B2B Online Marketing: What Do B2B Mobile Users Typically Do On Websites?

Online marketing for mobile devices in the B2B community still has room to grow, largely because of the misconception that mobile usage doesn’t fit the B2B buyer demographic.

The truth is that almost everyone—regardless of the industry—now uses a mobile device to look up both personal and business information. We've reached a point where we'll all be shopping or finding information on a mobile device before the end of the decade.

While you have probably already employed responsive or adaptive design to make your site work on all mobile devices and operating systems, you still have more work to do. Next, you have to place yourself in the shoes of the user and incorporate more astute ways to market yourself on your website. You can base this off of what buyers typically do when visiting a B2B website for the first time. Here are the three most common reasons that a potential buyer will visit your site:

1. To Learn About Your Company

This is cited as the number-one reason that buyers will visit your B2B site. They are weighing their options and doing research to decide whom to buy from. In most cases, buyers do this long before you even market directly to them since they frequently seek basic information on their own. It's why you need to provide as much compelling marketing content as possible directly on your homepage. Give your potential buyers as much information as you can up front, so they can get an immediate idea of how you fit their criteria.

Because this content gets seen on mobile screens, you don't want excessive media that could slow your site down. Rather than using multiple videos and extensive imagery, you're better off consolidating your opening message down to one short video and perhaps one full-screen background image. With some ingenuity, you can consolidate your message. For ideal mobile optimization, figure out how to say a lot with very little.

2. To Find Directions To Your Physical Location

You might be surprised to learn that this is the second most popular action that visitors make on B2B sites. Maybe most of your marketing efforts are focused on the desktop crowd, which means that you haven’t thought much about providing directions.

If you have a physical location in addition to your online store, you should provide a map on the mobile edition of your website. GPS-related maps can help you create real-time discountsthat you market to buyers who are in your vicinity.

Don't underestimate the value of buyers coming to a physical store to buy your products. When they can physically inspect items, they tend to make better decisions. They also like being able to leave with the product they need, and not have to wait for it to arrive in the mail.

3. To Contact You Immediately

Buyers place this at the top of their list when looking for information. Always make sure that your phone number and email address are prominently displayed on your site. The more places you can post a phone number, the better. Don’t forget to include it at the end of your blogs or call-to-actions at the ends of videos.

Your contact information should be distinctly displayed, and in a large font size. Remember, mobile users are on a smaller screen and may be on the go. You want to capture buyers by either making a quick sale or giving them more information to make a final sale later. By making yourself easily reachable, you’ll start building trust in your relationship with your client.

Mobile users come to your site because they need more information from you and about you. Your first priority is to give them that information, and not delay them. Once they’re there, you have the opportunity to make a fast sale. By offering information about who you are, and by giving your clear location and contact information, you will build trust and speed up the buying process.