Last month I told you how consumers are quickly embracing the use of tablets—and how smart entrepreneurs are marketing to them. But what if you target corporate or B2B clients? If you do, there’s something you need to know: They’re participating in the tablet revolution as well, and it’s going to change how you market to them.
The Next Web recently took a look at the trend toward tablets in corporate settings and shared some relevant stats:
- Use of tablets in business settings more than doubled in 2011. More than half (51 percent) of those tablets were issued by an employer; 16 percent were “BYOD” (bring your own device).
- 38 percent of senior execs have been given tablets by their employers.
- Enterprise tablet adoption is projected to keep growing by almost 50 percent annually.
- The most common uses of tablets in the workplace are browsing the Web, e-mail and working remotely.
Whether corporations are issuing tablets or dealing with execs bringing their own devices, the upshot is that the proliferation of tablets is changing—and will continue to alter—how you market to corporate customers and prospects.
Execs were early adopters of smartphones for business use, so if you’ve been marketing via smartphone for a while, you have an advantage here. There are some important differences between marketing on smartphones and tablets that you need to know, however. Primarily, the tablet’s larger size makes it more enjoyable and useful than a tiny smartphone, which is good news for you because it gives you more options.
How can you take advantage of tablets to market to corporate customers? Here are some tips.
1. Optimize your site for mobile viewing. Not to state the obvious, but be sure to take all platforms into account. Yes, the iPad dominates the tablet market, but you need to be prepared for whatever type of tablet your customers may be using.
2. Create an app. Consider what your customers need or want to do and how a tablet app could help them do it. Executives are busy, so convenience and ease are paramount here. An app that doesn’t simplify anything just wastes their time. Can you create an app to help them get information, place orders or communicate with you more quickly?
3. Think interactive. As I noted, tablets offer more real estate so you can do things you can’t do on a smartphone. Think of a tablet as a catalog that can come to life, and consider the best ways to display your products or services in an interactive way so customers can learn more about them or quickly get information they need.
4. Consider mobile advertising. With most execs surfing the Web and checking e-mail on their tablets, mobile ads are getting more attention. Look into advertising in the tablet versions of industry publications or websites or in their mobile apps.
5. Think video. With their high-resolution displays and portability, tablets are tailor-made for video viewing. Demonstrate a product, explain a service, talk to a satisfied customer, tour your facility or interview an industry thought leader. Keep it short so busy businesspeople can get the point in two or three minutes, tops.
Are you using tablets to market to B2B customers? What tactics work for your business?
Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship. Follow Rieva at Twitter.com/Rieva and visit her website, SmallBizDaily.com, to get the scoop on business trends and sign up for Rieva’s free TrendCast reports.
Photo credit: Thinkstock