How to Master SMS Marketing: Key Takeaways from My Talk on the Advisory Board Podcast

I recently had the opportunity to join Dave Hansen on The Advisory Board Podcast to discuss one of my favorite topics: SMS marketing. As the CEO of Boostly, I’m passionate about helping businesses in the restaurant and franchise industries connect with their customers in more meaningful ways using SMS. In our conversation, Dave and I explored a range of topics, from compliance and strategy to the innovative ways brands can use SMS to engage with their audience.

If you missed the episode, don’t worry! I’ll break down some of the key points we covered. You can also listen to the full episode on YouTube or find it on Spreaker.

The Importance of Opt-In Consent and Compliance

One of the key messages I shared during the episode is that compliance in SMS marketing isn’t just a box to check—it’s essential. The Telephone Consumer Protection Act (TCPA) requires businesses to gather explicit opt-in consent before sending marketing texts. I stressed that failing to comply can lead to significant fines, up to $500 per message per person. To help avoid these pitfalls, it’s crucial to choose vendors that enforce automated opt-in and opt-out processes, protecting your brand and your bottom line.

As I mentioned in the episode, “The most fundamental component is gathering opt-in consent. You can’t just start texting people just because you have their phone number.” Getting this part right not only keeps your brand compliant but also builds a foundation of trust with your audience.

Beyond Discounts: Creative Engagement

A large part of our conversation focused on going beyond the typical SMS promotions. While discounts are a staple, over-reliance on them can devalue your brand in the long term. Instead, I recommended exploring creative strategies like gamification and branded content. For example, some of our clients have successfully used “lottery texts,” where customers can reply with a number for a chance to win a reward. These kinds of campaigns can boost engagement rates from a standard 3-5% to as high as 40-50%.

One restaurant owner even sends weekly dad jokes to his customers, building a lighthearted connection that keeps his brand top of mind. It’s these small, creative touches that help businesses stand out in a crowded market.

Timing is Everything

We also covered the power of timing when it comes to SMS marketing. Sending the right message at the right moment can make all the difference. For instance, in the food industry, it’s smart to send dinner promotions around 4:00 PM when customers are beginning to think about their evening plans. I shared that aligning your messaging with the customer’s decision-making point is crucial for increasing response rates.

“If you’re just looking to maximize the amount of revenue, you want to do it right before they would normally be evaluating alternatives,” I explained during the podcast. By understanding your audience’s behavior, you can optimize your SMS strategy for the best results.

Adding Value to Build Trust

Another strategy we discussed was using SMS not just as a sales channel but as a way to build trust and offer value to your customers. This can include sharing expert advice, helpful tips, or even reminders about events and special programs. The goal is to position your brand as a trusted resource and not just a place to transact.

By applying these strategies, businesses can elevate their SMS marketing efforts and build deeper, more meaningful relationships with their audience. To listen to the entire podcast episode, visit YouTube or catch it on Spreaker. 

If you have questions or want to explore how Boostly can help your business, feel free to reach out. Happy texting!