It’s been several years since Google’s 2015 announcement that mobile searches have overtaken desktop. “…more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.” But many B2B businesses still struggle with mobile audiences and providing them a positive experience.
Desktop users vs. Mobile users
Mobile users have different demands then desktop users. They demand immediate results and a high level of convenience. Users don’t want to fill out a long form-fill to read an e-book they came across via search. Users want to be able to collect information to make decisions quickly. They want to understand your product within a few short sentences, fill out short forms, and buy with a single simple click. Your website design, content, and forms need to reflect this.
When your site or app is clumsy or slow, 29% of smartphone users will immediately switch to another site or app if it doesn’t satisfy their needs (that is, they can’t find information or it’s too slow).2 In fact, of those who switch, 70% do so because of lagging load times.3 And 67% will switch if takes too many steps to purchase or get desired information.4
Source: Think with Google
In kind, when your website is optimized for mobile effectively the B2B buyers timeline is shortening. This is probably because millennials are taking the lead in researching vendors and gaining final decision-making power. According to Marketing Insider Groups national survey, “61 percent of millennials describe their role in technology purchases within their organization as decision-maker and 34 percent report having budget and/or final sign-off authority on enterprise technology purchases of $10,000 or more.”
The Prospects Journey Should Be Seamless Across All Devices
In May 2016, Google announced that it would begin ranking relevant and more ‘mobile friendly’ website pages favorably. With the growth of mobile web searches it’s now more important than ever to make sure that your content is relevant, responsive, and builds trust with prospects quickly. Furthermore, the mobile marketer needs to understand the prospects buying journey. This is where many B2B businesses fail.
Mobile is not a single channel. Rather, mobile devices allow B2Bs to reach their buying audience across a variety of channels that have mobile touchpoints such as websites, video, search engines, messaging and social media ads.
Source: eMarketer Report
Create a Mobile Marketing Strategy
- Create Mobile Goals > Map to Marketing Goals > Map to Overall Business Goals
- Generate Content That Map to Goals
- Build a Business Case Based on User Needs
- Connect to Users with Targeted Keywords & Meta Keywords
- Determine the Best Tactic Based on Goals
- Measure Results
- Check-In > Test > Compare to Competition
Mobile Analytics — It Could Be a Problem
Google seems to be consistently pushing out quality algorithm updates on a consistent basis now. Which provides some volatility to sites surging or dropping in visitors but ultimately is focused on properly connecting searchers with the right content, with the right ranking, and away from deceptive advertising. All eyes are heavily fixed on Google and the new Mobile First Algorithm release (which as of today’s date does not have a release date yet). This release officially announced by Google will make the index mobile-first.
Although our search index will continue to be a single index of websites and apps, our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in our results.
Source: Google Webmaster Central Blog
This means that if you are not already providing a quality mobile experience to your visitors. It’s a great time to start.
The key to success for most businesses in 2017 begins and ends with mobile. Creating and customizing your website and content for mobile is imperative if you plan to stand out in the B2B space.