A few months ago, Forbes published an article titled “Your Business Needs to Get Social, Local And Mobile – Fast.” In it, Chris Horton, a strategist for SyneCore, says “today’s consumers are using mobile devices to access social media and business sites…they’re roaming the streets clutching smartphones and tablets, looking for things to do or to buy.” In essence, your customers are undoubtedly using mobile, so you should too.
In 2013, Adobe ran a Mobile Consumer Survey to determine just how many people are using their phones to check in on their social networks. That number? 71% (Pew Research Center says 63%). While we can all breathe a sigh of relief that it’s now a societal norm to scroll through your Twitter app while at lunch or post a funny picture of your co-workers on Instagram, we should also focus on how this information impacts your business.
Whether it’s 71% or 63%, your customers are likely using their mobile apps to not only to check their Facebook status, but also to search for businesses, products, and services you could be providing them with. Thus, regardless of if your company is B2B or B2C, your current and prospective customers are trying to find you, and what’s the item we reach for automatically when wanting to quickly search something? We reach for our mobile phone.
Thus, you can use mobile not only to better understand what your customers are looking for in their on-the-go experience, but using your social network apps allows you to better manage your presence on your social accounts.
Think about it, as a B2B business, you don’t necessarily have someone in charge of your social media networks 24/7 unless you’re a well established company (or have extremely dedicated workers who don’t have the need to sleep). However, your customers and their problems don’t sleep and having these social network apps readily available on your phone enable you to quickly respond to clients.
With businesses now having their own Twitter accounts and Facebook pages, customers expect to be able contact the company easily, and be responded to quickly. Lithium commissioned a study in October to truly understand what clients are looking for in socially active brands. They found that “53 percent who expect a brand to respond to their Tweet, demand that response comes in less than an hour… That figure skyrockets to 72% when they have complaints.” They also found these amazing stats about companies who do reply to customers quickly:
- 34 percent are likely to buy more from that company;
- 43 percent are likely to encourage friends and family to buy their products;
- 38 percent are more receptive to their advertisements;
- 42 percent are willing to praise or recommend the brand through social media.
For an everyday B2B business, responding that quickly wouldn’t be doable unless you use a mobile app. Through this usage you’re able to leverage social media in a way that doesn’t require you to be chained to your desk. Having a social networks app on your phone makes responding a lot more easy as well as less stressful than slicing out thirty minutes a day to respond to inquiries on social media.
Your customers are moving towards mobile to do anything and everything, by embracing mobile as a business you’ll better understand what your customers are looking for as well as successfully stay on top of your customer service.