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When considering mobile marketing for B2B companies, today's marketers are wrestling with some big questions: How can we use mobile to engage our target audience of business professionals? and Where do we even begin to integrate mobile media into our B2B marketing plans?

Far from just a consumer-oriented medium, mobile is fertile ground for marketing to business audiences.

As with all other media, your mobile strategy and set of marketing programs will be contingent on your B2B's specific goals, offerings, audiences, industry, budget, and competitors. But the best place to start is by auditing your current initiatives to identify opportunities where mobile can increase their impact.

That a great way for B2Bs to become better acquainted with incorporating mobile into their plans, but it also enables marketers to assess the return on investment of integrating these media, through pre- and post-mobile comparisons.

Let's examine six ways that B2Bs can increase their marketing impact with mobile.

1. Make your website mobile-friendly

Although not all mobile devices are Web-enabled, smartphones have already secured an avid following among business professionals. Yet most corporate websites are not optimized for mobile viewing and are either very difficult to navigate or impossible to read on smaller screens.

That means many of today's B2Bs may be inadvertently forcing their prospects to competitors' sites that are meeting prospects' needs by availing them of mobile-friendly experiences.

To ensure your B2B never misses a business opportunity, create a separate version of your site created specifically for mobile users. And use every opportunity to promote your mobile site, including a clear callout on your corporate website and through your other marketing communications, such as email newsletters, blogs, and social-media platforms.

2. "Show" the stories you already tell

To increase awareness and credibility, B2Bs create content that helps target audiences overcome their "pain points" and improve their business performance. But because of the complexity of B2B industries and offerings, the content is often lengthy and technical and thus very difficult to view on small mobile screens.

Rather than rethink their content, B2Bs need to rethink their formats... with video a ripe option for audiences accessing content from their mobile devices.

By producing quick video segments that show the tips you tell in your articles, and by creating visual case studies in addition to the longer, text formats available at your website, you're enabling business audiences to easily see and hear your messages wherever they may be working from at the moment.

3. Turn your branding campaigns into lead-generation vehicles

Branding campaigns, such as with print, outdoor, radio, and TV, have traditionally been one-way marketing vehicles. Though the inclusion of website URLs and phone numbers help to create a call to action, marketers are still uncertain how well their campaigns are faring while their bosses are left wondering whether it's a good use of the company's marketing spend.

Through mobile, all brand impressions can now be lead-generation opportunities.

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Six Ways B2Bs Can Increase Their Marketing Impact With Mobile

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ABOUT THE AUTHOR

image of Christina

Christina "CK" Kerley is a strategist, speaker, and trainer on innovation through mobile and smart technologies ("The Internet of Things"). Access her e-books and videos.

Twitter: @CKsays