These days, the term “mobile marketing” may almost seem like a redundancy. So much of the consumer experience happens via tablets and mobile devices, it should go without saying that brand outreach efforts hinge on being mobile accessible.
If you need to be persuaded that mobile marketing is deeply consequential, consider a few statistics:
- About a quarter of all e-commerce sales come from mobile devices.
- In 2019, it was reported that the average consumer spent more than three hours daily on their smartphone.
- An overwhelming majority of marketing professionals say that mobile-focused marketing can boost user engagement and conversions.
With all of that said, what are some things your business can do to improve the mobile experience for its users? Allow us to share a few guidelines and best practices.
1) Enhance Your Website User Experience
Start by taking stock of your website, and specifically its presentation on mobile devices. Is it easy to use the site? Is all the text visible? Can it be easily navigated without zooming or pinching? Do forms work? Do links work?
In assessing the mobile user experience, make sure you see for yourself what your website looks like across a full spectrum of browsers and device types.
A particular area of focus should be site speed. According to one report, the average website takes more than 20 seconds to load on a typical mobile device. And yet, we also know that today’s mobile shoppers tend to be impatient, and don’t always have time to wait so long for your page to load. Ideally, you should be able to provide a full online experience in just a handful of seconds. Running a speed test is one way to identify some areas of potential UX improvement.
2) Optimize Videos and Images
Mobile marketing isn’t just about your website. It’s also about your emails. Statistics reveal that more than half of all business emails are opened on mobile devices. So, just as it’s important to have a website that’s easily accessed across all browser and device types, it’s crucial to have images that can be read on a phone or tablet.
One critical consideration here is ensuring that any embedded videos and images are properly formatted for mobile screens. After all, nobody likes receiving an email that has obvious omissions or errors. We’d also recommend capitalizing on alt text, providing substantive descriptions of each image just in case it doesn’t load.
For example, if you’re sending out an email with a big banner that announces a 30 percent off sale, make sure the alt text includes this information, as well as the promo code needed to use the offer.
3) Maintain your Presence on Social Media
It’s difficult to talk about mobile marketing strategy without discussing social media. After all, social media use is one of the primary activities among mobile users and represents an opportunity for you to foster brand awareness and loyalty.
One way to appeal to mobile users is to make sure you incorporate video content into your social media upload schedule. Video continues to be highly popular, and often shared, among mobile users. And as we’ve noted in the past, you don’t have to be a big-time Hollywood director to make decent videos. Recording some off-the-cuff tips, product demos, or industry insights, simply using your iPhone, can be a good start.
Another suggestion is to take some of your most popular blog posts and use them as fodder for video content, elaborating on some of the key points for your audience.
4) Optimize for Voice Search
The rising popularity of mobile devices has changed the way people search for content. Specifically, voice assistants like Siri and Alexa have skyrocketed in popularity. Your mobile strategy should account for these changes in consumer search behavior.
A good rule of thumb is that, when people do voice searches, their language tends to be a little more casual and conversational. They are also more likely to ask questions. This is important to keep in mind as you choose keywords for your content. Question-and-answer formats, as well as long-tail conversational terms and phrases, can help you win over more of the voice search crowd.
Discover More Opportunities for Mobile Marketing
While the digital marketing landscape is always evolving, it’s probably fair to assume that mobile devices are here for the long haul. As such, focusing on your mobile strategy can be a smart way to bolster and future-proof your current marketing efforts.
If you have any questions about any of this or want to know more about the best mobile marketing opportunities, all you have to do is give us a call. Here at enCOMPASS, we’re always happy to chat about mobile marketing trends. Reach out whenever you’re ready.
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