The new era of marketing is focused on personalized customer interaction and tailored experiences for users viewing your online content. The use of mobile devices is rising at an extraordinary rate. In January of 2014, mobile devices accounted for 55% of all Internet usage in the United States, with PCs accounting for 45%. (1) This was the first time that mobile devices outweighed their desktop counterparts.
Smart Phones and Mobile Devices
With a growing amount of Internet technology capability via cellular devices, there is a major opportunity to engage potential customers beyond the traditional practice of driving them to your website from a computer. In particular, cell phones have become an essential part of our daily lives, and it is extremely important to serve content to your target audience in the most effective manner possible. Creating web content can differ when posting between a traditional web based post and a mobile content post. Mobile specific content should be easier to read for the targeted audience, and the content needs to be optimized for display on mobile devices. By creating posts that are optimized for smaller screen sizes and limited visibility, you are able to create an incentive for users to visit the site more deeply. When adding images, videos and other multimedia components to your content, consider the size and location of these entities as smaller screen sizes may not accommodate proper display on some devices. The world is going mobile, and the impact of mobile marketing is a major contributor to company awareness while connecting and engaging with potential new customers.
Mobile Marketing Strategy
A successfully integrated mobile marketing system involves a series of decisions to personalize the experience for your audience. Although Apps tend to be a more expensive route and require more upkeep, they can be a preferred option by consumers who wish to make purchases and view your mobile company pages in place of a traditional website.
Before making any decisions, be sure to check the current mobile-friendliness of your site by using Google’s Mobile-Friendly Test tool: www.google.com/webmasters/tools/mobile-friendly
As you can see from the below example, Southwest Airlines did a great job catering to their mobile users and even got an “Awesome!” from Google Developers:
Depending on the mobile-friendliness of your website, this free tool will give you recommendations on how to make it mobile friendly.
In lieu of offering an App to your users, the next best alternative is to create a mobile version of your site. You can simply create a parallel version of your website using mobile-site-design services. There are many low cost and even free options available.
Another option is to create a website with a responsive or adaptive design. (2) If you don’t have the resources, time or budget to build an App or redo your website, there are ways to make your website more bearable for mobile users with a few simple technical tweaks. (3)
I’m sure you put a lot of effort into optimizing your online content for desktop and you also want to make sure that all of your digital assets show up in mobile search results as well. Google Webmaster Tools offers an abundance of information and guidelines on how to configure content for multiple devices, help search engines understand your configuration, and avoid common mistakes along the way. (4)
Reaching and Engaging with Your Target Audience on Mobile
After establishing which mobile platform best suits your business goals, linking each social media outlet in unison for a fully integrated system will contribute to reaching a maximum number of followers and users. However, there are many other techniques which can increase consumer awareness and create excitement for your audience. One way to engage with them is through special promotions that can easily appear on their mobile devices.
Mobile marketing is the future and the future is here. Mobile devices are in the hands of nearly all consumers; including children, the elderly generation, and all ages in between. Cisco predicted that by the end of 2014, the number of mobile-connected devices will have exceeded the number of people on earth, and by 2018 there will be nearly 1.4 mobile devices per capita. (5) This creates an endless amount of opportunities to connect with consumers and create lasting business relationships.
How do Mobile Users Engage with Your Online Content?
Probably the easiest way to see how mobile users engage with your content is to check your Google Analytics. Under the “Audience” section, click on “Mobile” and then “Overview”. As you can see from the example below, this will give you valuable insights on how many visitors came through mobile devices, how long they stick around, the bounce rate, pages consumed etc.:
Take time to understand your audience and work alongside them to learn and continually improve on strategies to connect with them, as they are “on the go”. Mobile marketing and SEO are changing and will continue to do so. You need to adapt to and embrace this change! If you don’t cater to your target audiences’ mobile needs, then your competitor will.
Thirsty for more SEO juice? Take a look at our SEO Strategy Guide for Inbound Content. It’s full of SEO tips and tricks to help you optimize ALL of your online content!
Tweet this: How mobile-friendly is your online content, really? #MobileMarketing #SEO @MarketingSEOWiz @swisschris
Tweet this: Want better mobile #SEO? Pay attention to your audience on-the-go! #MobileMarketing @MarketingSEOWiz @swisschris
4. Mobile SEO
Photo Credit: Omar Jordan Fawahl