B2B Mobile Marketing: The Time’s They Are A Changing

First there was Blackberry and for B2B marketers this was a good thing.  Next came the iPhone and this was even better.  Then the Android invasion was launched by Google.  Steve Jobs struck back with the iPad.  Oh yeah Microsoft did some stuff in mobile but no one really cared.  Amazingly enough this has all happend within the B2B Mobile Marketing: The Time's They Are A Changinglast few years.  Wait…..  aren’t these blogs suppose to be about B2B social media marketing?  Guess what?  Mobile devices are a natural evolution in social media marketing.  How?  Social media is about being able to engage 1-on-1 with your customers.  Mobile devices achieves this better then traditional social media platforms.

However, before you rush off to develop that next killer app, optimize your website for mobile devices, or send texts to your customers, there are a few things you need to remember to be able to effectively conduct B2B mobile marketing.  The first is User Experience (UX).  What is this?  Simply put it’s how easy / difficult it is to interact with a software program.  If your company’s website is not optimized for an iPhone, Android, or Blackberry  device then it will be incredibly difficult for visitors to interact with it.  Since each website visitor can be considered a potential lead, your desktop optimized website loses another potential sale.

In addition, it’s not enough to make sure your website is optimized for mobile devices, you must also be able to optimize your content based on your customers needs as well.  This means understanding what’s important to your customers when they’re stationary and on the move.

Remember the old adage “Content is king”?  The same still holds true with mobile.  As a B2B company, the best strategy to succeed with social media (of which mobile is a part of) is to position yourself as a thought leader.  Why?  Because your customers want to know you have the answers they need.  However, because of the smaller screen size on mobile devices B2B marketers will need to develop different ways to position their content.  Audio and video present unique opportunities to achieve this.  However, this doesn’t mean you need to rush out and create new content.  This can be a great opportunity to repurpose current content.

Whether it’s developing an app, optimizing your website for mobile, or using text messages, B2B marketers have a huge opportunity to leverage mobile.  This represents the ultimate realization of being able to talk 1-on-1 with your customers since mobile devices are never far from reach.  So get to it fast.  The times they are a changing!

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