With the widespread adoption of the internet came new precedents in marketing for businesses. From small Mom-and-Pops to international corporations, it is almost impossible for companies in the United States to remain competitive with their digitally-savvy counterparts without a developed online presence.
In addition to providing customers with a platform for more direct interaction with the brands that they buy from, the internet has also become a tool through which over 80 percent of modern American consumers research products and services before making a decision to buy. Data indicates that, more and more often, customers are accessing the internet and performing online research via mobile devices.
In light of these consumer trends, there has been heavy emphasis placed on the value of B2C mobile marketing, but less attention has been given to the worth that a well-designed mobile strategy can have on B2B marketing. B2B companies that want to maintain an edge in the digital age need to know the importance of embracing a mobile online platform for the good of their marketing strategies, and ultimately, their success.
Poor mobile presence negatively impacts your search results on mobile devices.
In 2015, Google rolled out an algorithm designed to boost the site-rankings of mobile-friendly websites, and to push down those websites that are not optimized for smartphone use. This came as a result of the rising use of smartphones to conduct internet research, especially within the Millennial generation.
According to the International Business Times, as much as 20 percent of the United States’ current largest generation accesses the internet exclusively via mobile device. B2B companies that choose not to employ mobile-friendly sites run the risk of lowering their organic search results. This creates a marketing problem because it reduces the likelihood that web traffic ever reaches those sites in the first place.
B2B companies that dismiss this information as only relevant to their B2C colleagues will be making a big mistake. Data collected by Google itself shows that around 42 percent of B2B customers use mobile devices to facilitate purchasing processes.
Among all people conducting B2B research on any device, about half of them are from the Millennial generation, and the trend toward owning and using a smartphone to conduct internet research shows no signs of decline. Opting to rely on organic search rankings for B2B customers using exclusively PC or laptops has the potential to alienate almost half of your customer base by virtue of a lack of presence. This renders any SEO marketing strategies to capture search results far less effective.
Poor mobile presence has a negative effect on the key marketing goal of customer engagement.
One study conducted by a university in Minnesota showed that a customer will form an opinion about your website in less than two-tenths of a second. When traffic does land on a website that is not optimized for mobile, making a good impression can be a much more difficult task for your marketing department to handle, as website design does not always transfer over to mobile well.
Data published by Google indicates that almost half of visitors feel frustration and annoyance when accessing a website that is not optimized for mobile on a smartphone or other device. When visitors to your page automatically form a negative opinion based on site design, it keeps any marketing you’ve done to engage customers from having an effect.
Over half of this demographic of internet users also said that they are less likely to even interact with a company that does not have a mobile site. Whether you’re operating as a B2B or B2C company, you can’t show customers what your business is worth if they won’t visit your website. Altogether, these factors culminate in a higher bounce rate, leading traffic away and decreasing your potential for growth.
A poor mobile presence means you’re missing out on modern marketing tools.
Data shows that your customers are already more likely to visit the page of a competitor that maintains a mobile site, putting your company at an automatic disadvantage. But as a company that is not equipped with a mobile platform, your marketing team is also losing the opportunity to use modern tools that are making digitally-savvy competitors’ teams more efficient than your own.
There are many tools that cannot be executed in a manner effective enough to meet the expectations of smartphone users without the creation of a mobile site. These include mobile banner ads, legible on-site blogs, and the ability to easily download educational infographics and whitepapers.
B2B companies already face a higher degree of difficulty in marketing than B2C companies. This is due to the longer, more complex purchasing and sales processes; the smaller, more niche markets; and the necessity of B2B companies to maintain positive relationships with potential repeat buyers.
Customers who are interested in a B2B’s product or service but have to repeatedly return to a mobile site that makes it difficult to find marketing information end up prolonging a process that already takes a significant length of time. Those who choose not to take their web presence mobile will find that this creates a decreased velocity of business and places them in a tough position within a digital market that favors speed.