Episode 024: SMS Marketing with Brandon O’Halloran
When talking about digital marketing, SMS marketing still seems like it’s on the cutting edge. Even though more and more businesses are using it, the platform has a few more years before it really becomes the norm.
In this episode of the SaaS CX Show, I’m talking with Brandon O’Halloran, CEO of ReplyBuy. Brandon and his team have created a world-class system that enables companies to integrate SMS marketing quickly and efficiently. We discuss what makes ReplyBuy so valuable to its clients, and how SMS is poised to take over the world.
An Intro to Conversational Marketing
Part of the reason why SMS marketing hasn’t become as widespread today is that many businesses don’t know how to use it effectively. For the most part, the value that comes from texting users is tied to the support system. A customer can chat with a representative about a problem via text instead of calling.
For Brandon, however, the key to success is by making the interaction two-sided. For much of SMS marketing’s tenure so far, the messaging has been one-way. A customer gets a text about a particular ad or offers with limited response options. For ReplyBuy, the best tactic is to start a conversation and make it much more relaxed and authentic.
I can attest to the effectiveness of this approach. Many of Brandon’s O’halloran’s clients are sports teams and entertainment venues, and I love hockey. However, the idea of answering a phone call from a sales rep to buy tickets seems so invasive that I don’t do it. A text, on the other hand, seems much more palatable, and I’m more willing to make a purchase when it’s that easy. Also, the ability to converse with a sales rep and ask questions via text is so appealing, not just to myself, but many users out there.
Finding Success Through Integration
Because SMS marketing has been around a while, there are several options readily available for companies to use. However, what sets Brandon and Reply By apart is the fact that they enable seamless integration. When talking about integration, though, we’re referring both to the technology and the adoption.
One of the primary benefits of using ReplyBuy’s software is that it can work with any CRM a company is using already. This way, reps don’t have to switch back and forth between programs, and the data extracted from these text conversations can be tracked and analyzed.
For Brandon, the other side of integration is finding those early adopters within the sales team. Because texting is still such a useful and engaging tool, many reps will have a higher success rate with it, especially compared to other channels like cold calls and emails. Once those “champion” reps get onboard with SMS marketing, it has a domino effect for the rest of the team. As a result, ReplyBuy has a really low churn rate.
Authenticity vs. a Sales Pitch
Finally, we discussed the methods of building a relationship with the customer via text. Spam emails and marketing emails are simply a part of modern life, so it’s easy to ignore them or allow them to collect in one’s inbox. A spammy text, however, seems like such an invasion of privacy.
So, part of Brandon’s onboarding process is illustrating how sales reps need to be authentic in their interactions. Rather than delivering a heavily scripted pitch, the initial message needs to be personal. That way, a customer is more willing to engage in a conversation, rather than unsubscribe from the contact list.
We talk more about ReplyBuy and how the company is changing the SMS marketing industry, so check out the rest of the episode here. You can find out more about the brand at www.replybuy.com, or you can text Brandon directly. Yes, he practices what he preaches – shoot him a message at 402-659-8921.