B2B marketing today has come a long way. A long time ago, in a mystical period known as the 80s, companies that needed to increase their client base depended primarily on the telephone to generate leads.
Today, marketers are provided with more options for promoting their products and services with higher chances of acquiring high profile conversions. Along with social media, mobile marketing is one of these innovative channels that have made it possible for B2B companies from various industries to increase sales as well as broaden their brands’ influence.
On that note, B2B marketers are constantly seeking for effective ways to leverage mobile devices in their lead generation. Oftentimes, since the effectiveness of mobile isn’t absolute, marketers can unknowingly apply the wrong methods. These inevitably cost mobile campaigns dearly, and companies should best identify and stay away from them.
What you can do to avoid these mistakes is to take into account these effective mobile marketing tips courtesy of Huffington Post contributor and digital marketing strategist Scott MacFarland.
Put your consumer hat on. Do you like it when you get spammed from companies that are sending you irrelevant communications? Brands must make sure they are producing content that is perfectly aligned with their persona’s needs. If they don’t, their competition will, and that will be revenue lost.
Poor Timing Of Communication
Marketers tend to pay attention to the timing of emails, social posts and believe it or not, even their direct mail (does that still happen?). That also means we must think about the customer, their habits, desires and needs, and serve them the perfect offer at the perfect time with the right message. If a text based offer for a lunch special comes at dinnertime, guess what? We’ve missed the opportunity.
Continued Communication That’s Not Relevant
The key here is “continued” communication. As a brand, it is considered a cardinal sin to continually send communication and marketing messages to prospective customers and even existing customers if the message is not relevant. This will annoy them and soon they may unsubscribe from your communication channel – then you’ve lost them. You invested time and money to get them, now you need to spend the extra time to figure out what they want, when they want it. This increases engagement, website traffic, customer lifetime value and ultimately increases revenue.
Don’t Forget About Location
Mobile marketing is not just about connecting with the customer. It’s also about understanding their location as well. The retail market is a perfect business model to leverage the power of mobile, especially when they take advantage of location data. This data helps the marketer have a more complete data set, which allows them to craft strategies more effectively – thus increasing engagement, retention and store traffic.
Regardless of your business, a coupon can be used to drive in-store foot traffic, online conversions, and customer retention or even help promote a new product or service. In a highly competitive market, coupons show value to the customer, especially if it is delivered in a timely manner with the right message. There are many ways to use a coupon and a mobile device is the perfect vehicle to deliver the brand message anywhere, anytime.
Overall Value To The Customer
Marketing 101 says, if the brand is not offering value for the customer, a transaction won’t occur. When mobile marketing is not offering value to each and every customer, the brand in essence is communicating to them that they just want your name, mobile phone number and of course your money, not your respect and trust.
Find The Right Mobile Partner
This is an absolute must for any CMO or CIO looking to dive into mobile marketing. I have experienced a few poor decisions when agencies were hired and they didn’t really have the expertise needed to execute. The tip here is to find a mobile company that knows mobile marketing strategy and technology better than anyone else. You don’t want a company that’s just a reseller of another knock-off service. Additionally, make sure the mobile partner has a robust customer centric service team to help when you need it. When you do find a company that can do all of these, you will soon realize they are the smartest firms and you want them to be on your side because mobile technology is moving at warp spend and your agency partner must be able to move with it successfully.
Think Like A Customer – Act Like An Intelligent Brand
Don’t allow your mobile marketing to negatively impact your sales. Make sure you take full advantage of the data sets that are available. This will help you not only understand your customer, but communicate with them on their mobile device in a precise manner and location that truly excites and engages them to want to make the effort to purchase. Take advantage of all your customer data sets and think like a customer, but act like an intelligent brand.
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