Driven by the increased dependence on the internet that has resulted from the global coronavirus pandemic, e-commerce is on the rise. In the United States alone, e-commerce retail sales are expected to reach an impressive $1 trillion of sales in 2022. For marketers, this trend has had a huge impact, causing companies to shift their marketing strategies as they embrace the power of digital marketing.
But there is one particular side of the e-commerce boom that is worth taking seriously: m-commerce. M-commerce refers to any e-commerce transaction that takes place on a mobile phone and market research suggests that m-commerce will soon be the primary way business transactions occur. In fact, over half of all e-commerce transactions already take place on a mobile phone, which should come as no surprise, considering that the average American spends about five hours every day looking at their smartphone.
While B2B and B2C marketing trends do not always follow the same trajectories, this is one instance where the same trend applies across the board.
Any contemporary marketing strategy should definitely be geared towards utilizing m-commerce. It will become increasingly necessary for B2B marketers to tailor campaigns for mobile users.
So let’s take a look at some helpful tips for how to hone your mobile marketing strategies for a B2B audience.
Important Factors to Keep In Mind About B2B Marketing
Targeting a B2B audience involves a different timeline and approach than marketing directly to consumers. There are a few key factors to keep in mind:
More people involved – Companies often employ a team of buyers to scope products and services, anywhere from two to 10 buyers, according to market surveys.
Longer buying cycle – There is often more back and forth negotiation involved in a B2B transaction, so the buying lifecycle can take, on average, between one and three months or longer.
Each team member may have different information – While the buying decisions are usually made collectively, each member of the decision making team may be armed with different pieces of information. If there are representatives from different parts of the company, each of them will bring a different perspective on why this transaction is a good idea – or not.
The buying funnel may not be straightforward – According to market research, the B2B buying cycle does not resemble a funnel of linear progression, where one step leads to another until the client either buys or doesn’t buy. Instead, the B2B buying process might better resemble a maze. Lots of different moving parts and factors will come together to contribute to the decision-making process.
Honing Your M-commerce Marketing Strategies
Bearing all these factors in mind about the specificities of B2B transactions, the key factors to focus on for your mCommerce marketing campaigns will be:
- Brand awareness
- Ease of interaction
Let’s go through them in turn.
In the vast field of m-commerce marketers out there offering specific goods and services to the public, you want your brand to stand out. And you want your services on offer to be quick and easy to understand. Since potential consumers, even those on buying teams for companies, will be scrolling through their phone’s many channels to find information, you will want to make sure to present your company’s services and products as clearly and succinctly as possible. B2B consumers will need to know certain facts to make an informed decision about your products: what you have to offer, how much it will cost, and whether or not it is worth their time and investment.
Present information in a comprehensive snapshot what your company does. Use images and graphics that help communicate that information so that businesses can take one look and have a clear overview of just what it is that you provide.
Since most B2B teams involve multiple employees, you should be prepared to target your campaign through multiple channels. Using various social media platforms, Google search capabilities and voice search functions, you can extend your company’s mobile presence. That will make it more likely for multiple business team members to come across your brand. The more exposure your brand receives, the more likely a company is to remember your brand and return to it when they need the services you have on offer.
Mobile-targeted online searches and voice searches are particularly good tools to attract B2B clientele, since business team members are often motivated by solving a particular problem or seeking out a supplier of a specific set of items. Use SEO best practices on your website and social media profiles so that your company shows up high in the search rankings.
Ease of Interaction
Make sure that your website is optimized for mobile phones. Use the correct sizing and formatting options so that key information is presented clearly on a phone screen. There is nothing more unprofessional than a website that requires a mobile phone user to scroll for ages just to see what is supposed to be a succinct, streamlined landing page graphic.
Carefully tailor your ordering process for mobile phone users, making it straightforward and easy at every step of the way for users to know how to place an order, pay a bill, or re-order the same products as before. You want clients to feel that using your site removes stress and complications from their overloaded work schedule. Ease of interaction will inspire clients to keep coming back.
As you hone your mobile marketing strategies towards B2B clients, remember to stick to your company’s core vision and principles. The more clearly you can communicate your brand, the more likely a client is to remember you. Take advantage of the many hours each day that prospective clients spend looking at their mobile phones. Improve your brand awareness and get noticed for the service you are trying to promote.