COVID-19 has changed both the way you should communicate with your customers and the urgency to communicate with them. The best way to do this is via text. Business texting is critical right now.
Here are a few writing tips to keep in mind when it comes to drafting the direct-to-consumer text message:
Be empathetic: Recognize that your customers are just as concerned about their families and their income as you are. So when you text them, express that.
Brand personality: Just because you’re limiting communication to 160 characters at a time doesn’t mean your brand personality has to go out of the window. It’s a best practice to be fun and personal through texting to show your brand personality, especially during this time. Make sure your customer knows who they’re messaging with, include personal details that are relevant to them, and don’t be afraid to sneak in a quirky response like an emoji or GIF if the situation calls for it.
Call to Action: Most brands engage with direct-to-consumer text messaging to get a customer to take an action or follow up on a question. Your texts should include clear CTAs and instructions to make it easy for customers to know what you want them to do and how to do it. Just make sure you’re not including long, obnoxious URLs or hyperlinks that clog up a message. Instead, create unique short codes for your customers through your business texting solution.
Text message etiquette: Unlike other DTC channels like online chatbots, modern consumers are intimately familiar with text messaging in their personal lives. This means that the average consumer is well aware of standard texting etiquette and they will expect brands to observe these unwritten rules of the channel. Don’t send messages late at night, don’t send suspicious links or photos, and don’t lose your sense of professionalism.
Avoid rambling: While text messaging has become an incredibly innovative direct-to-consumer channel for B2C brands, it shouldn’t replace face-to-face communication when there are critical matters to discuss. Never ramble on in a text message about an issue or concern on your side – always place the conversation back in the hands of the customer so they feel as though your conversation is helping them achieve their goals.
Ask questions: And finally, it’s a best practice to treat every text message conversation with a customer as a chance to start a two-way conversation. Ask questions about a recent purchase or in-store experience and offer answers or solutions if they have questions. Facilitating this conversation can help sow the seeds of a long-term, mutually beneficial customer/brand relationship.
Want to learn more?
The team of SMS texting experts at Kenect is on hand to help your team develop the perfect direct-to-consumer text strategy for your business. You can learn more by texting us today!