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7 Ways to Attract B2B Buyers With Mobile Marketing

B2B Mobile Marketing

This article was posted as a Guest Blog Post by our affiliates at Trumpia

Google is now reporting that 42 percent of B2B buyers are starting their research process on their phones. This number will only continue to rise as the B2B buyers increase with Millennial professionals who are well-versed in mobile technology.

Websites that aren’t optimized for mobile are seeing a downward ranking on Google (who knows full well that their users are often on devices with smaller screens). Users that land on pages poorly designed for their device are likely to back out and go somewhere else. No one wants to pinch and scroll just to read the marketing message or try to click in tiny links to navigate a page. Instead, companies need to use optimized web site designs so that their pages fit on any screen. Optimized pages load quickly and are set up differently to fit on smaller screens.

1. Design Responsive Emails

Along with your website, your emails are going to be likely viewed on mobile devices as well. In order to have easily readable emails, you will want to utilize responsive designs that will adapt to the screen size they are viewed on. Keep your subject line brief, preferably 3-5 words so that it won’t be cut off by the device. Limit your graphics and compress them to a small size so that you won’t even add a second to the email load time.

2. Build an App

Apps are frequently used by mobile users. Many businesses are finding that an app specific to their brand products or services can help increase retention with users. Apps can help draw back customers by managing rewards programs, streamlining the order process, enhancing the purchase experience and more. In order to create an app that really adds benefit to your customers, you will want to identify a very specific type of customer or lead and then focus on services that will directly address a business pain or marketing strategy for that type of customer. Don’t make your apps too broad or they will cease to be of any real value to anyone.

3. Utilize Established App Platforms

When you realize that mobile marketing is important to snagging a major part of your audience, then you will also realize that many apps are already getting a lot of attention. Use popular apps, like Facebook and LinkedIn, to address an audience that loves to browse content. Pinterest and Instagram appeal to leads that love looking at visual inspiration. Make sure you keep your profile updated with valuable content and fill out all details (especially contact information), so your viewers don’t have to search to find you later.

4. Create Optimized Landing Pages

If you’ve already optimized your website and email campaigns, then you will want to start creating optimized landing pages. These are going to be different than your typical landing page, because they will be designed to fast action and streamlined CTAs. Keep your pages short, sweet and visually straightforward. Remember that keeping information “above the fold” (before the user has to scroll further down on the screen to see more) is important for getting your message across immediately.

5. Trim Your Content

All of this optimizing for smaller screens is going to mean that you need to write content that is concise. While an article can be a longer form of content, your web pages, landing pages and emails all need to be to the point. SMS is a great way to deliver snappy content directly to a user’s device. It is especially important to keep your headlines short, as well as subject lines and headers that break up your content.

6. Foster Sharability

There are several things you can do to increase sharing and engagement from your B2B audience:

  • Don’t focus on your brand — focus on what your audience needs and wants
  • Post about industry important topics, trends, tips and stories that are not product- or service-related
  • Utilize emotion to drive importance — users that feel empowered, sad, scared, enraged or inspired are more likely to share the content they identify with
  • Use images to intrigue readers to stop scrolling and click on your content — images throughout the text will also keep your users eyes moving

7. Streamline Your Funnel

Finally, make sure you are very careful to create a sales funnel that does not have rabbit trails for your leads. Mobile users are making decisions quickly, while they are on the go, taking a short break or waiting on something. Keep your CTA clear and singularly focused so they are not distracted before getting to a decision point.

What’s Next?

How do you ensure that your customer is getting the best mobile experience possible when interacting with your brand? Make sure to share them with us in the comments below. I would love to read them.

Author Biography

Sophorn Chhay is the marketing guy at Trumpia, a mobile content delivery service that allows users to customize their one-to-one marketing efforts by interconnecting and optimizing all digital platforms. As an innovator in two-way SMS/MMS marketing, Trumpia’s mission is to empower brands and public figures with interactive access to their audiences, reaching targeted affinity groups in a personal way. Trumpia delivers world-class content such as video, ticketing, polling, products sales, contests and giveaways.

Follow Sophorn on Twitter (@Trumpia), LinkedIn, Facebook and Google+

How to Make Your Mobile Marketing Work Harder

This article was posted as a Guest Blog Post relating to Salesforce.com.

Does your mobile marketing match your consumers’ use of their devices? If you’re like most companies, the answer is “Probably not.”

There are different types of mobile users—regular, super, addicts, all of whom can be affected by mobile marketing in some way. How you reach them depends in part on the individual setups they have—push notifications, for example. Of course, push notifications equals more times opening an app. But push notifications can’t and shouldn’t be random. They should be designed to create an experience and action, as should SMS marketing.

The majority of customers wouldn’t mind more contact from brands using SMS marketing. Those messages get the attention of customers in a crowded world, and they often result in very quick review of a message.

There is a great gap between how much time we spend on our phones, and how much (or little) companies are investing in mobile advertising.

How important is mobile marketing

 

How can you make your mobile marketing work harder and smarter? To learn more about the potential in mobile marketing and the various ways to engage customers, check out Marketing Cloud’s article Mobile Marketing Examples to Energize Your 2016 Campaigns.

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Marketing Automation Trends to Watch

Marketing Automation:  Trends to WatchTime to keep your eye on a few marketing automation trends to watch. With more than 60% of top performing companies utilizing marketing automation, one might believe that marketing automation has hit its peak. After all, there’s nowhere left to go but down.  However, the percentage of businesses utilizing marketing automation continues to increase.  While the benefits of these services are impossible to ignore, it’s important to be aware of upcoming trends to make the most out of your marketing automation.

With marketing automation pervading all business functions, it’s not enough to just automate and personalize content and messages.  In fact, marketers are beginning to demand automation that predicts interactions and lead conversion rates.  Software continues to evolve at such a fast pace that predictions about consumer behavior and buying patterns isn’t that far off.  As algorithms and technology advance, marketers are able to determine who their best customers will be.

Mobile Marketing Automation

An astounding ninety-one percent of American’s now own cell phones.  What this means for marketing automation is that messages and content are being delivered whenever and wherever a customer is.  In fact, market research predicts that mobile apps will own almost 30 percent of all sales in just two short years – by 2017.  Additionally, the price point of mobile marketing is astounding:  for every $1 spent, marketers can expect $20 in sales returns.

Even now, mobile data and location services can give marketers powerful information, like what brands or stores a customer is near.  That information means that soon marketing automation will be able to transmit messages that are not only personalized but messages that are specific to the right time and place, as well as tracking online and offline events. Marketing automation is also evolving to let marketers make their own goals.  The best indication of success is real-time customer behavior instead of clicks and opens.  Tracking these numbers will give valuable insight into measuring smaller progressions to reach an ultimate goal, which is set by you and not the service.

Looking into the Future

Another big trend in marketing automation is the fact that you are no longer required to possess a deep technological knowledge to understand or operate marketing automation software.  Drop down menus and drag and drop functionality have changed the way marketing automation is used.  It’s incredibly simple software that can make a tremendous impact on how you do business and your results.  Also, no longer is the software a big expense – even the best marketing automation software out there can be affordable and relatively inexpensive – especially when you consider your return on investment.

These trends are just some that you can expect to see over the next 12 months.  While there will be others, these are the ones most likely to make a significant impact in 2015.

Is Mobile Marketing in Your Wheelhouse

Is Mobile Marketing in Your WheelhouseMobile marketing isn’t just about running ads in popular apps. It’s about tailoring your ads across the board to a mobile user experience. The way people use their mobile phones to access data has changed drastically over the last few years. If you’re not on board with those changes and tracking your mobile user data thoroughly, you could be missing important marketing opportunities for your brand.

Mobile Marketing in Facebook Ads

One great example of the way users are engaging with mobile marketing is Facebook ads. In case you haven’t noticed, Facebook ads are now available in the main news feed section of a user’s Facebook stream.

If you’re selling an app or have a mobile-friendly web store, users can simply click a “download now” or “shop now” button right in the ad that will allow them to go to your next conversion step – or convert right then and there.

Mobile Marketing via text

With Lead Liaison’s incorporation of Twilio’s back end text marketing systems, engaging your audience with text messaging has never been easier. Sparse, correctly targeting mobile marketing via text can work if users have opted in to receive your promotions.

Mobile marketing also works well to interface with your business or advertising teams about meetings, upcoming events or weather delays. Mobile marketing isn’t just about reaching out to the customer – it’s about creating connections, even within your own business structure.

Mobile Marketing on the Back End

The power of mobile marketing increases when you’re able to read and interpret the resulting data from your marketing campaigns across the board. Working to compare what percentage of users access your site on mobile can give you some important insight on how to best engage your mobile users. Is your mobile browser bounce rate higher? What types of smart phones are people using to access your site? Is mobile information presented so that users can engage with dynamic content easily?

Google Analytics provides tracking and acquisition options for people who are interested in mobile marketing, but sometimes Google data just isn’t enough. If you want the opportunity to dig down deep into your backend analytics, identifying core users from IP address and frequent visits, then linking your data to corresponding marketing campaigns, Lead Liaison could be a great solution for you. Marketing automation helps you collect and utilize mobile marketing data in the fastest, most reliable way possible. To find out more let us come up with a customized proposal for your business needs today!