It wasn’t that long ago, business owners were faced with a then-new dilemma. As more and more consumers were flocking to the Internet to make buying decisions, business owners wondered, “I have to have a website created; what should my domain name be?” In the course of answering that question, they were presented with expert opinion on factors to keep in mind.
Make it concise. Make it memorable. Make it easy to spell.
Flash forward to today. Business owners are taking on those same challenges as they settle on keywords to use in a mobile text marketing campaign. The fuel that powers a mobile marketing campaign is the opt-in responses it generates, and to generate as many as possible, it’s important to market the right opt-in keyword. As with creating a domain name, coming up with the most effective mobile text marketing campaign keyword is often simple.
The trick is to make sure your keyword is something that customers immediately associate with your business. Put your keyword through this five-step test to give yourself the best chance at success.
Make it easy to remember
Since people don’t always respond with their opt-in text on the spot, it’s vital that you choose a keyword that’s easy for people to recall. For example, a store called “The Baja Surf Emporium” would be wise to stick to words such as “BAJA” or “SURF”.
Make it easy to spell
Since all mobile text marketing campaigns rely on a particular keyword, a misspelled keyword will not reach its destination – your database. Be wary of uniquely spelled business names (example: O’REILLYS) or words with more than one commonly accepted spelling (example: “DONUT” and “DOUGHUT”)
Don’t be overly clever
Unless you plan to manage multiple mobile campaigns, there is little benefit, if any, to being too creative with your keyword selection. In other words, a restaurant named “Bob’s County Diner” would be better served to use “BOBS” than it would to try and grab attention with a phrase such as “FILLYERBELLY”.
Make it all uppercase or all lowercase
No, your mobile text marketing campaign is not case sensitive. Texting “Bowling” is the same as texting “bOWling”. This is particularly important to remember if your keyword is a multiple-word phrase such as “JIMSSPORTINGGOODS”. The coupling of consonants can be tricky to remember.
Make it short
One of the reasons texting has become so popular is the convenience with which people can communicate. That often means quick, abbreviated messages. Don’t go against that logic by asking people to text “PLEASANTVILLEBOWLINGALLEY”, when “BOWL” would be simpler and have a greater impact.
Read more tips to use on your next mobile text marketing campaign on the AfterMarketer Club’s website. Want to pass along a few tips of your own? Post your keyword lessons on our comment board.
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