We keep you updated on the latest mobile marketing news because mobile is a really, really important field. And now that it's more or less mandatory for even B2B companies to have a mobile presence, it pays to check in now and then at the latest trends. As we approach 2018, here are a few items to add to your strategic mobile marketing list!1. Do Some More Market Research
Hopefully, your brand has already conducted at least a little research on how your clients and target audience use mobile devices and mobile services. Simple surveys and questionnaires can cover a lot of ground here! However, things change quickly in the tech world, and if it's been a couple of years since your last mobile study, it's time to do another. Even the B2B marketing world is subject to rapid changes regarding the apps and devices that they use to conduct business. Mobile devices are increasing common and more frequently accepted these days: It pays to learn just where your brand's particularly audience is on this matter, this year.
2. Spread Your Whitepapers Via Mobile Devices
Mobile devices are particularly well suited for reading, especially when it comes to downloading and reading longer publications. Unsurprisingly, this is a common entry point even for older generations who are unsure how to use mobile technology – and you can take advantage of that. Whitepapers, research and essays/interviews are already a great way to demonstrate thought leadership and get more brand recognition. But take an extra step and start publishing these longform pieces in mobile-friendly formats. You can easily publish papers for Kindle platforms and reading apps without spending much extra time and money. Just remember to advertise their presence – participation numbers will also tell you a lot!
3. Enable Buyers to Make Fast Decisions
As B2B mobile use increases, companies are finding new efficiencies: One of those efficiencies is that mobile can make the buying process faster – not just when it comes to using the internet on the go, but also when it comes to research and comparison. Try to focus your mobile strategy on the decision making process. Provide ways to quickly scan products and specifications in a mobile format, and generally make access to your services easy and informative. Buyers will be quick to pick up on this advantage.
4. Increase Your Content Delivery Schedule
We've been relatively mild about how often you should post to blogs in the past – it hasn't been quite as important in the B2B world, as long as regular updates happened. But the times are indeed changing, and these days you can't get buy with a lazy content schedule. Around 80% of the 50 fastest-growing B2B companies have blogs that they update regularly. If you don't post new content regularly, it's time that you do: Since this content, like whitepapers, is often consumed on mobile devices, make sure your blog is formatted perfectly for mobile formats.
5. Check Your Contact Options
By contact options, we mean phone number, email, social media handles, and the other information that people look for when scanning a website on mobile devices. These should all have links directly to their perspective services. There is an important portion of mobile viewers who are looking for important contact information so they can make a call or send a quick email. You can't let them down! Make your contact buttons larger, clear and easy to use.
6. Update Your Tone
These days, more than half of B2B researchers are millennials. That means they are likely to use mobile devices, and that you should start gearing your content to appeal to them. When creating mobile content, stop occasionally to ask, "Would millennials like this? Is this framed in the right way?"
7. Focus Even More on Video, Yet Again
Everyone is always talking about focusing on video content, and it is a good idea, especially as the B2B world is becoming more accepting of video as a means to research products. But your videos need to be mobile-friendly in all cases. Mobile devices are a great way to casually view video, and that sort of use should be encouraged. Of course, platforms like YouTube are typically mobile-friendly from the start, but the video content itself isn't always optimized for mobile screens. Make sure that it is!