I’m heading out to the MMA’s Round Table dinner in San Diego right now. These are some questions that Michael Becker, the Managing Director of the MMA, North America, sent before the event for the group to answer. I’m turning it in last minute, but here is my homework:
1. Messaging can take many forms from simple SMS to push notifications and many other forms, so how should marketers prioritize their efforts and build effective mobile engagement strategies?
Start with mobile search. For most marketers, it’s the least expensive and most data-rich place to get your feet wet. I would recommend making a list of questions that customers are typing into Google about your product. Then, choose the top 3 that they are likely searching for on mobile. Build mobile ad words campaigns around that. You’ll get a ton of data that you can use to learn more about your mobile customer, and it doesn’t have to be expensive.
One of the questions that B2B customers are typing into Google on mobile is, “how much do [YOUR BRAND] products cost?”
What kind of results are they getting back? Chances are, the answer to their question is buried in a PDF document or some desktop formatted page–not easily accessible on mobile.
Imagine what that B2B viewer is doing when ask search for how much your products cost. They are probably at an airport, in a meeting in between meetings. And they want an answer quickly. My preference is to tell them right in Google AdWords. This is a real-life AdWords campaign for Review Report Card.
If your pricing isn’t as simple as Review Report Card, you can write the ad to explain generally how your pricing works. Is it priced per user? Consumption volume? For example, if you’re a Software company, your ad might read, “Price starts at $50 / user / month. Call for more details.”
Notice the Call button right on the ad. This is the Click to Call Ad Extension in Google AdWords. It’s an absolute necessity for B2B marketers, especially if your products are best explained by a salesperson.