Business to business marketing strategies that prioritize mobile experience aren’t optional anymore.
Your website is your best marketing asset. It does the work of both your sales and marketing teams.
An engaging and accessible mobile website is critical for nurturing leads and avoiding customer churn. Research shows that over 90% of B2B buyers are more likely to buy again from a company that has a positive mobile experience.
Think business buyers aren’t browsing your site from their phone? Think again. Buyers spend an average of 3 hours every day researching from their smartphones. If your Google Analytics don’t reflect that, it might be because your website doesn’t prioritize mobile readers, so they aren’t staying on your page – like a self-fulfilling prophecy.
B2B decision-makers are getting younger and they’re more comfortable conducting business from their phones. Research says that 56% of millennials working in B2B are in at least director-level positions while another 42% work in managerial-level positions.
Businesses need to create a seamless mobile experience through every stage of the sales cycle.
6 Steps to Creating Engaging Business to Business Marketing Strategies for Mobile
What specific actions can you take to maximize your business to business marketing strategies for mobile? Whether you’re looking for B2B marketing agencies or going it alone, here are a few options.
1. Go Formless to Let Your Business to Business Marketing Strategies Breathe
There’s nothing less mobile-friendly than a clunky lead magnet form.
If someone finds your blog posts or original research through a Google search, social media post, or referral link, do you think they’re going to fill out the form? Or will they just hit the back button and look for the information somewhere else?
More likely than not, the latter.
With B2B buyers going through anywhere from 57% to 90% of the sales journey on their own, it’s essential to make your website as accessible as possible. You want people to read your content, right? Not drive them away.
Plus, ditching forms will ensure that you’re only collecting information from the highest quality leads who genuinely want to stay in contact.
2. Keep Your Content Well Organized
To improve your business to business marketing strategies for mobile readers, your content needs to be easily accessible and well organized.
Visitors should be able to find what they need in the right places easily. Adaptive content hubs can help you capitalize on AI technology to organize your content and create a personalized experience for every lead.
Once a visitor reads a piece of content, the AI system remembers their interests and preferences to continue suggesting relevant pieces of content – yep, just like Netflix or Amazon.
Here’s what it looks like in practice:
3. Create Personalized Content to Maximize Your Business to Business Marketing Strategies
B2Bs expect some level of personalization. While most companies already cover the basics like using a lead’s first name in email subject lines, they don’t offer high-level personalization.
By learning about your audience, you can create personalized content they want. What types of content do your leads prefer to consume? Blogs, eBooks, whitepapers? Research shows that about half of all B2Bs consume video during the buying process, while another 64% listen to podcasts.
It’s also important to create content that answers your leads’ questions and problems. Research the data and put yourself in their shoes.
85% of B2Bs say they’re willing to dismiss a brand that doesn’t personalize the very first interaction, so unique content is key.
4. Help Your Leads Nurture Themselves through Landing Pages
No matter which way you slice it, your leads conduct over half of the buying process online without ever speaking to anyone at your company.
It’s important to create an environment where they can self-nurture and find the information they need as they browse your site.
With self-nurturing landing pages, leads are never confronted with dead ends. Once they finish reading one piece of content, the landing page immediately recommends another piece of relevant content.
The idea is to give away ungated samples of your content. When they’re ready, leads can provide an email address to finish reading the rest of your content.
5. Automate Personalized Email Campaign Journeys
Over half of all emails are opened on mobile devices – that goes for both consumers and business buyers.
Keep in mind that some of your subscribers will first open an email on mobile to see what’s inside then open it later on their laptop or desktop to complete an action. Either a mobile-first or responsive design is key to ensuring that the campaign looks perfect across every device.
Here are a few email design tips:
- Use a single-column layout.
- Stick with one goal and CTA for each email.
- Write concise and short copy with plenty of whitespace.
- Use big and bright CTA buttons instead of hyperlinks.
- Include some relevant images, infographics, and GIFs.
- Make sure your emails load as quickly as possible.
- Optimize your landing pages for mobile browsing as well.
Aside from design, you can also create journeys for different segments of your audience or account-based leads so that each subscriber receives unique and relevant content.
6. Make it Easy for Buyers and Customers to Contact You
For a mobile-friendly business to business marketing strategies, communication is key. Instead of attacking your leads with outgoing emails and phone calls, use an inbound integrated strategy.
If your product or service meets their needs, they’ll contact you when they’re ready. Make sure to include a mobile-friendly live chat, WhatsApp number, or link to Facebook Messenger in all your web pages and emails so that B2Bs can easily ask questions and get the information they need instantly.
Take Your B2B Marketing Ideas to the Next Level
Hushly can help you capitalize on AI technology to maximize engagement and lead conversions by 51%. With self-nurturing landing pages, personalized Netflix-style content bingeing, and adaptive content hubs, Hushly helps you take control of data you already have to create a unique experience for every visitor.
Go formless and create the website your leads want! See Hushly’s platform in action now.