New Guide Shows B2B Companies How to Succeed With Mobile Marketing
Do buyers using different devices have an identical experience when they land on your website? They definitely should! And as it turns out, making your website mobile-friendly is just one factor of many when it comes to creating a successful B2B mobile marketing strategy.
In the latest addition to its “Marketer’s Guide” series, KEO Marketing shows B2B companies how to create a new mobile marketing strategy or improve on an existing one. The guide, entitled 5 Steps to a Results-Driven B2B Marketing Strategy, is available for free download at the KEO Marketing website.
Establishing goals and associated tactics
According to the guide, getting started with mobile marketing begins with setting goals. What are you trying to achieve with mobile marketing? Goals might include:
- Increasing the number of leads generated from mobile web traffic
- Boosting social media engagement among mobile device users
- Making your website mobile-responsive to reduce your bounce rate and reach more buyers
Whatever the case, the guide strongly suggests defining your goals from the outset. Afterward, you can start mapping specific mobile tactics to those goals.
For example, if your goal is to increase brand awareness among buyers who use mobile devices to perform product due diligence, consider adding images or GIFs to your tweets to help you stand out on small screens. If you’re trying to improve your lead nurturing efforts, you might add a CTA at the beginning of each email to make it more immediately visible on small screens.
The guide contains numerous real-world examples of ways brands can map specific mobile tactics to their “big picture” digital marketing goals. Of course, after establishing your mobile marketing goals and associated tactics, you’ve got to execute. The guide shows you how to do that, too.
Optimizing for mobile
In 2016, a mobile-responsive website is not just “nice-to-have” anymore. It’s critical for reaching a large percentage of your audience. In KEO Marketing’s mobile marketing guide, you’ll learn:
- What it means to adopt a “mobile first” approach to web design and content production
- Why a mobile responsive website is key to improving your search engine optimization (SEO) results
Your approach, according to the guide, shouldn’t be to create content the way you always have and then figure out a way to make that content available to mobile users. Rather, it should be to provide a consistent, seamless experience across all devices. After all, people shouldn’t be penalized because they chose to read your blog on a smartphone rather than a desktop PC!
According to KEO Marketing, mobile optimization starts with your website’s infrastructure. Every page should “respond” to a user’s screen size and display the content accordingly. After that, you’ve got to optimize the content itself. Instead of wordy articles or large images, use short, punchy headings, captions, and icons that are quick to load and easy to view on small screen sizes.
There’s lots more to say about mobile optimization. Thankfully, it’s all in the guide.
If you’re ready to get serious about mobile marketing and increase visibility at every stage of the buyer’s journey, download Marketer’s Guide: 5 Steps to a Results-Driven B2B Marketing Strategy today!
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.