Allocate Time to Create Content Specifically Designed for Mobile Users
Once you have created your perfect marketing campaign, decided on your brand identity and settled on the direction you want to go in, it is now time to think about optimising your content so it can reach a larger audience, including mobile specific content. The way that we consume media is ever-evolving and heavily dependent on the devices we use. Businesses that want to increase their outreach and better target their key demographics need to understand and incorporate this into their marketing strategy.
Traditional marketing strategies targeted toward computer users generally take a multi-faceted approach centred around authority-building long-form content. This type of content is fantastic at demonstrating expertise and increasing the time that prospects engage with your branded content. However, this type of content does not translate well to mobile users.
The 5 tenants of Mobile Content
Image and Video content prioritisation
Mobile users are by their very definition mobile, this means that they are less likely to engage with content that takes longer to read or engage with. Prioritising images and video content is an incredibly effective way to ensure that users absorb your brand message, even if they are just flicking through your webpage. This effect is not subtle, a study by ImpactBnd found that mobile content which properly utilises video see a 600% increase in conversion. Telecommunications giant Cisco predicts that by 2022 short videos (2 minutes in length) will account for 80% of all internet traffic.
Large and obvious text
The main theme that runs throughout all of these recommendations is the ability for users to absorb your brand message without spending much time looking at the content. Content optimised for Mobiles should be immediately readable without the need for zooming in. A useful piece of advice here is to consider your own experience online, content that requires you to go back and re-read is immediately lost in a forest.
Engagement and functionality
In 2019 success revolves around engagement, static content is the enemy of success. Your website and content should be easy to navigate on a smaller device. Which means you will need to display large and immediately evident buttons. Traditional websites do not need this functionality because of computer users because they intuitively know to use the mouse to navigate the website.
Loading Times Will Kill Your Business
The amount of time your website takes to load directly correlates to your prospect retention and conversion. It is perhaps the single most important thing to consider when designing your website. Even if you have followed all the other advice on this checklist, slow loading times will inevitably lead to reduced conversion. Marketing Guru Neil Patel conducted a study in which he found that upward of 80% of users will abandon your website if it takes longer than 4 seconds to load. Building on this statistic he calculated that If an e-commerce site is making $100,000 per day, a 1-second page delay could potentially cost you $2.5 million in lost sales every year”
No Pop-Ups… Ever
Pop-up advertisements have become an accepted annoyance on the internet. However, on mobiles, they are an absolutely fatal hindrance to any purchasing process. Adding unnecessary friction, destroying credibility and often ruining the chances of a repeat purchase.