Over the past decade, mobile-first approaches have become more popular and changed how we interact online. There’s almost nothing the desktop computer can do that smartphones can’t. It’s not surprising that well over half of web traffic comes from mobile devices. And for the first ever in the United States we have “smartphone only” internet users, who make up about 20%.
The Ericsson Mobility Report predicts that mobile traffic will increase by 25% by 2025. This traffic is largely attributed to video and streaming via mobile devices.
How mobile is reshaping B2B landscape
Modern life is a constant tether to mobile devices. The average person checks their phone dozens of time a day and multiple times per hour. It is therefore logical to optimize content for mobile devices as they are most likely to be used.
Image source: Oberlo
Mobile phones have revolutionized how people shop, especially in the B2B sector. Businesses need to adapt to the new, tech-savvy and independent buyers. We’ll explore how this shift affects the B2B market and what you can do to adapt.
1. Mobile-first buyers: what they need to know
BCG research found that B2B buyers used mobile phones in the workplace, and 60% said that they played a major role in their recent purchase decisions. Modern workforce is a mixture of Gen Xers, Millennials and Gen Zers who are tech-savvy. They multitask across multiple screens at work. They are also less likely to work at their desks, as they can do their jobs from home. Some even use their smartphones to stay productive while on the road. Early mobile leaders are also able to achieve higher levels of engagement in terms search queries, traffic generation, lead generation and conversion.
2. Accelerating the time to purchase
In their buying journey, 80% B2B buyers make use of mobile phones in various touchpoints. Mobile phones can also speed up sales by 20 percent by shortening the time between purchase and completion. This is achieved by improving teamwork and decision-making, especially with complex purchases. B2B buyers that use mobile extensively and work with traditional channels, take on average 49 days to go from lead generation through to purchase. Those who do not use mobile at all for purchasing decisions take on average 84 days.
3. Capturing value
Businesses who have adopted a mobile first approach know how important it is to design experiences that are simple and geared towards smartphone users. Mobile-friendly content is designed with simple features like less text and a vertical format to fit better on screens. It also emphasizes visuals like infographics, podcasts and videos. Positive customer experiences build brand loyalty. Over 90% of buyers with a positive mobile experience are likely to purchase from the same vendor in the future, compared to only 50% of those who had a negative mobile experience.
What is Mobile-First Design (MFD)?
When it comes to attracting and engaging potential customers, content is the key. It is important to remember that mobile devices are the most popular way of surfing the web. According to research, website visitors decide within a few seconds whether to remain on a site or leave. Your content must be mobile-first, so that it is easily digestible and accessible for those who are on the move.
Here’s an example of both a good and bad mobile-first design. (You will see the content that needs to be modified to make it mobile friendly).
Image source: Hippo Video Pricing Plan
We’ve considered a few things when deciding how to best present text on our mobile-first layout:
1. Keep it bite-sized
It can be difficult to read long paragraphs from a mobile device. Make sure your message is concise and clear, while still maintaining the essence of the topic. If your prospects are forced to scroll endlessly to read the content, they will quickly lose interest and become disengaged. It’s important to find the perfect balance between substance and style when writing a website copy or a blog.
2. Keep the tiles short
It is best to use headlines with 5 or 6 words. The headlines are easy to read and fit on the screen. The highest click-through rate is also found in short headlines.
3. Remove unnecessary words
Verbose content is much harder to grasp than simple, straight-to-the-point content. It’s important to use smaller words, because when it comes down to it, the screen real estate is all about economics. It’s best to use simple words as long as they convey the right information.
4. Make your CTA compelling
Users on mobile devices are in a rush to get the information they seek and to move onto the next thing. It is important to write compelling CTAs, and place them strategically in the article or on your website. Ideal is to make your CTA obvious and bold so that it stands out visually. It can be costly to miss the chance to include a CTA in the first few seconds after browsing.
Look at how we’ve used multiple CTAs on one page.
Image source: Hippo Video AI Editor
Video in B2B mobile sales
Video is another important aspect to consider when designing a mobile first design. Video is the most popular form of online content, and 90% of users watch videos on mobile devices. Creating crisp and personalized video helps customers to watch them on-the-go. Here are some tips to remember.
1. Keep it short, crisp and to the point
Short videos are the most popular. As a general rule, keep your videos under 2 minutes. After that point, the viewership of the video will drop like a water slide.
2. Use an eye-catching thumbnail
The cliche is still true: people tend to judge books by their covers. The thumbnail is crucial to the success of mobile video optimization. Include text, visual elements and facial expressions to reflect the mood of the video.
3. Optimize for audio independence
Hubspot discovered that 95% watched their videos in mute. Your video will miss the mark if you use excessive voiceovers to convey your message. You should include visual, textual and infographic messages to your video, so that your viewers can still get the message even if they watch it in mute.
4. Optimize aspect ratio, bitrate and resolution
The majority of prospects will not be viewing your video in full screen mode. They won’t like it if they need to turn their phone to make it fit. It’s important to choose the right aspect ratio for your video, depending on the content and platform you are uploading it to. Aspect ratios and resolutions that are well-known include:
Vertical video 9:16 Resolution: 600×750 Square video 1:1 600×600
If you’re uploading the video to multiple platforms, there is no magic bitrate. The bitrate of the video depends on several factors such as audio quality, frame rate, and resolution. Rule of thumb: make the file as small as possible without sacrificing quality.
Closing Thoughts
Text and video content will not only be around for a long time, but also drive a lot of business in a world dominated by mobile. According to the numerous studies cited in the article about short videos, they are likely to be the preferred content format for B2B communication at various touchpoints. You need to know how to create compelling sales videos that will engage your prospects at various stages of the sales process to stay on top of the game. A versatile video creation software that creates highly personalized videos on a large scale is required to pull this off. Learn how to do it at Hippo Video!
The post The Role Text and Video Play in a First-Mobile World appeared first on Affiliate Marketing Buzz.
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