Unlike B2C, where emotion and impulsiveness can influence purchasing decisions, B2B relies on longer and more rational processes. Relationships are built on trust, expertise, and a deep understanding of client needs. In this context, every message counts, and SMS is no exception. Here are the best practices to boost your sales through SMS, while avoiding the most common mistakes.
Segment Your Audience for a Targeted Approach
Rather than sending the same message to your entire contact base, divide your prospects and clients into segments based on relevant criteria such as company size, industry sector, sales cycle stage, or purchase history.
This targeted approach allows you to send messages that are more relevant and better suited to the specific needs of each segment.
Personalization: The Key to Success
After segmentation comes personalization, a fundamental element for a successful SMS campaign in B2B. Business decision-makers receive a multitude of communications daily, and a generic message is likely to be ignored. By segmenting your contacts first, you can then design messages tailored to each profile.
Use the recipient’s first name, mention details specific to their company, or refer to previous exchanges. This attention to personalization shows that you have taken the time to understand your prospect’s needs, increasing your chances of obtaining a favorable response.
Choose the Right Time, or the Question of Timing
Timing is another determining factor in the effectiveness of your SMS campaigns. Sending a message at the wrong time can tarnish your brand image or simply make sure that your message is not really read.
Office hours, typically between 9 am and 6 pm, are the most appropriate times to send SMS in B2B. However, it is important to know your target clients’ work pace. For example, a message sent early in the morning or late in the day might get lost in the day’s hustle. Testing different times and analyzing response rates will help you refine your strategy.
Offer Added Value
In B2B, every interaction must bring added value. To capture your audience’s attention, it is essential that your SMS offers a clear and immediate benefit. This could be a link to relevant content (like a white paper or case study), an invitation to a webinar, or an exclusive offer.
The goal is to ensure that your message content meets a specific need of your interlocutor, and not merely a sales objective.
Use CTAs Strategically
In a B2B context, it is important to use call-to-actions with discernment. A good CTA should be clear, direct, and offer a tangible benefit.
For example, instead of a simple “Learn More”, you could propose “Download our exclusive report on industry trends.” This type of CTA encourages action by highlighting a tangible benefit for the recipient.
Integrate SMS into a Multichannel Strategy
SMS should not be used in isolation. For maximum impact, we advise integrating it into a multichannel communication strategy.
For instance, after sending an important email, you can use an SMS to remind your client to check this email or confirm receipt of a document. Similarly, an SMS can be used to remind of an upcoming meeting or to send a quick link to a webinar.
Integrating SMS with other channels helps create a consistent experience for the client. The message is not only reinforced but is also more easily taken into account.
Comply with Regulations
In both B2B and B2C, compliance with regulatory rules is imperative. Ensure that all your SMS send-outs comply with current regulations, particularly obtaining prior consent from recipients and including an opt-out option.
Failing to comply with these rules can lead not only to penalties but also to damage your reputation and client trust.
Finally, remember to measure the results of your SMS campaigns and adjust as needed. Analyze response rates, conversion rates, and customer feedback to identify what works and what needs improvement. Don’t hesitate to experiment with different messages, send times, and client segments to optimize your results.
