B-to-B Internet Marketing: How to Optimize for Mobile
Mobile platforms are becoming more of a consideration when it comes to B-to-B Internet marketing. If you are trying to market on the mobile web, you need to consider the importance of creating entertaining and quality content that users can easily consume on mobile devices such as smartphones or tablet computers.
Optimizing for Mobile Users
Mobile marketing is being tossed around frequently in marketing circles, often with many different intended meanings. While mobile marketing can mean many things, there is one primary message being conveyed for marketers looking to take advantage of mobile: Optimize for mobile devices.
While developing a mobile application relative to your business is another option, most businesses are still just ramping up their Internet marketing efforts and do not have enough content to support a mobile application. Additionally, many marketers would be better off optimizing their SEO, email, lead nurturing and social media campaigns for maximum lead generation before taking on yet another major project such as a mobile application.
For those Internet marketers just getting started with mobile, the important thing to focus on is making sure your website is easy to view and navigate when accessed on mobile devices.
What Should You Worry About When Optimizing for Mobile?
Here are a few factors that you need to consider when optimizing for mobile.
- Emails and Calls to Actions (CTAs). It is important that you optimize your website and emails to be viewed correctly on mobile devices, such as the iPhone and Android-powered devices. Additionally, it will be important to think about how your CTAs and offers will work on mobile devices.
- Downloads. Is it easy for a prospect to fill out a form on your website from their smartphone? If you are offering a download, will it open on mobile devices?
- Video. An increasing percentage of all traffic on mobile web devices will be for video. With indications that mobile bandwidth cost may increase, it is important for marketers to develop lightweight ways to engage mobile users. Don’t ask a user to stream a 10-minute video. Instead, provide a clean text summary of the video if they are using a cellular data connection. Give them an opportunity to watch the video if they are on a Wi-Fi connection to help them conserve mobile bandwidth.