With the constant development of new mobile digital technologies, mobile devices have become an integral part of our daily routine. Consumers, marketers, and businesses have adapted their strategies to incorporate mobile devices, taking on apps and systems created with the user in mind.
To survive as a flourishing business in the digital age, marketers must embrace the changes mobile devices have brought to the industry and use them to gain an edge over the competition.
Mobile Device Usage at an All-Time High
The more advanced mobile device technology becomes, the more it appeals to people for every aspect of life, such as scheduling, communicating, and shopping.
Mobile device usage has steadily climbed in the last decade, outstripping desktop usage in 2014 and continuing to escalate into the billions for the foreseeable future.
Moreover, myriad companies were quick to realize that multichannel marketing is the answer to staying relevant. They adjusted their websites to accommodate mobile devices, such as smartphones and tablets.
Start-up companies had to be one step ahead, however. They realized the best marketing strategies placed the needs of mobile devices above other digital platforms.
Smart companies jumped on board without hesitation, but it wasn’t until Google’s Mobilegeddon, an update designed to boost the SEO of mobile-friendly sites, that all companies felt pressure to adapt their marketing strategies.
Several mobile apps (designed to aid in the workplace and present solutions to note-taking, long-distance group collaborations, and other work-related issues) appeared.
Companies everywhere began changing their media platforms to embrace the mobile revolution.
What You Need to Know About Mobile Marketing
Many customers today access websites only through their mobile devices, making business owners hard-pressed to find content techniques that will set their site or app above the rest.
Understanding what users of mobile devices want in a website can help you reassess your current marketing strategy and integrate necessary changes.
Here’s a look at some must-haves for a mobile site.
Content should come first. Like any aspect of business, the user should come first when you consider your mobile-first marketing strategy. Users are looking for personalization and hyper-relevance in their mobile searches. Website visitors will recognize, with just one glance at a page, when their needs aren’t being met. Only satisfying the broad needs of every customer won’t work; instead, focus on localized content using Google Trends and use what’s trending to your advantage.
The content that appears on a mobile device needs to be crisp, concise, and relevant. Google Think Insights conducted a Mobile Search Moments Study, which found that mobile headlines need to be bold and clear to be easily read on the go and to attract customer attention.
The most-frequented content included easy calls-to-action, such as “share this on Facebook” or “tweet this.” Mobile content should lend itself to short actions, such as taking photos, liking things, or reading short blurbs of information.
Video content marketing is huge. Video content reaches a wider audience than standard text audience. Short video content, such as ads, are viewed the most often on mobile phones.
Marketing strategies that take advantage of this large amount of video content-viewing on mobile phones have the highest chance of increasing brand awareness. Short ads, informative video content, and entertaining content can all generate increased site traffic and better conversion rates.
Video content is more popular than ever with the rise of hybrid video conferencing technology. It allows businesses to chat face to face with customers through their mobile devices. This video aspect is a unique way to show customers support and let them feel that their questions and problems can be immediately tended to.
Your content needs to be responsive. One of the biggest changes from desktop access to mobile devices is the amount of user interaction involved.
When a site is accessed from a mobile device, users expect a certain level of site responsiveness. They should be able to touch your company’s phone number on screen and automatically begin a call, and order an item by simply pressing the shopping cart. The ease with which your customers can navigate and use your site without using a keyboard directly affects your conversion rates.
You should design your site around mobile devices, and then change it for desktops—not the other way around. Companies must realize that mobile-first marketing does not mean taking your pre-established website and editing it to suit the needs of mobile devices.
Mobile-first marketing is creating a mobile site that works and then adding to that for desktop sites.
Trying to squeeze your full website’s content onto the first page of your mobile site will not work. Users need a clean and simple opening page, with the option to expand on different subjects that interest them. Too many words or links will turn your customer away.
By designing your site for mobile devices before other devices, you ensure your site looks its absolute best on your customers’ preferred device.
What to Consider on Your Mobile-First Marketing Journey
Now that you know the biggest areas to focus on, you need to understand the business aspects—the cost, the changing audience, who you need to hire, and what it means for your company’s bottom line.
Like all company improvements, mobile marketing doesn’t come without costs, but its ROI is much higher than other forms of marketing campaigns.
Your company should first define your conversion goals as part of your mobile-first marketing strategy.
Once you’ve established your conversion goals, you’ll find it easier to design your mobile site to meet those needs. For example, if you want your customers to be able to touch on a link that brings them to the sign-up page, don’t make the link too close to other links or it will be too difficult for users to click the correct point. These small infractions irritate customers, who will then be more likely to try a different site instead.
White space is more important than ever in your mobile-first marketing strategy for this reason. With no mouse to enable exact clicking, users are relying on their fingers to navigate your website. Your calls-to-action should all be clickable, and your social media platforms should be connected to your mobile site for easy conversions.
The good news is that 40% of shoppers are less likely to browse around other sites when using their mobile device. So if you get it right the first time, your odds are very high of closing a sale.
Get Started With Mobile-First Marketing Today
Mobile-first marketing cannot be ignored by businesses for long, or else they risk being left in the dust. But many companies have focused on their desktop website and content, and do not know where to begin to make the transition (or start over) to center around mobile marketing. Fortunately, tools that can give helpful advice for beginners and sites that specialize in mobile app design and content strategy exist.
Application design can make or break your mobile-first marketing strategy, and it is best left to a professional. You’ll need to make templates, come up with stunning visuals, decide what video and photo content is need, ensure multichannel access, and figure out many other complex aspects of digital mobile marketing. But the benefits you’ll receive from switching your strategy to embrace mobile-first marketing far exceed the struggle to perfect your mobile site.