Considering most internet users today are using a smartphone, tablet or other mobile devices to access the internet, it would be detrimental to your e-commerce business if you did not have a mobile content marketing strategy. Add to that the fact that content continues to be the most powerful marketing tool and it is only natural that mobile content marketing would emerge as the next big marketing challenge. Mobile devices are used for everything from searching the internet and online shopping to browsing their social media platforms.
What is a Mobile Content Marketing Strategy?
One cannot confuse mobile content marketing strategy with responsive design. While responsive design is part of the mobile content marketing strategy, there is more to it than the design. Entrepreneurs and website design professionals must take all aspects of the desktop website when creating their mobile content marketing strategy. Most all aspects of the desktop website will need to be changed to some degree.
- The format of your content will be shorter to ensure you are grabbing the mobile users attention.
- Images will need to be reformatted to fit whichever mobile device being used.
- Disable autoplay on videos embedded in your website.
- Adjust your SEO strategy and keywords to be localized for mobile users.
Steps on Developing a Mobile Content Marketing Strategy
To begin with, you must understand the industry your business is in, the brand you are selling, and the target audience you are searching for.
Have a Goal in Mind
Set your end goal you want to achieve by creating a mobile website. What do you expect from website visitors who have found your site?
Know Your Target Audience
Using an analytics tool, you can see how much of your audience is viewing your website on a mobile device. You can learn the necessary information about your audience and what they do while on your site. You can adjust your content based on these findings.
Mobile Content
Mobile device users are typically on the go and in a hurry. They do not have time to scroll through all the content you would like for them to read. Therefore, only add high-quality content, use shorter paragraphs and bullet points when necessary.
Short, Descriptive Headings
An online customer typically has an attention span of eight seconds or less. Your headings need to grab their attention quickly. Keep heading short but descriptive. Do not keep your customers guessing where to go to read the information they are looking for.
Voice Search
Use keywords relevant to your website that is commonly spoken. Most mobile users use voice search in search engines to find what they are looking for.
Social Media Sharing
Use large buttons for social media sharing. If users have to zoom in to click on your social media share button, they are most likely going to skip that part.
Adjust Your Strategy
Using analytic tools, you can determine which parts of your strategy are working and which are not. Adjust those that are not to prevent losing potential customers. Mobile-friendly User Experience You must understand how the target audience is going to view your website. Keep in mind that
- Your mobile users are focused on the center of their mobile device screen.
- Clickable links should be large enough mobile users can use their finger.
- Only include relevant, high-quality content because of the small screen size.
- Keep the call to action clear and simple.
Above the Fold
Keep the information you want customers to see first on the screen first displayed on your website. If you have captured your customer’s attention, they will scroll farther down to read more.
Avoid Popups
First and foremost, website visitors do not like annoying popups. Whether these popups are ads or your call to action, it creates a negative user experience. Secondly, search engines will penalize your mobile site for using such popups.
Mobile Content Marketing Challenges
Many business owners feel that either mobile web design or content marketing may suffer due to the restrictions imposed on the design because of small screens. The difference in the behavior of computer and mobile internet users also poses challenges. Whether it is to do with the type of keyword search or the preferences on the type of content that is preferred, the two user groups show distinct behavior patterns that many marketers and designers feel challenges in balancing mobile web design and content marketing needs.
Mobile Content Marketing is Proven to Work
With today’s new mobile world, and the capabilities of new devices expanding the horizons constantly, great marketing content does not have to suffer. As long as you have properly integrated responsive design and an effective content marketing strategy you can expect to achieve a great user experience for your website visitors. The growing consumption of content on mobile devices and the increasing focus of marketers on harnessing the power of mobile content marketing stands testimony to the fact that mobile content marketing has already proven its effectiveness.
The onus now is on web designers and mobile web designers. They need to demonstrate to their clients the importance of how content marketing and mobile design can combine and work for them effectively. Many times, clients realize how mobile use can help increase their sales and appreciate this group’s need for excellent content. However, they are not positive how to implement and balance the two because they do not always understand how a website performs wells on a handheld device and their website needs to perform well for all concerned.
Tips for Selling a Mobile Content Marketing Strategy to Clients
Below are some ways to help your client build a content marketing strategy that does not compromise the mobile design potential.
- Show clients how their website appears on a variety of handheld devices- Google’s GoMo Meter is a great way to promote responsive mobile design.
- Explain to the client how introducing media queries and responsive design into the existing content strategy as well as building new content marketing using responsive design techniques can help ensure the most important content to show up on every type of device.
- Work as a Team — Mobile web designers, developers, marketing strategists, and the client must work together as a team. Your goal is to find creative ways to present content that best meets the objectives of the website in question.
- Outline your strategy — Research, analyze, and pre-anticipate the user’s need on the device. Identify and create content based on users’ needs and optimize the user experience for the environment. Keep a few of these questions in mind: Who wants the information? Who will be looking for it? What are they interested in? What devices will they use? When do they access the website? How can YOU improve the user experience? Use website analytics and data to anticipate the users’ needs.
- Identify device capabilities that enhance the user experience, i.e., GPS, mobile browser, touch-screen, phone and camera capabilities, and features to build content in a creative, engaging way.
- Create content that is user-friendly while remembering many customers use multiple devices to surf and shop online. Combining responsive design and a content marketing strategy for optimal benefit, forces businesses to throw out unnecessary content and focus on the stuff that is important to customers. If they don’t, users will become frustrated and will simply jump to competitor websites that are easier to navigate. Remember instant gratification builds long-term
The growing need for information access allows businesses to capitalize on handheld device capabilities with online and offline marketing strategies. Users need content that is scannable and easy to read in short bursts. They also want the option of accessing more detailed information should they have the time and inclination to read it on their tablets, laptops or desktops. With careful planning and a great creative approach, you could have content that not only excites but engages users and drives and turns excellent results in more sales leads for the client.
Flying Cow Design has been helping clients by not just building websites, but also by helping them develop a strong online presence. We have over two decades’ experience in professional web design, marketing and can help you with the challenges you face with your mobile content marketing strategies. Talk to us about your website and marketing challenges and let us help you build a strong online presence.
CEO, Flying Cow Design
Attended University of Auckland
Lives in San Francisco Bay Area
