Get the Message? B2B Marketing Takes On Mobile Messaging

With the release of Alibaba's mobile messaging app, DingTalk, B2B marketing just took a big leap into the future. The introduction of mobile messaging signals big opportunity for growth and profits, but with this comes the possibility of making critical marketing mistakes. How will your business adjust?

1. MAKE THEM AN OFFER THEY CAN'T REFUSE

We all know the importance of list building and enticing customers to sign up for offers. Guess what? Text messaging is a harder sell than email. You'll need a truly valuable offer to get access to someone's phone, and you'll have to ensure each and every contact perpetuates 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 interested in 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, mobile messaging requires a sensitive approach. If you're sending out industry news or tips, for instance, opt to publish highly relevant content just two or three times a month. Prospects will perceive messages more than two or three times a day to be 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. Consider texting 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 as easily.

Need ideas? Use marketing automation solutions to schedule texts in order to keep in contact with prospects and develop customer funnels.