The use of mobile devices is extremely commonplace now and has far surpassed desktop computer usage. Consumers and business professionals use tablets and smartphones throughout the day to gather information and make buying decisions. B2B (business-to-business) purchasing on mobile is rapidly catching up to retail; according to a recent Google study, 42% of researchers use a mobile device during the purchasing process. What’s more, 49% performed that research and purchase at work. Mobile marketing is not just for weekends and consumer products any more. If you’re not using mobile and digital marketing in your B2B strategy, you’re missing out on a vast market and sales opportunity. Here are a few tips for implementing a B2B mobile marketing strategy:
- Create immediate impact with SMS Texts – Simple texts allow B2B marketers to deliver simple information real-time, to a large market. Offer a service where clients can enter a contest or sign up for text-based reminders by capturing their cell number on your website, through email campaigns or at events. Think of how pharmacies send you a text when it’s time to refill medications; this can be done the same way for businesses to maintain contact. The value of texts is that they are immediate and highly effective, a powerful complement to other digital marketing tactics. Focus on useful information and making customers’ jobs and purchasing decisions easier. Just make sure it’s an opt-in and friendly text program, or you can lose customers very quickly and create a negative backlash.
- Tap into the value of Live Events – Capture the customer while they’re there! Event and in-person marketing is the most powerful B2B marketing tool, so why not utilize multiple tools while you have them engaged? Send an SMS text or email while people are at your event. This allows them to opt-in to your campaign and opens the door to a multitude of digital tactics. Utilizing tablets for surveys, badge scanners, the Square and other devices help companies to learn more about their target markets and solve marketing issues. Mobile marketing allows people to easily respond with photos and social media comments during an event; thereby expanding the immediate impact and providing digital content for future marketing opportunities.
- Enhance Customer Service – Mobile customer service is widespread now and critical for customer satisfaction and increased sales. A recent Google study shows $62 billion is lost per year through poor customer service. Instant agent chats, the ability to share and record videos, and mobile flexibility allow companies to interact with FAQs, instant Q&A and real-time updates to problems. Create a digital app or library of videos for your customers to pre-empt frequent questions and trouble spots. Mobile is the peak aspect of the customer experience, each interaction should provide consistent and personalized information.
- Support the Sales Team – B2B marketers must implement tactics that not only benefit marketing but sales as well. Using mobile devices creates opportunities to showcase dynamic, rich content and collateral far more engaging than standard print brochures and leave-behinds. Digital videos, interactive brochures and product demos help the sales team communicate product benefits, pricing and competitive advantages to push your products and services.
Overall, embracing mobile marketing will help B2B companies communicate with their prospects and customers without limits to location and timing. The benefits of mobile are that it provides an immediate impact, is dynamic and flexible, and extremely engaging. It’s time to make mobile a major part of your B2B marketing strategy!