If you think a mobile-friendly feature is enough to attract your sales leads, you’d only be half right. Although, it’s hard to deny that with smartphones seeing increasing use in the business world, mobile-friendly enterprise software can be an advantage.
Match Your Software With Your Marketing
On the other hand, the appeal might be lost if your marketing site isn’t as mobile friendly. Imagine this: your prospect is searching for an enterprise solution that enables mobile access or lets you monitor your employees out on the field. They find your website while browsing on their smart phone but find it so difficult to navigate that they stop and find some other site that does not take up too much of their time.
Don’t you think that’s ironic? You put so much effort into making your software user friendly but your lead generation strategy does not follow.
First impressions do matter (you may argue that it is only to an extent but they still matter) and it only makes sense for you to have a mobile-friendly site if you are marketing additional mobile features. It is how you will demonstrate that your software can indeed live up to a prospect’s expectations:
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If you want more evidence, Marketing Vox has come out with a report from Google about how a bad mobile experience will result in less success and exposure to your website:
“But businesses have to earn that call with a mobile-friendly site that puts that phone number above the fold and in eyeshot.
Google concludes from the new study that non-mobile friendly sites actually damage a company’s reputation: 36% of respondents said they felt like they’ve wasted their time by visiting those sites, and 52% of users said that a bad mobile experience made them less likely to engage with a company. Almost half felt that a site that works poorly on a smartphone indicates a company that does not care about their business.”
So as you can see, like any form of bad marketing, anything that spends too much of a prospect’s time is less likely to attract enough software sales leads. And given that you’re targeting decision makers, time is something they can hardly spend on a busy day. They are stressed enough as it is and you do not want to add to that by making a site that is too difficult to browse on their smartphones.
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Furthermore, as you can guess from the article quote, putting a highly visible phone number can be a major selling point in of itself. It makes it very easy for more prospects to quickly take action. However, if you do not have enough telemarketing resources to accept those calls, the efforts in making a mobile-friendly site will be rendered pointless. This only goes to show that even mobile marketing will extend beyond mobile-online activity. Format a mobile-friendly version of your site and give it the call center support it needs to start generating more ERP software leads.
