Everyday, more companies are learning how effective mobile marketing can be. While it was once thought that mobile advertisements could only target consumers using apps or text messages.
Companies are quickly discovering that mobile marketing can be a great way to target other businesses. B2B mobile marketing campaigns can be a great way for technology companies to get in touch with their target audience. If you want to develop a great mobile marketing campaign try some of these powerful methods.
Get Started the Right Way
Starting a B2B marketing campaign begins the same way it does any inbound marketing venture: research. Before you create an app or mobile-exclusive website, get to know your audience a little better. Study your traffic using monitoring tools like Google Analytics. This will help you get a better understanding of how people are accessing your site and what they are viewing when using their mobile devices.
If you are planning on launching an app to help you further target a specific tech industry, you need to pay close attention to the devices people use when visiting your site. Android and iPhone users require very different apps. Developing these apps take time and money. Don’t waste time developing an app for a device that is never going to be used.
Those wondering how to use mobile marketing to grow their sales need to understand that a proper marketing plan takes time to develop. However, there is no set way to develop a B2B mobile marketing campaign. You will need to try several new things before you find something that works. Keep this in mind as you make your marketing plan.
Build a Responsive Website
After Google’s big 2015 update, most websites incorporated a responsive design. This design modifies the layout of a page depending on how it’s accessed. If you are planning on targeting mobile users, it is important to remember that layout isn’t the only thing that needs to change on your website. Large blocks of texts and images, for example, might not fit on a small smartphone screen. They might appear to the user, but the user then has to spend time scrolling to get the whole picture.
If you want to truly get the most out of a mobile website, you need to create a site specifically for mobile users. Here are some things you can incorporate:
- Shorter blocks of text.
- Pop-up menus that appear only when touched.
- Multiple pages for long forms.
- Smaller, more compact images (or get rid of them entirely).
- Special shopping carts that reduce loading time.
Remember that most mobile users are going to be in a hurry when they visit your website, especially if they are leader in their industry. Present your information in a way that grabs their attention and gets the point across as quickly as possible. If you aren’t sure what to do first, try using a plug-in or pre-made mobile design and customising it to fit your needs. You can also find partners to help you launch or manage your inbound marketing campaign, saving you time and money.
Generating Leads with Mobile Apps
Much like targeting consumer leads, B2B leads can be acquired easily through apps. While most companies don’t use apps to target other businesses, that doesn’t mean this isn’t a viable method.
Just remember that your app needs to have a purpose. Your target audience is professional, and you need to keep them in a business mindset while they use your app. Here are some examples your company could use:
- Automatically find the product or service you need in X steps.
- Get the latest business technology information.
- Create a simple app-based B2B social network.
- An app that identifies and solves problems.
- Show business leaders customisation options for your products. (Design a product or choose individual features)
- Calculate and estimate the cost of a project.
The goal is to present the target business with something useful that closely relates to their brand. Then, use the app to suggest products or services offered by the brand. This is a subtle way to gain leads or sales.
Text Messaging Still Works
While the B2B mobile marketing world is mostly focused on responsive website designs and app development, it is important to remember that text messaging is still a very lucrative way to gain attention. This method is very useful, although it isn’t as easy to do as some of the other options.
Here’s how it works:
Step 1: Collect phone numbers through your website or mailing list.
Step 2: Obtain permission to text.
Step 3: Use text messages to promote sales or new products. Include a call to action.
This method is very straight-forward, even if it does take a while to set up. Keep in mind that text messages don’t have to be sale related. Many B2B technology companies have seen success simply texting about the latest industry news or giving people reminders to join their mailing list.
Attracting the Right Mobile Users
The problem that many B2B companies have is that they don’t want to attract consumers with their mobile marketing campaign. They want to attract business owners and those in charge of the purchasing decisions. This means that they need to have more control over how they obtain leads and advertise their app. Keyword targeting can help, but it isn’t a sure fire way to filter out mobile users.
The best course of action is to allow anyone to participate in your mobile marketing campaign. For example, a technology company would want to do their best to offer things that only target audience would want, having apps that are also useful to home-based consumers won’t hurt them. Consumers often make requests to businesses, who then turn to the tech company to fulfill those needs. Many tech startups are also owned by hobbyists, who may be exploring several different solutions before investing in their company. Allowing as many people as possible to use the app could boost B2B sales later on.
A mobile marketing campaign can really help your B2B technology business stand out to designers and builders.