Mobile isn’t going anywhere. Smartphones and tablets are here to stay. In fact, they’re becoming more and more popular. In 2013, 17.4% of all global web traffic came through mobile devices. As this percentage continues to increase, so too does the importance of mobile content marketing.
This isn’t a fad. Your clients' customers are using mobile devices to surf the web. They’re using them a lot. They’re using them instead of computers. Nielsen and Google found that 77% of all searches on a mobile device happen while a user is at home or work. Those are areas where they could be on a computer and they use a mobile device instead.
Unfortunately, the mobile bounce rate for searches is roughly 10 percent higher than the bounce rate of desktop web surfers. Luckily, a little knowhow will help you cut down on your clients' mobile visitor bounce rate to maximize the success of their mobile content marketing strategies.
Mobile Content Marketing Tip 1: Make Your Site Touch Friendly
Creating a touch-friendly site may seem like a no brainer, but it’s surprising how many marketers fail to remember the limitations of mobile devices. Without a curser, selecting the desired button or link can be difficult if the element is too small. Additionally, no curser means mobile devices don’t have a hover feature. It you have hidden important text in a sliding box, it won’t appear to the mobile user.
As you create a mobile device, test it. Test it on variety of mobile devices Make sure it’s touch friendly and easy to use.
Mobile Content Marketing Tip 2: Identify What Your Mobile Consumer Wants
The new age of marketing allows the consumer to place their wants and needs first. At the touch of their fingertips is a wealth of information. If you’re not providing what they want, someone else will. By identifying why your client's customer or prospect would access their site using a mobile device, you can create a responsive design which provides this.
Mobile Content Marketing Tip 3: Optimize for Local Search
Optimizing sites for local search results can be a gold mine for your client's business. Those keywords typically are less competitive than their global counterparts. The trick is to identify the key search terms your consumers are looking for locally. How? Google Trends allows you to research web search trends with specific geographical areas.
Mobile Content Marketing Tip 4: Define Success
Marketing on a mobile device is no different than any other marketing, in that setting goals and defining success should be the basis for your entire strategy. Often, online marketing goals are focused on generating leads by gathering customers and prospects information. This is great and definitely should play a role in your mobile content marketing strategy. However, asking a mobile user to fill out a long signup form is a great way to lose their interest.
Ask yourself what’s the most important information you want. Keep your goals short and sweet and design your client's mobile strategy to mirror them.
Mobile Content Marketing Tip 5: Utilize Video Marketing
Today, watching videos on the web has become as popular as watching videos on TV. In the world of mobile marketing, where words are precious and screen space is hard to come by, video gives you an incredible amount to flexibility. Sites like Vine, Instagram and YouTube allow you to upload and share branded messages.
Mobile Content Marketing Tip 6: Integrate Social Media
Most mobile web surfers also use social media. Make social sharing easy by integrating your clients' social media accounts with their mobile design and providing easy-to-use share buttons.