Is Your Sales Content Easily Viewable On Mobile Devices?
While most B2B salespeople aren’t designing websites, they do need to be thinking about design elements if they want to remove potential obstacles between them and a potential sale.
Think about it this way: Your prospects need to find, consume and enjoy the personalized sales content produced by your organization, and the more this happens, the more likely you are to gain customers. So while it might not be your job to consider how your organization’s content is presented online, it’s still a really good idea to know how it’s done. Heck, you know your prospects better than anyone; you might even be able to offer suggestions.
Regardless, these days it’s especially important for salespeople and their organizations to consider the increasing nature of mobile Internet access and how that impacts the content they’re producing.
Research suggests that mobile access to the web will surpass fixed-access sometime this year. It’s safe to say that the amount of content being viewed on smartphones and tablets will continue to grow. Just consider your own habits; you probably read industry-related articles (like this one) on your iPhone while you’re on the subway or in front of the TV, don’t you? That means if your organization’s personalized sales content isn’t easily viewable on smartphones, tablets and desktops, it’s less likely that people will consume it.
So what do you do with this kind of knowledge? Perhaps it’s time to suggest an increase in two-minute educational videos rather than longer whitepapers. People watch videos on their smartphones all the time, but large PDFs of complicated information just isn’t as easy to consume on those smaller screens.
With that in mind, here are two things you should consider about how your organization creates and distributes online content to your mobile-connected prospects.
- You might have to change how you create content: For starters, it’s important to consider the different ways you write content. If it’s going to be viewed on a mobile device, for example, write shorter, more concise content. As we mentioned above, in-depth white papers probably won’t be too successful if your clients typically use their iPhone to read your stuff. It’s just too difficult to see.
- You might have to change how you design content: Design is critical for content accessibility. Salespeople are just now starting to realize how important this is. Say, for example, that your prospects are reading something online; you don’t want them to have to click on five links to actually get to the content they’re trying to reach. Mobile access means it’s important to limit the number of clicks, scrolls and pinches. Be sensitive to certain file formats because they can be a nuisance on those devices. Images are important and should be included as long as they’re bright; dark images are tough to see in the sunlight.
The Tellwise Nutshell (TTN): It’s time to remind your organization that mobile is a big deal. A lot of personalized sales content is being consumed this way and it’s important that you keep up with the trends. To be successful, salespeople and their organizations need to effectively manage a multi-device approach to content distribution.