to fix 5 mobile B2B advertising errors

Insider Intelligence reports that more than half the B2B ads will be placed on mobile in this year’s first ever.

It is a great time to fix the biggest mistakes B2B marketers continue to make when using mobile ads.

B2B marketers must focus on the desktop experience because it is where most quality conversions occur. However, ignoring to maximize half their potential to engage users can have ripple effects down the funnel.

Mobile user flow and UX are very different from desktop. Mobile layout, size, attention span, intent, and ease-of-use all differ fundamentally. This is something that B2B marketers often overlook when creating mobile flows.

Let’s look at the mistakes I see in marketers and how they can be corrected.

1. Not taking into account mobile user intent

B2B audiences are more mobile-friendly and more engaged than ever, but it is still important to evaluate intent and attention spans and integrate that into UX.

Although users aren’t likely to make big business decisions via their smartphones, they may be open for quick messaging that provides insight into their problems.

Many marketers repeat what they do on desktop too often. Mobile intent should inform everything, from content selection and call to action to channel selection.

If you are pushing long-form, signature content on mobile, consider “read later” and “send to mail” options. Or promote a shorter blog post to entice the user to download the entire file.

Instead of asking for a demo, which could open a calendaring feature that mobile users don’t know how to use, you might try “ask for a demo”, which places the responsibility on your business development team.

2. Mistake 2: You don’t dial in creative specifically to mobile

In this example, creative includes everything from landing pages layout to ad size to video.

First, it is not possible for marketers to simply adjust page dimensions to fit on a smartphone screen without first analyzing what users see above the fold.

• It is the most powerful message you can send.
• Is it clear to the user what the CTA is or how can they move forward?

Mobile is much smaller than desktop, so make sure you use it efficiently.

There are still many opportunities to improve ad sizing. Social ads are often limited to squares or rectangles, which is why marketers tend to ignore larger mobile sizes.

Instead of using square or rectangular creative on LinkedIn to promote mobile sponsored content, some big brands choose to use it instead. This allows them to command more attention and is much more effective.

As for video, shorter attention span matters. Mobile users need to be able to get to the point within the first three seconds of any video.

Video content is still difficult to produce, so it’s possible for B2B brands to have a few long-form pieces.

It’s okay, but the art will still be in the edit. You can quickly get to the point by using text overlay.

You should consider the platform from both an intent- and sizing perspective. Would you consider promoting user-generated content on YouTube, LinkedIn or #tiktokforbusiness if it is more appropriate?

3. Mistake: Looking at incorrect data

Marketers have already taken the steps to segment conversions by device and allocate spend accordingly. Too many marketers have not yet taken the next step of tracking CRM data to determine the quality and quantity of conversions per device.

Mobile conversions are, with rare exceptions and exceptions to the rule, more funnel-oriented than desktop conversions. Marketers must still be able to determine the truth and extent conversion value, and then bid accordingly.

Integrate CRM data to make sure your mobile campaigns are worth the investment.

4. Mistake: Lead forms that are not balanced in quality and quantity.

It doesn’t matter if you use direct lead gen forms via paid social, or if you simply send users to a landing page for direct responses, it is important that you find the right balance between quality and quantity with your forms.

Many form integrations offer auto-fill. This is great for users and marketers. However, too many fields can lead to spam.

It is important to get all the information you need to evaluate the qualification of the lead, but not to ask any further questions.

Facebook has made many improvements to its B2B functionality. Lead gen forms now allow marketers the ability to add custom questions. Although this increases the entry barrier, it can be used to reduce spam.

LinkedIn offers the ability to ask for a business email and allows you to create custom questions and check-boxes. This will allow you to refine your quality.

No matter what your approach may be, whether it’s to open as many faucets as you can and filter out spam, track conversion rates and corresponding lead quality.

Mistake 5: Replicating desktop channel strategies

Although search and social are two of the most valuable channels on mobile, you shouldn’t assume that all channels that perform on mobile should be included in your mobile mix.

Display is not a channel to be used for mobile audiences unless you have an innovative, thought-provoking message.

If you have an ABM strategy that is clearly defined with messaging and goals for each company, it can work. The sales team must also be fully committed. It must be part of a larger puzzle.

You’re asking your users to do more than just click on annoying ads blocking them from the content they want. This is something I don’t recommend to my clients and rarely do myself.

Mobile B2B marketing campaigns can be improved

You’re likely to be thinking about dozens more nuances that distinguish the mobile B2B advertising experience and its desktop counterpart as you read this.

Think this way and you’ll soon be able to create separate strategies for mobile and desktop audiences. You will reap the benefits along the entire customer journey.

Search Engine Land first published the post 5 mobile advertising mistakes and how you can correct them.