In my post Why Mobile B2B Marketing I wrote about not to spend too much time and energy on mobile marketing. Before long everybody in B2B who seriously needs mobile Internet will have an iPad or a similar device to surf the Internet. With a nice big enough screen and no need for special websites.
There’s more
But do not get the idea you can completely forget about mobile B2B marketing. Because there are still some other ways you can use mobile. As Christina “CK” Kerley writes about in here post/presentation Why Mobile For B2Bs?.
An important mobile B2B marketing tool is SMS Alerts. Sending your customers SMS messages to promote you products and services.
Be careful
I agree that SMS Alerts can be a powerful marketing tool for some B2B companies. But you need to be very careful with SMS Alerts. Because with sending SMS messages you enter your customer’s privacy more than you do for instance with sending an email.
Therefore you need to make sure that
- you have your customer’s approval to send SMS messages
- your messages are relevant
Relevant
Sending an SMS message is more personal than sending an email message. Therefore the message needs to be relevant.
Only send a SMS Alert when you really have something to tell. Preferably a message that contains some urgency and that calls for action. Like only a few more people can join our seminar or only a few more hours to go before our special offer ends.
Send short messages and if you want the customer to take action, include a telephone number or link to a special (mobile optimized) page your website.
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Hi there and thanks so much for citing my B2B Mobile slideshow — I really appreciate it. Yes, absolutely, SMS alerts need to be 100% Opt-In–and ‘double opt-in’ is best practice and what I advise as a rule, not exception. And, for certain, SMS alerts need to not be abused and sent on a basis that is helpful, not interruptive to the user (usually when the user signs up they’ll be told if alerts are sent daily/weekly/etc. so that all is ultra clear).
As I tell my clients, think of the information that will help professionals in their work, keep them informed and make their tasks easier… that’s perfect info. for an SMS campaign and how best to keep your brands in their minds without all-out promoting/pitching sales messages to them.
For example, for B2Bs who rely on important industry information and developments, tracking this news and sending alerts via SMS is a great way to keep them informed, no matter their location.
All that said, while I most definitely see marketing potential in mobile for B2Bs–not just SMS, but mobile Web sites and apps, where appropriate–I’m a big advocate of an integrated marketing plan including the use of social media, email and strong content marketing/thought leadership; but mobile is definitely not to be ignored but handled with much care, just as you advise in your post.
So very glad to know of your B2B blog now and I appreciate your good advice!
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