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.