Content marketing trends are ever-changing. As social platforms and site structures continue to evolve, the online world has seen significant transformation on the back of the pandemic’s digital shift.
As the eCommerce sector expands and we see another startup boom on the horizon, B2B and B2C markets must be in touch with all of their traffic sources moving forward. One traffic source dominating the marketing sector, in particular, is mobile users. With over half of Google’s global traffic now generated from smartphone devices alone, mobile users have become a top targeting priority.
Fully-Mobile Future
It’s no secret that the pandemic pushed us online. As large numbers of people turned towards remote working and online shopping, smartphone use across the globe grew exponentially. In fact, a staggering 7.7 billion people are now predicted to own a smartphone by the end of 2027.
(Image Source: Oberlo)
As we become more acquainted with an online future, what could this mean for B2B and B2C marketers? Firstly, traditional forms of content marketing and site optimisation will have to be adapted to speak to a mobile audience. Secondly, smartphone users will bring new demands to the table for brands/companies striving for success.
From a push for hyper-personalisation to fast-loading visual content, a spike in mobile users is only accelerating the need for more immersive campaigns and a user-led approach to B2B marketing.
Increasingly for B2B and Enterprise Sales
As mobile demographics grow, they will certainly contribute to B2B campaign success – “Smartphone conversion rates are up 64% compared to the average desktop conversion rates for eCommerce alone,” states Forbes council member, Elyse Flynn Meyer. “In today’s digital and interconnected world, the importance of tailoring marketing efforts, so they are mobile-friendly cannot be overstated.”
Moving forward, B2B marketers must prioritise their mobile audience if they want to keep their cellular conversions peaking. This includes introducing a mobile-first design, social platform targeted advertising and adopting a strong knowledge of your smartphone consumer attitudes.
When pouring focus into their mobile traffic, marketers could see a spike in site engagement and a more loyal following on their social platforms, all contributing to increased brand awareness and, most importantly, more conversions/partnerships.
In fact, a recent report from Internet Advertising Revenue revealed that 70% of online advertising revenues have come from mobile sources since the pandemic alone.
Create a Mobile-Friendly Content Strategy
With so many online brands to compete with, it’s essential that your content marketing is optimised for both web and mobile users. If you want to remain at the top of a search string and retain high engagement levels across all platforms, we’re here to help.
Read on as we discuss how to create mobile-friendly content in a competitive online arena while shedding tips on how to also optimise your current campaigns and site structure for smartphone success.
1. Introduce a mobile-first design
One of the key areas B2B marketers must look to when assessing their mobile strategy is their site. As the number one hub for your brand, this is where potential partners, consumers and competitors will look when making the decision to convert.
In order to serve a growing number of smartphone-based browsers, your site must be optimised to provide all users with excellent accessibility, navigation and a positive user experience.
Did you know that mobile users will bounce off of a landing page in just 3 seconds if it’s not optimised for their device? UX designers should take time to craft a mobile version of their webpage, that favours minimalism, quick calls to action and navigation flags throughout. Taking time to improve user accessibility will contribute to your site’s SERP score and could even see it rising up throughout a search string.
One site aspect in particular that B2B marketers should focus on is micro-interactions. Mobile users love feedback and interactivity when browsing a site. Whether these are visual or haptic-based, studies have proved that introducing micro-interactions can keep consumers engaged while also guiding them to the best destination for conversion.
2. Sync those socials
It’s no secret that social media marketing has become a formula for success for both B2B and B2C marketers in the wake of the e-commerce boom.
In fact, 72% of consumers now purchase products on social media using a mobile device. As one of the main vessels for online shopping in 2022, your social platforms not only need to be synced to your site but must also become their own e-commerce hub. As you can see above, a whopping 37% of Gen Z-based consumers now engage with shoppable ‘buy’ widgets on social platforms such as TikTok and Instagram.
If you want to remain ahead of the curve, it’s time to start introducing more interactive, shoppable content to your social content strategy. Engaging with popular commerce platforms such as TikTok is a great way to start.
Make sure your social content has a quick call to action and allows a mobile consumer to purchase directly from the platform, or follow the link to a site page with ease. For B2B marketers, your social platforms are also your ticket to improving and increasing business connections. According to data from My Customer, 87% of B2B firms actually view social media marketing as a key element of a mobile-based campaign.
Make sure that your social platforms provide quick contact links for mobile users as well as prioritising platform-based direct messages. These should be constantly monitored as they could contain opportunities for B2B partnerships.
3. Prioritise an immersive experience
Last but not least, your content should provide mobile users with an immersive experience, especially if you want them to keep coming back.
As the adoption of VR/AR becomes more popular within the mobile marketing sector, the B2B industry has now seen a 75% increase in using immersive tech within their campaign strategy.
Not only can it improve the visual experience for mobile users, but a VR/AR approach to campaigning is a great way to show potential business partners what your brand can do. The opportunities are endless, from immersive social content to introducing interactive elements to your site design.
Summary
As we step into a mobile future, there’s no doubt that content marketing will now take a mobile-first approach. Both site and social content by default must be optimised for the smartphone user as we move into the later stage of this decade, especially in the wake of metaverse trends, social platform domination and a booming eCommerce sector.
