In this Expert Insight Interview, Aaron Weiche discusses text messaging and how it has moved on from its infancy stage and evolved into a viable two-way communication channel for businesses. Aaron Weiche is the Co-Founder and CEO of Leadferno, a business messaging solution that helps create delightful conversations at speed for businesses through messaging.
This Expert Insight Interview discusses:
- The infancy of text messaging in business
- How text messaging has evolved into a two-way communication channel in business
- The advantages of text messaging over other communication channels
Text messaging has become a tremendous personal channel of communication. As is the case with any new invention, it took some time for us to adapt and find ways in which this channel can benefit us and make our lives a little easier and more efficient. Over time, these changes pushed text messaging into the business world, and the pandemic accelerated that push.
Businesses are always looking for better ways to communicate with their customers. During the pandemic, this was compounded by them having to change service, delivering, and communicating models they’d been using for years.
Two-way texting has been the most significant recent shift in business-focused text messaging, which is what Aaron and his company focus on most. Instead of simply sending out marketing blasts, deals of the day, sales promotions, and so on, businesses are now looking at text messages as a great way to have a dialogue with their audiences.
Nowadays, customers are looking to interact through this channel, asking questions and getting answers. They also want to get reminders, follow up on orders and deliveries, and communicate with their favorite brands.
Advantages of Texting
The first and most significant advantage of text messaging as a marketing channel is that it offers the smallest amount of resistance from customers. It is an excellent lead capture because customers like to know they can simply send a text to start interacting with you and get something set up or clarified.
This beats a phone call, which may result in a call tree, requiring customers to leave a voice mail and wait for a return call. It also beats e-mail, which comes into an e-mail inbox that’s likely already throttled with all kinds of messages, spam, and so on.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.