Daniel Mullins
Daniel Mullins

November 18, 2014

B2B Mobile Marketing

B2b markets have gone mobile. It is no longer enough to focus your marketing strategies on creating content optimized for desktops or laptops. The way brands reach out and engage with their audience has changed – it’s time to go mobile.

It has become more and more common for b2b decision-makers to use their mobile devices when searching for information related to a purchase decision. In fact, a 2013 study found that 65% of b2b execs are comfortable making a business purchase from a mobile device. Therefore, it pays to design and develop your marketing strategies with mobile in mind.

Understanding your mobile audience

The focus of your b2b mobile marketing efforts remains the same as your overall marketing efforts – content is still king. The key difference, however, is making sure your content is delivered in the most appropriate format when consumed on a mobile device. Remember, it shouldn’t be assumed that your audience will access your content via desktops and laptops, and the big challenge for b2b marketers is accounting for this.

The content creation process should start by trying to get a handle on how your audience are using their mobile devices, especially when conducting research prior to a purchase decision. Are they searching for information on social media channels such as Twitter and YouTube? Are they looking for infographics and short videos? Are they visiting your site and expecting a flawless mobile experience?

Why should you take mobile marketing seriously?

B2b mobile marketing, like social media marketing and video marketing, offers brands the chance to reach out and engage with their audience in more ways than ever. The difference with mobile marketing, however, is that it is still a very under-developed and under-used channel in b2b. What does this mean for b2b marketers? Given the relatively low uptake of mobile marketing in b2b, competition is scarce. Therefore, the opportunity is there to be original and innovative. By creating leading mobile content for every stage of the buyer journey, you have the potential to reach far more of your target audience, and at any given time.

The first step towards mobile marketing greatness

If you’re new to the world of b2b mobile marketing, perhaps the most important thing you can do is make sure the brand is accessible via mobile devices. An Adobe report in 2013 found that 45% of marketers do not have a mobile-optimised site, and only 25% of marketers test their emails for mobile-friendliness. Therefore, investing in a mobile-optimised website and sending out mobile-friendly email can help your brand to stand out from the competition.

If a potential customer lands on your non-optimised site and finds it difficult to use, there’s a good chance they’ll leave and won’t return. Even worse, they might visit a competitor’s site instead. With regards to email, it is likely that a significant proportion of your audience use their mobile devices to check email. In fact, according to Litmus, email opens on mobile now account for the majority of all email opens. If your brand relies on email for generating brand awareness, driving website traffic and lead generation, they need to be mobile-friendly.

Taking your mobile marketing further

After optimising your website, email and content, it may be time to consider mobile advertising. Still in its infancy, especially in b2b, mobile advertising is another great platform from which to reach your audience in real-time and at potential points-of-need. With so many b2b decision-makers turning to mobile devices to research solutions and potential vendors, paid search and display mobile ads become all the more important for reaching out to potential customers at critical stages of the purchase journey.

So why should you invest in mobile advertising now? The answer is cost. Mobile advertising currently costs less than desktop advertising, and therefore offers a greater potential ROI to marketers. ROI can further be improved through the extensive personalisation and targeting options available. Ads can be tailored based on location and device type, and even in terms of whether your audience is at home or at the office. Reaching highly-specific target audiences has never been easier.

Mobile is a marketing game-changer

The emergence of mobile in the b2b marketing mix has changed the game completely. Your b2b audience is mobile, and your marketing efforts should reflect that. Optimising your website, emails and content is crucial if you want to continue to reach out and engage with your customers and potential customers at any time. Going one step further and taking advantage of the potentially great ROI on offer with mobile advertising is another great way to put your brand in front of your target audience. 84% of b2b marketers now say mobile is crucial or important – and they’re right.

So, has your b2b brand gone mobile? Let us know in the comments section below.