B2B Mobile Marketing Best Practices: Marketers, Your (Mobile) Audiences Need "More Show, Less Tell."
There are many best practices that have already been established in the mobile marketing sector... and many more that B2B marketers, in particular, will still need to learn and adopt.
Because mobile is an emerging new space with entirely new constraints on SPACE. And for complex B2B offerings requiring a lot of explanation for buyers, this is a BIG learning curve for B2B marketers who will need to start thinking "small".
Take a look at that mobile device up there. Pretty snazzy, eh? To be sure, it's visually stunning and all sorts of cool. It's also very small. After all, it's designed for mobility. But what our B2B target audience of business executives really need—due to now having to manage larger amounts of information on smaller screens—is for their content to be delivered in ‘bite-sized chunks’ and to be optimized for mobile environments. Whether that content is delivered through text, audio or video formats.
Because even when business professionals are off-site but on-the-clock they’re still seeking information that will inform their work, improve their efficiency and influence their purchasing decisions. And purchasing leads to ROI... which is exactly what B2B companies need. B2Bs, however, are notorious for producing content-heavy collateral.
For the very simple reason that B2B offerings are wholly complex. Think about it, we B2B marketers aren’t selling ninety-nine cent song downloads, we're selling more along the lines of nine MILLION-dollar enterprise software systems. And while most B2C offerings don't involve a great deal of scrutiny or a high level of buyer involvement (save for buying a house or car), B2B business offerings are subject to a tremendous degree of risk vs. reward assessment. And enterprise audiences need data to assess risk and reward. Ergo, business audiences still very much need the content we produce, but on their mobile devices they now need content available in different lengths and formats.
It's not that B2B marketers should stop creating text-heavy content, it's that they'll ALSO need to create content that shows more, tells less. The BIG action point here is that B2Bs need to constantly consider the small mobile-viewing experience by developing marketing and sales content that is optimized for handheld screens.
Through such mobile-friendly approaches as:
- Mobile Web Sites. Developing Mobile Web Sites (or "mobisites") that are slimmed-down versions of much larger corporate Web sites. You'll still promote your key messages and communicate your key offerings, but you'll need to do so in a streamlined manner.
- Video Case Studies. Creating 2-minute video case studies (in addition to 2-page text documents available at your regular Web site), that are far easier for your executive audience to watch on their mobile devices when they're on a layover between Denver and Detroit.
- Video Demos. Producing short demos that are graphical in nature and can be uploaded to video sites like YouTube and easily embedded and accessed from your mobile Web site.
- Audio Podcasts. Recording short audio podcasts that encapsulate the key industry tips you already publish in your monthly email newsletters, as these can be listened to during executives' daily commutes.
- Shorter Content "Bursts." Writing 100-word snapshots (or what I call content "bursts") of 10,000 word thought-leadership pieces that executives can read when they're out in the field. Keep in mind that these bursts can provide an incentive to "read the full version for even more insights!" when they're back in the office and are afforded the luxury of 15" screens from which to view.
- SMS Alerts. Offering 160-character SMS alerts of breaking developments in the industry, on the competition or the overall profession. You can always elaborate on and aggregate these in longer blog posts, too. But in keeping them short, keeps your target audience informed wherever they might be at the time the news breaks.
- And so on and so forth...
Remember, B2B marketers, your business audiences aren’t always at their desktop computers when they require your information—but that information still very much influences their purchases. In fact, they're at their desks less and less. So, when you're creating and promoting content, you now need to be forever mindful that someone, somewhere on the other side of the data you publish will be accessing it by way of a device that's very small.
Thus, the Anytime/Anywhere Web Necessitates “More Show, Less Tell” from B2B Marketers.
Your audiences will thank you. More to the point, your audiences will actually be able to consume your content from the one device that never leaves their sides (or their pockets).