5 B2B Mobile Marketing Musts

Posted by Oren Smith


B2B marketers have been predicting that by 2014, mobile Internet usage would actually overtake the traditional desktop Internet usage. And in some capacities, it truly has. Social media consumption, email correspondence and web searches, among other day-to-day business practices have shifted in this direction drastically in the past couple years – for B2B companies included.  Now, going mobile is becoming the majority.

Why? At this point, the reasons seem almost countless.

--- The rapidly growing number of users, the increasingly wide reach, the immediacy of available data, the more personal connection businesses can establish with clients, the lead-generating potential… the list goes on and on! Why wouldn’t you invest in mobile?

For on-the-go business professionals who still rely on up-to-date information to stay current and do their own jobs efficiently, mobile marketing is the obvious solution.  Commuters in transit, employees in between meetings, readers catching up on the news or looking for new content ideas – all continuously check their mobile devices for easy access info. Honestly, it’s rare these days to find anyone without their smart phone on hand at any given moment during the day, let alone a savvy B2B marketer.

So what are some effective ways to jump on the mobile bandwagon? Read on for the top 5 critical considerations you need to know when developing your mobile marketing strategy.

  1. Design for speed – Did you know that over half of local searches are performed on mobile devices? When users are in the middle of the workday searching for information on their iPhones and tablets, they have a need for speed. Time spent on a mobile device and time spent on a desktop are very different. Mobile searchers are typically looking for instant gratification (to register, buy, or download now) and wanting to see one-click options. Accent your site pages with sizeable Call-to-Action (CTA) buttons that stand out. When specifically optimizing for mobile, keep your landing page forms short and your copy shorter. And to the point.

  2. Implement responsive design – Responsive design is the new “it” way of designing websites. Taking advantage of media queries and CSS (web formatting) rules, a responsive website magically adapts to a visitor’s browser resolution and size, automatically adjusting web page layouts to accommodate for different devices. It’s also possible for a responsive site design to modify the content displayed on-screen. Page elements like a search bar, contact information, or a popular CTA can render more prominently for mobile users (at the top of the page, for instance). No one wants to constantly zoom in and out on your site if they’re looking at it on a smaller screen. Convenience is king. So make a good first impression and save your bounce rates by going responsive.
  1. Get social – HubSpot reports that social media users engage in approximately 55% of their activity on their mobile devices. And in the B2B sphere, according to Marketing Tech Blog, 85% of B2B buyers believe companies should present more information via social networks. Remember, B2B clients are just as social network savvy as anyone else. The growing trend towards increased mobile usage for social media purposes is only fueling the fire for B2B marketers to follow suit and pump up their tweeting, posting and pinning. And if video is significant to your business, with 200 million plus YouTube views occuring on mobile devices every day, it’s certainly time to put yourself out there and get a little more social.

  2. Optimize your emails – Mobile-friendly email campaigns are now the necessary norm. In December 2013, a majority of 51% of email opens took place on a mobile device! But when you think about how often you whip out your smart phone to check your own email, this is no surprise. To optimize emails for B2B marketing, keep your subject lines to 50 characters or less, with your juicy keyword meat positioned at the beginning. Eliminate bells and whistles while implementing more concise body copy and clear, simple CTAs. And don’t forget to lead off with a killer reason for reading the rest of the email – on-the-go B2B marketers don’t have time to waste and will bounce fast if their interest isn’t peaked!

  3. Ensure privacy – Let’s face it. With the rise of Internet activity, there comes bad with the good. Hackers and scammers have had a negative impact on the trust we place in websites and handling transactions online. Going out of your way to establish privacy controls is critical. What’s even more critical is to let viewers know their information is secure. B2B customers often work with higher levels of compliance and confidentiality during exchanges, and peace of mind in the form of privacy is ever important to mobile marketing success.

When it comes down to good B2B public relations, people have a better opinion of brands when they offer a smooth and effective mobile experience. So don’t forget these 5 mobile marketing musts! For more ideas to improve your mobile marketing strategies and campaigns, check out these companies who have made great contributions to the mobile landscape.

What mobile strategies work well for you? Let us know in the comments below!

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[Image from Flickr user mikebaird]

Mar 1, 2014

Wendy Marx

Wendy Marx is the founder and president of Marx Communications, a boutique inbound marketing and public relations agency. An award-winning B2B public relations pro, she has helped many small- & medium-sized firms (SMBs) become well-known industry brands and transform their businesses, going from Anonymity to Industry Icon™.

Her business articles have appeared in The New York Times, InformationWeek, Inc., Advertising Age, & Fast Company, among other outlets. 

View all posts by Wendy Marx