The article “B2Bs Must Shift to Support the Mobile Marketing Conundrum,” on Forbes highlights the fact that many B2B organizations are still lagging when it comes to implementing a dynamic mobile marketing strategy. If an organization’s website isn’t mobile optimized, chances are, it’s not easy to navigate and this will end up driving your audience away. The aforementioned Forbes article points out that 96 percent of consumers have encountered a mobile website that wasn’t “mobile friendly.” That number isn’t surprising, since many healthcare organizations are still puzzled about what “mobile friendly” really means.

Below are three tips healthcare organizations should consider following to improve mobile marketing strategies in 2015.

  1. Ensure that your website is mobile friendly, fast, and easy. Businesses and consumers alike are much less likely to visit a website again if they have difficulty accessing it on their mobile devices. In addition, content should be easy to find and download. Visitors want to be able to find information quickly and be able to read it on smaller screens.
  2. Design a website with easy to share content. Social media shares are an effective method of free marketing for businesses. Including links that allow users to post the content on Facebook, Twitter, or LinkedIn will result in a dramatic increase in a healthcare organization’s social media presence. Visitors are unlikely to bookmark the content and post it later if they are unable to do so from their mobile devices.
  3. Create an app. Mobile apps have become a huge trend, but are largely under-utilized in B2B marketing. ComScore’s S. Mobile App Report concluded that Americans spend over half of their time on mobile applications, and this trend shows no signs of slowing down. While healthcare organizations can take advantage of this phenomenon and create their own app, they should also consider how their content will function within other applications such as LinkedIn. Potential buyers should be able to access your content in these other apps to maximize marketing potential.

Healthcare organizations should take advantage of mobile marketing if they want to stay relevant. The three tips outlined above are simple ways to help healthcare organizations improve their mobile marketing footprint.

Is mobile marketing part of your digital and online marketing strategy? Is your organization planning on investing more in mobile marketing in 2015?

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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