92% of B2B execs use a smartphone for business, and 72% use their phones to conduct product research for work. (IDG Global Solutions) The implications are clear: B2B marketers simply can’t afford to make mistakes when it comes to mobile marketing. Unfortunately, only 13% of marketers feel very confident in their mobile marketing abilities, so mistakes are certainly being made. Let’s take a look at four of the most common mobile errors and how to fix them.
1. Your website fails the Mobile-Friendly Test.
As you’ve probably heard, Google is rolling out some big changes to its algorithms on April 21st to ensure users are getting search results that are optimized for their devices. You may have seen this update referred to by intimidating names like Mobilegeddon and Mopocalypse, but there’s no need to panic. Fortunately, Google’s Mobile-Friendly Test makes it easy to determine whether your website meets the requirements for mobile friendliness. Responsive web design is the new normal—and this update should be a welcome wake-up call for businesses who, according to BrightEdge, lose 68% of organic search traffic due to mobile implementation issues.
2. Your website is mobile-friendly, but your content isn’t.
So, your website passes the Mobile-Friendly Test—but that doesn’t necessarily mean your mobile visitors will have an ideal web experience. In addition to ensuring your layout and design look good on mobile, make sure any visual content is also accessible on a smartphone. That means SlideShares, infographics, and any videos with text should be easy to read without squinting or doing that annoying zoom-scroll-zoom thing. (You know what I’m talking about.)
3. You posts links that inconvenience your social media followers.
Twitter is great for many things—gifs, parody accounts, and lead generation, to name a few—but it’s not so great when it comes to cross-app navigation. Be careful to avoid posting links on Twitter that don’t open easily on mobile. For example, don’t post links to Facebook or Instagram on Twitter because they won’t open in the user’s native apps; instead, they’ll open in a new browser window, and the user will have to log in. If you absolutely must post cross-channel links, think about posting them at times your audience is more likely to be on their laptops rather than their smartphones.
4. You’re not offering anything useful “above the fold” in your marketing emails.
According to Movable Ink, 47% of emails are now opened on a smartphone. You’re probably already using responsive email templates for your marketing emails, but are you also paying attention to what’s “above the fold” in your communications?
Of course, getting people to open your email is the first step—but once they open it, you’ve got just a couple seconds to capture their attention. Readers shouldn’t have to scroll to understand the value of the email, so make sure you’re placing valuable offers where they can easily be seen. This leaves you much less space on mobile than on a computer screen to make an impression, so think carefully about content placement.
What other mistakes do you see marketers making when it comes to mobile? Let us know in the comments—and be sure to stay tuned for more information about Google’s April 21st algorithm update in tomorrow’s post.