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Using Mobile Messaging to Supercharge Your Inbound Marketing Strategy

Learn how mobile messaging can be used as an effective tool for delivering content and a user experience that makes an impact and gets results.
Category: Mobile Messaging
Subject: Inbound Messaging
Detail: Intermediate
Author: Matt Thompson

About Matt Thompson

Matt joined Soprano in 2013 to create and lead Soprano’s global product management and marketing efforts across all regions, including Asia, Australia, Europe, LATAM and the US. He helps shape and execute Soprano’s product strategy both globally and with individual regions and MNO partners. He oversees Soprano’s carrier revenue acceleration model, which includes direct involvement in new product launch activities, carrier-branded industry websites, B2B digital marketing campaigns, and ongoing product marketing. He lives and works in Seattle, Washington.

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Hubspot defines inbound marketing as “a business methodology that attracts customers by creating valuable content and experiences tailored to them”. With this in mind, mobile messaging is an effective tool for delivering the type of content and user experience that makes an impact and gets results.

Modern consumers are bombarded with marketing emails and receive countless non-targeted messages from retailers and brands. Mobile messaging cuts through the noise to better engage customers by sending personalized, relevant information and providing more appealing and engaging customer experiences.

The following explains why mobile messaging should be incorporated into your inbound marketing strategy, and how to integrate it for successful results.

Mobile messaging is a valuable tool in an inbound marketing strategy

Mobile messaging fits into all three areas of the inbound marketing strategy flywheel: attract, engage and delight.

In the ‘attract’ stage, for instance, a self-service bot can be deployed via WhatsApp to allow customers to get answers and relevant content to understand your product better.

When you successfully convert a prospect to a customer, the ‘engage’ stage kicks in and brand loyalty can be further cultivated by engaging them with customised promotions through a programmable messaging workflow integrated with your CRM data.

If a customer likes to be contacted via a preferred channel, omnichannel providers like Soprano Connect can deliver these messages via platform, ‘delighting’ them with a great service experience in the process. This is ideal for seeking feedback or gathering NPS scoring inputs to better understand what works and doesn’t – and for transforming the customer into an advocate for your brand.

Inbound Marketing Strategy

Many businesses focus their inbound marketing strategy on leveraging the cheapest way of targeting customers: email. More often than not, an ‘email war’ is being waged in our inboxes. Mobile messaging offers an efficient and often more effective way of attracting customers and inspiring brand loyalty, advocacy and repeat business through providing a great user experience.

SMS and other instant messaging services are helping to overcome inbound marketing roadblocks

The latest mobile messaging channels, such as Rich Communication Services (RCS), are particularly innovative. Using these, you can create truly interactive functions such as chatbots that offer predictive text and actions in response to a sender’s query. Interactive experiences like this are more engaging and appealing to customers than the traditional, static inbound marketing methods that have been fully exhausted by marketers.

Mobile messaging also enables a response tracking mechanism for other content, which allows us to measure their effect. A lot of content otherwise has no way of pinpointing and analysing if it’s worked.

For example, to ensure and measure the effect of a blog post, you can build a mobile response mechanism into a specific CTA within the blog. If a retailer wants to see if their blog was effective, they can include a keyword for readers to text in to them, to take advantage of a special offer. This capability is offered through messaging automation and workflow reporting tools provided by CPaaS providers like Soprano Connect.

Soprano’s mobile messaging APIs enhance business communications and marketing strategies

Soprano’s world class CPaaS solution, Soprano Connect, allows marketers to attract, engage and delight customers at all three stages of the inbound flywheel with interactive multi-channel messaging.

Through the use of one or multiple messaging options, organisations can better decide how they want to reach their prospect. Whether through the use of a static SMS, using images through WhatsApp, or both, the possibilities are virtually limitless.

Soprano Connect is also the only APAC-listed provider in Gartner’s CPaaS Market Representative Guide to offer advanced messaging platform capabilities and functions. These include smart keyword routing for inbound messaging, analytics, and a secure, enterprise-grade cloud platform that is designed to be easy to use and accessible from anywhere with an internet connection.

For more of the advanced technologies we’re using at Soprano to enhance business marketing strategies and communications, head to our blog.