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Almost Half of B2B Companies are Falling Behind in Mobile Marketing

According to Google, roughly 50 percent of all B2B queries today are made on smartphones. And that number is growing. In spite of this fact, almost half of all B2B companies say they have not made a significant investment in mobile marketing. So what gives?

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How Mobile Marketing is Affecting the B2B Buyer Landscape

Mobile marketing is huge. Unfortunately, many B2B marketers are slow to adapt, believing that the complexity of B2B purchasing isn’t conducive to mobile devices.

Research shows that B2B marketing leaders are using mobile to drive, or influence, an average of more than 40 percent of their revenue. These leaders report that mobile speeds up time-to-purchase, particularly in more complex transactions, and a positive mobile user experience increases brand loyalty.

These insights and others are highlighted in the Boston Consulting Guide’s article, Mobile Marketing and the New B2B Buyer. The article also gives clear calls-to-action for B2B companies that don’t want to be left behind when it comes mobile marketing. These include:

  • Addressing buyers where they are spending their time on mobile: on-the-go and in the workplace.
  • Working to understand shifting customer behavior and mobile’s role.
  • Invest in creating a great mobile experience for customers.
  • Recognizing mobile’s impact, especially early in the purchase journey as customers formulate intent.
  • Tracking the buying experience across media and devices.
  • Testing increased investment in mobile advertising.
  • Adapting technology and data collection to a company’s business model and size.

If you are looking to improve your B2B mobile marketing strategy but are unsure where to start, GoLeads can help. Give us a call today at 402-334-1824 and we’ll lead the way.

Six Ways to Boost Email Open and Conversion Rates

Email remains one of the most effective forms of marketing. Despite its success, there are likely plenty of your customers and prospects who are not opening your emails at all.

Equally disheartening is when a customer or prospect opens your email but fails to convert. What’s a business to do? Well, read on for important tips that will help to boost the open and conversion rates of your emails.

  1. Segment your email lists. Targeting the right people is the key to improved email conversion rates. In light of this fact, it is imperative that you routinely evaluate your email lists to make sure they are as up-to-date as possible. Remember, most lists have a shelf life of only six to 12 months.
  2. Customize. The more you know your customers and prospects, the better able you will be to tailor the content of your emails. And research shows that the more customized an email, the higher the conversion rate.
  3. Double opt-in. When you ask customers to confirm their email address, you increase engagement and also guarantee that your information is accurate. This small task takes little effort but can make a big difference.
  4. Nurture leads. One email is unlikely to convince anyone to do business with you. Instead, make sure you send a series of emails. For example, the first can introduce someone to your brand, the second can give an overview of your products or services and the third can offer a coupon or discount on an initial purchase.
  5. Use your brand voice. If your emails are being opened but not converting, you can probably attribute that to what you emails have to say. This is another case of how important it is to know who your audience is. Generic emails speak to no one. Serious customers will respond to an authoritative voice and statistics. Young mothers will likely respond best to calm and concern.
  6. Get the title right. No one has the time to guess what your emails are about. That means if the title or subject line of your email doesn’t tell them, they are going to hit the delete button sooner rather than later. There will be an opportunity once an email is opened to get your point across, but you have to get the reader to open it first.

People get several emails every single day. If you want yours to stand out, you have to make sure you know who you are targeting and allow those individuals to get a feel for who you are. Only then will your email campaigns be successful.

Five Tips to Ensure Webinar Success

Webinars are an excellent way to engage with your target audience and get your brand noticed. It is for this reason that the number of companies offering webinars is on the rise. After all, who wouldn’t want to get in on the success of this extremely effective marketing tactic?

Unfortunately, many companies fail to do the hard work that is necessary to hold a truly productive webinar. This is a huge mistake since participants who feel that they are wasting their time on a webinar will usually disconnect before it is over. Even if they do sit through until the end, they are sure to walk away with a negative impression of the host company.

If you are considering holding a webinar, here are some tips that will help to ensure its success.

Tip #1: Ditch the Sales Pitch
Nothing will turn off webinar participants faster than feeling like they are sitting through a sales presentation. Remember, webinars are about building relationships, not making sales.

Tip #2: Make it Visually Appealing
Just as you wouldn’t go into a client meeting wearing a sloppy t-shirt, your webinar must look professional, as well. This includes everything down to the background. Has the connection been tested? Have you rehearsed your presentation? No detail is too small!

Tip #3: Don’t be a Bore.
Make sure you engage participants with interesting stories and anecdotes remembering that no one wants to sit through a boring lecture. You also should work hard to interact with your audience so it feels less like you are talking at them and more like you are talking with them.

Tip #4: Get the Timing Right.
Most professionals do not have time to sit through a two-hour webinar. Anything less than an hour is ideal. When scheduling your webinar, make sure you begin advertising it about a month in advance and include language that entices people to sign up right away, for example, “limited number of participants.”

Tip #5: Practice Makes Perfect.
Even the most seasoned webinar professionals would be hard pressed to host a webinar cold. If you are new to the webinar game you must practice. And then practice some more. Consider giving your presentation in front of co-workers and get their feedback. Tape your trial runs and watch to see if you think it sounds professional and engaging. It also is important to remember that you are not giving a speech, make sure your voice has plenty of inflections and that you sound natural. You don’t want it to seem as if you are reading from a script.

Webinars are big business today because they work. However, if you aren’t willing to do the work, you can count on your webinar falling flat.