Nowadays, more than half of the people making B2B purchasing decisions get their information to make said decisions from their mobile devices. It’s all about smartphones and tablets these days, getting that data on the move, and having the ability to make important decisions anywhere and everywhere.
This shift in trends has most importantly meant that B2B mobile marketing has become more important than ever before, and as a B2B business, it should be a part of your marketing campaign. With this in mind, today, we’re going to be thinking about the best mobile marketing strategies that are going to get you results.
It All Starts with Your Website
First things first. You need to be thinking about your website and potentially any business apps you may be using since these are going to be the first places that many potential customers come to for information and to make their purchases. If you’re not offering an optimized experience, you’ll find potential customers are quickly going elsewhere.
Statistics show that around 66% of all B2B businesses have both a mobile-optimized website and a dedicated mobile app, which means they offer an experience that is specifically dedicated for mobile users. If your competitors are offering such a streamlined process, customers are going to prefer this.
Fortunately, optimizing your website for mobile devices isn’t as hard as it may sound since you can ensure the theme you’re using is responsive (especially simple if you’re using a website provider like WordPress or Squarespace).
You’ll also want to make sure your website images are fast loading since they’re compressed (therefore not taxing on the limitations of a mobile data plan), and all your text is broken up into nice sections, especially on blog posts. Whereas a paragraph may be an acceptable, non-overwhelming length on a PC, the same paragraph could look massive on a mobile screen.
Some other considerations you’ll need to be thinking about include:
- Work on speeding up your loading speeds
- Do not use incompatible Adobe Flash features and content
- Check pages of your website to ensure compatibility
- Keep up to date with what mobile technology is available, for example, new mobile banking and mobile wallet services that can make secure payments
- Don’t use pop-ups which can destroy a streamlined mobile experience
It’s All About Data
Studies, like the recent 2017 Google study, found that 50% of all B2B search enquires come from mobile devices, which means that over half of businesses are looking for information that can help them make business decisions, so how effectively are you catering your content to this search market? This number has grown to 70% as of 2020.
This means whenever you’re doing literally anything online that’s marketing-related, such as making and running an ad campaign, you need to make it mobile-friendly. If you’re creating landing pages, you also need to make sure all the information is organized in such a way that the most important parts are going to appear first on a mobile device.
When on a desktop computer, you can afford to have everything laid out nicely because there’s more room to work with, obviously, but you need to be a bit more refined when it comes to mobile devices.
Also, consider that people are coming to your website for information, whether that’s to see what you have to offer or looking for elements like your contact details. This is why it’s essential to make sure things like your mobile or work phone numbers and emails are clickable because people don’t want to copy and paste but would rather just click the number to be able to call.
Take Advantage of Voice Search
Voice search is everywhere these days, and not just in mobile markets, but also in Internet of Things devices, such as personal assistants, Siri, Google Now, Amazon Alexa, and so on. The rise of such devices means that you need to ensure your content is voice search-ready and accessible.
“Did you know that in the US alone, there are over 120 million smart speaker devices, and the industry grew by a massive 80% between the years of 2018 and 2019? This doesn’t even take into account the fact that 40% of people surveyed used voice search functions on their smartphones while alone at work, and 20% did with a co-worker present,” shares Katie Tupman, a business writer at Gum essays and Research papers UK.
Basically, voice searches are a big thing, and as you move through the years, it’s only getting more and more popular due to the speed and ease with which searching can take place. This means you need to be optimizing your content so it will rank with voice searches, so here are some tips to make that happen.
- Use conversational language on your website and within your content
- Remember that voice searches are typically longer in length because it’s easier to speak than it is to type
- Location searches are much more common within voice searches
- Voice searches are much more concise compared with text searches
- Filler words, like I, the, of, to, and for, are more common in voice searches and must be included within content.
Having a Plan
The final point you’re going to want to think about is actually creating a strategy that your business can work too, but there’s no hard and fast rule on how to create this, but rather you need to figure out what works for you.
“You need to consider your goals and define what they are. For example, are your goals to spread awareness of your brand, to sell products or your services, to grow your email lists, and so on. Whatever your goal is, you need to have it fresh in your mind, so you know what direction you’re taking your marketing efforts,” explains Kyle McDonald, a digital marketer at Lucky assignments and Draft beyond.
For example, suppose you’re trying to get people to come into your physical store. In that case, you need to focus your mobile efforts on detailing information like your address, your opening times, and your contact information, giving your ideal buyer everything they need to fulfill your desired goal.
Without a strategy, your business is going to be heading in an unknown direction, and you’re going to end up wasting resources, like your budget and your time, on decisions that won’t help you reach an end goal. For all businesses, a strategy of some kind is the key to success.