I just did a random sampling of some of my favorite manufacturing sites. Want to know what I discovered? There are a few of you out there who are okay with handing your business over to your competitor. I have a quick B2B marketing tip for this year and every year that will help your advertising budget.
Here’s a little tough love: Your buyer evolved. Technology is changing the way your customer is interacting with you before you even know they are interested in your product.
And if you aren’t willing to update along with your buyer, there will always be a competitor who will.
I’m on the road this week and guess what? I’m using my phone and my tablet a lot. When I pull up a site that hasn’t updated, it doesn’t translate well on smaller screens.
If I were a buyer, that translates to moving on, possibly to check out your competitor who makes it easier to evaluate the solution I’m looking for.
A quick check and I’ve found that statistics back-up my admittedly unscientific sampling. About 53% of B2B marketers currently use mobile channels in their overall marketing strategy according to Salesforce. That means that roughly half of you aren’t tracking how buyers interact with your company from mobile platforms.
It’s like handing over business to your competitor.
So a 2016 tip: Check to make sure your website is responsive, which means it translates well across all screens, it’s easy to navigate, the important content is prominent, and your contact information is easy to find. And if you’re still not convinced, ask yourself, Are you ready to hand over your business to your competitor? Because that 53% will continue to grow.