5 Quick and Easy Ways B2B Marketers Can Go Mobile

July 17, 2016

This week, the astonishing rate of adoption of Pokemon Go— 7.5 million downloads of the app in less than a week, according to TechCrunch — underscored the power of mobile. It’s one more sign that marketers of all kinds, including B2B marketers, can no longer ignore mobile marketing.

A number of statistics tell a compelling story for the necessity of mobile marketing. People spend a remarkable amount of time consuming mobile media: three hours and 18 minutes per day compared with two hours and 10 minutes per day on the desktop, according to projections for 2017 by eMarketer. Only television consumption, at almost four hours per day, commands more attention than mobile devices. 

And people are not only using their mobile devices to engage with consumer content. They’re reading B2B content on mobile, too. In fact, about two-thirds of U.S. businesspeople say they use their smart phones for business 10 or more hours a week outside of office hours. These businesspeople often use their phones to research B2B purchases. Research by International Data Corporation found that 56 percent of B2B professionals use a mobile device when researching purchases more than 50 percent of the time.

Clearly, the B2B buyer’s journey has not only moved online, it has increasingly become mobile. The problem is too many B2B marketers have not embraced this new mobile reality, making it difficult for their customers and prospects to engage with them on smartphones and tablets. But there are five simple ways for B2B marketers to begin reaching their mobile audience.

Ensure your website is optimized for mobile devices

According to research conducted by Regalix, 65 percent of B2B marketers have developed a mobile-optimized corporate website. But that means that more than one-third of B2B marketers are not using responsive design and do not have websites optimized for mobile. It means that their websites are essentially invisible — or at least extremely frustrating — to prospects using iPhones or Android phones to research purchases.  Optimizing your website for mobile is even more crucial after last year’s “Mobilegeddon,” in which Google’s algorithm looked more favorably on mobile-friendly websites.

Make sure your email is readable on mobile

Prospects are reading their email on mobile devices. In fact, almost 70 percent of emails are opened on a mobile device, according to Movable Ink research. Yet, only 45 percent of B2B marketers have optimized their email for mobile. That means 55 percent of B2B marketers are delivering, at best, a subpar experience to customers or prospect receiving their email. Getting a prospect to open an email is a win; don’t mar that victory with a poor reading experience.

Prepare your landing pages for mobile devices

Just 40 percent of B2B marketers have mobile landing pages, according to Regalix research. Talk about self defeating. As a B2B marketer, you spend massive amounts of your budget driving prospects to landing pages. To have that landing page experience be less than optimal for the high percentage of prospects arriving via smartphone undoubtedly costs you conversions and ultimately costs you revenue. 

Organic social media offers a pathway to mobile users

If you’re using social media, you’re doing something right when it comes to reaching and engaging your customers and prospects on social media. Think about it: Whether it’s Twitter or Instagram or LinkedIn, people are accessing social media via mobile device. LinkedIn, for instance, reported that more than 55 percent of its visitors access the platform through a mobile device. And each social media platform is already optimized for its mobile visitors, so, as a marketer, you simply have to use the platform to reach a mobile audience. B2B marketers, for instance, can add updates to their LinkedIn Company Pages or Showcase Pages to reach a mobile audience.

Invest in paid social to reach mobile prospects

By 2019, mobile ad spending in the U.S. will reach $65 billion, more than twice the $28 billion spent on desktop advertising. Yet only 40 percent of B2B marketers say they are investing in mobile advertising, according to Regalix research. There is, however, a simple way to reach a mobile audience with online advertising: invest in paid advertising on a social media platform. With LinkedIn, for instance, a marketer’s Sponsored Content will reach audience that is approximately 55 percent mobile. Advertising on LinkedIn and other social media platforms is a streamlined way for B2B marketers to reach a mobile audience without the requirement of developing a specific program and creative for mobile devices.

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