There are dozens of mobile marketing trends set to make waves in 2016, but as much as you want to stay on top of what’s hot, it’s the mobile marketing mistakes that can impact your business in the worst way possible. If you’re running a B2B company, here are seven mistakes you want to avoid at all costs.
7 B2B Mobile Marketing Mistakes to Avoid
Launching With a Website Not Optimized for Mobile
You can launch with a regular old desktop website, but it’s not a great idea. Already, 73 percent of consumers think websites load too slowly on their phone, and a similar number will take their business elsewhere after a mere 5-second lag. Lay out the welcome mat by:
- Choosing a font that’s easy to read
- Ensuring links are easy to tap
- Designing a landing page that doesn’t require pinching or zooming to be readable
- Ditching data-hogging graphics or plug-ins
- Embracing a sleek, aesthetically pleasing design
Forgetting the Personal Part of Mobile Marketing
You may be targeting businesses, but every company is made up of living, breathing people – one of whom is presumably running things. Craft messages with a human recipient in mind, and focus not on just making a sale but rather creating a relationship. Why? One sale gets you a single transaction, but learning how to maximize your ROR or return on relationship, can set you up for life.
Ignoring the Mobile Factor
Mobile means moving, and smartphone and tablet users are indeed on the go. Write mobile content to be read while in line at the grocery store or sitting in the carpool lane, pepper your site with location-specific keywords so potential customers know you’re nearby, and consider launching an app so your clients can have support, ordering functionality, and information at their fingertips, no matter where they are.
Failing to Link Desktop to Mobile
While mobile devices are steadily becoming the primary internet access point for many consumers, the desktop is far from dead. Link the two by offering SMS subscription from your website and sending SMS subscribers links to your website when they need or want to access long-form blogs or information otherwise unsuitable for character-limited communication.
Not Gathering Data
As part of your sales funnel, all businesses should:
1. Build a great landing page
2. Offer consumers something of value (ebook, video, course access, contest entry, etc.)
3. Ask for something easy to give in return
That third thing is the most important. If you’re not giving away a sort of teaser to consumers, you’re probably not building much goodwill. However, if you’re not asking for valuable information such as industry, income, employee, job title, email, phone number, etc., in return, you’re shooting yourself in the proverbial foot.
Selling SMS Short
SMS is a multi-faceted marketing tool with applications most businesses are only beginning to explore. Colleges are using it for recruitment, HR departments are using it as a more personal and efficient alternative to intraoffice memos or email blasts, and you can use it for everything from nurturing a prospect to rewarding loyalty. It’s especially easy if you enlist the help of a company. Many text marketing companies offer mass SMS and text-to-join capability, online sign-up pages, auto-responder functions, and more.
Not Following Up
Few consumers complete a purchase their first time out. Many people are deal hunters, and it’s not uncommon for people to want to comparison shop before plunking down their hard-earned dough. Some 67 percent of online shopping carts are filled and then abandoned before a sale is made; develop a way (cookies or other tracking software, for example) to reach out to consumers and remind them that they left products behind and watch your conversion rate rise.
Mobile marketing can be an invaluable B2B tool, but only if you swing for the fences and avoid missing the ball. The most important thing is to get in the game, and few things will help boost your batting average better than side-stepping the seven mistakes above.
Sophorn is the marketing guy at Trumpia, a mobile content delivery service that allows users to customize their one-to-one marketing efforts by interconnecting and optimizing all digital platforms. As an innovator in two-way SMS/MMS marketing, Trumpia's mission is to empower brands and public figures with interactive access to their audiences, reaching targeted affinity groups in a personal way. Trumpia delivers world-class content such as video, ticketing, polling, products sales, contests, and giveaways.