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B2B營(yíng)銷 | B2B營(yíng)銷必須立刻馬上擁抱移動(dòng)端的三大理由

2017/02/09| 閱讀次數(shù)：258

3 Reasons B2B Marketers Must Embrace Mobile… Now

B2B營(yíng)銷必須立刻馬上擁抱移動(dòng)端的三大理由

Have you optimized your B2B website for mobile search? If not, columnist Patricia Hursh explains why you must work to become mobile-friendly immediately.

你的B2B網(wǎng)站做了移動(dòng)搜索引擎優(yōu)化嗎？如果沒(méi)有，專欄作家Patricia Hursh告訴你為什么必須馬上做到移動(dòng)友好。

We’re all familiar with recent statistics that illustrate the growth of mobile device usage. Over the last few years, we’ve seen internet usage on mobile devices grow to exceed PC. In 2015, Google announced that mobile searches now exceed desktop searches on their search engine. And it’s estimated that nearly 75 percent of the US population now owns a smartphone.

我們經(jīng)常能看到對(duì)于移動(dòng)設(shè)備使用量增長(zhǎng)的統(tǒng)計(jì)數(shù)據(jù)，在過(guò)去的幾年里，我們也看到，移動(dòng)設(shè)備的使用量已經(jīng)超過(guò)了PC的使用量。2015年，Google公司稱在他們的搜索引擎上，移動(dòng)端的搜索量已經(jīng)超過(guò)了桌面電腦端的搜索，而且，他們估算美國(guó)現(xiàn)在有近75%的互聯(lián)網(wǎng)用戶擁有智能手機(jī)。

Mobile is clearly a critical element of any successful marketing strategy. But what does increasing mobile usage mean specifically for B2B marketers? Why are so many B2B companies slow to adopt mobile marketing strategies, and how will this ultimately impact their business success?

顯然任何市場(chǎng)策略的成功，移動(dòng)端都是一個(gè)重要的因素。但是，移動(dòng)用戶的增長(zhǎng)對(duì)于B2B營(yíng)銷到底有什么特別的意義？為什么如此多的B2B公司對(duì)于移動(dòng)策略的采用都動(dòng)作緩慢，而這又將如何最終影響到它們的成功？

Here are three critical reasons B2B marketers need to embrace mobile… now.

以下是B2B營(yíng)銷必須立刻馬上擁抱移動(dòng)互聯(lián)網(wǎng)的三大原因。

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Mobile Impacts Fundamental Marketing Metrics

移動(dòng)端表現(xiàn)影響著營(yíng)銷的基本規(guī)則

Mobilegeddon might not have been the digital marketing calamity many were expecting, but B2B marketers must realize that there are significant and fundamental risks associated with not having a mobile-friendly website.

移動(dòng)算法或許并沒(méi)有像很多人所想像的那樣對(duì)數(shù)字營(yíng)銷產(chǎn)生災(zāi)難性影響，但是B2B站主們必須意識(shí)到如果你沒(méi)有一個(gè)移動(dòng)友好的網(wǎng)站，那么你將會(huì)面臨著重大的基礎(chǔ)性的風(fēng)險(xiǎn)。

According to CWS, businesses that do not provide a solid mobile experience encounter the following:

根據(jù)CWS的統(tǒng)計(jì)，未提供穩(wěn)定的移動(dòng)用戶體驗(yàn)的企業(yè)站普遍遇到以下問(wèn)題：

? A drop in organic ranking.

自然排名的下降

? A loss in mobile site traffic.

移動(dòng)流量的流失

? An increase in bounce rate.

彈出率上升

I believe that many B2B marketers remain unaware that providing a less-than-optimal mobile experience is jeopardizing fundamental online marketing success metrics such as visibility and website traffic.

我相信很多的B2B網(wǎng)站營(yíng)銷人員還未意識(shí)到，差強(qiáng)人意的移動(dòng)用戶體驗(yàn)，對(duì)于在線營(yíng)銷的成功會(huì)帶來(lái)災(zāi)難性的影響，比如網(wǎng)站的可見(jiàn)性和流量方面。

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Mobile Is Required For Customer Engagement

移動(dòng)站點(diǎn)是提高顧客粘性的必備

In addition to ensuring brand visibility and driving traffic, mobile-friendly websites increase customer loyalty, sentiment and engagement. Here’s a sampling of facts from a Google study entitled What Users Want Most From Mobile Sites Today.

除了提高品牌可見(jiàn)性和網(wǎng)站流量外，移動(dòng)友好的網(wǎng)站還能提高顧客的忠誠(chéng)度、對(duì)網(wǎng)站的感情和互動(dòng)性。以下是從一項(xiàng)題為《如今的用戶最想從移動(dòng)網(wǎng)站得到什么》的Google調(diào)研報(bào)告中節(jié)選的數(shù)據(jù)。

74 percent say they are likely to return to a company’s site in the future, if it is a mobile-friendly site.

74%的用戶說(shuō)他們有可能在未來(lái)回到那個(gè)公司的網(wǎng)站，如果該網(wǎng)站是移動(dòng)友好性的。

48 percent feel frustrated and annoyed if a company doesn’t have a mobile-friendly site.

48%的用戶會(huì)對(duì)一家公司感到失望或不滿，如果該公司沒(méi)有一個(gè)移動(dòng)友好的網(wǎng)站。

52 percent are less likely to engage with a company that has no mobile website.

52%的用戶表示有可能會(huì)與一家沒(méi)有移動(dòng)網(wǎng)站的公司繼續(xù)深入。

These are fairly dramatic statistics. B2B marketers can’t afford to annoy prospects and certainly shouldn’t erect barriers to engagement.

這是一個(gè)相當(dāng)戲劇性的統(tǒng)計(jì)數(shù)據(jù)。B2B站點(diǎn)顯然無(wú)法承擔(dān)用戶不滿的后果，而且也不應(yīng)該為用戶深入設(shè)置障礙。

A positive mobile experience is now absolutely required to successfully interact with prospects in order to drive engagement, leads and sales.

積極的移動(dòng)用戶體驗(yàn)現(xiàn)在顯然成為了驅(qū)動(dòng)用戶深入、引導(dǎo)用戶購(gòu)買和成交的必要條件。

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B2B Decision Makers Are Increasingly Using Mobile Devices

B2B企業(yè)的決策者們自身也越來(lái)越多地使用移動(dòng)設(shè)備

We know that business buyers rely on the internet during their research and selection process. But did you know that more and more of these decision-makers are using mobile devices? In fact, B2B mobile usage is intensifying throughout the entire buy cycle.

我們知道，企業(yè)買家們?cè)谒阉骱瓦x擇的過(guò)程中是依賴于互聯(lián)網(wǎng)的。但是你知道他們當(dāng)中越來(lái)越多的決策者們?cè)谑褂靡苿?dòng)設(shè)備嗎？事實(shí)上，移動(dòng)設(shè)備的使用量在B2B生意的整個(gè)購(gòu)買過(guò)程中正呈上升趨勢(shì)。

Google partnered with Millward Brown Digital to survey 3,000 B2B decision makers about their research and purchase habits. According to the study:

Google與Millward Brown Digital公司合作調(diào)查了3000位B2B企業(yè)的決策者的搜索和購(gòu)買習(xí)慣。調(diào)查得出如下結(jié)論：

42 percent of researchers use a mobile device during their B2B purchasing process.

42%的B2B采購(gòu)搜索是在移動(dòng)設(shè)備上進(jìn)行的。

Search activity for those using a smartphone has intensified. Google is reporting a 3X growth in mobile queries.

智能手機(jī)用戶的搜索行為在增加。Google稱移動(dòng)搜索量增加了3倍。

B2B researchers are not just using mobile devices when they are out of the office; 49 percent of B2B researchers who use their mobile devices for research do so while at work.

B2B搜索用戶們不僅在辦公室之外使用移動(dòng)設(shè)備，49%的B2B搜索用戶在辦公室工作時(shí)間也會(huì)使用移動(dòng)設(shè)備來(lái)進(jìn)行搜索。

It isn’t just consumer mobile usage that is growing. These days, B2B marketers, you must understand that your customers, your prospects and your buyers are using mobile devices more frequently than ever, at the office and outside of work hours, to make critical business decisions.

不止是終端顧客C的移動(dòng)設(shè)備使用量在增加?，F(xiàn)如今，B2B營(yíng)銷者們必須了解，你的終端顧客C、潛在顧客和你的B買家都比以前任何時(shí)候都更頻繁地使用移動(dòng)設(shè)備來(lái)做重要的商業(yè)決策，無(wú)論是在辦公室還是非工作時(shí)間。

Get Started: Mobile-Friendly Website Tips

啟動(dòng)：移動(dòng)友好網(wǎng)站的小貼士

So how should you determine the effectiveness of your company’s current mobile experience? I recommend taking these two very simple “get started” steps:

那么你如何判定你現(xiàn)有網(wǎng)站的移動(dòng)友好性？我建議采用以下兩個(gè)簡(jiǎn)單的“啟動(dòng)”步驟：

Assess and improve your Mobile PageSpeed.

提高移動(dòng)頁(yè)面的加載速度。

Understand and implement Mobile Design Best Practices.

采用最佳的移動(dòng)頁(yè)面設(shè)計(jì)。

Along with your PageSpeed Score, Google provides specific recommendations on what you should fix to improve the mobile experience. For example, in order to improve page load speed, you may need to enable compression, leverage browser caching, minify CSS, optimize images and avoid landing page redirects.

關(guān)于頁(yè)面加載速度評(píng)分，Google提供了一些具體的建議，教你如何提升用戶體驗(yàn)。比如，為了提高網(wǎng)頁(yè)加載速度，你需要啟用數(shù)據(jù)壓縮、平衡瀏覽器緩存、縮小CSS、優(yōu)化圖片，以及避免登陸頁(yè)面的重定向。

In terms of implementing mobile design best practices, you may need to improve things by using more legible font sizes, simplifying navigation, configuring the viewport and avoiding plugins.

關(guān)于最佳的移動(dòng)頁(yè)面設(shè)計(jì)，你需要從這些方面去改善：采用更清晰的字體、簡(jiǎn)化導(dǎo)航、配置視圖，和避免插件。

These two resources provide a simple and effective starting point for improving the mobile experience.

以上兩方面是提升移動(dòng)用戶體驗(yàn)的簡(jiǎn)單高效的開始步驟。

Mobile, Your Competitive Advantage

移動(dòng)網(wǎng)站，你的竟?fàn)巸?yōu)勢(shì)

Here is the bottom line for B2B marketers:

以下是B2B營(yíng)銷需知的底線：

The mobile experience is now directly impacting your fundamental online marketing success and affecting metrics such as visibility and traffic.

移動(dòng)用戶體驗(yàn)現(xiàn)已直接影響你的在線營(yíng)銷成功的基礎(chǔ)，而且在網(wǎng)站可見(jiàn)性和流量等細(xì)節(jié)方面影響搜索算法。

Providing a favorable mobile experience is absolutely required to continually engage prospects and drive leads and sales.

提拱良好的移動(dòng)用戶體驗(yàn)無(wú)疑是讓用戶繼續(xù)深入、引導(dǎo)用戶購(gòu)買和成交的必要條件。

B2B decision-makers are using mobile devices across all phases of the buy cycle and throughout the day (including at work).