From home to the office to the subway or coffee shop, almost everyone is using their tablet or phone throughout the day. Fortunately, that includes your audience of prospective buyers and/or subscribers. They’re all consuming mobile content, looking for information and products that can solve their problems. From SMS to email apps and social media to push campaigns and mobile browsers, your content needs to be seen by users on the go. To cut through the noise and reach your prospective audience, think like a mobile user and learn to leverage your content.
1. SMS marketing
In the U.S. we sometimes forget that smart phones aren’t an international standard. If you do business internationally, there’s a huge market of potential customers who don’t own a smart phone. They consume their information the old fashioned way, by SMS text messaging. Likewise, some stateside demographics are also on non-smart phones more often than other devices. Event invitations, coupons, and promotions all work well for SMS marketing. The trick is sending concise, relevant messages and offers to the right people at the right time, at scale. A quick Google search will lead you to software services that can accomplish this for you. Consider investing in the massive reach of SMS because the original mobile marketing is not going away anytime soon.
2. Email apps
On a desktop or laptop computer, email clients like Outlook are large, complex dashboards filled with all kinds of tools. But when we’re away from our desks, we still tend to keep up with email through apps on our phones. Mobile email apps deliver one message at a time in a much smaller format. You can’t write a long diatribe or include a dozen attachments and expect someone to consume it on their phone. Keep your messaging concise, your images properly sized and relevant, and don’t try to stack content side-by-side.
Most e-mail marketing solutions have options to craft mobile friendly messages. I like MailChimp’s WYSIWYG drag/drop interface and integrations with WordPress and other content management platforms. With MailChimp you can sign up, grab a mobile template (one column, responsive image and text sizing), drop in some content, and send it to all your email subscribers in minutes. You can also build a stack of content elements in Mailchimp including graphics, links, buttons, headlines, and even RSS content pulled directly from your website. Mailchimp is just one of several email marketing platforms, all of which make it easy to create sleek mobile email messages.
3. Social media
With an audience of 1.59 billion and growing, Facebook is the best way to target and deliver marketing messages via social media. Most of those users are on mobile devices most of the time. Within the Facebook app, your posts will fill the screen without distraction. However, Facebook will only deliver your messages to users who interact frequently with your content. Fortunately, you can target your messages organically and also “boost” them for pennies per impression or engagement with Facebook ads. Facebook paid ads will also jumpstart your organic reach. Likewise, motivating your most audience to share will also have a big impact. Finally, link posts are the most successful post-type, after videos, so make sure that your website is mobile-ready and take advantage the huge potential of Facebook.
If you’re marketing more to businesses than individuals, I suggest LinkedIn. You’ll want to build your network of connections, join groups, and blog via LinkedIn Pulse to garner attention. Similar to Facebook’s newsfeed, LI Pulse will show one story at a time based on its popularity among your peers. LinkedIn has also entered the paid posting game, although the return on ad spend isn’t as good as Facebook. Like other networks, paying for sponsored posts on LinkedIn will guarantee delivery to relevant audiences, and also boost organic reach.
Does your product or service lend itself to snazzy visuals? Instagram and Pinterest may be your best best bet for social media exposure. Both platforms are mobile-native and recently began paid posts.
4. Amazing mobile experiences
Whether you’re planning content for desktop, mobile, or both, you’ll do best for your business by putting prospects and customers first. All you have to do is create amazing user and customer experiences with helpful, accessible content. People consume content and products for the same reason: to solve their own problems or challenges. Many of us now go through our days with all the answers just a search away, and we use this powerful tool constantly to improve our lives.
From boredom to dinner to DIY repairs to buying a home, mobile users want accurate, relevant information in a hurry . Fortunately for marketers, human being process images around 60 thousand times faster than text. For this reason, viewable high-quality images are absolutely necessary to drawing in and captivating your audience. Make sure your website delivers the proper sized images without distortion both in mobile browsers on different size devices and through apps.
Conclusion: Mobile is the new majority
In 2016, the amount of users utilizing their mobile devices (including tablet computers) has already surpassed users of desktops. Moving forward, all businesses from e-commerce to Software as a Service (SaaS) to consumer products must adapt their owned websites, digital strategies, and live content if they want to reach the new majority audience. So think mobile-first: easy-to-use interfaces and navigation, sleek visual experiences, and brief but meaningful connections to your audience through your content.
Have you experienced pain or gain by adapting mobile-first? Are you struggling to complete this paradigm shift? Let’s continue this discussion in the comments below.