How to get started using Mobile Messaging in 2019

As Sales, Marketing, and Customer Service teams continue to plan their 2019 strategies we thought it would be helpful to provide a resource for mobile messaging. The goal of this article is to help those new to mobile messaging develop a successful strategy. We also hope to provide some useful tricks for those who have been using text, Facebook Messenger, and other mobile messaging platforms to communicate with their customers and prospects.

Layout the Purpose of Mobile Messaging
Every interaction with your contacts should have a purpose. Every business unit is in charge of some metric or action within the business. Here are some KPIs we have seen working with our partners

Marketing:

  • Engagement Rate
  • Percentage MQL
  • Response Rate

Sales:

  • MQL to SQL rate
  • Conversation Rate throughout the funnel
  • Time to close

Support:

  • Time to respond
  • Time to close a claim
  • Repeat Conversations

Recruiting:

  • Time to Hire
  • Time to collect hiring documents
  • Connection Rate

Once you have a clear KPI to track then you can start to evolve your plan around that KPI. From here there are two important questions to ask yourself. What is our ideal customer conversation journey look like them to achieve our KPI? How can I measure success in a mobile messaging strategy?

Customer Conversation Journey

We have found that our partners that have the most success, tend to use SMS and other forms of mobile messaging to drive their customers to accomplish actions. These customer actions can come in the form of doing something on a website, responding back to the message, or any other ideal activity.

For those sales professionals, you might be looking at your sales pipeline and see that for you to complete a proposal you need certain pieces of information. Using SMS and mobile messaging you can specifically ask for those pieces of information which give your prospect an area to focus their efforts. For the marketing individual, it could be that you want to elicit responses to have people opt into a particular product, discount, or campaign you are running for your brand.

Once you have an ideal action plan for your customers start drafting the copy of your messages. You probably have an idea of what language and tone work best for your customers but there is always opportunity to learn how your customers utilize a channel like SMS. You all know this but utilize A/B testing with your messaging as much as possible to continue to learn and evolve to what resonates best with your customers.

One thing our partners utilize in Sonar is the ability to send mass message campaigns to subsets of their customer base. This functionality allows marketers and sales individuals to send personalized messaging to their contacts at scale. There is also an instant feedback loop as analytics on campaign performance are provided whenever someone needs them.

Another highly leveraged ability is Follow-Ups. For our Sales and Recruiting partners they have found Follow-Up Sequences to be extremely helpful to automatically have SMS touch points with their prospects. This allows their prospects a unique experience and journey as each prospect goes through a Sequence at their own pace.

Measure your success

Depending on which KPI you select to monitor will determine how everything should be analyzed. The most important thing is to track your success with mobile messaging. When we first work with partners sometimes they are so anxious to get started they want to get everything set up before discussing how to track the success.

Some of our partners integrate directly into Sonar using our API and webhooks so all of their trackings is done in-house. Others use the Sonar conversion endpoint and activities to track customer conversions in Sonar. Sonar provides an analytics dashboard to review how well your team is performing so you can see who is a leader in the team and who requires extra coaching sessions.

Conclusion

Steps to develop a plan for mobile messaging in 2019

  1. Establish a KPI
  2. Develop an ideal customer journey
  3. Develop a metric tracking and feedback loop
  4. Execute and iterate!

If you want to learn more about how Sonar might be able to help you and your team in 2019 send us a note at sales@sendsonar.com. We would love to hear what you are working on for the upcoming year.

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Case Study: How to increase lead conversions while saving more time via mobile messaging

StudySoup Spotlight

Our friends over a StudySoup shared with us insights and learnings they had when using SMS to convert more leads. Like many companies, being able to convert leads faster and more efficiently is the ultimate goal for the sales unit of any business.  The standard tools in any saleswoman’s toolbox are email drip campaigns and phone calls. StudySoup found that phone calls were becoming too time-consuming for their sales reps.

When you think of the time required to schedule a call, prep for the call, conduct the call, and follow up with next steps there is some significant amount of work required by the StudySoup reps. Time that could be spent later in the funnel, upselling a customer after they commit or building long term relationships with existing customers. The particular piece that feels like a sticking point is that in order for a call to take place both the rep and prospect had to be together at the same time rather than communicating asynchronously.  This revelation led them to start testing out mobile messaging.

After a series of tests and iterations, they were able to use a combination of programmable options as well as human reps to scale their efforts in a way that lead to 4x their normal conversion rate.  The programmable messages allowed StudySoup the opportunity to convert leads around the clock when they showed an interest in their offering. On top of the increase conversion, they also saw a significant jump in engagement from 20% via phone calls to 70% via mobile messaging.

Download the full Case Study.

Learn how StudySoup:

  • Scaled their efforts in a way that lead to 4x their normal conversion rate
  • Increased their engagement efforts from 20% to 70%
  • Utilized SMS as a viable sales conversion channel

 

 

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Sonar + Zendesk: Mass Message And Chat With Your Customers In Zendesk

Sonar Zendesk Integration

At Sonar, we’ve many seen companies successfully onboard, activate, and convert their customers through mobile communication channels such as SMS and Facebook Messenger.

Today, we’re giving companies an efficient way to manage their entire communication workflow through our integration with Zendesk — the helpdesk software solution for over 94,000 companies worldwide.

What it means for you

Managing customer conversations in multiple platforms is complicated. We believe conversations with your customers should be effortless so that you can give people the same level of service no matter what channel (email, SMS, FB messenger, tickets) they use to contact you.

With our Zendesk integration, you’ll be able to:

  • Manage your mobile messaging channels (SMS/MMS, Facebook Messenger) the same way as you already do with email within Zendesk
  • Have agents work in Zendesk without needing to switch to another app or window to send SMS
  • Automatically create tickets in Zendesk from incoming messages in Sonar
  • Live ticket updating in Zendesk and Sonar (no data discrepancies!)

As a Sonar customer, you can:

  • Send mass messages to your customers with A/B testing capabilities
  • Feel confident in delivering SMS messages with our high deliverability rates
  • Receive regular 1-on-1 mobile messaging strategies and best practices from our experts – we’re here to help you!

Pricing

If you’re currently a Sonar customer on our Accelerate plan – good news, the Zendesk integration is included in your plan!

If you’re not currently a Sonar customer, schedule a demo with us and we’ll custom install our Zendesk Integration to your existing workflow to create the ultimate communication experience for your customers and agents.

 

Sonar

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How to Build Stronger Customer Relationships With SMS Onboarding

Most companies view user onboarding as a ‘checklist’ that their customers have to run through. It looks something like this:

✔ Open welcome email
✔ Click link to landing page to create profile
✔ Add credit card information & billing address
✔ etc.

Customers get shuffled between email, a website, and a mobile app—when all they really want is to learn more about what you do. The whole process is riddled with a lot of unecessary steps. During onboarding, you just need to teach people a bit about your service, and get them to come back for more.

Text messaging is a personal and low-friction way of onboarding new users. It gives you a direct line of communication with your audience without asking them to download additional apps, fill out registration forms, or remember complicated passwords.
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2016 Year in Review at Sonar

so·nar /ˈsōˌnär/ – a technique that uses sound waves to navigate, communicate with, or detect objects on or under the surface of the water.

Screen Shot 2017-01-19 at 11.38.41 AM

A look back at what we’ve done in twenty sixteen to help companies better communicate with their customers with mobile messaging channels.
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Announcing the New Sonar Analytics Dashboard to Improve Customer Service

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We believe communication between businesses and customers should be personal, quick, and responsive. Businesses should know who their customers are and understand their history of interactions. Customers want to communicate with agents who are knowledgeable and can help them to resolve their problem or request.

It takes 12 positive experiences to make up for one unresolved negative experience (Business Intelligence, 2016). For 78% of customers, competent service representatives lead to a happy customer experience and for another 38% it’s personalization (Genesys Global Survey, 2009). Due to poor customer service, businesses are losing $62 billion per year, up  $20 billion since 2013 (NewVoice Media, 2016).

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Start Texting Your Customers with These 3 Steps

So, your company signed up for Sonar so you can connect with your customers through mobile messaging. Text and FB messaging can be more effective (98% read rates) and efficient (one agent can help 50+ customers at once) means of communication compared to phone, email or chat.  

textsms

However, how and where should your company start? Here are some tips to start with:

1. Inform your customers

Notify your customers that they can start communicating with your company via text message. Promote your new Sonar phone number in areas where you’re already communicating with your customers, through blogs, email or in-person.

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