Marketers need to use mobile search engine optimization to connect with executives. These influential people that business-to-business marketers are trying to reach using SEO strategies are increasingly leaning on their mobile devices to conduct research into potential partnerships.
In fact, 92 percent of senior executives own a smartphone which they use for business purposes, and 77 percent indicated they use this mobile technology to look for in-depth information about products or services (1). Meanwhile, 50 percent of senior-level employees used their smartphone to buy information technology items for their companies.
This tendency among executives to make business purchases on a mobile device should signal to marketers that they need to make sure their company can be found easily through organic search and content marketing strategies using smartphones and tablets. For those looking to capture leads at the top of the sales funnel, 71 percent of marketers use more general keywords to catch the attention of decision-makers looking for information (2).
At the same time, 61 percent of marketing professionals have integrated responsive design to boost mobile SEO because the senior executives trying to get information need to be able to view content, including case studies and infographics, comfortably on their mobile devices.