How to Optimise Your Marketing Strategy for Mobile
Mobile marketing is a strategy aimed at encouraging mobile device users. Considering the fact that according to Statista, half of the web pages visitors worldwide use their mobile devices, you have no time to think whether you should optimise for mobile devices or not.
They say: ‘The future of marketing belongs to mobile.’ I don’t agree. The thing is that the future has arrived. So, I would say: ‘The present of marketing belongs to mobile.’
Although everyone understands the importance of mobile presence, there are only a few businesses which can boast of their mobile marketing strategy. In this article, I’ll share with you the best practices for building a mobile presence for your business.
Why you need it
You may have a quality and comprehensive website with engaging design and rank top in search results, but your conversion rate may fail to be significant. Why? It’s most likely that you didn’t pay much attention to elaborating your mobile marketing strategy.
As a pace of life gets faster every moment, people are always in a rush. It causes the need to be able to find necessary information, locations or products even when they’re on the run. Your potential customers will be extremely grateful if you make your product info easily accessible from mobile devices they use every day.
Google states that 80% of smartphone users are more likely to purchase from companies whose mobile sites or apps help them easily find answers to their questions. So, get ready to find out how you can gain more customers by conducting mobile marketing strategy optimization.
Make sure your website is mobile-friendly
There is no escaping the fact that not having a mobile-friendly website, it’s senseless to claim mobile users’ attention. Your website is the best platform for you to provide there comprehensive data on your brand, set automated order management, communicate with your customer, etc.
Once people search for some products or information in your niche, they should find your website in top results. Mind that to rank high and provide good users’ experience, your website needs to be mobile-first optimised. What does it mean? It means the SERP for a desktop version and the one for mobile search will be different. And such aspects as page speed and users’ experience are the crucial factors you should consider when optimizing for mobile devices.
Optimise page speed
Don’t forget to check and improve the speed of the mobile version of your website. You can do that with Serpstat Site Audit or PageSpeed Insights. If you use Serpstat, enter your domain into the search field, create a new project, and click on Start Audit. When it’s ready, open Site Audit > Loading speed and click on Mobile in the right corner. You’ll see the result of your domain optimization analysis, errors, and tips to how to fix them.
Take the required steps to improve your site speed, and you’ll provide your website with better chances to rank higher and engage mobile users.
Provide responsive design
When visitors come to your websites via mobile devices, the way the landing page looks is the second thing (after the site speed) they pay attention at. For example, if they should scroll the page horizontally to see the giant images or struggle to read the unstructured text, they’re most likely to leave the site. When repeated, user experience may suffer, and it’ll cause your ranking take a dip.
So, what are the site features people consider the most when conducting a mobile search? Here are some main aspects:
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Pop-ups. Make sure adds don’t hide the page content. It not only irritates visitors but also affects your rankings badly.
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Site search & menu. As mobile users usually don’t have much time exploring your website, make search field and menu accessible for them to find the information they need easily.
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Shareability. Don’t forget to add social buttons to your website to make it easy for visitors to share the content they like on their social media accounts. Moreover, seeing an engaging title, people often share the article to read it later. Social buttons will help your content increase your brand awareness for you.
Google Developers shared even more detailed information on how to make your site structure convenient for mobile users.
Voice search
Being used mostly on mobile devices, voice search optimization should be one of the first things in your to-do list. Many mobile users tend to prefer voice search to typed queries, and the results for typed and spoken queries are quite different. The thing is that voice search assistants usually provide users with only one top result, which is often the featured snippet. So, even if your site ranks on the first page, there may be little benefit, as voice search users won’t simply see it.
So, providing such quality data for search engines to notice it and form a featured snippet with it should be your main goal in terms of voice search optimization. How to reach this goal?
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Find out the most popular queries. First of all, you need to know what kind of search questions your potential customers may actually have thought of the product or data you provide. You can use Answer The Public to discover it. Type the word(s) best describing the subject of your page or article into the search field, and you’ll get the list of various questions people usually search for on this subject.
Add these questions to your site content. You can use them in the titles, h2 headers or body texts.
2. Prioritize long-tail keywords. Conducting search with the help of voice assistants, people don’t simply type keywords. Instead, they behave as if they’re talking to a human and prefer sentences which sound naturally.
3. Answer your audience. Provide clear and concise answers to the questions you’ve discovered previously. Cover as many related queries as possible.
4. Provide structured data. To add schema markup, use Schema.org vocabulary The set of schemas will help you implement structured data to your website. With this data, you can better control how your brand information is presented and interpreted by machines. Schema markup results in rich snippets which usually drive higher traffic increase click-through rate, and provide you with competitive advantages. These snippets have much more chances to form the featured ones.
Launch a mobile app
To make your customers continue interacting with your brand, make this interaction as convenient as possible. A mobile app works the best for driving sales. Provide your brand app to improve users’ experience and brand loyalty.
Build social media presence
Although mobile-first optimization of your website is essential, it’s not enough. According to Statista, the leading mobile activity of 87% respondents was visiting social networks. Moreover, Hootsuite reports 41% of Americans say it’s important for them that the institutions they engage with have a strong social media presence.
Of course, the first step to social media presence is choosing the platform suitable for your brand aims. Depending on who your audience is and what goals you set, there may be different social channels:
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Facebook. Being the most popular platform worldwide, Facebook presence is essential for every business. The channel is very convenient for posting images, infographics, videos, and lists. The shorter and the more catchy your posts are the more chances they’ll engage mobile users. You can also share your website recent posts there to increase the visibility of your website.
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Instagram. This social channel is widely used by Millenials (61%). Instagram is perfect for companies producing visual content, such as photos and short videos. Remember that using hashtags is the crucial tactics for increasing your brand awareness in social networks.
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Twitter. If you want to post recent news and updates, this channel is for you. With Twitter you can easily find out what your customers think of your brand if you search for tweets with your brand mentions:
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Snapchat. The best thing about Snapchat is that this platform provides sponsored geofilters which can be applied in specific locations. The branded lenses people can use visiting certain places also contribute to your brand awareness. For example, owning a coffee shop, you may provide a special lens for your visitors to apply it when they open Snapchat in your shop. What’s the most important is that you can create geofilter online.
Create QR codes
QR stands for ‘quick response’ and represents a barcode which can be read by mobile devices with a camera. Using QR codes will help you make your mobile marketing even more efficient. They make your website even more accessible for mobile users.
There are various services generating QR codes for websites. QR Code generator is one of them. Type your URL into the search field, select Dynamic, and click on Create QR code.
After you copied the code, paste it on your website. Now, once people scan this code, they’ll get redirected to your site.
Follow trends & keep your strategy up-to-date
Well, you’re already aware of the essential steps for you to undertake on your way to efficient mobile marketing strategy. The next thing you should do is to put this knowledge into practice and continue improving your strategy. These tips will give you a good start, but you should never stop investigating the upcoming trends and developing your marketing.