Best practice, integrating text messaging into the app download, and tracking app downloads from traditional advertising
Are you an app developer? Here is one of the best case study that will start make you think of an idea of integrating text messaging into your app marketing plan for traditional advertising. This case study, I will explain ways to better track which sources are generating the most app downloads, and showing that text message is 100% better and easier channel of prospects to downloading your apps.
Creating a strong text message call-to-action on your signage up on-site or in-store or billboard to attract engagement.
Creating a hyperlink in the text message response, to track and analyze the source of these downloads.
Using autoresponder with a message when someone engages with it text message call-to-action.
Text CALL-TO-ACTION Message
Another very good example is Polaris App download. After creating a strong text message call-to-action on your signage up on-site or in-store or billboard, the next process is to create a hyperlink Polaris or RoadNinja can use in the text message response, that will not only take the consumer to the correct app store to download the app, but will also allow them to track the source of these downloads. That’s where TextWik and Link Tracking software comes into play, allowing Polaris and RoadNinja to create and track links.
1. Adding links to SMS Marketing Campaigns
Before you start creating the text message for your campaign, you’ll have decided the purpose or the goal of your SMS marketing campaign. Here are some links you may consider adding and tracking: Downloaded Files, Banner Ads, Gift Voucher, Social Links, Videos, Lead Generation Form, Purchase, Calls-to-Action
2. Tracking Link Open Rates Using Analytics Tools
There are a few free and paid-for analytics tools on the web like Google Analytics, Yahoo Web Analytics, Comscore, Omniture etc. I’ll recommend that you research and see which tool will offer you the full reporting features that are able to tell who clicked on the link, track their action (behavior and conversions), easy to understand data and support your SMS marketing campaign decisions.
On this tutorial guide, I’ll be focusing on popular free tool with advanced functionality “Google Analytics” due to its popularity and familiarity to majority of digital marketers.
3. URL Link Shortening
What is URL Shortening is a technique on the World Wide Web in which a Uniform Resource Locator (URL) may be made substantially shorter and still direct to the required page. This is achieved by using a redirect which links to the web page that has a long URL.
Example of a URL:
The short link would become: http://bit.ly/2Aa6Soy
4. URL Link Shortening Tools
An SMS message is limited to 160 characters, this doesn’t give you the ability to enter a long URL that would exceed text input limits hence its beneficial to get shorter URL. Using the above example, we’ve shown a link shortened by using a popular service called Bitly. There are many other links shortening services available like TinyURL, Google URL Shortener, Campaign URL Builder, Yi.tl and you can decide to use any tool to your personal preference.
5. Tracking clicked links on SMS Marketing Campaign with Google Analytics
Google Analytics is a free powerful platform to track link clicks. To begin, you need to have a Google Analytics account set up and you’ll need to set up custom events.
What Are Events? This are user interactions with content that can be tracked independently from a web page or a screen load. Downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements, and video plays are all examples of actions you might want to track as Events.
Event Tracking – This is done with Google Tag Manager and is one of the best ways to understand the user actions on your website such as how many times a button was clicked, a form was submitted, or documents were downloaded.
You can measure interactions on your site by either implementing the Google Tag Manager Data Layer Event code or leveraging Google Tag Manager’s Auto-Event Tracking functionality. To learn more about what event tracking is and how to use it, check out our Help Center documentation.
Finally, Setup the text message autoresponder:
First using a software like TextWIK, set the SMS keyword example of Polaris as “SNOW1”, the SMS short code as 44144 and the SMS response as “Download Polaris Snow Trail App: Add a shortened link. If you need help and assistance setting up google account, tracking clicked links on SMS marketing campaign with google analytics? email email@example.com
A very important note to consider when using links on SMS, make sure the site should be quick to load and is mobile optimized landing page.