If mobile isn’t your main priority right now, you’re not alone. eMarketer reported that most companies dedicate about a quarter of their budgets to mobile efforts, but that’s supposed to triple within the next three years. Click to play the video below, or read on for the text version. 

B2Bs that primarily sell online may be thinking: “My customers aren’t doing local searches to find me. Mobile search is for retail stores and brick-and-mortar businesses. What’s the value for us?”

There may truth to that – but here are some facts you can’t deny:

  • 58 percent of Americans owned smartphones as of last year
  • 60 percent of people use their cell phones to access the internet
  • Mobile phones are the primary way 34 percent of people go online
  • 65 percent of emails are opened on mobile devices

No matter what industry you’re in, your customers ARE interacting with your business on mobile. Here are some tips to start optimizing your web content for mobile in the new year:

1. Think about mobile search intent

If people want to buy specific items from your ecommerce store, make it easy for them to find what they need … and don’t require them to fill out a lot of forms before the shopping cart.

2. Create videos for on-demand viewing

According to a Nielsen study, 28 percent of people watch video on mobile devices at least once a day, making video content the most popular format for mobile devices.

But there’s nothing more frustrating than trying to play a video on your phone, and having to wait minutes for it to load. Make sure the format you’re promoting is optimized for mobile.

3. Make conversions painless

If you want visitors to buy something from your site, make the checkout process simple and fast. Likewise, if you want your mobile traffic to convert some other way – like signing up for a newsletter or contacting your business, make sure the CTAs are visible on the screen. They might not do a lot of pinching and scrolling – and you could miss opportunities to convert qualified visitors.  

4. Optimize the copy for mobile viewing

Break up the text on the page for mobile readers with subheads, short paragraphs and in-line images. People reading online don’t want to come up against a giant wall of text, no matter how good it is.

What other strategies do you use for mobile visitors? Let us know by tweeting @Brafton or leaving us a comment below. I’m Lauren Kaye. Thanks for tuning into this week’s Content and Coffee and happy content marketing!

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.