In this episode of the Social PR Secrets Podcast, host Lisa Buyer talked to Ryan O’Connor for the first-ever SPS episode on SMS marketing! Ryan is the founder of Worth eCommerce, a Portland-based email and SMS marketing agency helping businesses scale their customer relationships with email and SMS Marketing.
For the first half of his career in eCommerce, Ryan was focused on getting new commerce. He only thought about conversion rates and user experience. But quickly, he realized he was only looking at surface level. Instead, he started working on creating a brand with supportive customers he could turn into VIPs who would be loyal for life. And now, he helps businesses do the same thing.
Emails and SMS allow businesses to develop longer relationships with customers. To do so, companies should focus on communication and content rather than the actual user experience and design of the email. Indeed, Ryan has found that high repeat customer rates are usually due to great content. Emails and SMS will expose your customers to your brand in a way nothing else will
The first step to any email or SMS strategy is to grow your lists. A good way to do that is popups on your website offering a discount or another offer against their contact information. With this strategy successfully implemented, Ryan is able to collect 10 to 15% of website visitors not ready to buy and turn them into first-time customers. Ryan advises businesses to start with one channel first, usually email. Email is a richer experience. It’s longer, has more designs and customers invest more of their attention in it. Conversely, SMS is a very small touchpoint and people are less willing to give their phone number.
Once you’ve built a list of about 3,000 emails, you can start thinking about SMS. You will only need a few hundred SMS subscribers for the strategy to be profitable. Indeed, it requires little time and effort and it will have a high engagement rate. Why? Well, if someone is willing to give you their phone number it means they like your brand and are loyal. In short: they want to hear from you. So give them the VIP treatment: send them the best discounts, first access to products, podcasts, and more!
So what should you do and not do when using SMS to market your brand? Ryan has the answers!
DO: Use the right SMS sending tools. If you use Shopify, PostScript is the most robust option. For other eCommerce platforms, you can use SMSBump. And if you are a bigger company, Attentive Mobile will be perfect for you.
DON’T: Send too many SMS. That list is your goldmine, you don’t want to draw resources from it too fast. Save your best content and promotions for SMS. 4-8 times a month is a good start point. Once your list grows, you can send more or even segment your audience.
DO: Use gifs to make the text stand out. Some kind of fun image will trigger an emotional response within your customers.
DON’T: Focus on SMS only. SMS should be supplemented by email. They both serve a different purpose and should be considered with two different strategies in mind.
This episode is a great starting point for anyone wanting to learn more about SMS for their business. For more, make sure to check out Ryan’s podcast, the Relationship Commerce podcast. He will also start an eCommerce mastermind soon, so be sure to keep an eye out for that!
“One sale won’t create a memory structure, but content marketing and exposure to your brand will.”- Ryan O’Connor
Do you find your podcasts from searching online or by word of mouth? Juergen Berkessel explains the common ways people discover podcasts. Lisa Buyer sat down with Juergen Berkessel, the Co-founder and creative director of PolyMash Design. Juergen is an expert on all things podcasting, digital strategy, and content marketing solutions. Tune in to hear Lisa and Juergen discuss optimization and podcasting. Have you been binging all your favorite podcasts during quarantine? Maybe you’ve started your own podcast? Juergen talks about how to optimize your podcast. Learn why you should have an article with your audio, how to get your podcast on the first page of Google, and what platforms you should be using. In this segment, find out the must-know tips and tricks from Juergen and Lisa! “30% of the people out there search the internet, 20% find podcasts through recommendations from friends, 16% find it through social media posts” - Juergen Berkessel Some topics discussed in this episode include: Podcasts and quarantine Search engine optimization for podcast Permalinks Content relevance Tips on optimization for podcasts Indexable content Content optimization Audio and video for podcasts Importance of links SEO tools Contact Jeurgen Berkessel LinkedIn: https://www.linkedin.com/in/berkessel/ Twitter: https://twitter.com/polymash?s=20 More from Juergen Berkessel PolyMash: https://polymash.com/about/ References and Links Mentioned PolyMash: https://polymash.com/ Spotify: https://www.spotify.com/ Stitcher: https://www.stitcher.com/ Libsyn: https://libsyn.com/ Mangools: https://mangools.com/ Descript: https://www.descript.com/ KW Finder: https://kwfinder.com/ ...
How do you take a business from the bottom and reach a large audience? Does age matter when it comes to trying to start a business? Cole LaJeunees would tell you age is just a number in this business games and the numbers, in terms of engagement, are what will help your business grow in success. In this episode of the Social PR Secrets, host Lisa Buyer spoke with Cole LaJeuneese the founder of Planet Convert and co-star on docu-series “Pay the Invoice.” Throughout his life, Cole has learned various lessons in Facebook advertising and business PR in general. As he focuses on his new e-commerce businesses and trying to keep businesses converting during COVID-19, Cole shares the factors he focuses on when auditing other brands and businesses and working to build personal ventures into greater successes. As a young teen, Cole wasn’t quite sure about what his path in life was going to be, but that all changed when he was 17 years old and learned about entrepreneurship from a high school class. At that moment, once Cole understood the goals and visions of an entrepreneur he knew that was the path he wanted to take and not the traditional collegiate route. However, it didn’t all start at once. In fact, Cole spent the first few years working at Five Guys and waiting to get his personal training certification, but once he met his mentor he decided to take a leap of faith and open his own gym. With his brother by his side and father as an investor, Cole accomplished his newly set goal of owning his own gym three weeks shy of turning 20. Although this business ...
How can brands best use Snapchat to connect with their audience? Nick Cicero believes that brands sharing content that “bring their different points of view into one particular channel” will have the greatest impact on the platform. In this 2016 episode from the archives of the Social PR Secrets Podcast, Lisa Buyer is joined by Nick Cicero to discuss the migration of brands onto the Snapchat platform. Cicero, the (former) CEO and Founder of Delmondo (which has since been acquired by Conviva), is arguably most famous for his work with Snapchat and Snapchat analytic and built the first analytics for Snapchat, Instagram Stories and Facebook Live. Throughout this episode, Cicero and Buyer discuss strategies for brand PR representatives on Snapchat, how to best connect with users based on the platform’s features, how takeovers can be used effectively versus ineffectively and what users Cicero believes are making the best use of Snapchat’s platform. “You want to find the platforms that you can create the best content and have the best amount of reaction with the least amount of energy. I think you don't need to be on every platform, but you do need to find what's evolving.” -Nick Cicero Some topics discussed in this episode include: Social media Snapchat analytics YouTube Twitch Delmondo (Conviva) Mobile marketing Brave Ventures Brand engagement trends Geofilters, video, and ads Social media influencers Social media takeovers Contact Nick Cicero: Conviva.com Cicero’s Facebook Cicero’s Twitter Cicero’s LinkedIn References and links mentioned: @EmGarber Subscribe to & Review Social PR Secrets Podcast Thanks for tuning into this week’s episode of the Social PR Secrets podcast by Lisa Buyer. If the information in this show’s interview inspired you in your business or life journey, feel free to head over to iTunes, subscribe to the show, and ...