Mobile is mainstream. Since 2015, more searches have been conducted on mobile devices than desktop computers, and it's no longer safe to assume that your customers are finding you through desktop search. Is your marketing strategy designed with a mobile audience in mind?
If your mobile marketing strategy needs some work, don't worry. A few simple changes are often all it takes to bring your mobile marketing up to speed. Here are eight things you can do to improve your strategy for mobile right away.
1. Speed Up Your Site.
Page speed has been a ranking signal for desktop sites for a while now, and it's common knowledge that a slow site will drive visitors away. Now there's an even more compelling reason to make sure your site loads quickly: starting in July 2018, Google will use page speed as a ranking signal for mobile search, too.
Fortunately, checking your site's speed is easy. Google recommends using the open-source Lighthouse tool to audit your site for any speed-related issues.
One of Google's newest tools allows you to test your page speed on mobile networks specifically. Compare your speed to competitors and see how your page speed impacts revenue.
2. Focus on Local Marketing.
A large percentage of mobile searches are for local businesses or "near me" terms. Local SEO is topic in itself. But here's a few mobile strategies you can do to get more location-related traffic.
Keep your Google My Business page up-to-date. Having a GMB page is the most critical aspect of local SEO.
Design your content strategy around local keywords. Don't limit yourself to using your city as a keyword, either. Other local terms like your neighborhood or street name are also useful keywords, and they may be easier to rank for.
Get your business listed in as many local directories as you can. Yelp, Bing, and industry-specific directories can all bring you more traffic.
Make it as easy as possible for people to get in touch with you. Display your location, phone number, and email address on all of your business' pages around the web. A click-to-call option can encourage more people to reach out to you, too.
3. Create Mobile-Friendly Emails.
Are your marketing emails designed to look good on a smartphone? They should be, since more than half of all emails are opened on a mobile device. Here are some tips for writing mobile-friendly emails:
Use short subject lines. Mobile devices display fewer characters than desktop computers do, so your subject line is less likely to get cut off if it's concise.
Pay attention to your preheader text. Preheader text is the short email preview displayed underneath your subject line. Maximize your email's impact by writing something that makes people want to read the rest.
Preheader text examples. Source
Keep your messages short and simple. No one wants to scroll through a wall of text on mobile. Use images sparingly, or don't use them at all.
Use clear, simple calls to action. For instance, include a prominent CTA button at the end of your email.
4. Announce Promotions Via Text.
Marketing emails often go unread. Texts, on the other hand, usually get opened. Try offering special deals through text messages and see what kind of response you get. This is especially effective if you send your text subscribers exclusive deals that other customers don't see.
5. Incorporate Video into Your Content Strategy.
It's easier to watch a video on a small screen than it is to read text. Mobile users love video: a little more than half of all mobile traffic is used for video today, and in 2023, that figure is expected to rise to 75%. So if you want to reach more mobile users, creating a few marketing videos is a great way to do it. If you're not sure where to start, try getting your feet wet with a free animation tool online -- these tend to be fairly approachable for beginners.
6. Optimize for Micro-Moments.
Have you ever pulled out your phone to look up a quick fact or find a tutorial? That's what Google calls a micro-moment. Micro-moments are moments when people turn to their mobile devices to help them solve a problem, make a purchase, or find a piece of information -- all in just a few seconds. As people become increasingly attached to their smartphones, micro-moments are becoming a more common part of everyday life. Think about what kinds of micro-moments might lead people to your content, and then work on optimizing for those queries.
7. Optimize for Voice Search.
Some mobile users prefer to use voice search instead of typing their query in. Voice search is a little different from text search because it tends to take the form of full questions, rather than isolated keywords and sentence fragments. In other words, people talk to their phones the way they'd talk to another person. What this means for you: it's smart to think about what kinds of voice search queries people might use to find your site. Then optimize for the long-tail keywords in those queries.
8. Make Your Site Easy to Use.
You probably already know that responsive design is a must. But having a responsive site isn't the only thing you can do to make sure you're mobile-friendly. Take a look at the mobile version of your site and make sure it actually provides a good user experience. Here are a few of the main things to check:
Is your site's font big enough to shop up clearly on mobile devices? Users shouldn't have to squint.
Do your headlines take up too much space on each page? Short, snappy headlines are best for mobile because they don't dominate the screen.
How easy is it to skim your pages? Break up your text with headers, bullet points, and short paragraphs to improve readability.
Are your navigation menus and CTA buttons easy to use? There's nothing more annoying than trying to tap a too-small button and hitting a different one by mistake.
How easy is it to find all your content? Avoid hiding content or burying it at the bottom of the page. Your mobile site should be clean, organized, and straightforward.
Mobile marketing isn't harder to do than traditional marketing. However, there are a few extra things that you should be aware of if you want to reach your mobile audience most effectively. Put these tips into practice for yourself today, and your mobile marketing strategy will be in good shape.