As mobile rises to become the dominant platform for seeking information and beginning transactions, B2B businesses face a new challenge: Mobile first touchpoints. How do prospects contact a business brand? How do brands make an impression on mobile devices? Here are several types of mobile touchpoints that are quickly becoming best practices in the B2B world.
Video and Images
Let's start with something easy: Video and images are always a good idea, but they are especially powerful in mobile CX strategy development, where this content passes along information more easily than text can. And if you don't consider video or images real touchpoints for your clients – perhaps you need to rethink how you use them. The right videos and photos create conversational touchpoints that lead to powerful brand-building communication amongst your followers. Plus, as with most social media comments, the effect is often cumulative. In other words, the most communication that occurs around those images, the more impressed and eager your other followers will be to join in. Start tailoring your video/images to mobile platforms, and focus on engagement.
Mobile Communication Methods
It sounds simple, yes? But you may be surprised how much room there is to grow in this area. Mobile devices were made for immediate communication, touchpoints that buyers in particular prefer – they mean no waiting, no being put on hold, and no delays in finding answers to important questions. If your current methods of communication are desktop-bound and include any delay in response, it's probably time to move toward more mobile solutions. Messenger and IM apps are becoming sound choices in the B2B world. Even texting is growing more acceptable between professionals, since it's less obtrusive than a call but can still produce quick answers. Don't underestimate the power of immediacy!
Call and Buy Buttons
If there's one word that sums up mobile designs, it's easy. Everything needs to be easy, and that includes foundational customer touchpoints and CTAs. In particular, you need large and obvious buttons for calling and buying. The call button should automatically dial and connect prospects with the right line for ordering or asking questions. The buy button should take buyers right to their payment options, automatically arranging every checkout step possible. It's time to look at your responsive design and see if it includes these features. If not, it may be time to develop a mobile first touchpoints strategy.
Customization is an often-overlooked touchpoint that is often extremely important to buyers – the ability to contact a company and arrange a personalized order cannot be underestimated. Aside from promising things you can't deliver (not advised), there's no downside to adding customization options. This works especially well in more professional transactions where interaction between client and supplier need depth and engagement for long-term relationships.
Today's businesses have unprecedented opportunities to connect loyalty programs and simple mobile touchpoints that reward customers for simple interactions. This could be as easy as awarding clients with extra loyalty points for buying on a mobile device, or downloading a mobile coupon – or walking out and into your showroom. If you aren't a fan of loyalty points, then consider allowing people to sign up for newsletter or programs with QR codes and other basic mobile sign-up options. These work well at trade shows and other on-the-go events, and are being embraced more readily in today's B2B world, which continues to pick up mobile cues from B2C innovators.
Geofencing – which we see in everything from marketing kiosk alerts to Snapchat filtering – is a powerful tool for engagement and a potential touchpoint when used correctly. The key to geofencing is to mark the right kinds of areas with the right types of information: No one likes it when nonsensical or unnecessary alerts pop up on phones. People appreciate more useful geofencing that provides data, encourages interaction when convenient, and gives access to new deals.
Create Your Own App
Creating apps is a tricky proposition – we don't want to advise that every company create its own app, and we don't want to assume that every target audience enjoys downloading new apps on already-crowded phones. But a simple app with features that save time or make buying easier can be a powerful tool for connecting with your mobile customers. B2B businesses in particular have the potential to develop inventory management and ordering apps that offer real value to clients...as long as companies have the time and talent to develop an app worth promoting.