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B2B营销 | B2B营销必须立刻马上拥抱移动端的三大理由

发布时间：2017-02-09

3 Reasons B2B Marketers Must Embrace Mobile… Now

B2B营销必须立刻马上拥抱移动端的三大理由

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网站做了移动搜索引擎优化吗？如果没有，专栏作家Patricia Hursh告诉你为什么必须马上做到移动友好。

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.

我们经常能看到对于移动设备使用量增长的统计数据，在过去的几年里，我们也看到，移动设备的使用量已经超过了PC的使用量。2015年，Google公司称在他们的搜索引擎上，移动端的搜索量已经超过了桌面电脑端的搜索，而且，他们估算美国现在有近75%的互联网用户拥有智能手机。

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?

显然任何市场策略的成功，移动端都是一个重要的因素。但是，移动用户的增长对于B2B营销到底有什么特别的意义？为什么如此多的B2B公司对于移动策略的采用都动作缓慢，而这又将如何最终影响到它们的成功？

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

以下是B2B营销必须立刻马上拥抱移动互联网的三大原因。

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Mobile Impacts Fundamental Marketing Metrics

移动端表现影响着营销的基本规则

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.

移动算法或许并没有像很多人所想像的那样对数字营销产生灾难性影响，但是B2B站主们必须意识到如果你没有一个移动友好的网站，那么你将会面临着重大的基础性的风险。

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

根据CWS的统计，未提供稳定的移动用户体验的企业站普遍遇到以下问题：

▷ A drop in organic ranking.

自然排名的下降

▷ A loss in mobile site traffic.

移动流量的流失

▷ An increase in bounce rate.

弹出率上升

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网站营销人员还未意识到，差强人意的移动用户体验，对于在线营销的成功会带来灾难性的影响，比如网站的可见性和流量方面。

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Mobile Is Required For Customer Engagement

移动站点是提高顾客粘性的必备

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.

除了提高品牌可见性和网站流量外，移动友好的网站还能提高顾客的忠诚度、对网站的感情和互动性。以下是从一项题为《如今的用户最想从移动网站得到什么》的Google调研报告中节选的数据。

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

74%的用户说他们有可能在未来回到那个公司的网站，如果该网站是移动友好性的。

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

48%的用户会对一家公司感到失望或不满，如果该公司没有一个移动友好的网站。

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

52%的用户表示有可能会与一家没有移动网站的公司继续深入。

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

这是一个相当戏剧性的统计数据。B2B站点显然无法承担用户不满的后果，而且也不应该为用户深入设置障碍。

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

积极的移动用户体验现在显然成为了驱动用户深入、引导用户购买和成交的必要条件。

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B2B Decision Makers Are Increasingly Using Mobile Devices

B2B企业的决策者们自身也越来越多地使用移动设备

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.

我们知道，企业买家们在搜索和选择的过程中是依赖于互联网的。但是你知道他们当中越来越多的决策者们在使用移动设备吗？事实上，移动设备的使用量在B2B生意的整个购买过程中正呈上升趋势。

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

Google与Millward Brown Digital公司合作调查了3000位B2B企业的决策者的搜索和购买习惯。调查得出如下结论：

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

42%的B2B采购搜索是在移动设备上进行的。

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

智能手机用户的搜索行为在增加。Google称移动搜索量增加了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搜索用户们不仅在办公室之外使用移动设备，49%的B2B搜索用户在办公室工作时间也会使用移动设备来进行搜索。

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.

不止是终端顾客C的移动设备使用量在增加。现如今，B2B营销者们必须了解，你的终端顾客C、潜在顾客和你的B买家都比以前任何时候都更频繁地使用移动设备来做重要的商业决策，无论是在办公室还是非工作时间。

Get Started: Mobile-Friendly Website Tips

启动：移动友好网站的小贴士

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

那么你如何判定你现有网站的移动友好性？我建议采用以下两个简单的“启动”步骤：

Assess and improve your Mobile PageSpeed.

提高移动页面的加载速度。

Understand and implement Mobile Design Best Practices.

采用最佳的移动页面设计。

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.

关于页面加载速度评分，Google提供了一些具体的建议，教你如何提升用户体验。比如，为了提高网页加载速度，你需要启用数据压缩、平衡浏览器缓存、缩小CSS、优化图片，以及避免登陆页面的重定向。

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.

关于最佳的移动页面设计，你需要从这些方面去改善：采用更清晰的字体、简化导航、配置视图，和避免插件。

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

以上两方面是提升移动用户体验的简单高效的开始步骤。

Mobile, Your Competitive Advantage

移动网站，你的竟争优势

Here is the bottom line for B2B marketers:

以下是B2B营销需知的底线：

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

移动用户体验现已直接影响你的在线营销成功的基础，而且在网站可见性和流量等细节方面影响搜索算法。

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

提拱良好的移动用户体验无疑是让用户继续深入、引导用户购买和成交的必要条件。

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