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Building An SMS Campaign That Generates Leads

With the ubiquity of mobile phones nowadays, SMS marketing has become one of the effective means to generate leads. Like any other marketing channels, you should know how to take advantage of it properly to get the best results. Let’s explore the steps involved in developing and launching an SMS campaign that will capture more potential customers.

Building your buyer’s persona

Like other marketing campaigns, having a clear set of buying personas will help you target your text messages. To start developing these personas, determine the motivations of would-be customers for buying your products. After you have defined them, you have to start fleshing out the personas using techniques shown in this video:


Once you start understanding the various motivations of your personas, break down your audience into demographic sets, like age, gender, and location. You’ll get a better picture of how diverse your customer base is and how many buying personas you need to develop.

It’s also important to take into account the texting habits of your customers. Look into how often they read messages and how they respond. This will help you plan the next steps of your SMS campaign.

Creating your offer

In creating SMS marketing messages, one challenge is to come up with an offer that will be readily accepted by your target customers. The trick here is to develop an offer that deals specifically with their concerns and problems. You must also state all the details so that people will have a clear picture of what they are getting from participating.

While your offer might appeal to your entire audience, keep in mind that they still have varying preferences. Building a specific message to target each customer subset, learned through your buyer personas, will lead to a higher success rate. The number of customized messages you have to create will depend on the number of personas you have built.

Building your SMS campaign system

Once you have your offer and the target audience, you can now start developing your SMS lead generation system. There are three basic components you need to work on.


The keyword is the term that customers send to your designated phone number when they opt into your text offer. Depending on how you will proceed with your campaign, you might use several keywords at the same time.

When brainstorming for keywords, you should:

  • Connect it to your campaign: Choose words that associate back to your campaign, such as the featured product.
  • Make it more relevant: Consider words that are actually used by your target audience in their conversations. Don’t use industry jargon.
  • Keep it simple: Avoid unnecessary characters that make it hard for users to enter the keyword, and make the keyword as short as possible.

Following these pointers will ensure that your keywords will be intuitive and convince your audience to use them.


Shortcodes are the designated numbers where people send keywords to activate different parts of your campaign. Typically, these are four to six digits long, making them easier to recall than full phone numbers.

Text marketing companies (which provide the campaign platform) usually assign these codes. In some cases, you can choose a “vanity code” made from a custom set of selected numbers. While these codes are easy to recall, they come at a hefty price.

Customer group

A customer group is the list of people who used your campaign keyword to signify their participation. The contact group helps you track those who are engaging with your text campaign. This is where most of your campaign leads will come from.

Like the other components of your campaign, the text marketing company often provides the means to compile participants into contact groups. You can set up your own contact management system to keep track of joining people if you wish.

Promoting your SMS lead generation campaign

To get maximum exposure for your SMS campaign, you need to promote it on channels where your target audiences are active. These may include your:

  • Website
  • Blog posts
  • Social media posts
  • Paid banner and click ads
  • Email newsletters

The buyer personas you have created will help you determine which of these to use.

People often use their smartphones to access these channels; take advantage of that fact to get them moving into your campaign right away. One strategy to get them texting is to create sub-promos on these channels.

Once your campaign is underway, the leads will start coming in. Be sure to follow up your initial text campaigns with new ones that are more targeted towards your audience. This will keep their interest and drive them to convert.

Categories: Statistics,

Jeff M