It is possible that you have heard that mobile time is more productive than desktop time. But did you know that 72% mobile users believe that mobile-friendly websites are essential?
We live in a mobile-first society. Look around at the people you see while waiting at a bus stop or at a train station. You will notice that many of them are connected to their mobile phones. Mobile is not just for personal use; business transactions are being done on mobile devices. Many people start their day by checking their phones, checking the weather and keeping track of their business progress every morning.
The way people interact with platforms is changing as more platforms are built from a mobile-first view. Businesses need a unique strategy to adapt to this new reality. This mobile marketing guide provides a detailed plan for B2B companies to ensure that their campaign is a success. It also includes practical and helpful tips.
Are you ready to move mobile? Let’s get started!
What is B2B mobile advertising?
This article will provide enough space to clarify the meanings of B2B marketing and mobile marketing for anyone still unsure.
B2B or B to B is a common abbreviation for the term “business-to-business,” which is a transaction between businesses, such as a manufacturer and a wholesaler, or a wholesaler and a retailer. This is distinct from B2C which refers to a relationship between a business and its customers or B2G, which is an alliance between government and business.
Marketo defines mobile marketing as “a multi-channel digital marketing strategy that aims to reach a target audience via smartphones, tablets and/or other devices,”. It uses email, SMS (Short Messaging Services) and SMS (Multimedia Messaging Services), websites, social media and apps. Effective mobile advertising requires understanding your mobile audience and creating content with mobile platforms.
Mobile is fast moving in the B2B market. Mobile is a growing channel that many companies are already using to get work done. According to 90% of marketers, mobile generates better ROI (Return on Investment) in certain ways.
Large brands are now designing platforms that cater to mobile-first users. Domino’s mobile site is a good example. It’s all about making it easy to place your order online. Domino’s does this through focusing on their “call-to action” buttons, especially “order now”, and making them large and visible in red so customers can’t miss them. You can even order your orders from Domino’s via their mobile ordering bot, Dom.
6 Tips for B2B Mobile Marketing
1. Mobile-friendly websites are a must
It is important to adapt your content to different mobile devices when potential customers visit your site. Your website’s inability to adapt to a specific device will result in more potential customers leaving your site than you realize. Annalect surveyed 500 smartphone-owning young people and found that 55% expect their business to have mobile-friendly apps or websites.
Expectations of millennials who own smartphones regarding brands’ tech use
Question: Please choose the statement(s)that best describes your expectations about how tech- or non-tech-based brands use technology.
Search engines use mobile-compatibility to indicate that:
- The screen can accommodate all content without scrolling or side-to-side zooming
- Content loads quickly
- No mobile-specific errors are returned by the site.
The responsive web design is a great way to create a mobile-friendly website. A responsive web design lets you create and maintain one website that is compatible with all devices. Flexible images and fluid grids allow you to optimize content and design elements so that they automatically resize to suit the screen. This allows images to be enlarged or decreased as needed, providing consistent experiences for all visitors across all screen sizes.
Although a responsive website layout can be a great way to go, it’s not easy. This requires a web developer team with special skills, a content management software, and investment in both time and money. This investment will pay off over time.
After you have tested and run your website, you can use a free tool from Google to determine if your site is mobile-friendly and to make improvements.
2. Leverage mobile email marketing
For success in the inbox, a strong mobile marketing strategy is essential. Why? Why? Because the Adobe Email Use 2017- US Report found that 81% of people use their smartphone to read emails.
Prospects and customers of B2B are increasingly using mobile to communicate with them. Do not waste time creating a complicated email template. The simpler the content, the better. These are some helpful tips to consider when creating and implementing a strategy for your Email Marketing initiative:
- Design a single-column layout that is simple and clean. To make it easy for readers to read, use white space and color to highlight the important elements such as calls to actions. Customers will engage more with designs that have optimized elements. Premade templates are available to help you customize the design to your requirements.
- Make sure you share content in an easy to understand and concise way. You only have a few seconds for the first impression. Use bullets and attractive headlines to grab people’s attention.
- Include a clear call to action (CTA). Your email should be focused on one CTA with a clear message that customers can click. CTA examples include: Click here, Buy Now, and Learn More.
3. Promote visual content and videos
You need to use graphics and videos to attract customers via B2B mobile advertising strategies. All-text-without-visuals is a thing of the past, so for your mobile marketing campaigns to stay relevant to the times and your audience’s ever-changing needs, beef them up with the right mix of text and visuals.
Videos, images, and other visuals are processed by the long-term memories, while words are stored within the short-term. Only 10% of text-based information is retained by people who read it, but this can rise to as high as 65% if you add a picture to the written content.
Live video streaming is also a popular trend and is often used on social media platforms like Facebook and Instagram. Streamingmedia reports that live video is on the rise with a 93% increase in viewing times and an average of 26.4 minutes per session. You can now create stunning videos using a mobile device for very little or no cost.
4. Stay connected to social media
According to a survey by Buffer 73% of marketers think social media marketing is “somewhat effective” and “very effective” for their businesses.
Social media is a popular medium for consumers to spend time on. They do this more often than any other medium, with their phones. This is a crucial realization for brands because social media is not a desktop channel anymore, but a fully-fledged mobile channel. Social media is a powerful tool for marketers who are savvy and know how to target them. Strategies must be developed in an efficient way.
5. Apps can increase brand value
App is a term that refers to a piece of software or a mobile app. It is often used in reference either to a web app or small pieces of software that run on a website. By developing mobile apps, B2B businesses can:
- Control your customers’ data and their activities
- Send information to your customers about upcoming events and deals
- Deliver latest software updates
- Encourage industry-wide networking
- Increase brand awareness and highlight the value proposition of your company.
A mobile app encourages engagement and loyalty. It can also drive conversions. It should be easy to create apps that will allow you to mobilize business processes. Many companies offer app toolkits tailored to your marketing strategy and business strategy. This will save you time. Before you start creating something unique for your company, search the internet for a pre-made solution.
6. Individual privacy guaranteed
Privacy is a major concern for mobile device users. They will leave if they feel your business is not 100% secure.
You must first be familiar with the privacy regulations applicable to your industry and the geographical areas you serve. If you own a business within the European Union, then you should be familiar with the EU General Data Protection Regulation. This regulation aims to allow individuals to have control over their personal information both inside and outside of the EU and EEA.
The bottom line
PPC ads, banner advertising, spam emails and other traditional marketing strategies are long gone. Because people today are more intelligent than you might think, they have all the information they need right at their fingertips. Anyone who tries to manipulate people’s minds will fail. You can convince your customers to buy from you by understanding their needs and offering them useful solutions.
Mobile marketing isn’t going away. Mobile marketing is a competitive advantage. Optimizing your mobile marketing strategy can give your brand an edge. Do not wait, get mobile today!