Texting is an excellent way to reach out to leads and start conversations that can eventually lead to sales. However, many companies make mistakes when it comes to texting leads, which can negatively impact their sales efforts. In this blog post, we will discuss three big mistakes companies make when texting leads and how to fix them.
Mistake #1: Not Personalizing Texts
Generic messages that are sent to multiple leads at once can seem impersonal and may not catch the recipient’s attention. When leads receive a text that feels like it was sent to everyone on the list, they may feel less inclined to respond.
Solution: Personalize Your Texts
To fix this mistake, companies should personalize their text messages. Addressing the lead by their name is an excellent way to start a conversation. Additionally, including information about the lead’s specific interests or needs can make the message more relevant and engaging. It may even help to include the lead source in the opening message (Ex. “You recently filled out a form on our website” or “You inquired via an Instagram post about getting a lower rate”).
This can be done by using merge fields or dynamic content that pull personalized data from form fields or your CRM. When messages are tailored to the individual recipient, it demonstrates that the business is paying attention to their needs, preferences and that they value their relationship with the customer.
Personalized texts can help build trust and strengthen relationships with customers, leading to increased customer loyalty, retention and expansion. By using data and insights about the customer’s interests and behaviors, businesses can create personalized messages that are more likely to resonate with the recipient and lead to a positive response.
Mistake #2: Not being TCPA compliant
Another critical mistake that companies can make when texting leads is failing to comply with the Telephone Consumer Protection Act (TCPA). The TCPA is a federal law that regulates telemarketing calls and text messages. It was enacted to protect consumers from unwanted and harassing telemarketing calls and text messages.
Failing to comply with TCPA regulations can result in significant legal and financial penalties for companies. In fact, companies can be fined up to $1,500 per message for each violation of the TCPA.
Solution: Become TCPA Compliant
To avoid TCPA compliance issues when texting leads, companies should follow these guidelines and use a service that is TCPA compliant. This is a big one so let’s break it down to the most important things:
- Obtain prior express written consent: Before sending any text message, companies must obtain the recipient’s prior express written consent. This means that the recipient must give their consent in writing, either on paper or electronically.
- Provide clear opt-out instructions: Companies must provide clear instructions for how recipients can opt-out of receiving text messages in the future. Recipients should be able to opt-out easily, such as by replying “STOP” to the text message.
- Do not send messages outside of agreed-upon hours: Companies should not send text messages outside of the hours agreed upon with the recipient. Typically, the hours should be between 8 am and 9 pm in the recipient’s local time.
- Do not use autodialers: Companies should not use autodialers to send text messages without the recipient’s prior express written consent.
- Train employees on TCPA compliance: Companies should train their employees on TCPA compliance and ensure that they understand the guidelines and consequences of non-compliance.
Mistake 3: Only texting 1-way
Using one-way texting in a business can be a mistake for several reasons. One-way texting refers to sending messages to customers or clients without giving them the ability to reply. This approach can be impersonal, frustrating, and may lead to missed opportunities for engagement and feedback.
One issue with one-way texting is that it can come across as impersonal and robotic, as customers or clients may feel like they are receiving automated messages rather than personalized communication. This can diminish the perceived value of the service or product and harm the brand’s reputation.
Secondly, one-way texting can be frustrating for customers who may have questions or concerns that require a response. If they cannot reply to a message, they may have to go through a different channel to get in touch with the business, leading to confusion and dissatisfaction.
Solution: Build out 2-way texting conversation campaigns
In contrast, two-way texting allows for a more interactive and personalized experience, which can improve customer satisfaction, loyalty, and ultimately, business success. Two-way texting allows for valuable opportunities for engagement and feedback. Customers may have suggestions, complaints, or questions to help the business improve its products or services. By providing a two-way communication channel, businesses can show that they value customer input and are committed to providing a high level of customer service.
Businesses that use one-way texting may miss out on important opportunities to engage with their customers or clients and improve their business. Implementing a two-way texting system can lead to more personalized and effective communication, improved customer satisfaction, and ultimately, increased success.
Conclusion
In conclusion, texting is a powerful tool for businesses to engage with potential customers and build lasting relationships. However, it’s important to avoid making mistakes that can negatively impact sales efforts. By personalizing messages, being TCPA compliant, implementing two-way texting, and being respectful and helpful, businesses can improve their texting strategies and increase the likelihood of positive responses. With the right approach, texting can be a valuable and effective way to reach out to leads and turn them into loyal customers.
