Using Mobile to Dominate the B2B Category

March 6 2017

Did you know that nearly 70 percent of people in the U.S. have a smart phone? It’s not a huge surprise that the majority of internet access is now done through mobile devices versus desktop computers.  Updating your marketing strategy to incorporate mobile users isn’t a trend that applies solely to B2C companies. Your B2B marketing plan is underperforming if integrating and creating content for mobile users isn’t a major component.

Here are some tips on how to start or expand your reach to mobile users:

Be sure that your emails and newsletters can be easily read by mobile users.  According to Marketing Land, nearly 68 percent of emails were opened on a mobile device, with 52 percent being opened on smartphones.  Make sure that your subject lines fit comfortably across small screens, having 15 or less characters is ideal.  Always send out a test before you contact your customer via email and make sure you can clearly view it on all mobile devices.  Use responsive design templates that make for easy reading and navigation so your readers can resize, pan and scroll across a wide range of devices.

Please, please, please make sure your webpages are visible too!  This goes without saying, but bears repeating because it is so important.  Make sure that all the pages on your B2B website (not just the home page) are easily read on all mobile device screens. Click here to use the Mobile-Friendly Test developed by Google to see how your page ranks in mobile-friendliness. If your website isn’t easily viewed on mobile devices, it’s time to make some changes or even overhaul your entire site.

Become savvier with Google AdWords. Google has announced big changes for 2017 that will have a significant impact on the mobile aspect of your website.  Google AdWords users will be able to make independent bids for mobile, desktop and tablets.  Prior to this change, mobile bids could only be a multiplier based on your base bidding price. Use Google Analytics to figure out what method of access your buyers are using and adjust your Google AdWords bids accordingly.

Utilize Google Maps.  Additionally in 2017, Google Maps will play a larger role in the Google search algorithm.  According to Wordstream, nearly a third of mobile searches are being done through Google Maps and the percent of Google Maps searches have grown 50 percent faster than overall mobile searches in the past year. To stay competitive in your industry, be sure that your company’s listing is up-to-date and you are leveraging Google Maps as strategically as you can.

Consider creating a mobile app for your company. It can be a large investment but for the right company, it can be a marketing godsend. Apps give you the ability to connect with your customers on a more personal level.  When assessing whether to create an app, consider what content and engagement it will provide to its users.

Create great content.  Use amazing content to pull mobile users on to your site. Post blogs, social media posts, testimonials, infographics, case studies, video tutorials and useful information to engage your customers.

Smartphones and mobile devices are here to stay. (Heck, there is a good change you are reading this blog on your smartphone!)  A marketing strategy that addresses the needs of its mobile users will help to grow a B2B’s profits, credibility in the industry and brand.

By Stevens Strategic Communications, Inc.
Courtesy of Stevens Strategic Communications, Inc.

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