Cross-Promoting SMS Via Socials
It's well known that customers are more likely to make a purchase when they are gently pushed down the sales or marketing funnel. A great way to achieve this is through cross-promotion and using social media platforms as a base point but not solely relying on them to convert. Chipotle is a great example of how to do this successfully because they use their social presence to launch campaigns but then push fans further down the funnel by using other channels.
Firstly, they start by focusing on social media, where they have their biggest follower base. Chipotle's target audience are those below the age of 35. Therefore, TikTok is a particularly good platform for the business as the largest user group on the app are between the ages 16 and 24. Of course, they're also heavily active on Facebook, Twitter, and Instagram.
However, Chipotle has acknowledged that social media doesn't always convert into sales and that fans aren't guaranteed to see every post. After all, they're fighting with lots of other fast food restaurants and global brands to be seen.
On average, only 8% of a brand's total likes on Facebook will see a post. For Chipotle, this means that only 264,000 of their 3.3 million followers will see each update. Additionally, research suggests that Instagram engagement rates are just 1.1% when an account has over 100,000 followers. So, again, only 11,000 of Chipotle's 1 million Instagram followers are likely to engage with each post. So, while socials are a great starting point for campaigns, a significant number of fans are potentially losing out on hearing about promotional offers and discounts. So, while socials are a great starting point for campaigns, a significant number of fans are potentially losing out on hearing about promotional offers and discounts.
This is where SMS marketing comes into the equation and can be extremely effective. While texting creates a personal connection with fans, it also removes competitor noise. As Chipotle has shown, by using SMS, the pressure from competitors is relieved as it creates a personal connection with customers that removes competitor noise. Instead of competing for space on social media or via paid ads on Google, companies can speak directly with customers and prospects through texting.
Therefore, Chipotle's strategy is extremely well balanced. They use their biggest platforms on social media to promote competitions but then let SMS marketing take over from there. As customers opt-in, they become subscribed and are eligible to hear about new updates directly without the worry of algorithms.
As 98% of texts are opened, almost all of Chipotle's fans are likely to read and acknowledge their updates. They can also ask customers to provide zip code details and use geo-targeting to provide updates and competitions from specific regions and stores. So, what this does, is ultimately push customers down the funnel and create personal relationships and brand affiliation.