Better enable your sales message for mobile
There’s no argument about it: customers are using mobile devices such as smartphones and tablets at growing rates. Mobile devices are surpassing computers in sales, connecting customers and prospects to your business, and helping salespeople close deals. In short, mobile is becoming the first screen while personal computers are becoming the second screen. As people are increasingly utilizing their mobile devices for information on the go, the small screen is proving that bigger is not necessarily better when it comes to delivering your sales message to your audience.
Consider these stats:
- 64% of B2B decision makers currently read their email via mobile devices
- 70% of executives under 40 consider mobile their primary communications tool
- By 2020, customers will manage 85% of their relationships without talking to a human
These stats show an important trend: people are making decisions while using mobile devices to look for products, services, and your business information. Below are five insights for what your customers want on the small screen.
- Your website must be mobile friendly: This is the point people miss the most when they say they are not ready to invest in a new website. At ER Marketing, we recommend at least creating a simple mobile-friendly website landing page that has key information about your services and includes contact information. Whatever the case, make sure you incorporate a mobile-friendly website in your sales and marketing strategy.
- Make sure your email is easy to read on mobile devices: Mobile-friendly email is a key business communication tool. Whether you’re marketing or simply communicating with your customers, you need to think about the small screen. Keep your message’s subject line short. Your brand name and call to action should be high enough on the screen so viewers easily know what you’re asking them to do.
- Customers want to find you: Your customers and prospects want to find you and contact you. Make it easy for them by including these key items: a readily available contact page with your address and a map that links to Google Maps, click-to-call enabled phone numbers, easily accessible email addresses, and social media links—if you’re not using it, you should be.
- Content is king: Content should come first in any marketing and sales strategy. Your website should easily describe what you do—but not only what you do; it should also convey the benefit of this service to the customer. When a customer is looking at your website or email on a smartphone, the content needs to be refined. Less space to get your message across can be a challenge, but it’s one worth facing. Consider using a content specialist to help you format your story and your message to fit across multiple screens. Lastly, note that forms and downloads should be mobile friendly as well if you’re looking to include them on your mobile website.
- Mobile devices and sales: Your sales teams are using mobile tools to help sell your products and services. If they’re not, just know that your competitors are using them. These tools can include tablets loaded with online demos, PowerPoint presentations, documents and online brochures—or they can include apps such as sales management software or even email to help them close business. This should be part of your strategy to grow your business. It will help make you communicate more efficiently and connect you to your customers.
To summarize, focus on your website, but make sure that you’re optimizing your mobile message. We believe this to be the center of your business operations, no matter the industry you’re in. Serve up a mobile-friendly website experience that allows customers to find you and contact you. As the smartphone becomes the computer of choice, companies that enable their message for the small screen will be poised to attract new business and strengthen their brand awareness. Small screen marketing has become smart screen marketing.