Mobile Marketing benefits are well understood in a B2C environment and it is relatively easy to implement. There are plenty of consultants, examples and applications to identify opportunities for companies to engage consumers on a regular basis. Engagement can be executed while consumers perform online research, shop perform home maintenance or just go about their daily lives working or traveling.
In the B2B environment engaging at a mobile level is a little more difficult but with some consideration and thought can be very beneficial to the customer and you, the business services or product provider. B2B contact must be performed with a degree of caution and care as the contact should not be frivolous. For example, if you want to get a promotion out to your prospects related to a new product offering or an update to an existing product than sending a message out to their mobile device is an excellent way to communicate with them rapidly. Performing such a communication after the successful implementation of a project or on the anniversary of a maintenance agreement would not be considered frivolous. Timeliness and applicability to the customer of the communication is key.
A study performed by Google in partnership with Millward Brown Digital reveals:
- Mobile use for B2B purchase research has grown 91% in the past two years
- 43 percent of B2B researchers use their mobile devices during the purchase process
- 49 percent of B2B researchers use mobile devices for research while at work
For example, after a recent car purchase, the dealership immediately took advantage of my mobile device to requesting feedback on the selling, purchasing and delivery process. I did not consider the connect undesired due to the immediacy and applicability of the request Now texting me about buying a new car one month later, seemed odd and was not desired. However, other contact inquiring of my needs to understand the cars features, wireless applications available, car club memberships made sense. B2B mobile contact can use marketing automation to provide similar opportunities such as additional training for existing or new employees or the ability to join a product or solution user group. There is everything to gain by sending offers to customers and prospects when they can respond using a mobile device. And according to a Dynmark report, SMS boasts a whopping 98 percent open rate. There is a much greater chance of customers and prospects responding to mobile marketing which improves stickiness and, from a sales perspective, the conversion rates.
Create promotions with rewards for completing surveys, online training, or attending webinars. Effective use of B2B mobile marketing increases sales and customer loyalty. The objective must always be to provide value to the customer which will increase customer engagement.
Finally, make your website mobile friendly. Businesses that do not provide a seamless mobile experience via their website often experience a drop in organic ranking. They may even see an increase in the bounce rate because Google now favors mobile-friendly websites. An excellent mobile web experience improves interaction with prospects, resulting in growing leads and sales.
Contact Raven Guru Marketing to learn how your business can expand its mobile marketing opportunities.
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