Investment and ROI
The truth is, social media is hard. It's hard to get going when you're new to the various
platforms and can take quite some time to build your following.
Social media isn't an instant marketing tool; you have to invest a lot of your time for it
to show any results. And once you're up and running you have to constantly monitor
your accounts to make sure you're engaging with your followers and keeping the
If you compare this to text message marketing, where the investment of your time is
incredibly low - it doesn't take long to type a text and click 'send' - you can see why
you're going to get a better return on investment.
Yes, you have to pay to launch a business SMS campaign so could argue it's slightly
more expensive than a 'free' social media strategy, but this argument soon goes out of
the window when you work out your hourly rate and put a monetary value on the time
spent on social media.
Around 93% of UK adults own a mobile phone, and with 98% of text messages being
read within 3 minutes of receiving them you can see why SMS marketing is such an
effective tool. You have someone's undivided attention while they read your text, which
isn't something you get with social media.
A Facebook post has an average reach of roughly 2-3% and a very low number of
readers actually engage with the post (unlike when they're reading a text). Twitter has
313 million active users but is so fast moving that many tweets aren't actually read.
Access to the market
If you think about why people use social media you start to see it's downfall as an
effective marketing strategy for businesses. The clue is in the name - social - media.
People access their accounts to connect with friends, catch up on the latest news and
share the latest funny video that's doing the rounds.
They're not there to buy something from you which is why it takes a mammoth amount
of effort to get someone to make a purchase on social media. Some businesses do
quite well at this, but it's only after the long struggle of getting people to notice their
page, providing content that's engaging enough to get people to like or follow them and
hoping their latest post is noticed amongst everything else in someone's feed.
You don't have this struggle with text message marketing. As most adults own a mobile
phone you can be confident that your text will be delivered and read by your intended
Plus, you already know that people want to be contacted by you because they've
previously opted into receiving your business SMS and are therefore willing and ready
to buy. If not you need to read this: How to Increase Your SMS Marketing Opt In Rates.