Looking for ways to boost the success of your B2B sales efforts? It’s time to leverage the power of mobile marketing. Here are just a few of the ways that you can use the power of mobile marketing to improve the ROI of any B2B marketing campaign.
#1: Integrate your mobile marketing efforts with real-world events
There’s no reason why your real-world events – think trade shows, exhibitions, and conferences – can’t benefit from mobile marketing. For example, you could leverage the power of hashtags to brand each event. That makes it much easier to see what people are saying and writing about you online. And it makes it much easier to track down potential B2B leads. If someone was following along intently at one of your industry events, there’s a high probability that person is ripe for a little follow-up.
#2: Optimize your marketing emails for mobile devices
People are actually more likely to read your email on a mobile device than they are on a desktop or laptop. As a result, you need to be very attuned to the differences in how potential prospects read emails on their mobile devices. As a rule of thumb, this means less text, and more video and images. It also means that your marketing emails need to follow the principles of “responsive design.” Simply stated, that means the emails have to look the same whether they are being read on desktop, tablet or mobile phone.
#3: Leverage each social media platform’s equivalent of the cold call
Twitter and Instagram are great examples of social media platforms that are mobile-first. It’s almost impossible to use these social networks on a desktop, but it’s quite easy to use them as standalone mobile experiences. So what are the equivalent of the cold call on these platforms? On Twitter, for example, you can “tweet at” someone by including his or her @name in your message. Or you can send a direct message to that person. And it seems to work. According to the most recent statistics, B2B marketers who use Twitter get twice as many leads as those who do not.
#4: Embrace Snapchat before it’s too late
Right now, Snapchat has 150 million daily active users. And of those, half are age 25 or older. While the platform still skews very young, there’s a lot that you can learn from the early experiences of B2C marketers on Snapchat. Ultimately, just about every B2C marketing technology becomes a B2B marketing technology, so sooner or later, B2B companies are going to jump on the Snapchat bandwagon. At the very
least, it’s helpful to understand the way people are able to create Snapchat “stories” as part of a narrative tool.
#5: Create a mobile app for customers
This one takes significantly more effort than the other tips, but there are plenty of vendors out there who can help you craft a bespoke mobile app. For example, Italy’s mob.is.it has been successful in helping businesses such as restaurants and shops launch standalone mobile apps and mobile marketing campaigns.
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Putting all these mobile marketing tips together, you’ll be well on your way to B2B marketing success!
Dane
Dane Cobain is a published author, freelance writer, book blogger, poet and (occasional) musician from High Wycombe, UK. Before going freelance, he worked as a social media marker, now specialising in writing about publishing, technology and marketing.