Mastering SMS Marketing: Insights from Shane Murphy on Advisory Board Podcast

In a recent episode of The Advisory Board Podcast, host Dave Hansen sat down with Shane Murphy, co-founder and CEO of Boostly, to dive into the evolving world of SMS marketing. The discussion centered around practical strategies for maximizing customer engagement through effective SMS campaigns, ensuring compliance, and using creativity to keep audiences interested.

Shane Murphy has a deep background in the franchise and restaurant industries, having previously run sales at Jolt and successfully built and sold an online ordering company. His expertise lies in leveraging technology to enhance marketing efforts in the highly competitive restaurant industry. During this conversation, Shane shared actionable insights on SMS compliance, engagement strategies beyond simple promotions, and how brands can position themselves as trusted resources for their customers. Below, we explore the key highlights of this podcast episode.

The Importance of Opt-In Consent in SMS Marketing (06:57 – 08:47)

One of the critical points that Shane emphasized was the importance of compliance in SMS marketing. He highlighted the strict regulations set by the Telephone Consumer Protection Act (TCPA), which governs the rules around contacting customers via text messages. Shane cautioned that failing to obtain proper opt-in consent from customers could lead to severe legal consequences, with fines potentially reaching up to $500 per message, per recipient.

“The most fundamental component of this is gathering opt-in consent, where you can’t just start texting people just because you have their phone number,” Shane explained. This segment serves as a wake-up call for businesses about the seriousness of compliance, stressing the need to have automated systems in place to protect against legal risks.

Vetting Vendors for SMS Marketing Compliance (08:47 – 10:47)

Shane didn’t just stop at outlining compliance rules. He provided proactive advice for businesses, especially franchisors, on how to safeguard their operations by carefully vetting their SMS vendors. He suggested selecting vendors that enforce clear opt-in policies and offer features to automate compliance. Shane said, “If there’s ever a vendor that says…just upload that spreadsheet and start texting, that’s a red flag.”

This focus on vendor diligence is particularly relevant to franchise owners who often delegate responsibilities to franchisees. By setting clear guidelines and choosing the right partners, brands can maintain compliance and protect their reputation.

Beyond Discounts: Creative Uses of SMS Marketing (15:34 – 17:34)

During the conversation, Shane challenged the traditional approach of using SMS primarily for discounts. Instead, he suggested more creative ways to engage customers, such as sending branded content, event reminders, and even gamified messages. He shared an example of a restaurant that sends out weekly dad jokes to its SMS subscribers as a part of its brand engagement strategy.

“We have a customer who sends a dad joke every week for his pizzeria…and he literally has people joining his text club just to hear the dad joke every week,” Shane shared. This innovative approach emphasizes the importance of using SMS to build relationships rather than just push promotions.

Adding Value to Build Trust and Engagement (21:40 – 23:40)

Another key takeaway from Shane’s insights was the need to provide value through SMS communications. He recommended sharing expert advice, tips, and relevant information that align with the brand’s expertise. “If you interlace value-added touches…you start to create a brand that’s there to provide help and service whether or not you’re giving them money,” Shane pointed out. By doing so, businesses can position themselves as a trusted resource, building credibility and loyalty among their audience.

The Power of Timing in SMS Marketing (25:18 – 27:18)

Shane also discussed how timing plays a crucial role in effective SMS marketing. He explained that businesses need to align their messaging with the customers’ decision-making moments. For example, in the food industry, sending a promotional message at 4:00 PM on a Friday when customers are starting to think about dinner can significantly boost engagement.

“If you’re just looking to maximize the amount of revenue…you want to do it right before they would normally be evaluating alternatives,” Shane advised. This segment emphasizes the importance of understanding your audience’s behavior and strategically timing your messages to capture their attention.

Wrap Up Thoughts

The Advisory Board Podcast episode with Shane Murphy offered a wealth of practical advice for businesses looking to elevate their SMS marketing efforts. By focusing on compliance, selecting the right vendors, and using innovative engagement strategies, companies can avoid legal pitfalls and differentiate themselves in the market. Shane’s insights challenge the conventional approach to SMS marketing, encouraging businesses to think creatively and build deeper connections with their customers.

From ensuring opt-in consent to embracing gamification, Shane’s expertise provides a clear roadmap for franchises and multi-location businesses aiming to enhance their marketing strategies. By leveraging these tactics, companies can boost customer engagement, increase loyalty, and drive business growth in a competitive landscape.

To listen to the full podcast episode, visit Spreaker or YouTube. To learn more about Boostly and its SMS marketing solutions, check out Boostly. For additional insights into effective franchise marketing strategies, explore ClientTether.