This is the question that every business should be asking themselves – before their customers start asking!
If you are not aware, a keyword (A Text-In Keyword, to be more accurate) is a word or phrase that one can text into to a texting long or short code that will return a message to the user AND opt the user in to receiving text messages from the owner of the keyword. Its like this: add video
As you can see, it takes about 10 seconds to text in a keyword and get a response. This means from an opt-in stand point alone, using a text in keyword is the fastest, most straightforward way for you to get user opt-ins, and creating that first communication with the user.
Gathering opt-ins via keyword doens’t mean that you are asking users to ONLY opt in to your text communications (it does do this, however) – but you’re also opening a door to fast, efficient ongoing communications with your user.
The Text-In Keyword is a multi-purpose tool, and can be used for a myriad of reasons and campaign needs – it can be further utilized in any integrated solutions that trigger workflows, customer actions and any custom two-way communications.
Here’s an Opt In example:
Let’s say a new ice cream shop, called The Scoop opens up. Their Text-In Keyword is SCOOP. In all their marketing and promotional materials, they promote their keyword by offering a 10% off discount to their VIP mobile messaging group (those users who have texted in Scoop and opted in). When a user texts in Scoop, they get a response message and get added to the Scoop mobile messaging group simuteanoulsy.
First, let’s talk about that response message: This is the Scoop’s first opportunity to connect personally with the user. You want the user to recieve information back that is useful AND contributes to furthering the business from that user. We’ve already offered them 10% off by joining the mobile texting, so one very convienct piece of content we can send them in the response is the ice scream shops schedule. This is helpful to the user and promotes a future visit to the shop!
Other options for the response message include promoting traffic to the shops website, directing users to their social media links, or providing helpful information to the user, like the address and contact information.
Product and Audience Segmentation:
Another great use for Text-in keywords is to promote product launches that allow you to segment your audience for targeted messages. Imagine a company launches three new products at the same time. Each product has its own text in keyword that returns a product-specific response message and opts the user into thats products keyword group. Now you have three separate path-to-purchase options based on product and you’ve created three targeted groups for mobile messaging. Its a simple concept that can be a very powerful edition to youe existing marketing strategy.
Measure your marketing:
Text-in keywords can also be used as a measurement tool to vet the effectiveness of existing marketing channels. Think print is still a viable marketing for channel or performing as well as digital advertisements? Use one text-in keyword to track your print campaigns, and another text-in keyword to track your digital efforts, and see which channel engages the user more and performs better.
As always, compelling content helps to ensure success with any type of promotional campaign, and in the case of text messaging, it’s especially important to compel your user to take the right action, as you have their immediate attention with a text message.