Hey folks, Jason Buckner here from Automation Made Easy and I-Convert Summit. Today, I want to share a story about a little marketing oops that ended up costing a small business thousands in lost revenue… and handed it all over to a competitor. Fingers crossed you're not making the same mistake!

The Incident: A Long-Lost Customer And A Surprise SMS

I was all set to go on a mini-rant about this, but instead, let’s just call it a learning moment from something that happened to a friend of mine. At first, I was a bit frustrated on behalf of the business concerned, but then I realized… not everyone knows the ins and outs of following-up with SMS like I do. So, consider this a valuable tip for you and your business.

Here’s what went down…

My friend took her son to a local optometrist about 4.5 years earlier for an eye issue. As part of the booking process, she handed over her name and phone number—pretty standard stuff, right?

Unfortunately, the optometrist couldn’t help, so they went elsewhere and haven’t been back since. End of story, right? Or so you’d think.

Fast forward to 4.5 years later and she suddenly gets a marketing SMS from that same practice, announcing a sale with 10% off all frames during the following month.

It took her a few minutes to figure out who this message was even from and why she was getting it. After some online sleuthing, she realized it was from that optometrist she visited 4.5 years earlier! Naturally, she replied with a big “STOP” to opt out of any more messages. I mean, they hadn't been in touch for years and she couldn't even remember who they were! Why did they feel it was okay to suddenly start marketing to her?

The Follow-Up Fail: Where It All Went Wrong

Now, here’s the thing…

Following up with your customers via SMS is crucial, especially for small businesses. BUT… you’ve got to do it the right way, or it can turn into a classic follow-up fail, just like in this example.

So, points to this practice for understanding the value of SMS in their business. But this was not the way to go about it. You can’t just pop up out of the blue years later and expect your clients to remember you—or even care—if you haven’t kept in touch. Not even a “Hey, how’s it going?” for all that time.

I really wish they had chatted with me first, because there’s a simple SYSTEM they could’ve used that would have made all the difference. I’m guessing my friend wasn’t the only one who hit the “STOP” button.

The Competitor’s Win: How a Follow-Up Fail Cost Thousands

A little side note: The new optometrist my friend took her son to after that first one couldn’t help? They’ve been nothing short of amazing.

Their service, customer care, and follow-up game have been so on point that my friend and her son have spent literally thousands of dollars with them over the last 4.5 years on eye treatments, glasses, prescription sunglasses, and more. Plus, they’ve sent a bunch of new customers their way.

Oh, and did I mention they’re a bit pricey? But their clients are more than happy to pay for the quality service and the personalized (yet automated!) follow-ups they get.

Avoiding a Follow-Up Fail: The Simple Solution

SMS marketing is an incredibly valuable tool for small businesses, offering a direct line to your customers. But as we’ve seen, there are a few pitfalls to watch out for, and one wrong move can turn into a costly follow-up fail.

That’s where Automation Made Easy comes in. We’re here to help you set up your SMS marketing so it’s personalized, timely, and most importantly, effective... without the risk of those embarrassing mistakes. 

Not sure exactly how to use SMS marketing in YOUR business?

If you're keen to find out more about how you can use SMS marketing in your specific business - and how to use it the RIGHT way - why not book your free, no obligation, no hard sell SMS strategy session today.

This 45-Minute Strategy Session may likely be the catalyst for taking your business to the next level.