In today’s digital landscape, there are countless ways to reach your target audience. While many of these strategies are different, like email and social media, there are overarching parallels.

The one common thread most marketing strategies share is they are accessible on smartphones. And why wouldn’t they be? Globally, over 66% of people own a mobile device, and that number is on the rise.

We want to talk about one of the best ways to connect smartphone users. The topic today is SMS marketing. SMS stands for short message service. Simply put, SMS refers to text messages. Business owners and marketing teams send promotional text messages to users who opt-in to get them to engage with their site.

We will look at several ways you can maximize the value of your SMS strategy and turn more visitors into customers.

Ask for Signups

One of the biggest mistakes marketers make when implementing an SMS strategy is they don’t take steps to grow their lists proactively. They add a subscription form to their site and hope users will eventually sign up.

You have to work hard to build your lead lists. We like creating multiple SMS signup forms and campaigns that we include on specific parts of our website. Our campaigns will typically vary based on our audience segments.

Let’s say you have an online pet store and want to get more subscribers. You could include a cat-themed offer for new SMS subscribers on blog posts with the cat tag. Use this strategy to personalize your marketing and convince casual visitors to become subscribers. When someone is halfway done with your post, a popup that asks them to subscribe for 25% off their first order could be the incentive they need to see.

If a user buys a product without signing up, don’t be afraid to ask them to give their phone number on your thank you page. We like offering users a gift with their purchase if they sign up immediately after completing their order.

The incentive you choose will vary based on your budget, industry, and target audience. Think about how you can reward visitors for taking action and subscribing to SMS notifications from your brand.

Use FOMO Marketing

Now that you have a few SMS subscribers, it’s time to talk about putting some marketing practices into action. Fear of missing out (FOMO) marketing is an excellent way to encourage new subscribers to continue engaging with your website.

FOMO occurs when a consumer sees an offer that’s only available for a limited time or to a limited number of people. These two situations cause users to make impulse purchases because, as the name implies, they are afraid of missing out on the deal. Believe it or not, 60% of shoppers have reported making a purchase due to FOMO, usually within 24 hours.

There are several ways you can add FOMO marketing to your SMS messages. For starters, you can announce limited-time sales for your SMS customers. When your offer has a specific time frame, users may feel like they need to click-through and accept your offer while they can.

You can also use this strategy to get people to register for upcoming events. FOMO comes into play when you mention that there are only 200 spots available for the presentation. Since 98% of text messages get opened, this tactic can help you dramatically improve sales and user engagement.

Share Your Best Content

Speaking of engagement, let’s talk about how you can use SMS marketing to get consumers to engage with content on your website. Your company blog is one of the things that will keep users coming back to your site long before and after they make a purchase. Research shows that 47% of consumers read at least 3 business blog posts before buying a product.

So if you want to turn SMS subscribers into customers, you have to impress them with top-notch content. If you’ve segmented your audience, you can personalize your campaigns to appeal to the various customer personas.

Let’s go back to the online pet store example we mentioned earlier. You would likely have success with dog-themed blog posts if you sent SMS messages to your customers who are interested in dogs. When a user signs up and engages with your site, use their behavior and purchase history to determine which posts you should send.

Your content isn’t limited to your blog either. Consumers are highly receptive to video content. In fact, 43% of shoppers want to see more videos from businesses. You can meet this need by repurposing your written posts into videos and sending them to your subscribers.

Whether you’re sending a blog post or a video, you have to give readers a reason to click through. You could ask a quick question or make a statement about a pain point or goal you address in the post. For instance, if you want readers to open your blog post on email marketing, you could send a link with a message that reads, “Want to see how businesses are doubling their leads?” with a shortened link.


If you want to make the most of your SMS strategy, an emphasis on value and timeliness are your keys to success. Spend plenty of time getting to know your target audience and create personalized text message campaigns that encourage visitors to click through and become customers.