Web Target Technology

Web Target Technology

Sell more and drive awareness with sms based marketing channel

17 July 2017, 1:01 pm

As marketers, we’re constantly thinking up creative ways to get our message out to existing and potential customers; whilst also ensuring we get good results from our efforts. One of the basic practical rules in marketing is to think like your audience, to keep up-to-date with their buying habits and where they are looking.


Whatever your product or service is, it’s important to ensure its visible wherever your customers go, with a ratio now of four mobile devices to every computer, it’s clear where our customers are. Mobile marketing is no longer something you can afford to put on the to-do-list for the future; you need to make sure you’re on a mobile device, now.

With smartphone users increasing daily, forward-thinking businesses are looking for ways to make their business mobile-friendly. SMS is a tried, tested and has been around for over 20 years – using it to communicate with customers will ensure your business keeps up with market trends whilst using a reliable method.

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For those of you who haven’t considered the benefits of using SMS marketing yet, I’ve put together 10 reasons you why it could be part of your communications mix:

Ten benefits of SMS marketing

1. Immediate
There’s no long waiting time for designs to be mocked up or campaigns to be printed, just decide what your message is, sending a bulk SMS to your customers takes no longer than sending a text on your own phone. So, not only will you free up some precious time, but with over 90% of messages read within 3 minutes of being received you could see results immediately.

2. Mobile-friendly
Making your business mobile-friendly is no longer something to consider ‘later’. Mobile is here and it’s not going anywhere. SMS is compatible with pretty much every mobile phone so you won’t need to worry about alienating some users, or getting your customers on board with brand new technologies.

3. Customers love it
SMS is a really simple and accessible way of engaging with each other and with an open rate of 98%, it is heads and shoulders above any other communication method in terms of read rate. Most people send and receive text messages on a daily basis so we know your customers will like, have access to and know how to use SMS.

4. Eco-friendly
In comparison to email, direct mail and face to face meetings; a text message has the lowest impact on our carbon footprint. In fact it’s almost a carbon free way of communicating, so if you’re looking for ways to make your business greener, SMS marketing is a big step in the right direction.

5. Direct
Most of us don’t leave the house without our mobile phone, in fact it’s probably within arms-reach 24/7. Besides meeting face-to-face or calling each customer, I can’t think of a more direct way to communicate your message whilst ensuring the message is delivered straight into the right hands, at the right time.

6. Simple
As we try and juggle our busy lives, it can sometimes feel like we have too much information to take in. Emails go unread, adverts ignored and leaflets discarded. SMS is small and simple and gets the message across instantly without any messing around. How many text messages do you receive that you don’t read?

7. Trackable
Most service providers will offer simple delivery reporting to check your messages have successfully been sent. If you’re looking for more intelligent tracking, the top players in SMS marketing will not only tell you when your messages have been sent successfully, but will also provide you with details on who, what and when links have been clicked ensuring you get the most from your campaigns.

8. Generate leads
Keywords are easy to set-up on an SMS shortcode and can be anything from your brand name to a memorable word. Advertise your keyword on your website, printed media or in your store, allowing customers to opt-in to your mailing list. E.g. Text SMS to 82228 for exciting news and special offers!


Not only does this provide you with lots of new contacts to communicate with but it also generates an instant lead with little effort required from you or your customer.

9. Personal
Most peoples email and direct mailboxes are swamped with junk mail and spam. Customers will only opt-in to SMS updates from companies they want to interact with, so you know you’re delivering the message to the right person without it getting lost or ignored. If you want to make your customers feel really special, it’s easy to personalise each message and won’t take any extra time.

10. Cost-effective
Not only is an SMS campaign affordable for budgets of all shapes and sizes, but you’ll also see a healthy return on investment from SMS marketing. At just a few kobo per messages, you can be really targeted with your campaigns without it breaking the bank.

If boosting sales and improving communication with customers are on your list of resolutions this year, but you don’t have a hefty budget and hours of spare time; SMS is a small, yet powerful, marketing tool not to be overlooked.

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SMS Marketing: An Often Forgotten Goldmine In A Good Mobile Strategy

11 June 2017, 11:44 am

There are a lot of digital marketing channels. Most of our time and effort is spent on the most visible channels: search ads, display ads, SEO, social, email and content.

While these are definitely key strategies that deserve a lot of attention, it can sometimes mean that other smaller but equally powerful channels fall by the wayside.

One of these oft-missed channels is something that potential customers (and probably everyone you know) use every day: SMS.

Think about it: You send at least a couple of texts each day. Even with competition from chatting apps like Facebook Messenger, Google Hangouts, WhatsApp and WeChat, people worldwide still send 350 billion text messages per month. Why? Because SMS is available on virtually every cell phone, whereas other apps face problems with platform compatibility and internet access.

For the right business, SMS can be an untapped fountain of prime opportunities. Here are five reasons to optimize your marketing with SMS:

1. SMS Is Permission-Based

SMS marketing is like (compliant) email marketing in that it requires user consent. The mobile user has to opt in before you send them the first message.

This model establishes trust between the business and the consumer. Because subscribers agree to join and stay on the list, it’s safe to assume that your customers think your messages are valuable.

2. SMS Is Mobile-Native

Because texting was built for mobile, users intuitively understand its benefits and limitations. Many web apps, on the other hand, were built as websites first and only later developed for mobile.

In other words, there are no learning curve or user interface problems with SMS marketing. It just works.

3. SMS Has A High Open Rate

According to a study by MobileSquared, more than 90 percent of text messages are read within three minutes. Ever get that kind of response on an email campaign? Email marketing averages an open rate of 22 percent, 29 percent for tweets and 12 percent for Facebook posts.

Because text messages are short and relatively infrequent, people’s text inboxes are much less saturated with marketing messages.

4. Most Consumers Are Willing To Receive Promotional Text Messages (Under The Right Circumstances)

While businesses need the right incentives to get people’s phone numbers, certain organizations can obtain phone numbers just by offering services like text message reminders.

According to the same MobileSquared study, 54 percent of women are willing to sign up to receive updates and reminders from various health, sporting and spiritual organizations.

With the right incentives, people are willing to share their phone numbers. A recent study discovered that almost 14 percent of people are willing to share their phone numbers with businesses to receive promotional text messages without receiving any incentive.

However, that number increases drastically when there is an incentive — 57 percent of people are willing to receive promotional text messages from a business if they receive a discount.

5. SMS Isn’t Going Away

According to the SimpleTexting study, people are more likely to send a text message to a friend or family member than to call them directly.

Additionally, 53 percent of people said they send about the same number of text messages now as they did a year ago, and 24 percent said they send more.

This finding shows that SMS has staying power in a world that has become saturated with multiple chat and messaging platforms.

Getting Started With SMS Marketing

While you can pay an agency to manage your text marketing, it’s probably not necessary for most small to medium-sized businesses.

There are several SMS marketing companies with self-service tools that let you organize lists of subscribers, plan out messages and view analytics in the same way a MailChimp or Constant Contact allows you to do with email.

But before you start blasting out messages, be sure to read up on SMS compliance. There are a few laws and best practices you need to follow to make sure you are in compliance and your subscribers are happy with your service.

How Do You Get People To Sign Up? sms promo 95kobo per unit

Since SMS marketing is based on permission, you have to encourage people to sign up for your text marketing list with special offers, promotions, contests or useful services.

Most businesses need to offer a discount to get people to sign up. There has to be some sort of incentive to get people to share their phone number.

Once you’ve chosen what you’ll be offering to your subscribers, you have to create a message and integrate it with other channels.

Create a poster to put up at your business. Tweet and share the SMS list on social media platforms. Add a page to your website. You can even include your text message list on traditional advertising channels. Most bulk message platforms have knowledge centers that can help explain the process.

Start Creating Value with Your SMS Marketing campaign

11 June 2017, 10:26 am

SMS marketing has evolved and today it’s rather interesting to see how marketers are envisioning its future. SMS marketing is like branding activity where you send a message to your customer in a manner that would elicit the desired response. SMS marketing companies can design a response that they wish from the customer through intelligent SMS marketing ideas.

SMS marketing has been widely accepted by marketers in Nigeria as an efficient and cost effective tool to reach customers. But, it can upset customers if done incorrectly and they can opt out of receiving text messages from you. Remember these points when you design and incorporate a SMS campaign into your marketing plan.

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Here are some SMS marketing ideas that have evolved:

One-on-one communication:
Experts says that the focus will gradually shift to addressing customers on a one-on-one basis. SMS marketing companies should primarily make their customers recognizable and target them accordingly. At present the mechanism to identify and reach customers at private level is missing.

Integrate and engage:
When you use SMS marketing it should be integrated with other communication channels and consumer engagement activities. TV, Outdoor, Print, Email and Mobile all these channels should be integrated.

When you send an email you can follow it up with an SMS asking your customer if he/she has received the email. Or you can integrate social media with your SMS marketing.

Making the most of your reply message:
When you reply to a customer through a SMS, highlight the offer again by sharing coupons and promotion activities. Emphasize the offer and continue grabbing customer attention. You can message, “Buy one, get one; offer till 12 June”. This catches your customer’s eye much faster.

Web Target Technology is currently running a promo on bulk-sms purchase at .95kobo per unit. Click here to register for free

Have something special and valuable to say:
It totally irritates your customer if a marketing SMS has nothing valuable to offer or say. SMS should benefit the receiver in some or the other way. If you are asking your customer to opt in for SMS service then make sure you offer something different from email offers. If you want customers to give you permission to send text messages then you should have a compelling value proposition.

For example local offers, updates about stocks, an offer based on the latest purchase you have made, etc.

Right time to message:

Be in constant touch with your customer, especially if your customer is passionate about the product/service you are offering. SMS marketing companies should follow a practice to send messages when customers are intending to buy. In the restaurant or hospitality business this SMS marketing idea should be utilized. When you send a SMS before meal time or holiday season the impact is greater.

At MEWS we suggest the best SMS marketing ideas that are apt for your business and industry. Stay connected with us and know how you can use this channel to market your product/ service in the best possible manner.

 Web Target Technology is currently running a promo on bulk-sms purchase at .95kobo per unit. Click here to register for free

Do Page Likes Still Matter on Facebook?

11 June 2017, 12:00 am

Now this may seem like an odd question, of course we all want Likes on our Facebook Pages and posts. But given changes over time to the way the platform works and how the News Feed algorithm functions, does the number of Page Likes you have matter as much as it used to? Does having more Page likes necessarily mean you're a better business, or the best option relative to a users' search?

Likes are the fuel that runs the Facebook machine, the tool that defines organic reach, that Facebook uses to target us with ads - without doubt, Likes are important. But just how important are they in the modern Facebook eco-system?

Here's an examination of the evolution of the Like and how it's influence has been diluted over time.
Likely Development

Facebook introduced the Like button in February 2009, providing users with, according to Facebook:

    “…an easy way to tell friends that you like what they're sharing on Facebook with one easy click. Wherever you can add a comment on your friends' content, you'll also have the option to click "Like" to tell your friends exactly that: "I like this."



Do Page Likes Still Matter on Facebook? | Social Media TodayThe Like quickly became the crucial currency of The Social Network – people became addicted to Likes as a form of social proof, a sign of your popularity and importance. And when brands started to flood the network in response to its growing user base, Likes also became a key element for business. Rally, you’re no one if no one likes you, and that’s even more relevant from a branding context.



Do Page Likes Still Matter on Facebook? | Social Media TodayAnd while the addition was relatively simple and straight-forward, the Like had also changed the game, without even Facebook understanding how important and valuable it would become as a data source. Through Likes, Facebook was now building a history of everything every user was interested in, your every Like was being added to your profile and measured, and eventually, compared against other users to find patterns and correlations, links between your interests that could reveal detailed insights into who you are and what you’re interested in.

Through Likes, Facebook had found a way to build the most valuable data resource ever created. And it was functional, it wasn’t information sourced from surveys or feedback reports. Users were happily providing it to them, and that data was flowing in at a rate of trillions of new data points every day.


Correlating Interests

So what do Likes reveal about you? Well, nothing much in isolation – so what if you like Harley Davidson motorbikes, right? So you’ll get hit with motorbike ads.

But with Facebook, we’re not looking at individual actions. One Like in isolation is not particularly relevant, but again, we’re not talking about one Like at a time, we’re talking about a massive web of interests being submitted to The Social Network every day through its 1.65 billion (and growing) users. On that scale, every one of your Likes becomes hugely relevant.

Researchers from The University of Cambridge and Stanford University released a report in 2015 which looked at how people’s Facebook Likes could be used as an indicative measure of their psychological profile, and what they found was pretty amazing. Using the results of a 100 question psychological study, which had been completed by more than 86,000 participants through an app, then mapped alongside their respective Facebook Likes, the researchers developed a system which could then, based on Facebook activity alone, determine a person’s psychological make-up more accurately than their friends, their family – even their partner.   



Do Page Likes Still Matter on Facebook? | Social Media TodayHow?

Because the common traits of each person were mapped back to their Facebook Likes – a person who smokes, for example, might like Britney Spears. Now, one person with that correlation is just an observation, but at scale, the researchers could map how many people shared the same interests, then map that against other elements to find consistencies. At the end of that, they could determine that people who like Britney Spears, plus X, plus Y, plus any number of other factors are 95% more likely to be smokers.

So even if the user hadn’t revealed that they smoked, their Like profile would do it for them.

From a marketing perspective, that’s hugely valuable – if you knew, for example, that 65% of the people who buy from you share a set of duplicate interests, you could refine your marketing to reach people matching that exact profile. In doing that, you might find that rate increases to 80% - you’ve just found the key audience you need to appeal to sell more products.

As an information source, Likes are hugely valuable – but that’s not the whole story with Likes. Along with this data explosion, there’s also come a problem.


Too Likeable?

As Facebook has grown, so too has the amount of things each person has Liked. Originally, Facebook Pages were encouraged to get more Likes, as Likes were an indicator that that user wanted to see more of your updates. It actually used to be an ad objective, but they’ve since removed it.



Do Page Likes Still Matter on Facebook? | Social Media TodayFacebook’s been forced to de-emphasize the Like because a Like alone no longer influences Facebook reach in the same way – getting more people to Like your Page might inflate your vanity stats, sure, but it doesn’t necessarily mean that more people are going to see more of your content.

According to Facebook, the average user could, theoretically, be shown to 1,500 updates every day based on their registered Likes and connections, way more information than a normal person is able to consume in a 24 hour period. As noted recently by Facebook's VP of Product for News Feed Adam Mosseri, while the amount of content being created continues to rise, human capacity to consume it remains fixed.


To counter this, and ensure users continue to have an optimal on-platform experience, Facebook introduced its News Feed algorithm in 2013, which shows content to users based on an increasingly complex array of factors, of which Likes are only one part.

And as soon as this happened, Facebook’s Like lost value - it was no longer as clear-cut what that Like meant or what Liking a Page meant in the context of your Facebook experience.

The value of Page Likes was further weakened as a signal in December 2013 when Facebook introduced the ‘Unfollow’ option, which is easily accessible on every post in your feed.



Do Page Likes Still Matter on Facebook? | Social Media TodayWith this, users are now able to unfollow a Page but still Like them – theoretically, this means that a Page could have 10,000 Likes, yet only 10 actual followers who could ever receive Page updates, rendering those Likes largely irrelevant. And as more people have become more educated about how Facebook chooses what to show you in the News Feed, more of them have utilized the unfollow function more liberally – how many Pages have you unfollowed but not un-Liked?

And given Facebook’s most recent News Feed algorithm update which will put more emphasis on content from your friends and family, Page reach, again, has taken a hit, which once again dilutes the relevance of the Page Like.

So given all this, what do Page Likes actually signify on the modern Facebook? Are they still a relevant measure of popularity, performance or... well, anything?
Like Relevance

So to clarify, there are two separate considerations as to the value of Likes.

For personal use, Likes definitely remain relevant, even though they’re not as valuable as they once were. Every time you Like something, it adds a signal to your profile that will then put it in consideration for what you’ll see more of in future, so each Like is valuable, and repeated Likes of content from the same person or Page will definitely help define your Facebook feed.

For business use, post Likes hold value in much the same way - they define reach and help indicate audience response as a measure Facebook can take into account when assessing Page performance. But Page Likes, as opposed to posts, are a lot less valuable than they once were.

As noted, having a lot of Page Likes doesn’t necessarily mean your messaging is getting through, it’s the engagement at post level that really defines your reach and response. In this respect, you’re really better off checking the average Likes a Page is getting on each of their updates rather than relying on their Page likes as an indicator of their quality, if that's the measure you're trying to ascertain.

Yet at the same time, Page likes do function as an important means of social proof.

This is particularly relevant when you consider that more and more people are using Facebook as a reference point when researching businesses - a recent study showed that Facebook reviews are growing at 4x the rate of other review platforms, indicating that more and more people are looking for such info on the site. Even in your own, day-to-day use, no doubt you've seen this also - if you were trying to decide between two restaurants for lunch and one had 100 Page Likes and one had 50, which would you go with?

And there's also the relativity factor - maybe you're only reaching 1% of your Page fans with each post, but 1% of 1,000 is a significantly more than 1% of 10.

Page likes clearly do hold value in this respect, but they’re not the be all, end all. Savvy consumers are learning to adjust and review a business’ Facebook presence on more than just total Page Likes alone because:

    They can be gamed (you can buy Likes)
    It’s not necessarily indicative, due to the above noted reasons

Really, in order to maximize your success on Facebook, Page Likes should only be one consideration – generating engagement with your posts is the best way to build interest and engagement, and that, in turn, will likely lead to more Page Likes anyway. But there may come a time where Page Likes are no longer considered a relevant factor.

In this context, "Followers" is probably a much more relevant and valuable metric.

A follower count that drops every time someone unfollows your Page is far more indicative of your Page’s actual relevance and value to your audience. Really, that’s what I’d rather see than the ‘People Talking About This’ metric accessible on any Page.

Do Page Likes Still Matter on Facebook? | Social Media TodayOverall, Page Likes still carry value as an indicative measure, but the real value, for the everyday user, is in understanding why they should follow your Page. And that then comes down to a question of use for Facebook - are Page Likes being used as an on-platform indicator of who to follow, or are they being used as a more general measure of how well liked and trusted a business is. If the focus is on improving on platform performance, then the former is more relevant, but if Facebook is looking to be more of a hub of local business info, a resource for users in this regard, then the latter is more critical - so long as people can trust that those Page Like numbers are actually indicative of a businesses' performance, not just their popularity (or on how much money they could spend on buying Likes).

And if they can't, maybe we'd be better off with a "Follow" button on each Page instead of a Like - save that for posts only, maybe.

Because of platforms shifts and developments, the equation of Page Likes has inevitably changed. And because of this, the actual meaning of that number is no longer as clear.

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