Your clients are on the go and on their phones: If you’re not producing content geared for a mobile world, you’re failing them.
B2B marketing, that’s what.
In fact, according to Blue Corona, by 2020, 70% of all B2B search queries will be made on a mobile device.
You have to meet your leads where they are, and where they are is watching vertical cat videos on their phones while waiting for the train. With the majority of business decisions now being made on or using smartphones, creating content for mobile leads is crucial.
But how do you best tap into that world? And how do you stay competitive in a marketplace that builds inherent customer retention? After all, according to the same Blue Corona piece, 90% of B2B clients who have a good mobile experience are likely to buy from a vendor again.
Treating mobile content as another channel rather than another way to view content from extant channels allows companies to create an immersive and well-rounded experience for buyers and to more adequately address their needs and purchase habits.
6 ways to reframe the way you view mobile marketing and grab more leads
1. Use your mobile content to guide the customer journey
When they’re not using phones to win barstool arguments, people use them for social media and emails.
These two channels hit your leads at different points in the funnel. Social media is great for brand awareness. Email marketing is helpful for those in either the interest or selection stage.
Use your mobile content through each of these channels and at each of these stages as a means of providing a more comprehensive pathway. For example, make sure your social media marketing campaign pushes for sign-ups for email blasts. Use email blasts to provide a code for a free demonstration of your mobile app.
This brings me to my next secret.
2. Don’t forget to connect your content across channels
In the ideal world, your mobile content would be a catch-all, but, as mentioned before, you need to meet your leads where they are. So make sure that your apps and your mobile content connect to other parts of your overall multi-experience marketing campaign, both thematically and literally.
This can include:
- Mobile apps
- Web apps
- Augmented reality
- Virtual reality
3. Mobile apps aren’t the be-all-end-all
Mobile apps are helpful, for any number of reasons: They familiarize your leads with your product, they show the diversity of what you have to offer, and they help customer retention by meeting them where they work.
But if you don’t have a mobile app in development, don’t be discouraged.
In fact, according to a 2018 Gartner survey, your competitors are just as likely to have deployed a web app targeting their customers as they are a mobile app.
A mobile app is a program that operates natively to a particular mobile operating system (for example, iOS or Android). A web app lives on an internet browser and can be used on any number of different operating systems.
Web apps can operate similarly to mobile apps, but they require fewer resources. They’re also more helpful with marketing, as they cut out the need for your leads to download an app, helping streamline the customer journey.
So make sure you’ve dedicated as much, if not more, of your resources to building out and promoting your web app.
4. Film it like you watch it
Think with me: How do you watch videos on your phone? Do you like rotating the screen sideways, or do you find it annoying? Do you always have headphones with you to listen to audio?
Film your videos so that they’re either vertical or easily converted to vertical. Include subtitles for people who don’t have access to headphones when they come across your content.
The same principle, of course, goes for your written content. No one likes scrolling through massive articles using only the power of an opposable thumb. Keep your written articles short.
5. It’s not just your users who care about optimization—Google does too
We’ve written before about why your site needs mobile optimization. Now, more than ever, this is of vital importance: Google now ranks mobile-optimized sites higher in its results.
The same goes for your email content. It has to be readable and interactive on your leads’ phones. Seventy-five percent of emails are initially opened on a smartphone, according to a study by Fluent.
6. Don’t let mobile be a one-way street
Alexander Graham Bell didn’t invent the phone just so that he could tell his assistant to help him with some spilled battery acid. He would have wanted to know if his assistant spilled battery acid too.
Not a perfect analogy, I admit, but the fact remains that you want your leads to engage with you through your mobile content. This can apply to social media engagement, but it can also dictate the type of content you create.
For example, create a mobile quiz. This will allow your audience to directly engage with you and will allow you to collect more demographic data about who your leads are.
This will ultimately help you personalize your marketing campaign as you move customers down the funnel.
Where to go now
We’ve given you six secrets to mobile content creation. They’re more about how to approach the process though, which is why we’re leaving this up to you. Tell us ways you’ve optimized your mobile content to help grow your business and guide leads through their customer journey, whether it’s been through mobile apps, web apps, or something else entirely!
Results presented are based on a Gartner study conducted to assess the development plans of multi-experience apps in organizations. The study also explored preferred platforms, frameworks, tools, and skills used for multi-experience app development. This study also sought to understand the challenges of multi-experience app development. The primary research was conducted online during June, July, and September 2018 among 278 respondents in North America, Western Europe, and Asia/Pacific.
Qualifying organizations span various industries. Companies were screened for having annual revenue for fiscal year 2017 to be greater than $50 million U.S.D. (except for the government industry). Companies were required to have an in-house app development team that develops apps entirely in-house or works collectively with outsourced service partners for app development. Also, companies were required to have developed and deployed (i.e. in production or pilot) at least three of the seven app types (progressive web apps; mobile apps; AR apps; VR apps; chatbots; voice apps; wearable apps). The sample represents organizations in U.S. (n=84), U.K./Germany/Netherlands (n=94), Australia/India (n=56), and China (n=44).
Respondents were required to have a role that is primarily IT focused or be a fairly even blend of business and IT. They were also required to be involved in application development within the organization. Quotas were applied for countries and industries.
DEFINITION: Enterprise Multi-experience App Development is the ability to develop apps across multiple digital touch points including web, mobile, wearables, A.R., V.R., chatbots, and voice—often with some degree of shared development code, services, or user experience.
The study was developed collaboratively by Gartner Analysts who follow governance, technology, finance and operations for applications, alongside the Primary Research Team
Disclaimer: Results do not represent “global” findings or the market as a whole but reflect the sentiment of the respondents and companies surveyed.