Guest post by Nick Rojas.
Google recently announced that over 50% of searches globally happen on mobile. Reports argue that in the U.S this number is higher, nearing 60%, with certain industries reaching up to 72%! But as a B2B company, you might be quick to write this off as a trend affecting B2C customers making searches off the clock.
However, a look at B2B specific research shows otherwise. B2B decision makers are using a mobile device for their research 42% of the time! And nearly half of those searches are happening while they are actively at work. So clearly, mobile search is not just a B2C phenomena.
But organic search is not the only reason you should invest in mobile. Here are four ways mobile will revolutionize your B2B marketing strategy:
New Communication Channels
When you embrace mobile, you aren’t limited by phone calls and emails to communicate with your consumer. You can utilize push notifications and SMS messaging to follow-up in a way you can be sure they’ll see. It’s a great way to inform customers about new promotions and important updates that won’t get lost in a sea of “spammy email.” Think about the way you interact with brands in a day. Isn’t it easier to respond to a quick text message than pick up the phone and call?
Trade Show Integration
Trade shows have been a staple of B2B marketing for a long time. Mobile integration can improve the trade show experience. For example, you can use mobile event apps to make it easier for visitors to enter contests, alert attendees when an event starts, and showcase parts of your product/service on a platform customers are already comfortable with. You can also encourage them to interact with your social media accounts before they even leave your table by accessing them on their phone.
New Kinds of Advertisements
The world of mobile offers unique and specialized advertising opportunities. For example, let’s say you are running Facebook ads. Since smart phones utilize geolocation tracking, you could target people within a specific radius of your business. You can also run ads that don’t just link to your website, but directly to your mobile app to provide a specialized experience for the mobile user.
Be Where the Conversation Is Happening
Everyone knows that LinkedIn is integral to managing B2B relationships. It’s where people discuss products and services and interact with their trusted network to make business decisions. LinkedIn reported that 57% of their engagement is happening on mobile. This means that if you want to be appeal to users on the network, you need be mobile accessible. It makes sense that a user is more likely to share your content with their network via mobile if you have a great mobile experience!
Embracing the world of mobile for your B2B company does not mean you abandon your old strategies. Email marketing, a website with a great desktop experience, those things will still garner leads! There are also different inexpensive ways to market your small business, but exploring mobile expansion opens a world of possibility. These new forms of communication will help your brand evolve with the times and walk down the path to success.
Nick Rojas combines 20 years of experience working with and consulting for small to medium business and a passion for journalism to help readers grow. He writes about technology, marketing, and social media for the aspiring entrepreneur. When Nick is not sharing his expertise, he can be found spending time at the beach with his dog Presto. Follow him on Twitter @NickARojas.