B2B Companies: Go Mobile or Go Home

Posted by Oren Smith


These days, it’s a given that most B2B companies extend themselves through various forms of social media – Facebook, Twitter, LinkedIn, Tumblr, and now even Pinterest and Instagram (and the lengthy list goes on). But certainly there’s no argument against doing so when recent research reveals 31% of a U.S. smartphone user’s total Web activity is spent engaging in social activity.

The new metrics for successful B2B public relations? Likes, comments, retweets, pins, and shares by prospects, clients and influencers. But what’s even more important to consider is that an increasing number of people conduct these activities on their mobile devices while they’re out and about.

Translation? GO MOBILE OR GO HOME.  

Though it may sound grim, you’re basically writing your own obituary if your online PR campaigns lack the mobile ready / friendly content demanded by today’s consumers.

So why exactly is mobile PR so relevant? Here are 3 reasons:

  1. News is happening every nanosecond of every day. Just take the Facebook Feed for example. Whether you care that a long lost friend from high school’s toddler is teething or not, you get the idea. We are information-addicted, and our ubiquitous cell phones and tablets instantly turn us into news junkies.

  2. Mobile phones make personalization a snap. Users can pick and choose to what they pay attention and subscribe, and settings can be further personalized to the minutest of detail. This instantly sifts out all the misdirected, worthless communication missiles.

  3. And personal engagement a click away. No one has time or money to meet with prospects on a regular basis. So how are you going to warm up targets? And the media for that matter? You can’t throw a pot of water on the stove and expect it to boil the next second. Of course a handheld electronic device can’t take the place of a personal discussion. But sustainable mobile activity helps bridge the gap between in-person meetings and sterile emails.

B2B companies must begin thinking in terms of what content is most appropriate for mobile development if they want to engage their targets. Here are 5 ways to do just that:

  1. Easy access – Quick access can make all the difference. In this case, the term “user friendly” means users can get what they want out of your mobile site as quickly and with as little hassle as possible. Instructions should be either unnecessary or clear-cut.

  2. Relevant, frequent updates – The more relevant and timely the activity, the better. Otherwise, you’ll slip through the cracks, and your competition will have ample opportunity to weasel their way into that limited user attention span.

  3. Clean up to keep up – Simplified content is easier to manage, read, and use on a mobile device. Cut down what you’ve already spent time cutting down, and focus on your most essential elements.

  4. Keep it simple – Limit the amount of steps it takes to complete an action. The easier it is for a user to complete a task, the more likely the user will be to use the site and ultimately spend more time on it in the future. And time is money.

  5. Less is more – A simple and chic design without any frills allows users to find what they need without getting a headache. Gratuitous graphics and bulky, overzealous copy only get in the way.

Despite that people seem to have less time to reciprocate attention, often resulting from tighter schedules and obligatory multi-tasking, they still want to feel like they are getting something, a gift of sorts, if they are going to interact with your company. Therefore, their “on-the-go” needs must be addressed throughout your mobile marketing and PR content.

What are you doing to get on the mobile bandwagon? We’d love to hear from you in the comments section below.

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[Image: Flickr user sam_churchill]

Oct 15, 2013

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