B2C marketers have known for some time how important a mobile marketing strategy is to their success. But getting budget for complex mobile programs like QR codes, barcode scanning, and mobile app design is much less likely for a B2B marketer, where launching mobile marketing campaigns is often approached with more trepidation. Not only is the ROI of these programs harder to anticipate in B2B, it requires significant time and thought to craft a campaign that will truly add value to customers and prospects.
But there's one thing B2B marketers do know about their professional audience: they own smartphones, and they use them all the time. So instead of focusing on all the awesome mobile marketing campaigns you should launch in an ideal world with unlimited marketing resources, let's focus on 6 things you can do to the collateral you already have to make the mobile experience with your brand better for your smartphone loving prospects and customers.
6 Ways for B2B Marketers to Optimize for Mobile Browsing
1.) Optimize your website and downloadable content. A site that looks great on someone's desktop isn't going to translate well to a tiny rectangular screen. To create a mobile-friendly site, you can simply change the way your site is organized when displayed on a mobile phone or create an entirely new mobile site. You should ensure your downloadable content is also optimized as you make these changes. Start with your most frequently downloaded content, and work your way down. If your blog reads well on a smartphone and your most popular whitepaper/ebook only asks readers to scroll up and down, not right and left, you're sure to be a go-to distraction for weary business (and holiday!) travelers.
2.) Create audio content out of your long-form content. While mobile readers will be stoked to read that super popular whitepaper you've kindly mobile optimized for them, they might love you even more if they can listen to it. Leverage the unique capabilities of smartphones and mobile devices, and publish recordings of your long-form content. If you're a gifted videographer, video content is a great content asset for your mobile audience, too.
3.) Add social sharing buttons. If people love your content on their desktop computers, they'll love it on their mobile devices, too. So make it easy for them to share! Include social sharing functionality on each piece of content so people can post it to LinkedIn, Facebook, Twitter, and Google+ with just the tap of their finger.
4.) Make forms more mobile user-friendly. Landing page forms are a huge pain to fill out on mobile phones. If you can get away with eliminating fields on mobile forms, do it. Also, ensure that the fields are aligned well with field labels, which should be succinct and straightforward. This will help cut down on the dreaded red alert we all get when we incorrectly fill out a form or miss a field. And finally, don't ask a mobile user to click Next, just to fill out more form fields; all fields should be displayed vertically and on one page. No matter how nimble our fingers have become at typing on smartphones, the less clicking and scrolling, the better.
5.) Provide click-to-call functionality. This is one of those easy wins that, like the scrolling form field, makes people like you for making their life easier. Just as you can leverage mobile devices for their audio capabilities, leverage that fact that smartphone site visitors can give you a ring even easier than desktop readers!
6.) Make emails mobile-friendly. Of the jaw-dropping 70 million US consumers who access email through their mobile device (Source: Comscore), 43% check email four or more times per day (Source: Markle). Although these numbers are encouraging, many mobile email readers are triaging their inbox, deciding whether they want to read your email now, later, or never. Use a clear email subject line and recognizable name in the sender field to ensure you don't get deleted. Then do your best to create a pleasant mobile reading experience by offering both plan text and HTML versions of your email, using very descriptive alt text in case your images don't display, and keeping the message brief.
Even though many B2B marketers aren't ready to launch massive mobile campaigns, mobile usage shows no signs of slowing down. If you give your website and emails a mobile makeover now, you'll save time down the road when you're ready to dive head-first into mobile marketing.