Why mobile should be at the center of your business-to-business (B2B) digital marketing
Business-to-business (B2B) digital marketing is headed in the right direction, and you can see it with your own hands. B2B buyers are using their mobile devices more and more to study, interact with, and buy goods and services. This isn't just a trend; it's a big change in how businesses work, and it's important that you set up your business to take advantage of it.
In this blog post, we'll talk about why mobile should be at the center of your B2B digital marketing strategy. We'll look at its benefits, how important it is, and how you can put it to use in your marketing plan.
The Increasing Use of Mobile B2B Communications
Every day, the lines between our personal and work lives become less clear in a world that is getting more and more linked. The same smartphone we use to order dinner or share photos with friends is also the one we use to look up possible suppliers, answer business emails, and even make big business purchases.
Google says that more than half of all B2B queries are made on smartphones today. Boston Consulting Group says that in top B2B companies, mobile usage causes or affects more than 40% of income. In the coming years, these numbers are only going to go up, so mobile contacts are an important part of any successful B2B marketing plan.
Mobile Marketing and What Customers Want
We not only live in a mobile-first world, but also in a time when customer standards are higher than ever. B2B buyers, many of whom grew up with technology, want experiences that are as smooth and easy to use as those they get from B2C brands like Amazon or Netflix.
Mobile has changed the game when it comes to meeting these needs. With a mobile-first strategy, you can make it easy for buyers to learn about your goods and services, connect with your brand, and make payments at any time and from any place.
The Benefits of Customization
Mobile devices offer a lot of data, which lets marketers create experiences that are unique and relevant to the environment. You can make highly focused ads that send the right message to the right person at the right time by using geolocation data, browser history, and in-app behavior. Personalization is no longer just a "nice-to-have"; it's a key part of making real links and keeping customers for the long run.
Mobile-First Website Design
It's very important that your website works well on mobile devices. With a mobile-first design, speed, reading, and navigation on small screens should be top priorities. With Google's new mobile-first crawling, if your website isn't mobile-friendly, it can hurt your SEO efforts a lot.
Your website should look good on mobile devices and make it easy to find information. The technical details, prices, and contact information should be easy to find. Add tools like "click-to-call" or "live chat" so that people can talk to you right away.
Progressive Web Apps (PWAs) and mobile apps
Even though it's important to have a website that works well on mobile devices, you may also want to think about making a mobile app or a Progressive Web App (PWA) if it makes sense for your business.
With advanced features, push messages, and access even when the app isn't connected to the internet, apps can improve the buyer's journey in a big way. PWAs, on the other hand, let your users use the web as if it were an app without having to download anything.
SEO and Advertising for Mobile
Since mobile search is so popular, you should make mobile SEO a big part of your marketing plan. Make sure your information is mobile-friendly and designed for mobile search purpose.
Paid mobile advertising is also important to think about, along with spontaneous reach. With the different choices, like display ads and in-app ads, you can reach people at different points in the buyer's journey.
Mobile Email Marketing
A study by Adestra found that 62% of emails are opened on mobile devices. This is the most popular way to check emails. This means that your email marketing plan needs to be set up so that it works well on mobile devices. Make sure your texts are short, have a clear call to action, and look good on screens with less space. Also, think about when you send your emails. B2B buyers may be more likely to read emails on their way to work or during their lunch breaks.
Social Media on Mobile
A study by the Pew Research Center found that 72% of people use some kind of social media. Even though you can use social media on other devices, a lot of social action happens on smartphones. Since B2B decision-makers also use social media for work, it's important to make sure your social media plan works well on mobile devices. Use interesting images, short messages, and mobile-only features like Instagram Stories and Facebook Stories.
Combining mobile marketing with other forms of digital marketing
If you focus on mobile first, you don't have to forget about other outlets. It means adding mobile to your overall plan for marketing across multiple channels. Your potential buyers might start their trip on a mobile device, continue on a PC, and finish back on a mobile device. A key part of a good marketing plan is making sure that all of these points of contact flow together smoothly.
Measure, Optimize, Repeat
Putting a mobile-first strategy into your B2B marketing plan isn't a one-time thing. It needs to be watched, tested, and tweaked all the time. Use data to figure out how your audience uses their phones and how that fits into the whole customer journey. A/B test your mobile marketing plans and use the results to make changes to your approach.
Mobile should be at the center of your B2B digital marketing plan because we use mobile devices in every aspect of our lives. Mobile is now too important to ignore. Businesses that keep up with the mobile change and use it to their advantage will get more customers, keep them longer, and make more money.
To do well in the mobile era, you need to know how to take advantage of its unique chances and overcome its unique challenges. Invest in making your website mobile-friendly, look into the benefits of mobile apps and PWAs, optimize for mobile search and ads, use mobile email and social media strategies, and, most importantly, make sure a smooth multimedia experience. It's a hard job, but the benefits are big: stronger ties with customers, a competitive edge, and business growth.
In a world where smartphones are an extension of ourselves, it's not just smart to put mobile at the center of your B2B digital marketing strategy—it's necessary.