A quick trip to the grocery store will convince you that the world has gone mobile. Whether you are looking at parents who are scrolling through their grocery list on a smartphone, or children riding in the cart or walking beside, glued to a tablet or iPod, the world has irrefutably changed. The smartphone or tablet is an extension of self, and much like an American Express card, no one wants to “leave home without it.”
The challenge for marketers and brands has been to make the mobile shift. For years while smartphones continued to gain popularity worldwide, businesses felt that a mobile friendly website was something of a luxury. It would be “nice to have” but not something that was absolutely necessary. The most innovative and larger international brands (particularly those who saw the trend emerging in Asia where personal technology advanced more rapidly) made the switch to appeal to overseas buyers. Today, a traditional website that views poorly on a mobile device not only reflects poorly on your business, it is helping you lose customers every week.
The Fundamentals of Mobile Marketing
Creating content for mobile marketing differs in both structure and psychology, and any digital marketing strategy should include highly visual content that is fast, easy to read and informative. If you intend to share larger assets such as research, whitepapers or other lengthy reading material such as e-books, the best delivery method for this content is to anchor it to your website, where it can be downloaded or viewed on desktop computers.
What does effective mobile marketing look like? Simply put, people like pictures with tag lines that offer something relevant. In the health and wellness industry for example, fitness tips or a link to a blog post about healthy new recipes or insights is valuable, as long as content drives traffic to the domain. A brand blog remains one of the most essential assets in organic marketing, but mobile advertising and social sharing can drive even more readers to your blog, if you create images that amuse and share your unique business culture.
When designing your digital collateral for mobile sharing, remember that image quality and messaging are key. Put yourself in the place of millions of consumers around the world who may be viewing your website, blog posts and social posts on mobile phones. How does your post stand out from the deafening noise from other brands within your niche? Depending on your sector, you may have more leeway to be quirky, witty and fun; brands should not hesitate to show that side of themselves as it endears customers and fosters a valuable personal relationship.
Sharing on social media and writing posts is not enough to position your brand to capitalize on content, and drive sales. Marketing and sales departments should be aligned in campaigns, content management and strategy for your business to grow. Contact us for a free audit and review of your current content strategy, and learn more about our turn-key solutions priced right for small business.