If you want to reach potential customers and stay connected with existing ones, SMS marketing can make that happen. In this article, we’ll discuss everything you need to know about text message marketing, including the best SMS marketing software and how you can use it to nurture leads and increase sales at your dealership.
What is SMS Marketing?
SMS marketing simply means marketing through text messages. Using SMS marketing, you can send product promotions, updates, and other notifications directly to your customers. Unlike other advertising avenues like email and social media, SMS marketing has an impressive open rate of over 90 percent, meaning you can connect with people quickly and consistently.
Why Should Automotive Dealers Use SMS Marketing?
There are many advantages to using texting software. Here, we cover some of the biggest benefits you’ll see when you begin using SMS marketing.
Reach People Instantly
Text messages are read within minutes, making SMS marketing one of the best methods for reaching people, especially if you have time-sensitive promotions like flash sales or inventory updates.
Cost-Effective
Compared to other types of advertising, text message marketing is affordable. With the right texting software, you can reach thousands of people and still stay within your budget.
Personalize Your Messages
SMS marketing software gives you the ability to tailor your messages to individual people based on their data. Personalization can improve engagement rates.
High Engagement
People are spending more time on their phones than ever, and you can use this engagement to reach them where they are.
SMS Marketing Software Must-Have Features
If you want to run an effective text message campaign, choosing the right SMS marketing software is the first step. As you’re doing your research, make sure the software has these features.
Automation
Automation can save you time by automatically scheduling messages or sending reminders to people at different stages in the sales funnel.
Chatbots
People want to have their questions answered quickly and easily, and chatbots can help. Here at TECOBI, we’ve designed the TECOBI Auto Bots® to help car dealerships automate things like online chats and follow-ups in the car sale process. Our bot not only re-engages conversations with smart follow-ups, but it can also reach out to older leads with personalized interactions.
Analytics
You should be able to track the performance of your campaigns with analytics through your software. Look for software that gives you data on open rates, click-through rates, and customer responses.
Tips for SMS Marketing in the Automotive Industry
Once you’ve chosen your texting software, you’re ready to begin collecting numbers and sending messages. Here are a few tips to keep in mind.
Build a Subscriber List
Start by collecting phone numbers. Often, this can be done through online forms, though you can also use things like in-store signups or QR codes.
Think About Timing
The best times to send SMS blasts are at noon, 2 p.m., and between 6 and 8 p.m. Noon works because no matter whether it’s a weekday or the weekend, most people are awake by this time. Similarly, if you send your message at 2 p.m., your text will arrive a little after peak daytime hours but when people are still on their phones. Finally, people are often on their phones during the evening as they relax, so you can try sending messages between 6 and 8 p.m.
Keep Texts Short
People are busy, and they’re not likely to read long messages. As you’re drafting your text, make it clear and action-driven. Include links to your website or landing pages where people can go to get more information.
Personalize Your Messages
A family searching for an SUV will have different preferences than a young professional who is looking for a sports car. SMS message campaigns can take these differences into account by personalizing texts based on customer data. Use your CRM software to track people’s preferences and demographics and divide your audience based on this information. Then, you can send out promotions that speak specifically to each customer segment.
Include a Call-to-Action (CTA)
Every message should have a clear purpose. You can ask customers to take action by including strong calls to action like “schedule your test drive today.”
Respect Privacy
It’s important to obtain consent before sending messages. Usually, this can be done by sending an initial text asking people to opt in and giving people an easy opt-out option.
Common Mistakes to Avoid in SMS Marketing
We’ve covered our top tips for text marketing success, but what about mistakes? Here are a few of the main pitfalls you should avoid when sending texts to potential buyers.
Overloading Customers with Messages
Sending too many messages can annoy people and lead them to opt-out. Stick to a reasonable number of messages, which can look different for every dealership but is usually around two to four per month.
Ignoring Compliance
TCPA and CTIA guidelines mandate that people must be able to easily opt out of text messages, usually by texting back a word like “STOP.”
Sending Generic Messages
Generic messages won’t capture people’s attention. Use SMS marketing software to personalize your messages.
Ignoring Analytics
Without analyzing how your campaigns are performing, you’ll miss the chance to improve. Regularly review your metrics to improve your strategy over time.
Learn More About Text Message Marketing for Car Dealerships
Using SMS marketing can help you reach more people and boost engagement, and having the right software is essential to power the process. Here at TECOBI, we’ve developed one of the most intuitive automotive CRM software solutions that allows you to segment leads based on their stage in the automotive sales funnel, track customer interactions, and automate follow-ups. By centralizing all your incoming inquiries, you can quickly identify high-priority leads and improve your overall sales process.
We’ve also designed the TECOBI Auto Bots® to help car dealerships automate follow-up communications in the car sale process. Our bot not only re-engages conversations with smart follow-ups, but it can also reach out to older leads with personalized interactions.
By using the right strategies along with the right software, your dealership can transform leads into sales.
