Guest post by Sheila Kloefkorn, CEO of Phoenix-based KEO Marketing.
I was talking with a couple of business to business (B2B) marketers last month who said they believe their customers consume information much differently in the work environment versus their daily, personal lives.
Their thoughts came as a great surprise to me, especially in light of our evolving digital environment. In fact, the reality is that online behaviors do not change at work and mobile matters now more than ever before.
Look at some of the latest statistics:
- Similar to B2C buyers, more than 56 percent of B2B customers check out reviews on their mobile devices, and 50 percent also compare features or prices.
- C-level executives are more likely to use mobile devices in B2B purchases. In fact, an estimated 14 percent of execs had made a direct business purchase from a mobile site, and 90 percent had used smartphones to research business purchases, according to data from Google. Interestingly, approximately 34 percent said that they did not buy a service or product due to a non-mobile friendly interface.
- Approximately 30 percent of IT buyers use smartphones to conduct research before making a purchase, and 49 percent do their research on tablets. These numbers continue to grow.
These statistics are why B2B mobile Web traffic, and 10 percent of overall B2B online traffic, will soon catch up with, and likely surpass, business to consumer (B2C) mobile traffic, which is currently at 22 percent.
For those new to the concept, a “mobile-first” marketing strategy is developed around the idea that initial engagement begins with a mobile device. Consequently, marketers must treat mobile as a first step in the planning stages.
The ultimate goal of a mobile-first strategy is to ensure you are leveraging every opportunity to engage with your customers on mobile. Whether it provides additional information or possibly answer a question, the plan should be in place well before they reach for their device.
Review Your Current Mobile Plan
Wondering where to start? I suggest you begin mobile-first planning by assessing your website data, carefully analyze this data, and focusing on mobile traffic. Ask questions, such as:
- What is the source of the traffic or where did it come from; Facebook, Instagram, or Twitter, or other social media sites?
- How much time is a mobile visitor spending on your website? Alternatively, how much desktop traffic do you generate?
- Which pages tend to capture their attention? Does a particular page stand out?
- What action(s) do visitors typically take?
Answers to these questions can reveal valuable information about your current mobile engagement and how you should proceed with your strategy.
Content Creation and Measuring for Mobile-First
Once you know how mobile users navigate your website, you can make more informed decisions about the content you create, keeping these users top-of-mind.
Your mobile visitors are looking for answers and tend to want information. With this in mind, be sure to give them what they need and, most importantly, when they need it.
Keep in mind that specific needs differ depending on the industry, product or services. Consider using website analytic software to help better reveal what your customers want to know.
Equipped with this precious data, you can then ask yourself what mobile-friendly ways are available to direct your customers to the answers they are trying to find.
Some Helpful Tips
Here are several tips to help when creating a strategy for website design with mobile-first in mind:
- Use a card layout. This design provides small snippets of information that fit well on any size mobile device.
- Reduce steps. Ensure your mobile website is easy to navigate and the information is easy to find. Do not make your mobile visitors sift through multiple screens to find what they are seeking.
- Make copy easy to read. Think clear headlines and concise text.
- Make calls-to-action easy to see with a quick response.
- Ensure your site loads quickly and is mobile responsive. Note: Google recently added “mobile friendly” to their search algorithm. They require that a website can adapt to the mobile device’s browser, deliver content that displays well on the mobile screen, and allows the user to complete common tasks quickly.
Put Yourself In Your Customers’ Shoes
Before creating any content, visit your website using a mobile device. Put yourself in the place of your customers and ask questions, such as “Does the website render quickly? Am I answering common questions effectively?”
Answering these questions during the initial phases of content development will eventually help transform your approach to mobile-first.
Believe, me, your customers will thank you.
Are you looking for more suggestions to grow your business? KEO Marketing is an award-winning B2B inbound marketing agency in Phoenix offering lead generation, creative, SEO, social, mobile and analytics solutions. Contact us today for a complimentary marketing audit.