Google is now reporting that 42 percent of B2B buyers are starting their research process on their phones. This number will only continue to rise as the B2B buyers increase with Millennial professionals who are well-versed in mobile technology.
Websites that aren’t optimized for mobile are seeing a downward ranking on Google (who knows full well that their users are often on devices with smaller screens). Users that land on pages poorly designed for their device are likely to back out and go somewhere else. No one wants to pinch and scroll just to read the marketing message or try to click in tiny links to navigate a page. Instead, companies need to use optimized web site designs so that their pages fit on any screen. Optimized pages load quickly and are set up differently to fit on smaller screens.
1. Design Responsive Emails
Along with your website, your emails are going to be likely viewed on mobile devices as well. In order to have easily readable emails, you will want to utilize responsive designs that will adapt to the screen size they are viewed on. Keep your subject line brief, preferably 3-5 words so that it won’t be cut off by the device. Limit your graphics and compress them to a small size so that you won’t even add a second to the email load time.
2. Build an App
Apps are frequently used by mobile users. Many businesses are finding that an app specific to their brand products or services can help increase retention with users. Apps can help draw back customers by managing rewards programs, streamlining the order process, enhancing the purchase experience and more. In order to create an app that really adds benefit to your customers, you will want to identify a very specific type of customer or lead and then focus on services that will directly address a business pain or marketing strategy for that type of customer. Don’t make your apps too broad or they will cease to be of any real value to anyone.
3. Utilize Established App Platforms
When you realize that mobile marketing is important to snagging a major part of your audience, then you will also realize that many apps are already getting a lot of attention. Use popular apps, like Facebook and LinkedIn, to address an audience that loves to browse content. Pinterest and Instagram appeal to leads that love looking at visual inspiration. Make sure you keep your profile updated with valuable content and fill out all details (especially contact information), so your viewers don’t have to search to find you later.
4. Create Optimized Landing Pages
If you’ve already optimized your website and email campaigns, then you will want to start creating optimized landing pages. These are going to be different than your typical landing page, because they will be designed to fast action and streamlined CTAs. Keep your pages short, sweet and visually straightforward. Remember that keeping information “above the fold” (before the user has to scroll further down on the screen to see more) is important for getting your message across immediately.
5. Trim Your Content
All of this optimizing for smaller screens is going to mean that you need to write content that is concise. While an article can be a longer form of content, your web pages, landing pages and emails all need to be to the point. SMS is a great way to deliver snappy content directly to a user’s device. It is especially important to keep your headlines short, as well as subject lines and headers that break up your content.
6. Foster Sharability
There are several things you can do to increase sharing and engagement from your B2B audience:
- Don’t focus on your brand — focus on what your audience needs and wants
- Post about industry important topics, trends, tips and stories that are not product- or service-related
- Utilize emotion to drive importance — users that feel empowered, sad, scared, enraged or inspired are more likely to share the content they identify with
- Use images to intrigue readers to stop scrolling and click on your content — images throughout the text will also keep your users eyes moving
7. Streamline Your Funnel
Finally, make sure you are very careful to create a sales funnel that does not have rabbit trails for your leads. Mobile users are making decisions quickly, while they are on the go, taking a short break or waiting on something. Keep your CTA clear and singularly focused so they are not distracted before getting to a decision point.
How do you ensure that your customer is getting the best mobile experience possible when interacting with your brand? Make sure to share them with us in the comments below. I would love to read them.Author Biography
Sophorn Chhay is the marketing guy at Trumpia, a mobile content delivery service that allows users to customize their one-to-one marketing efforts by interconnecting and optimizing all digital platforms. As an innovator in two-way SMS/MMS marketing, Trumpia’s mission is to empower brands and public figures with interactive access to their audiences, reaching targeted affinity groups in a personal way. Trumpia delivers world-class content such as video, ticketing, polling, products sales, contests and giveaways.Follow Sophorn on Twitter (@Trumpia), LinkedIn, Facebook and Google+