| The battle to capture the attention of customers | | | | __ Solicit referrals |
| and clients has moved to mobile phones, because | | | | __ Other (specify: ___________________) |
| many people now prefer to communicate by text. | | | | Personalization |
| But before your company jumps blindly on to the | | | | What do you want your keyword to communicate? |
| texting bandwagon, you should ask some important | | | | What potential keywords come to mind? (Think |
| questions related to strategic planning for keyword | | | | short. Think emotional appeal.) |
| text campaigns. How you answer each one will make | | | | Promotion |
| or break your success in this area. | | | | How will you encourage subscribers to join your list? |
| Let's consider some general questions about what | | | | __ Provide a valuable incentive to subscribers |
| you want to achieve, what keywords are | | | | __ Register/enroll subscribers (employees, members, |
| appropriate, and how you build a basic list. | | | | etc.) |
| Within the context of your brand, consider these | | | | __ Satisfy subscriber's need for immediate |
| questions. | | | | information |
| Purpose | | | | __ Other (specify: ___________________) |
| What problem will mobile message marketing solve | | | | Where will you promote sign-ups for your list? |
| for your company? | | | | __ Print media - how? |
| Or... what opportunity will it open up for your | | | | __ Digital media - how? |
| company? | | | | __ Event (physical or digital) - how? |
| What do you want to achieve with your keyword | | | | __ Personal appeal - how? |
| campaign/account? | | | | __ Cross-platform promotion - how? |
| __ Awareness of company | | | | __ Other (specify: ___________________) |
| __ Push deals to customers | | | | Like all communications by your company, mobile |
| __ Push alerts to customers | | | | message marketing success depends on reinforcing |
| __ Allow instant access to information by customers | | | | your brand accurately and consistently. |
| __ Uncover new prospects | | | | |