An Inbound Marketer’s Essentials: Air, Water, Food and Smartphone

Andrea Miller

Written by Andrea Miller on Tue, Feb 14, 2017

How many times a day would you guess you reach for your phone? If you are like most Americans, it’s 47 times a day! A 2016 study by Deloitte revealed that’s the average amount of times Americans check their smartphones each day. Since we can’t seem to put the phones down, it’s time to get serious about marketing our businesses on mobile.  

We’ve been talking about using mobile for inbound marketing for years, even before Google cracked down with Mobilegeddon in 2015. That’s when a new algorithm gave a boost to mobile-friendly pages in Google’s mobile search results. Many companies developed a mobile marketing strategy as a result, but though it may seem obvious, many still have not. A Google study found that 96% of consumers have encountered sites that weren't designed with mobile in mind. And that doesn’t sit well with them. 52% of users in that study say a bad mobile experience made them less likely to engage with a company.

Develop a Mobile Strategy

Every business, no matter how small or large, needs a mobile strategy. That goes for B2B as well as B2C companies, though we like to call them all P2P or person-to-person. B2B purchasing searches conducted via mobile have tripled since 2012. All of your content, product features and digital assets should be mobile responsive and easily shareable. Think about your purchase flow and make sure it’s quick and easy for users on the go. Considering 82% of smartphone users turn to their phones inside a store when making purchase decisions, the line between the physical and online worlds is quickly becoming a blur.   

Every business, no matter how small or large, needs a mobile strategy. That goes for B2B as well as B2C companies, though we like to call them all P2P or person-to-person. CLICK TO TWEET intents@1x.png

To App or Not

Consider whether an app would make your customers’ lives easier. Since you will be competing with over 2 million apps, it’s important to make sure your investment will pay off. 85% of mobile time is spent in apps. While that’s an impressive number and may make you want to run to the nearest app developer, this stat may stop you in your tracks: 8 out of every 10 minutes of app time is spent solely in an individual’s top 3 apps. Across industries, the web drives double the amount of site traffic than apps. So, if you don’t happen to be Amazon or Walmart, the only two of the top 30 U.S. retailers who drove more than half of their visits via their apps, the mobile web might be where you get the most bang for your buck.

Optimize Your Website

There are two ways to transform your website into mobile-friendly:

  1. Responsive design: This is a type of design in which your website’s content has the ability to scale to different screen sizes. The HubSpot Content Optimization System (COS), which we are big fans of, uses responsive design and automatically optimizes your content to every device, whether it is being viewed on a desktop, tablet or phone.
  2. Mobile optimization: This is designing a separate site that leverages the mobile platform. This type of design takes into account that mobile users behave differently and have different needs depending on what device is being used.  

Key Considerations for Your Mobile Site

A mobile site should utilize a simplified design that brings the essential information mobile users would be searching for right to them.

  • Content should be prioritized based on what your users need. That doesn’t mean you will make less content available on a mobile site. Instead, your content will be organized to give users what they want first. Make sure the rest of your content is there and can be found, even if it takes a few more clicks to go deeper into the experience.
  • Simplifying your website will also help increase page speed, which is a must for someone connecting on the go.
  • Remove pop-ups and flash or risk losing task-oriented mobile users.

In addition to simplifying your site, consider its usability for mobile. Scale up text and buttons while scaling down titles, descriptions and even form fields.

  • Design for the fat finger: Users should be able to navigate the majority of your site using only their thumb, so keep that in mind when designing spacing, buttons and navigation options.
  • Localized search: By inserting your address into key areas across your site, you can ensure mobile users can easily find your business via search. It’s also a good idea to embed a Google Map of your location on a page on your site.
  • SERPS: You’ve got less screen space to work with when a user is searching on a mobile device, so be as concise as possible when creating page titles, URLs and meta descriptions in order to get the best SERPS.

Now is the time to shift your focus away from desktop and towards mobile! Want to test to see how mobile ready your website is? HubSpot has a free Website Grader tool. If you didn’t score high, let us know and we’ll send you suggestions for getting on the right content management system for your business.  

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