The growing digital landscape has dramatically changed the way we search, interact and consume content. It has put more pressure on B2B organisations to evaluate what they look like online and how their materials come across on all digital channels.
By 2019, the use of mobile internet will account for 26% of the global media consumption according to Zenith. Mobile phones, tablets and other compact, portable devices have become faster, smarter and more accessible for businesses around the globe.
In addition, voice and visual searching are fast becoming popular mobile tools. According to Gartner, by 2021, early adopter brands that redesign their websites to support visual and voice search will increase digital commerce revenue by 30%. The B2B companies that find the best ways to incorporate these features into their online platforms will have an advantage.
Still, making online channels responsive and content easily accessible should be one of the first priorities for all B2B organisations. It means your website, Social Media platforms and all content within it are optimised for all types of devices.
Having a responsive site ensures the audience gets a similar experience no matter where they are. With over 5 billion unique mobile users in the world, according to GSMA, this is becoming even more critical for modern businesses.
B2B organisations often spend a lot of time considering the website developer and agency to carry out the branding but fail to look beyond the desktop. A site that works really well on a desktop computer could potentially fail to operate properly on other devices.
A very video heavy website that contains a lot of high-res images, for example, could take a lot longer to load on a mobile compared to a simple and clean website. Businesses need to fully test their sites to ensure their readers can access their channels. Any disruptions to readers could have serious negative consequences.
B2B organisations should also ensure content is visually consistent with their brand across all devices. To find out why a strong visual brand matters, check out our blog: http://bit.ly/VisualBrandSuccess.
In an increasingly mobile-friendly culture, B2B organisations need to understand how they come across online. Having a site that doesn’t read well on a mobile phone could drive potential customers away.
Consistent, responsive and accessible channels build trust, long-term relationships and speeds up the sales process. Your customers and potential employees will be able to easily look you up online and know that you’re a business that they can trust.
At Ilex, we’ve helped our partners develop a strong online presence. We ensure the content we produce is suited to mobile, desktop and all types of devices. It’s at the forefront of our planning when we structure, develop and design content and sites. Find out how we can help you get your B2B business mobile-ready: info(@)ilexcontent.com.