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Why It Is Essential to Have Defined Performance Goals for Your SMS Marketing

October 24, 2016 12:00 am by

A solid SMS marketing campaign requires strong goals in place. However, many marketers fail to develop objectives and those who do fail to clearly define them.

According to a survey by Forrester, a full 57 percent of marketers fail to define their mobile objectives and many who do have vague ones. This makes it difficult to measure performance and create an effective campaign. There are many reasons that it is essential to first define your performance goals and objectives before you launch your SMS marketing campaign.

Effectively Measure Performance

For your team to measure the performance, they need parameters in place.

One of the major reasons why you need to have clearly defined goals is so that you can actually see whether or not you are performing the way you want to. If you have no concept of what you wish to achieve, or if you just have a vague idea, then it is harder to analyze your metrics to determine if you are reaching your goals.

If you need help to develop your objective, review your overall business goals. Looking at your other marketing channels can also help you to determine your objective, as well as discover any gaps that might make way for your SMS marketing program. It is highly beneficial to use SMART goals, an acronym that stands for specific, measurable, achievable, realistic and timed when you build your new or edit your old objective.

Know What Analytics Data to Review

There are several key analytics to review to measure the effectiveness of your campaign. Each one tells you something different. If you do not have clear objectives, then it is difficult to identify your key performance indicators (KPIs). It is essential that your KPIs line up with your objectives. For example, if you wish to convert more customers, than just looking at your traffic or opt-in numbers will not suffice.

Instead, you will need to review data that tells you about conversion rates, click through rates and other clear measures that show a person is completing the sales funnel and becoming a customer. Although it is still key to look at all your performance metrics, you want to have a few key ones in place that help you determine if you are on track to reaching your main goal.

Make the Necessary Changes

If you are not effectively monitoring your SMS marketing program, then it becomes difficult to know when you need to make adjustments — and which ones to make — to provide a boost. When you review your analytics, you will see some that might show you are doing well and others illustrate the opposite. However, this does not provide any real information if you do not have a wider context in which to place them.

For example, your opt-in numbers might be low, but you might find that you actually reach your conversion goals. If your overall objective is conversion, then you might be on the right track. However, you still might want to make changes to bring in more customers. You can use the information from what is working to help you develop the right strategy.

Recognize the True Value of the Campaign

Texting increases engagement, which might lead to more sales down the line.

SMS marketing is a relatively inexpensive and cost-effective marketing channel. This helps it to have a great return on investment in most cases. However, there are many ways to measure whether you are getting a return. It might not be directly monetary; instead, it might be something that encourages people to convert into customers in the long run. For example, it might increase the engagement of customers and increase customer loyalty, which improves profits. There might not be a direct line, but ultimately your texting program provides the returns you want. Working with a clear objective makes it easier to measure the value beyond a direct financial return.

These are just a few of the key reasons it is so important to have a clear objective in mind when you develop your SMS marketing strategy. It is never too late to create one, even if you have already started your program. Sit down with your team and brainstorm until you find a clear, defined objective of your campaign. This will help you to have a much stronger campaign moving forward.

To learn more about building goals for your campaign, read this blog post

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