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Mobile Marketing

How B2B Companies Can Tap Into the Power of Mobile Marketing

Mobile marketing is not only for B2C markets but is just as appropriate for B2B marketers. But as much as there is a flood of information for the consumer-oriented mobile marketer, there is a dearth of information for the B2B marketer

Corey Eridon, in a recent article, outlines six helpful way that B2B marketers can optimize their mobile marketing and mobile presence:

“1.) Optimize your website and downloadable content. A site that looks great on someone’s desktop isn’t going to translate well to a tiny rectangular screen. To create a mobile-friendly site, you can simply change the way your site is organized when displayed on a mobile phone or create an entirely new mobile site. You should ensure your downloadable content is also optimized as you make these changes. Start with your most frequently downloaded content, and work your way down. If your blog reads well on a smartphone and your most popular whitepaper/ebook only asks readers to scroll up and down, not right and left, you’re sure to be a go-to distraction for weary business (and holiday!) travelers.

2.) Create audio content out of your long-form content. While mobile readers will be stoked to read that super popular whitepaper you’ve kindly mobile optimized for them, they might love you even more if they can listen to it. Leverage the unique capabilities of smartphones and mobile devices, and publish recordings of your long-form content. If you’re a gifted videographer, video content is a great content asset for your mobile audience, too.

3.) Add social sharing buttons. If people love your content on their desktop computers, they’ll love it on their mobile devices, too. So make it easy for them to share! Include social sharing functionality on each piece of content so people can post it to LinkedIn, Facebook, Twitter, and Google+ with just the tap of their finger.

4.) Make forms more mobile user-friendly. Landing page forms are a huge pain to fill out on mobile phones. If you can get away with eliminating fields on mobile forms, do it. Also, ensure that the fields are aligned well with field labels, which should be succinct and straightforward. This will help cut down on the dreaded red alert we all get when we incorrectly fill out a form or miss a field. And finally, don’t ask a mobile user to click Next, just to fill out more form fields; all fields should be displayed vertically and on one page. No matter how nimble our fingers have become at typing on smartphones, the less clicking and scrolling, the better.

5.) Provide click-to-call functionality. This is one of those easy wins that, like the scrolling form field, makes people like you for making their life easier. Just as you can leverage mobile devices for their audio capabilities, leverage that fact that smartphone site visitors can give you a ring even easier than desktop readers!

6.) Make emails mobile-friendly. Of the jaw-dropping 70 million US consumers who access email through their mobile device (Source: Comscore), 43% check email four or more times per day (Source: Markle). Although these numbers are encouraging, many mobile email readers are triaging their inbox, deciding whether they want to read your email now, later, or never. Use a clear email subject line and recognizable name in the sender field to ensure you don’t get deleted. Then do your best to create a pleasant mobile reading experience by offering both plan text and HTML versions of your email, using very descriptive alt text in case your images don’t display, and keeping the message brief.”

The good news about mobile marketing is that even if you aren’t ready to plunge ahead 100% into an expensive or elaborate mobile marketing campaign, there are things to do that will make you mobile friendly to your professional consumer. And given that a large majority of professionals sport smartphones, you really should ensure that you have established a quality mobile presence as a base. Have you started your Even though many B2B marketers aren’t ready to launch massive mobile campaigns, mobile usage shows no signs of slowing down. If you give your website and emails a mobile makeover now, you’ll save time down the road when you’re ready to dive head-first into mobile marketing.

For the full article on Mobile Marketing.

Have you  created your Mobile Marketing Presence? Maybe it should go on the top of your list for 2012!  launched or been engaged with a B2B mobile marketing campaign?

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