So as boring or uninteresting at this blog topic may sound… It could help prevent you from, going to court, going out of business, avoiding a law suit or losing your license. So it just might be worth reading!
By now you know the power of HelloAlex and LeadFollow. Compared to other platforms out there, both are game changers to the industry. Let’s use the analogy of comparing it to your current CRM (Toyota Camry). If your current CRM is a Camry HelloAlex is a Supercar. Perhaps the Ferrari LaFerrari.
However just because you now own a supercar that can do 200 mph doesn’t mean you should drive it 200mph. In fact people that drive it at those speeds do it on a closed track with perfect conditions using a trained driver and have emergency crews on location in case something happens. You don’t see the everyday driver taking this baby out for a spin to get the groceries.
So what the heck does this mean and how does it relate to the automated marketing platform I just purchased.
HelloAlex was the first of its kind bringing together all sorts of different marketing technologies into a singular platform. Technology like Geo-Fencing, IP Targeting, text message, Ringless voicemails (RVM), Artificial intelligence, email, direct mail, video messaging and on and on. All of which can be automated through our campaign builder.
So back to my comment about not driving a supercar 200 mph just because it can go that fast. Just because you have a super powerful automated marketing machine doesn’t mean you should blow people up with your marketing.
Yes you could have the system send someone 15 text messages in a single day or send them 10 Ringless voicemails every day for the next week, but Why?
Real question I was asked… “Can I have it send a Ringless voicemail at 3am? Because I want to be the first thing they hear when they wake up.”
Right now you are reading this going, nobody would be that dumb to do that.. I promise you they are, and they have done this and more.. Hence the reason we felt the need to write this article in the first place.
In the words of Spiderman, “With great power, comes great responsibility”
Remember these are people who you hope to earn business from in the future. Take a minute to think..
“Would I buy from me?”
I would say 75% of our clients who I ask this question to, after a moment of honest reflection answer with No.
Why market to your clients different than you behave as a consumer? How would you respond to getting 15 text messages a day?
What if you got a marketing text on Thanksgiving as you are sitting with your family eating dinner, or heck that awesome RVM at 3am in the morning.
You would be pissed! Guess what so are your clients.
To now we have only spoken about why this is a bad idea from a human behavior or being respectful position.
Another position I suggest you get really clear on are the State and Federal issues with certain types of marketing. Most specifically, Text Messages and Ringless Voicemails. While not greatly defined there are fines being handed out left and right for these. Congress enacted The Federal Communications Commission (FCC) to issue the Telephone Consumer Protection Act (TCPA) back in 1991 to deal with robo calls. Well a lot has changed since then but this act still holds much merit when to comes to Ringless voicemails and text messages.
The baseline for best practices of any text marketing or RVM campaign is to follow the rules put out under the TCPA or Telephone Consumer Protection Act. These laws were put in place to protect consumers from receiving spam and its part of the reason why SMS marketing is as effective as it is here in the U.S.
TCPA guidelines stipulate that you must
- Receive consent before any message can be sent.
- Mention your company name
- Give the coupon or value proposition
- Mention the frequency of messages that will be sent monthly
- Disclose possible carrier costs and fees
- Give an option to ask for help and opt out of future texts
Another thing to think about is are these leads on the Do Not Call List. If yes, that doesn’t mean you should blow them up with texts and RVMs instead.
A best practice is to make sure they are opted in leads. Not only opted in for you to call but they need to specifically opt in to receive texts and RVMs.
Guys I could write a 50 page article on this topic getting into specifics of where to buy leads, who’s reasonability is it to have them opted in, Can I legally text my clients, what times of day to do it, are you able to text on holidays etc..
But I bet most people haven’t even read this far, even though it could quite possibly keep you from going out of business and losing your license.
The point of this article is NOT to scare you out of marketing. But to consider the consumer before you build your next “Super Ninja” marketing campaign and ask yourself 3 questions..
- Is what I am doing ethical and honest?
- Do I have opted in permission from the client?
- Would I buy from me using this campaign?
It is easier than you think to stay compliant and respect human behavior. Follow the guidelines above and happy marketing.