In today’s digital age, it’s more important than ever for businesses to have a mobile-first experience. According to Google, 61 percent of users are unlikely to return to a website that’s difficult to use on their mobile device. B2B marketers should make sure their website is optimized for mobile devices, as that’s where most of their traffic is coming from. In fact, recent research by Statista has shown that over 50 percent of all internet traffic now comes from mobile devices.
There are a number of ways businesses can optimize their website for a mobile-first experience. One of the most important things is to make sure the website is responsive and adapts to different screen sizes. Businesses should also make sure their website is easy to navigate on a mobile device. Now more than ever, it is important for B2B brands to consider a mobile-first approach to content marketing. In order to create an optimal experience for mobile users, here are a few tips:
Implement accelerated mobile pages
So you’ve already implemented a mobile-first approach to your B2B content strategy, but how do you ensure that the end-user actually has a pleasant experience on their device?
Your users are interacting with all kinds of content on their mobile devices, and if yours doesn’t load fast enough or provide an optimal visual experience, there’s a good chance they’re going to move on quickly. This is where Accelerated Mobile Pages (AMP) come in. AMP allows publishers to create web pages that are optimized for mobile use. AMP is meant to reduce slow loading times, decrease memory usage, and help you build pages that look great on any device.
Don’t forget about voice search
Voice search is here to stay. The days of squinting and scrolling through websites on a tiny screen are over. Thanks to improving speech recognition software, voice search has become incredibly accurate—and it’s also incredibly efficient, which means it’s here to stay. With smart speakers growing more popular among business buyers, you can’t afford to ignore the importance of being included in voice search results.
Optimizing for voice search can also lead to higher SEO rankings. Voice search is quickly becoming an essential part of B2B content strategy. Just like solid SEO practices pay off in Google and other text-based searches, optimizing keywords for voice searches could help boost your ranking in text-based index results as well.
Leverage the use of Web Stories
As content consumption continues to move away from desktop devices, B2B marketers must start creating mobile-first content that can be consumed on the go. One of the best ways to do this is with Web Stories, a new full-screen lightweight format that leverages visual storytelling.
If you’ve been using social media lately, you’re probably familiar with Stories— and Web Stories are almost similar to what you find on Facebook or Instagram. Web Stories are perfect for B2B marketers because they provide an engaging way to tell stories with images and text in a format that’s optimized for mobile. Likewise, they are also very easy to create and are a great way to deliver short-form content.
Mobile-optimized web design and UX
Mobile-optimized design is more than just responsive layouts—it requires a deeply considered process to identify how users will interact with your webpage and how you’ll use that interaction to create an optimal user experience. It also means designing for touchscreens instead of limiting yourself to keyboard-and-mouse input or minifying content, so it loads quickly enough on smaller screens.
Focus on what actually fuels conversions
Focus on what actually fuels conversions on a mobile website. Not all content is created equal, and when it comes to mobile, your audience will likely be too busy to dig into a lengthy whitepaper or other long-form content pieces. Cut straight to the core with the most relevant and compelling content that will capture their attention. You can use heat maps to identify the area that’s most likely to result in conversions, then optimize for one-handed use so that users don’t have to scroll or tap through unnecessarily long pages.
Conclusion
Optimizing your B2B content for a mobile-first experience is key to reaching your target audience. By following the methods listed above, you can create content that is easy to read and navigate on mobile devices, which will help you better connect with your customers.