If you are like the majority of American adults, you spend far more time on your mobile device than on your desktop or even your laptop. Many users find the convenience of a smartphone is addicting, using their phones to browse for information on-the-go, scour social media, look for deals, play games and get directions. Having all of these tools on one tablet or smartphone has even increased the total time spent on screen-based activities as users rely on their mobile devices more and more.
And, where the crowds go, marketers are sure to follow. Companies have found that it is increasingly important to optimize their content for mobile devices, since the majority of their users will likely be on a smaller phone or tablet screen. Nearly half of users expect content to load quickly and look good on whatever screen they are using, and about 40% of users will abandon a page after waiting just 3 seconds for a page to load. But, brands that aren’t mobile optimized will likely suffer from more than one or two dropped leads; 79% of shoppers report they will go to a competitor after a poor experience and 44% say they warn their friends and family about bad experiences they’ve had online.
Here are five ways to better address mobile users with your mobile marketing content.
You will want to boil down your content as much as possible and design your graphics for the limited size of mobile devices. In order to get mobile users to engage with your content, you need to update your site with a mobile-friendly responsive web design.
Responsive storytelling uses the device of your viewer to adjust content to better fit their situation. You might have content customized based on the user’s location, browser, device type, past activity on your site, selection of keywords or other contextual clues.
There are various platforms that are mobile-specific in nature. SMS texting through a mass texting service can help reach users with messages that are sure to be seen. Brands can also utilize mobile payment platforms or in-app messaging to reach users directly on their devices. A multi-channel approach with marketing automation will help a brand take advantage of the many opportunities presented with mobile activity.
As you adjust your design to fit mobile, you will want to adjust your CTAs as well by auditing your website’s SEO. Use larger buttons with mobile-specific action prompts (such as “call now” buttons that enable dialing or directions links to get them to your location through their phone GPS). Simplify the hoop-jumping and use as few steps as possible to get users to the intended goal to ensure fewer loading times. Use smart lead capture forms that reduce the number of fields to as few as possible by tracking what information you already have about a given lead.
Most importantly, be careful to avoid wasting a user’s time on mobile by carefully analyzing the combination of your various SEO marketing campaigns. Look at mobile marketing as a privilege – you have unprecedented access to your consumer base and should be careful not to abuse that opportunity.
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