by Tony Vidler
If you really want to reach out and connect with consumers then it makes sense to look at using the communications method the overwhelming majority prefer: text messaging.
SMS. Text. Texting. Call it what you will…study after study shows the effectiveness both in terms of the proportion of consumers who engage via text and speed with which they do so. It is clearly still on the rise in terms of how people engage with each other, yet many in professional services are slow to use it to engage either with existing clients or prospects.
One of the barriers appears to be the compliance fear: how to store those text conversations as part of the client file. There are any number of ways that one can do it, but if you want a very simple and low tech solution that you can use on the fly then you could do worse that grab a screenshot of any texts or text conversations, save them as an image file and electronically store them in the CRM.
Compliance fears should not inhibit us from using the technology and communications methods that consumers prefer to use, and of course we can strengthen the effectiveness by going a step beyond just using text messaging to connect to consumers by adding in the next most effective marketing communications tool…