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B2B Marketers Struggle with Mobile | Mobile Phone w Icons
B2B Marketers: Your Customers Are Mobile… Is Your Website?

B2B marketers are struggling with all the new technological advances that they face. With five billion mobile subscriptions worldwide, many are calling our growing mobile environment the newest revolution in today’s modern world.

More than 70% of executives under the age of 40 consider their hand-held mobile device to be their primary communication tool. It is clear to see that today’s professionals view these mobile tools as their lifeline to success.

Mobility and hand-held devices have clearly arrived onto the marketplace and their presence brings new avenues of marketing to be explored. What are some of the best roads travelled in order to leverage our mobile B2B marketing strategies? Here are five steps to get you started down the mobile highway:

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#1 – The future is now

First we must look at our existing environment and ensure that we are ready to go mobile. This could include updating websites to be more viewer friendly on a hand-held level and ensuring that all our current strategies are capable of accepting mobile communications.

We must also find answers to these important questions to better communicate with our mobile customers:

  • What information do they require?
  • Which tools, apps and widgets do they find the most helpful?

By first understanding what they are using and what they are looking for, then we can deliver it to them more effectively.

#2 – Check out the competition
Find out what similar businesses and industries are doing with their mobile marketing strategies. What about your brand’s advocates, who are they and what are they doing? Concentrate on what they have already implemented, what is working and failing. See if you can look outside of their box and find something that they may be missing.

#3 – Use the right platform
In the United States, the four biggest mobile platforms are iPhone, Blackberry, Windows Mobile and Google Android. Using a mobile website, you can track what platforms your customers are using and implement them accordingly.

#4 – Goals and strategies, tools for success

Figure out what you are trying to accomplish and the best strategy to achieve that goal. When considering new methods of communicating with your audience, consider some of the mobile options that are available:

  • SMS (Short Message Service)
  • Barcodes
  • Location based services
  • Apps, utilities and extensions
  • Mobile advertising
  • Social media
  • Audio and video

Examine which tool(s) would be the most useful in your specific mobile marketing strategy.

#5 – Promotion, promotion, promotion

With any form of marketing, you can’t take a “if you build it, they will come” kind of attitude. Here you will utilize some of the tools mentioned above to advertise in your campaigns. Perhaps you can create a blog and offer a “view content optimized for mobile devices” option on your website to increase traffic and gain more online activity.

Do whatever is necessary to engage your mobile based audience. The mobile age is already here and it will be a big part of our future.

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B2B Marketers: Your Customers Are Mobile… Is Your Website? ( 29 Oct 2014 )
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B2B Marketers: Overcome Your Social Media Stage Fright ( 16 Dec 2015 )
Written by David Landry
Dave Landry Jr. is a guest author and business journalist living in Southern California. In addition to sharing his research covering how to leverage mobile technology for business, his writing also covers communications technology, marketing, finance and globalization.

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