Marketers love to see the results of their work in conversions and sales. That’s why mastering the conversion funnel, as prospects move from discovery to consideration to purchase is a must. But here at Readz we believe that many inbound marketers miss something major when trying to increase conversion rates.
Ritika Puri has a great roundup of different takes on conversion funnel paths over on the Crazy Egg blog. All of them agree on the importance of content. One of the analogies we like most related to content is Jay Baer’s view that inbound marketing content is divided into feathers and bricks.
For Jay Baer, “feathers” are lightweight pieces of content such as tweets, memes and so on, while “bricks” are the solid, meaty content that shows your potential customers that you are meant to taken seriously. That’s items like detailed infographics, ebooks, digital magazines and white papers. It’s the long form content that is now getting more prominence in search results. He says that while feathers will entice customers, only bricks will keep them and lead to conversions.
Most marketers would agree that you need both to keep potential customers interested, and you may provide these pieces of content at different points on the path to sale. But it’s how that content is delivered that is the problem. As a marketer, if you’re simply looking at a website, blog and social media profiles as part of the conversion funnel, you’re missing a trick. A chain is only as good as its weakest link and leaving out mobile makes the whole conversion funnel very weak indeed.
We’ve already seen the facts: the major social media and social networking sites are banking on mobile as the future. And the research reports show the same thing. More people than ever before are using mobile devices to discover content, whether that’s on your website or via social media. For marketers, that’s an excellent reason to make mobile optimization central to your content strategy.
In part, that’s about having a mobile adapted website that isn’t just responsive but also thinks about how people use mobile devices and takes account of the need for taps, swipes and gestures and of the relatively smaller screens on which content is viewed. In a multiscreen world, this will be a crucial differentiator in the battle for attention. When delivering the “bricks” in your content strategy, you need to take account of the needs of mobile users.
If you think that converting your existing resources to a PDF is enough, then think again. Sure, consumers will be able to read your PDF white paper on a mobile device but it won’t be a pleasant experience, so why would they want to?
Typically PDF documents are difficult to resize and to navigate a mobile device screen. The smaller the screen – and there are some pretty small ones – the more difficult it is. What creates a better experience for mobile users is the ability to navigate content that automatically adjusts to the size of the screen. A great experience with one of your content “bricks” will lead mobile users further along the conversion path.
That’s not all. According to Google’s Mobile Playbook 2013, 84% of multiscreen shopping experiences include mobile devices. That means have to make it easy for users to complete purchases or other conversion goals via your content and your website. Only then will you get them to the end of the conversion funnel and achieve your sales and marketing goals.
The bottom line? While until now inbound marketers have been able to get away with making mobile a small part of their operations this has to change. With the rapid growth in use of mobile devices and the increasing ubiquity of the smartphone (you can’t go anywhere without seeing someone using one), the mobile consumer will soon be the main target for inbound marketers.
Finally, remember that mobile users also spend a significant part of their time sharing links, products and experiences via social media so providing a great mobile experience both on the web and with your long form content could help to turn them from one-time shoppers into loyal fans and brand advocates and significantly increase conversion rates.