With mobile phone users given best non-intrusive experiences from all possible verticals, it’s more likely that they will be annoyed by loads of push notifications and block them out for good. So how to align your marketing strategies with push notifications best practices, and avoid the worst-case scenario?
Though we have started to focus on mobile engagements hardly a decade ago, this short span itself has witnessed a hell lot of changes and evolution in the internet marketing world. From Google releasing its mobile-first algorithm to m-Commerce applications gaining massive popularities, everything is an indication that mobile is the present and the future as well.
One such evolution is mobile push messaging that has revolutionized the way marketers conduct marketing in 2019. Be B2C or B2B marketing best practices, no disposition is complete without a proper push notifications marketing strategy.
We are going to discuss the same in detail through this article. We will look into 5 push notifications best practices for mobile-based targeting and how you can drive more deals to your B2B businesses?
5 push notification best practices for B2B internet marketing
Over the past few days, I was working on the conversion optimization strategies for B2C mobile push notifications. Soon I was struck by a question – There is a lot of difference between the modus operandi of B2C and B2B businesses. Not just the value of the deals but also the mindset of B2B prospects differ a lot from their B2C counterparts. So what, push notifications best practices should B2B businesses follow to establish deep relationships with their business prospects? Below is an explanation of top 5 such practices.
1. Acquisition: Focus on the blog section and business pages
“One size fits all” approach is undesirable in not just customer engagement but also in lead generation. B2B businesses offer varied products and services, making the target audience also quite diverse. You need dedicated push notification marketing strategies for each segment to acquire the qualified leads.
You might be running a blog for your business. If not, start one because B2B marketing is incomplete without content marketing. You need your B2B prospects to stay updated with your products, services, and everything happening in your businesses. Consequently, you want them to subscribe to your desktop and mobile browser push notifications and get notified each time you publish a new post.
You can create different segments based on the categories of the posts. In this way, you will have different segments of subscribers who are interested in particular categories. Successively, giving you some ready-made segments of prospects and a chance to create micro-personalized desktop and mobile marketing push notifications.
The same approach is equally applicable to your business pages. Create different segments of subscribers from various product pages and adopt focused desktop and mobile push messaging strategies for each segment.
2. Engagement: Define your KPIs for better engagement
Once you have enough subscribers and have created unique segments, the next big thing is defining the push notification best practices for engaging them. It’s not hidden that you can lose your subscribers quicker than you got them. You need some great push copies to keep them subscribed.
There could be hundreds of B2B marketing best practices for engaging the push subscribers. However, I find the following two approaches quite accessible by any business:
Define your mobile KPIs before engaging: Define your mobile key performance indicators that align with your primary business goals. You cannot become a leader in B2B desktop or even mobile browser push notifications by copying the same from your competitors or one of your other digital marketing practices.
Instead, outline unique KPIs for mobile push messaging in terms of revenue, short-term conversions, and long-term retentions. This will always let you calculate and categorize the overall impact of your mobile push notification best practices to that of other marketing conduits.
Identify the top prospects from the crowd: Spend some time noticing most favorable browsing behaviors on the website. For example, users who spend more time with the content or on a product page are more likely to be interested in it. Such users have progressed curiosities, which you can influence by sending relevant incentives like discount coupons, free trial, extended technical support, etc.
If not direct conversion, then push notification marketing can certainly get you a qualified lead using lead magnets like free eBook, a free pass to a webinar, free white-paper, etc.
3. Re-target: Give special preferences to Lead Form aborts
Even after employing the lead magnets there is a chance that some prospects might not shift down the conversion funnel due to random reasons. Users might visit the sign-up form, event registration page, or the checkout page, but leave the site without submission or purchase.
Shopping cart abandonment is a big concern in both B2C and B2B business. It hurts to lose potential customers after moving so deep in the funnel. You can employ the browser push notifications to convince the prospects for coming back and finishing the process/purchase. You can equip your abandoned cart reminders with enticing deals as a motivation factor to influence the buying decision.
Retargeting becomes utmost important to not just acquire lost conversions but also to ensure that your prospects stay with your business for an extended period. If customer loyalty is one of your top priorities, mobile browser push notifications are your best bet.
4. Test: Experiment with copies, timing, and frequency
What’re your criteria to identify push notification best practices from the obsolete rehearses? How do you know that a certain push strategy is best for your B2B business?
One of the ways is tallying the ROIs with your KPIs. However, it works only after a long term analysis, but you need a quicker perspective of your current mobile marketing push notifications.
In such a situation, A/B testing can come extremely handy. You can A/B test your notifications and capture user engagement stats on them. These stats will give a deeper insight into your current rehearses and let you decide the best practices more accurately.
I recommend A/B testing for not just your push copies, but also it’s critical to test the best time to send push notifications and the best frequency of the notifications. Amidst this, refrain from sending too many notifications otherwise you might just lose your subscribers in the process.
As per the best time is concerned, Localytics has given a very interesting explanation of how sending alerts between 10 A.M and 12 P.M. results in better click rates.
5. Automate: Integrate with marketing automation tools
Automation is the future. Especially when you are dealing with big mass prospects. Automation makes marketing easier and B2B marketing best practices quite accessible. There are different business automation solutions available in the market. Some of them you must already be using.
It is always a recommended practice to integrate your business tools together to properly utilize the data from altered perspectives. There could be several integrations possible to fully automate your push marketing campaigns.
For example, you can integrate a notification automation tool to trigger automatic notifications based on user behavior. You can in-fact, automate your entire abandoned cart notifications and take retargeting to a whole new level.
Remember that the sole objective of B2B push marketing is engaging with the prospects. And assisting them in finding the best possible business solutions. B2B relations work best when maintained for a longer duration. So, use everything you got from –emails, SMS, social media, push notifications. And devices an integrated approach following the push notification best practices.