What is USSD then?

USSD solutions in South Africa provide a menu-based system which can be accessed by dialling a specific code on a mobile phone. Unlike data-hungry apps, USSD works on even the most basic feature phones, making it incredibly accessible for a wide South African audience, which makes this a beneficial solution for businesses of all shapes and sizes. 

When you use USSD solutions in South Africa your customers can interact with your brand directly through their phones, using the menus and selecting the available options, all without ever needing an internet connection.

Mobile marketing in South Africa is comprised of a number of excellent solutions, one of which is the USSD option. Like the many other mobile marketing options available out there, this one offers a multitude of advantages for businesses in South Africa. Whether you are going to be using it to kick off your new business venture or if you are just looking to try out a few, new and affordable marketing methods, this particular one is an excellent option, and this is why:

Unmatched Reach

With USSD, you can target a far broader audience than conventional marketing allows for, including those with limited internet access or using basic feature phones. 

USSD solutions can ensure your services are accessible to everyone in South Africa.

Cost-Effective Marketing

All businesses should always be looking for new ways to improve their marketing efforts while reducing their marketing budget. USSD solutions are that ideal budget-friendly alternative to traditional marketing methods, depending on your provider, because you only pay for the service itself, and not for data charges incurred by your customers.

Simple and User-Friendly

USSD menus are so easy to use and since you are able to provide a smooth and intuitive user experience for your customers, you will be able to reach and interact with far more people than if you were trying to use a more complicated marketing method. 

Real-Time Interaction

USSD solutions enable instant interaction with your customers. This means that they can access information, make inquiries, or complete transactions directly from their phones and as soon as they need to. This real time interaction also means this is an ideal solution for those who are running competitions or need instant information from customers. 

Offline Functionality

Unlike internet-based solutions, USSD works even without a data connection. This ensures your services are available to customers anywhere, anytime. This is also hugely beneficial to your customers, what with data being so expensive and as such out of reach for many South Africans. In a way, this cheaper functionality can help you build a relationship with your customers, as they will likely appreciate you using this method to communicate with them. 

Data Collection and Insights

When you use USSD solutions in South Africa, you can gather valuable customer data, such as menu selections or feedback options. This data will be immensely useful as you will be able to use these insights to create more personalised future marketing campaigns and to also improve customer experience.

Does the USSD marketing service sound like something that you’d like to try out? If so, you need to make sure that when you choose a provider, you choose one that is not only more than capable of being a reliable partner but who will also align with your personality and style.

In South Africa, mobile marketing services are growing, so finding the right provider means having to be a little savvy and to look for these sorts of characteristics.

Experience and Reputation

You should start your search by looking for a provider with a proven track record of developing and implementing successful USSD solutions in South Africa. A reputable provider can ensure that your USSD campaign runs smoothly and delivers the results you expect.

Customization Options

Going with a provider who can give you a customised service, such as USSD menus tailored to your specific business needs and target audience, is of utmost importance because each company will have different needs when it comes to their menus.

Security and Reliability

Data security is a big deal these days so go with a provider that is known for their reliable infrastructure. This will also help to guarantee an uninterrupted USSD service for your customers.

Reporting and Analytics

You should also go with a provider who will be able to give you access to comprehensive reporting and analytics, to track your USSD campaign performance and to gain valuable customer insights. This will come in useful for later campaigns. 

Cost-Effective Pricing

Although USSD solutions are marketed as cost-effective options, you must still take the time to compare the pricing plans to find a solution that fits your budget while still offering the features and functionalities you need.

Mobile marketing in South Africa is a wonderfully creative tool that works fabulously on its own, but will work just as well, if not better when it is used alongside other marketing solutions. Ideally, you should look to integrate your USSD solutions with whatever else you have going on, especially if you want to raise awareness that you are using a USSD option. 

Promote Opt-Ins

To start with, you should help your customers along by encouraging them to sign up for your USSD service when they visit your website or social media, or when they visit your store. You can do this by using calls to action that highlight the benefits of using USSD (e.g., “Check your balance instantly! Dial *120#”).

Offer Exclusive Deals and Promotions

Next, you can drive traffic to your USSD service by offering users exclusive discounts, loyalty rewards, or limited-time promotions accessible only through USSD menus.

Provide Content and Information

You can also give your potential clients valuable content or information through USSD menus, such as news updates, sports scores, or weather forecasts. This can encourage customers to use your USSD service regularly and this, in turn, keeps your brand in their minds.

Post-Purchase Engagement

After customers make a purchase, especially if they buy online, you can encourage them to sign up for your USSD service to track their order status, access product manuals, or receive personalised recommendations.

USSD for Feedback 

Finally, you can collect valuable customer insights by including feedback options or short surveys within your USSD menus.