Is your marketing strategy mobile-friendly?

Written on 18 September, 2015 by Karen Lam
Categories: Marketing | Tags: customer behaviour, marketing, mobile, online business, online marketing

There’s no denying it – mobile devices are on the rise. A snapshot of digital life in 2014 showed that 70% of adult Australians were using a mobile device to go online and 50% were using a tablet.

For businesses, this means it’s never been more important to ensure that your website is optimised for mobile devices and that you have a marketing strategy that is mobile-friendly.

Don’t know where to start? Here are some tips on how you can tailor your marketing strategy to better suit mobile devices and users.

Back to basics: Mobile responsive websites

First things first: if you don’t have a mobile responsive website, now is the time to invest in one. Having a mobile-friendly site affects everything, from your customer journey to your website’s ranking on Google. Responsive websites scale their design according to the device they are being displayed on, and there are many responsive website design themes to choose from

If you already have a mobile responsive website, or if you’re in the process of implementing one, make sure to check it against Google’s mobile-friendly test.

Mobile content vs desktop content

Mobile users access your website in a different context to desktop users. When creating content for potential clients who are accessing your social media, website or app while on the go, it’s important to keep the following points in mind:

Think about micro moments

  • Keep content short and snappy: When speaking to potential clients, keep it brief and to the point to keep them engaged. Bullet points, list articles and articles with images are all great when it comes to creating mobile-friendly content.
  • Navigation needs to be simple: Mobile users have limited time, which means they are less willing to search your site for long periods to find the products or services they need. Put your key products and services either on your home page or at the top of your navigation – and speaking of navigation, make sure it’s easy to find.
  • Calls to action work in different ways: Want to encourage mobile users to buy a product or request a quote? On a small screen, it’s easy to get lost in the noise, so your call to action will need to be prominent. Highlight it by using a button and colour that stands out from the rest of your page, and keep the phrasing snappy: for example, ‘Buy now’ or ‘Purchase’. For service-led businesses, it’s important to use click-to-call and click-to-email buttons wherever you display your contact number or email.

Touted as the ‘next frontier of mobile’, micro moments are when someone looks at their mobile device, sees a piece of information or an offer and reacts in a split second. For example, a micro moment occurs when you purchase a new outfit after receiving an invitation via email or on social media.

With push notifications and wearable technology like the Apple Watch gaining more traction, now is the time to consider these micro moments and how your business can benefit. If you’re a bricks-and-mortar business, consider finding a way to enable push notifications for when passers-by encounter your business. If your clients predominantly come via digital means, make it easy to purchase on impulse or request a quote, and send them email reminders when it’s time to renew or upgrade a product or service. The easier you make it to act on impulse, the easier it will be for clients to engage in micro moments.

Contact WebCentral to learn more about making your website and marketing strategy more mobile-friendly.