retail chains.
- Exclusive benefits and treatments as is the case with Airlines and businesses in the travel industry.
- Discounts and coupons to incentivize customers to make future purchases.
The beauty of loyalty programs is that they cut across. Whether it’s from the manufacture to distributors, to retailers, the loyalty program is ideal. At Mobisphere Ltd we offer custom Loyalty program applications that are backed by both Bulk SMS and USSD.
We use Bulk SMS in Loyalty Programs for;
- Updating users on points gained and points balance.
- Re engaging users of loyalty programs .
- Sending Anniversary rewards such as Birthdays.
- Offering of incentives such as exclusive event invitations.
- Giving information about exclusive discounts and offers for members of the loyalty program.
Feed Back and Survey.
Related to the loyalty program, Bulk SMS can be used to collect feedback and foster customer engagement.
Feedback and surveys are important for;
- Data analytics and information.
- Product improvement.
- Fostering improved client relations and satisfaction as well as being an opportunity for continuous product and company improvement.
Two way Bulk SMS works best as well as USSD for feedback and survey programs. The company sets a rich menu of possible scenarios from which to engage the customer. One way SMS or use of sender ID works also when linked to the web and customers can engage a Brand online.
Educational and Informational Purpose.
Mostly used by governments and Non-governmental organizations, Bulk SMS is used by for instance ministry of Health informing the public about vaccinations or government sending emergency alerts. This is because bulk offers a quick and effective way of spreading messages. The messages in this category are mostly on a need to know basis and fall under a category of Bulk SMS referred to as transactional Bulk SMS.
Transactional bulk SMS.
Transactional Bulk alerts have the advantage that users cannot block the message, hence every intended recipient of the message shall receive it. Organizations use Transactional Bulk SMS only on a need to know basis. Further, most messages in this category are triggered by the user. For instance, Password word resets and OTP’s, bank balance updates, points updates and payments. Banks, Saccos and e-commerce businesses ideally use transactional SMS for enhanced user experience and security.
Referral Programs.
Like loyalty programs, referral programs incentivize users by offering a reward, mostly monetary in this case to attract the current users and potential customers linked to them. Users of referral programs earn every time a person they referred joins or purchases a service. The program mostly relies on word of mouth and customer goodwill to drive growth. There is a sense of ownership by users of a referral program further fostering loyalty and long term engagement and retention.
Referral programs work by:
- Offering incentives.
- Use of a unique link/ code that is attached to the referral customer.
- Tracking and attribution.
- Payment for earnings made.
The advantages of using referral programs include;
- Wider customer reach.
- Existing customer retention and loyalty.
- Cost effective customer acquisition.
A Case Study for a business leveraging on Bulk SMS to Drive business Growth.
“The proof is in the pudding” This article would not be complete in our view, without showing how Bulk SMS truly works in driving business growth.
Sanifubet, a New crash game provider in the Gaming industry case study
The company, being a new entity in a highly competitive industry, was faced by a dilemma; How to effectively reach, grow and retain customers.
The solution, send promotional messages to customers, offering them bonuses among other incentives and encourage them, through Bulk SMS to share the unique referral link and earn a lifetime 5% commission from their referrals.
The result, Increased signups, customer retention and repeat plays, increased sales and a higher subscriber list.
How Bulk SMS as a Business Growth communication strategy compares with other communication channels.
There are other communication channels both traditional and digital that businesses can use to leverage growth, we compare Bulk SMS to each in this category
TV, Radio and Print Media.
- Cost effectiveness: The average cost of acquisition for customers is significantly lower for Bulk SMS and more effective. When one runs a traditional media campaign even if its targeted , there is a chance of reaching uninterested or unengaged audience. Bulk on the other hand is more targeted and only sent to interested parties, making it more effective
- Personalization and click through rate: A Mobile phone is a highly personal device, further, sending of an SMS specifically referring to that person by name makes it even more personal and touching, prompting a higher chance of an action from the intended target. One may not really hear or read a Traditional media advert but will open an SMS sent to their phone.
Emails:
- Open rates and Time: People don’t check their emails as often as they check their phones and are likely to just skim through the topic and disregard the message without checking the body of the email.
- Spam: Most promotional email messages go to the spam category and never see the light of day, leading to wasted marketing efforts.
Phone Calls: Unlike Bulk SMS that allows users to respond at their convenience, Phone calls can be intrusive and require a lot of manpower to achieve the same communication reach as bulk SMS would. Further, Bulk SMS is cheaper than making a phone call.
In Conclusion Bulk SMS offers a wide array of uses and Advantages. It is highly effective on its own, but can be used with other communication channels well. This is especially true for use along with Social media and Push notifications. By leveraging on it, Businesses can reliably, effectively reach, convert and engage customers. Once you have decided that use of Bulk SMS is the strategy you want to use, decide on the message and Pick a reliable provider.
A reliable Bulk SMS provider should;
- Have good reviews and referrals.
- Have a fair Pricing
- Offer round the clock customer support.
- Have seamless API integration and Automation.
- Have proper reach and coverage in terms of network provider connection.
- Have a reasonable message capacity and scalability.
- Have robust and reliable systems.
Want to leverage on Bulk SMS to grow your business? Sign up with us today to reach your audience and drive sales.