Not all B2B marketing strategies are created equal. The mobile web has entered the picture and affects everything from B2C e-commerce to B2B marketing. Finding and defining the right B2B marketing strategy can be tricky in this landscape, since it’s a landscape that keeps changing.
To keep up, it pays to stop thinking of the mobile web as “mobile,” but instead as a multi-device communications channel. However, people don’t surf or communicate the same way on a phone as they do on a desktop computer.
Here are some ideas for tapping into the mobile B2B web as it stands now.
B2B Marketing Strategies for Mobile Devices
Smartphones are increasingly used by business people as communications tools. How do you market to them?
Use the mobile web to tap into the on-the-go business person. The mobile web is fast-paced, just like your target audience. Your website should be responsive, and your app should be faster than the highly productive business person. Don’t use apps or websites that take more than a few seconds or a few minutes to read.
Create a multi-channel content funnel. Your content network needs to be like an umbrella. It should spread outwards from a desktop-friendly space that is more conducive to long articles, longer sales pitches, and longer communications in general. Shorter attention-grabbers, such as emails and push notifications, should be reserved for the busy mobile dweller.
Use apps and app advertising to capture attention and create leverage. Copywriters often create articles in the shape of a pyramid: the top grabs the attention, and gradually expands the points one by one as the article grows deeper. Your apps and your app advertising should act in the same way. Ads should act as headlines that hook the reader and pull them towards your longer content and your contact information. As always, capturing users is the top priority.
New dimensions to big data can help you refine your marketing efforts. We’re already seeing vast amounts of information that help you dynamically profile and target your users, based on far more sophisticated factors than simple demographics. App data and advertising analytics can reveal a great deal about your target audience, their preferences, and how you can market to them most effectively.
Focus on the data that improves your ability to personalize your marketing message. Despite what many think about the B2B marketing industry, personalization still works wonders. Business Insider, for example, offers a highly customizable email campaign that only provides relevant, targeted information. Offer as many options as you can to your audience – not only so you can give them what they want, but so you can learn what they want.
Finally, don’t get caught up in trends. New apps come and go like the wind, and trends come and go almost as quickly. Don’t sink too much time into the latest software trend, data trend, or any other trend for that matter. Focus on connecting with individuals in your marketing communications: technology is just a means to that end.
How Will B2B Marketing Strategies Change in 2015 and Beyond?
In the coming years, we’ll see rapid changes to the marketing industry and the mobile world. What can you do to keep up? Keep your eye on the curve.
Mobile will continue to dominate and become more fragmented as new devices and technology emerge. Smartphones and mobile devices fragmented the mobile marketing world, and it is just now beginning to put itself back together. To keep up with unseen changes to come, expect the future to play out similarly.
New devices and technologies will be saturated with competition, which will create fragmented marketplaces. These marketplaces will represent opportunities, but they also risk becoming fads. If your particular industry or target industry will be affected, see if you can exploit the changes for your own benefit.
Automation will become more necessary than it is now. Automation is already a necessity in the marketing space; over time it will become increasingly necessary and more sophisticated. Customized automation solutions will become the norm, along with standardized automation suites.
New technology will begin to provide more data about your leads and existing customers. Soon, you’ll know more than you ever wanted about your customers…or at least your advertising network will. You’ll be able to use geo-location data and detailed psychological profiling to target your customers and provide them with exactly what they want before they even need it. Businesses that can utilize this type of information in a B2B environment will have a strong advantage.
The mobile web is on its way to becoming more than just mobile. To stay competitive, keep up to date with the latest marketing and monetization trends and keep your eyes open for changes that will hit the market in the next few years.