Perhaps the biggest issue our clients face today is awareness. They have texting but their community doesn't know it yet. And what makes this particularly frustrating is, we all know texting is the most common communication channel for Americans under 55, more than voice calls and email. So, how do we reach them? How do we build up our web presence so that members of our community know that we can receive text messages from them?
The call to action should be on every page of your website. Place it in the footer, header, or anywhere that is prominent and highly visible and viewable on EVERY page. The call to action has two parts, the keyword and the short code. For example, text HALLOWEEN to 898211 where "Halloween" is the keyword and 898211, the short code. The keyword can have quotations or not - it doesn't really matter. The best method is all uppercase, no quotations. You can also highlight the keyword and short code as follows:
Text HALLOWEEN to 898211
Text HALLOWEEN to 898211
Using different colors for keyword and short code is very effective as well.
In 2-1-1 I&R the call to action is always the same: "Text your zip code to 898211" "Text your 5 digit zip code to 898211"
Any of these methods/combinations are equally effective. You can also provide an example...
"Text your zip code to 898211" (As a W. Ventura resident, I would text "93001" to 898211)
In the 2-1-1 I&R example, the end user's personal zip code is the keyword and 898211, the short code.
CTIA requires that you post (on your landing page, or the first page people visit on your website) the following notice:
Standard msg&data rates may apply. Text STOP to opt-out. For end user privacy and terms and conditions of texting with 898211, go to: http://www.preventionpaystext.com/policies/
For websites, this only needs to be posted once. However, if you put it in your footer, it will appear on every page, and this too is a good solution as it ensures your website will never be flagged for being non-compliant. End user privacy is the single most important component of texting with the public. If you have any questions about this requirement, please contact us!
You may also consider posting your call to action on blogs, newsletters, brochures, business cards, tweets, FB, or any other social media tools/platforms you use to alert your community about your services.
A good rule of thumb: for every mention of your phone number, there should be an equal number of calls to action for your text service. Remember your audience is there and they want to text you. They just aren't aware yet that they can text you.
Here are some examples of effective marketing by 2-1-1 Info in Oregon! Also check out their website at: http://211info.org/about-211info