How to Make B2B Marketing Mobile-Friendly

lessons from our LAB

July 22, 2015

How to Make B2B Marketing Mobile-Friendly

California native who graduated from Arizona State University in May, 2016 with degrees in Business Marketing and Management. Digital skills include blog writing, industry and audience research, persona creation, content creation, and primary research.

The new age of marketing includes an increased emphasis on mobile and user-friendly sites that are easy to navigate at the tip of your fingers. B2B companies need to get on board with this new trend that is here to stay, so check out these tips on how to make your B2B marketing efforts mobile-friendly. 

Mobile Marketing for B2B

As of January 2015, Smart Insights claims that 80% of internet users own a smartphone and use it as a platform to search the web. Mobile marketing is not a new discovery, but it’s time for B2B businesses to learn how to take advantage of its opportunities and market their products and/or services to users on-the-go. B2C companies have been quicker to make their website and ads mobile-friendly due to short and straightforward sales that consumers make everyday. However, B2B companies can be just as successful on mobile; you just need to take a more strategic approach. While B2C consumers use their mobile devices to make purchases, B2B audiences use mobile as a platform to seek valuable content and information. Here are some tactics that your B2B company can use to get up and running on mobile:

  1. Make your emails a priority

According to a report from MovableInk, 66% of all opened emails take place on mobile devices such as smartphones and tablets. When it comes to mobile email, some best practices are to keep message sizes small, beware of large image sizes that may slow the download process, and include an obvious call to action.

  1. Get on Facebook and stay there

TechCrunch revealed in January 2015 that 526 million people of Facebook’s monthly users access the network solely from their smartphones. In addition, mobile represented 69% of Facebook’s $3.59 billion in ad revenue. When posting to Facebook, keep content as visual and user-friendly as possible with blogs, videos, infographics, and other dynamic information that work well with a smaller screen size. People are more likely to read an article on their phone than they are to fill out a lengthy form or application, so make sure you are providing a different option for mobile users than you would for a desktop activity.

  1. Target your local network

Many people use their mobile devices to search for local businesses. Optimize your website and content with keywords that reveal your location so you show up in search results. You can also target your ads to people who have tagged themselves at various places within your local area, like airports, restaurants, hotels, or conferences. This way, you can ensure that business people who might be interested in learning more about your company are seeing your ads. Local marketing is important for B2B companies because it allows you to transfer your digital presence into an in-person meeting to build relationships and make business connections.

  1. LinkedIn Pulse is now an app

The creators of LinkedIn Pulse completely redesigned the program to create an app for iOS and Android users so that when you log in to your LinkedIn account, Pulse instantly delivers news based on the industry you work in and who you’re connected to. Make sure your B2B company is on LinkedIn and posting content to LinkedIn Pulse, because now it’s easier than ever for users to access professional news and information.

  1. Get personal

Although smartphones and tablets are used for work-related activities, mobile devices are still considered a personal substitute to traditional computers. The personal aspect of mobile devices can be leveraged to build relationships with your B2B prospects and audience. B2B companies can provide their audience with pertinent information through instant messaging, push notifications through mobile apps, and other personalized information such as special offers, reminders, or other relevant content that correlates to the user’s stage in the buying cycle.

An example of a successful mobile campaign:

Hiscox, an international specialty insurance company that provides insurance for small businesses, launched a location-based WiFi campaign that included mobile display ads in congruence with an existing outdoor board campaign. When business people logged on to public WiFi within the area of one of Hiscox’s outdoor boards in the UK, users were greeted by a digital ad. For example, if someone logged into the Wifi at a restaurant from their smartphone or tablet, ads that popped up on the screen matched the ads on the nearby outdoor boards. The campaign resulted in five times the amount of click-through rates compared to the company’s average rate for traditional online display ads.

The most important part of getting your B2B business mobile-friendly is to take advantage of the resources available and provide content that is visual and easily accessible for your audience. If you have any other mobile tactics in mind or have seen some great mobile examples yourself, please let us know!


Image Credit: and Anton Kouba via Flickr CC

Download our eBook!

Don't Let Your Business Suffer In Local Search eBook