B2B buyers need information. Emarketer says the types of information they want most is:
- Case studies and success stories
- Shares from peers
- Value over sales pitch
Those are all things you probably provide via email.
Have you explored the option of sending them via SMS too?
You can run an opt in campaign the same way you do for email. Let the buyer then choose whether to sign up for SMS delivery or email in the contact form. If it’s clear you’ll only send them relevant information – updated case studies, webinar invitations, or technical information – they may be just as likely to sign up for SMS as email.
What is the benefit? Well, SMS open rates are much higher than email. The usual statistic thrown around is that 98% of SMS messages are read within three minutes. Also click through rates on SMS messages are much higher as well – sometimes ten times as high as email.
So if you send links to your content to a buyer via SMS while they are researching, it’s more likely they will see it. They’ll be more familiar with your brand. And assuming what you offer matches what they are looking for, your company could end up on their short list when it comes time to contact sales.
In addition, B2B professionals like to share the information they find. The eMarketer report said that 59% of them share content via email. At the same time though, companies say they suffer horrible open rates on those emails.
Now consider how sending out content via SMS might change things. B2B professionals value the shares they get from peers, SMS has the highest open rate of any communication method, and a click through rate ten times email. If you add that up, you’ll find many more B2B professionals seeing your content than if you send via email.
To sum it up, I’ll quote from a Hubspot article published a few years ago, “[D]on’t be scared of SMS, it can be better than email if you use it properly as a content communications supplement”.
The take-away is simple: SMS is just another inbound marketing channel.
So why not start using it today?