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April 13, 2012

B2B Mobile Marketing and Social Media Tactics: Part 2

In our last post, B2B Mobile Marketing and Social Media Tactics: Part 1, we introduced a few strategies to help you make the most of your B2B mobile marketing campaign. We gave tips on how to reach people at all stages of the buying process, how to drive traffic online, and why you need to consider the privacy of your users. These tactics are a great start, but they don’t even begin to cover the booming world of mobile marketing.

Keep reading for more tips and tactics on integrating mobile and social channels in your B2B marketing strategy.

Harness the Power of LinkedIn

While B2C marketers focus on Facebook and Twitter, the B2B world is all about LinkedIn. Business professionals have a significantly higher level of trust in the business-related information they find on LinkedIn, and use it to find important connections and leads. And if you join relevant LinkedIn Groups, you can add value to your messages by participating, answering questions, providing resources and building new relationships.

LinkedIn is the most difficult platform to automate, but if you make the time to get connected, either through Groups or friends, it’ll make your sales process much easier.

Set Up Mobile and Social Analytics

Combine your mobile, social, analytics and marketing automation platforms so they share as much data as possible.

Hootsuite, for example, the leading social media dashboard, integrates directly with Google Analytics, which in turn integrates directly with many marketing automation systems. If the integration is set up correctly, you can track:

  • How they arrived at your site (from Google, Facebook or QR codes, for example)
  • Exact search terms (if they used a search engine)
  • Exact date and time
  • IP address, location and GPS coordinate data
  • Time spent on the site
  • Whether they’re converting, filling out lead forms or engaging in other activities

With such specific data at your disposal, you’ll be able to see where your leads are coming from and tailor your content to increase conversion rates and lower the cost-per-lead. For example, if you notice 300 people from New York interacting with page 15 of your catalogue, everyone in your New York email database would get an email promoting that page or its products.

Be Mobile Friendly

Mobile users go online to find specific, useful information. They’re looking for things like calendars and contact information, not press releases and a detailed history of your board of directors.

Mobile marketers have to deliver content succinctly in order to keep users happy. Cut back on the text (if your homepage contains 200 words, cut it back to 20 words for the mobile site), watch your page load times and encourage selection, not typing.

Give Your Audience Multiple Ways to Access Your Content

Not everyone loves QR codes, not everyone loves to text, and not everyone loves typing URLs into their mobile device. So the next time you send direct mail or hand out material at an event, let people choose how they want to find you by including a QR code with a URL and an SMS call-to-action.

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