B2B companies don’t have to rush to embrace mobile internet technology until their customers demand it. However, that day may not be too far away, if it hasn’t already arrived. The B2B mobile marketing world is still new. However, think of this; there is evidence that mobile technology has been fully adopted as the single one device that individuals desire to carry. According to Microsoft, we are a few years away from the day when mobile internet usage takes over desktop internet usage. However, closing the B2B sales process typically doesn’t depend on as heavily on web based tools; therefore to say it is urgent to may be overstating the case. But that will change, and soon b2b mobile marketing will quickly become its own animal.
However, there are certain statistics that may surprise B2B managers before they want to conclude that nothing in the immediate future needs to be done to their internet presence:
- The Gomez corporation states that over 70% of those who use Mobile browsers have the expectation that web pages should load as fast as those on their personal computer.
- 50% of search conducted in local areas were completed on mobile devices.
- Over 100 million users use a mobile device to connect with Facebook
These statistics should state clearly that if a company intends to market through search, their visitors are likely to eventually be mobile users. If companies intend to market using social media, they can expect that their prospects will be there. If you are conducting educational programs, professionals will probably want to be able to follow along on their mobile device, not necessarily their PC.
Visit Your Site as a B2B Mobile Marketing Tool
Given the reality of B2B sales process and the growing necessity of mobile accommodation, what should companies do immediately to keep themselves from missing opportunities
- Executives and staff should visit their site with a mobile device. They should attempt to take all of the important actions: find research, opt-in, find telephone numbers, search the site. If these things are not easily completed during the test, managers have just placed themselves in the position of their prospective customers. If company personnel cannot take actions favorable to the company, they will need to do everything that they can to make it so that these steps are made possible.
- Executives and staff should also attempt to consume content on the site and then to take note of whether it is easy to read and navigate. If it is not, steps should be taken to optimize content for mobile devices. Some content should be created conducive to short attention spans and small screens. Long paragraphs may be important, but also may not be practical to read while on a mobile device.
- Executives and staff should take note of how long it takes for pages to load. It is estimated by the Gomez Corporation that almost three quarters of consumers wait 5 seconds for a page to load on their site before giving up altogether. Recognizing that statistic applies to B2C marketers, there is definitely some evidence that site visitors find it distasteful when a B2B page doesn’t load quickly.
While B2B marketers are not dependent (yet) on mobile technology to close deals, it is quite possible that traffic and engagement opportunities can be missed by not being ready to receive mobile visitors. Starting with the staff’s general analysis their own a site visit companies should begin making changes that are common sense in orientation. Checking to see if basic objectives are easy or difficult in navigating the site will give executives a good start on figuring out what needs to be done.
What do you find when you visit your site from a mobile device?
Republished by Blog Post Promoter