Get the Message? B2B Talks Go Mobile
With the release of Alibaba's mobile messaging app, DingTalk, B2B marketing just took a big leap into the future. This means big opportunities for growth and profits, though there's also the possibility of making some huge mistakes. How will your business adjust?1. Make them an offer they can't refuse
We all know the importance of list building and the value of enticing customers to sign up for offers. Guess what? Text messaging is a harder sell than email. You'll need something truly valuable to get access to someone's phone, and you'll have to ensure each and every contact maintains that value in order to stay connected to your readership. Unlike easily-ignored emails, people receiving texts are more likely to unsubscribe if they're not wowed by your message.
Need ideas? Host a webinar and offer to send reminders by text message.
2. Less is more
While some social networking channels are flooded with messages throughout the day, social messaging requires a sensitive approach. If you're sending out industry news or tips, for instance, opt for publishing highly relevant content just two or three times a month. Two or three times per day will be perceived by prospects as a nuisance, increasing the likelihood that they'll unsubscribe.
Need ideas? Look over your most popular posts on LinkedIn, Facebook or Twitter from the past two weeks, and repurpose this content for your texting audience.
3. Time your messages carefully
If you thought Twitter was dependent on timing, consider how easy it is for a user to swipe a text message silent or straight into the trash. Think about your average customer's day, and aim for possible down times.
Need ideas? Some marketers swear by sending texts out at 57 minutes past the hour, since this is when many execs are wasting time while they wait for a meeting to start.
4. Use for follow-up
Did you know that 51.4 percent of prospects who initiate contact go ignored? That's right. Even in 2015, lack of follow-up is likely bleeding your business dry. Capture the option to text early on in your interactions so you can effectively automate the mobile prospecting process. While emails can disappear into spam folders, texts don't get lost so easily.
Need ideas? Use tech solutions to schedule texts in order to keep in contact with prospects and help develop customer funnels.
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