A mobile-first marketing strategy becomes increasingly important for B2B brands with each passing year. According to data released by Nielsen and Google, 77 per cent of mobile searches are performed at work or home, both places where a PC or laptop is likely to be readily available. This shows that mobile is clearly emerging as the preferred medium for browsing the internet. Yet, on the other hand, the bounce rate for mobile website visitors was found to be 9.56 per cent higher compared with desktop visitors on average. This shows that while there are tremendous opportunities on the mobile channel, there are also big challenges that need to be overcome.
Marketers need to adapt their strategies, keeping these opportunities in mind and create content tailored to mobile users so that they can cater to the needs of this audience. Here are some ways to create a mobile first strategy for B2B Brands:
Localise Your Content
The findings of the Google/Nielsen study showed that 40 per cent of all mobile searches performed had a local intent behind them. So, in order to reach your local customers, you need to optimise your content for local searches. The best way to do so is by using Google Trends to check what the local search trends are, based on your geographical location. You can also set a Google Alert to keep up with the regional trends in your niche to inspire your content strategy. Other platforms like Twitter, LinkedIn and Facebook are also great places to research local trends and gather information related to your niche.
Analyse Analytics to Understand your Audience Needs
Data never lies and so, in order to optimise your B2B marketing for mobile, it is important to look at the current data. Check your Google Analytics to understand what percentage of your audience accesses your website from their mobile device, what keywords are bringing them to your business, what pages they visit and how much time they spend on your website. This data will highlight what needs to be improved and what kind of content needs to be created in the future.
Optimise Your Content for Mobile Users
Mobile users are usually on the go and are more likely to be distracted by people and things around them, and by notifications on their phones. Thus, the messaging needs to be short and to-the-point. Using pointers and images to put your message across will serve you well as it will keep your audience engaged. In fact, you should also create video content as mobile users tend to watch videos on their mobiles at least once a day, according to the data from the Google/Nielsen study. Keep your videos short, informative and engaging for the best results.
Go Beyond Responsive Design
While many think having a responsive design is enough for their mobile users, in today’s environment, it is not. Responsive design, meaning, among other things, that your website will adapt to suit your visitor’s device, will respond more quickly to clicks and allow you to leave feedback, will definitely be required, but there are various ways to go beyond that to ensure a better experience for your mobile audience. Check that your images are optimised so that the page is easy to load and also that the menu and search bar are front and centre, making them more convenient for the user to find and use.
Is Your Website Touch Friendly?
Make sure that your links are well spaced out and it is easy for your target audience to click on your call to actions on touch screen devices. In the absence of a cursor, it can often be difficult to click on the right link and can be frustrating for your users. Different mobile platforms recommend the different touch targets you should use. So, make sure your pages are designed accordingly.
