There’s plenty of talk today about mobile marketing. Think of the B2C market like a well-flowing tapped keg. There’s plenty of discussion surrounding driving traffic to retail and consumer based campaigns.
But what if you are in the B2B space? That keg is largely untapped. And because of that, your company has the chance to succeed where your competitors fail. Your mobile website doesn’t need to win awards for the amazing technology it offers. Like all mobile marketing, your mobile website needs to offer utility. Consider your customer or prospect’s situation when they pull up your mobile site on their phone. Then feed the need.
No matter what B2B world you play in, here’s our top five things every B2B mobile site needs.
5. Location.
Mobile = Utility. If I am thinking enough of you to visit your website from my smart phone, I need something specific. I’m not looking to read case studies. Chances are, I want to know where you are located. I might be dropping by to give you the business. Do users a favor and hook them up with a map and they’ll be even more motivated. Have more than one location? Provide a search feature, or better yet, build your mobile website so that it recognizes the location of the mobile device and then serves up the closest location.
4. Phone Number
I have a question I need answered right now. How can I contact you? This should be front and center. If I have to dig for it, I might be trying to recall other businesses that offer the same things you do.
3. Social Platforms
Someone has told me you were a company to check out. Hook me up with a feed to your Twitter account, blog, and a link to your Facebook page. I probably don’t have time to fully engage now, but I’d be interested in doing it later. Let me in by letting me follow, like and read.
2. Dealer / Distributor / Technical Support
This one is critical for B2B marketers. If I am interested in these features, I either sell your product, distribute your product or need help fixing a product you sold me. I want some FAQs, some key contact information, and perhaps even the ability to send in a trouble shooting question. If you’re really on top of it, you might include some basic video that answers the trouble shooting questions most often asked.
1. Brief Overview of Services
Again, BRIEF! What do you sell? Who do you sell it to? Who sells it for you? Why do you do it better than anyone else? How can I learn more – > Contact Button = Success. Get in, get out.
