The use of mobile phones and social networks are changing the way we communicate. This fact is important for companies because both mobile devices and social networks have become important in the lives of many consumers, young people, adults, and children. Many specialists even consider that in a couple of years, the use of mobile phones will exceed the use of computers.
We cannot deny the importance of mobile phones and that is why your marketing strategy must adapt to new trends like this one. More important is that your content is suitable for this type of device and is accessible to all your users.
Luckily, you do not have to make major changes to your content marketing strategy but consider new types of content and special forms of interaction of mobile devices. Here are some basic tips:
1. Promote the participation of your audience in social networks
Whether through competitions, surveys, or suggestions, people love to participate in social networks because it generates a dialogue between the group and the brand. There is no happier client than the one who feels that his voice is heard. So, from time to time, make contests or any other activity that encourages your users to participate and generate “movement” on your social networking page.
2. Design adaptive websites
For a user, one of the most frustrating things is trying to expand a website that obviously has not been optimized for mobile on his mobile device. The links are very small and in general, it is very complicated to navigate on a website that is not designed for mobile. It is likely that your users do not even try once they discover that the page is not adaptive. This increases your bounce rate and you lose valuable traffic.
You must pay attention to the users of mobile devices and have a website that is suitable for mobile, where your users can surf without problems.
3. Create a mobile application
If you already have a mobile-optimized website, you may wonder if you really need to create a mobile application. It really depends on your marketing strategy and your resources, but a mobile application has certain advantages like the ones mentioned below:
- Since it stays on the menu of your users’ devices, it promotes brand recognition.
- It serves to inform the user when there is new content (if they have subscribed).
- It allows a more personalized connection.
4. Prioritize your goals
While a mobile website has its advantages, you should not focus all your strategy on these devices. The great disadvantage of these devices is that they have a small screen compared to computers, this implies that you must focus on your most important objectives. The mobile version of your site will be more simplified and have less content, but it will be equally important. Some of the most relevant sections are the following:
- Page with information about the company.
- Links to social networks.
- Option to make purchases.
- Subscription to a newsletter.
Although these sections are the most basic, you may only need some of them on your page. Everything depends on your service and your most important goals.
5. Includes videos
Currently, new generations are consuming more online video than television. In fact, many new televisions have functions to connect to the internet and in this way, they satisfy the needs of this new public. So, it is to be expected that including videos in your application is the most obvious solution. If your mobile application is used to report new content. Make sure that part of that content is audiovisual.
6. Use images and graphics
The graphics are processed more easily by the human brain. Maybe that is why many people prefer to have an article with many images. This fact also explains the popularization of infographics, where users can learn and retain certain information visually. Then, use icons, photographs, and graphics both in your application and on your website. Your users expect this type of content.
7. Consider using podcasts
The podcasts are now a half employee because you can hear directly from any mobile device and facilitates the distribution because it can be heard while a person performs his daily work. In addition, it contains that human touch that many users look for in digital content.
8. Make sure your content is optimized for mobile
Now that we’ve talked about the type of content you can offer your users of mobile devices, it’s important to remember that all this content must be mobile-optimized. Icons, photographs, videos, and audio should work on different devices and systems. It can be quite a challenge due to a large number of devices that exist, but without it, you will lose valuable traffic and with it the opportunity to retain customers.
Not only is it necessary for your content to be quality, but you could also make your content more “readable” on mobile devices. We leave you some ideas:
- The importance of a good title is greater on mobile devices because the attention of the users is reduced due to all the functions that a smartphone possesses.
- Your introduction should be captivating and attracting to the public.
- Format your text according to the needs of mobile device users.
9. Understand the behavior of mobile users
Understanding the needs of users to develop effective strategies is vital and it will save you a lot of time and resources. Therefore, web analytics can help us a lot in this aspect when it comes to drawing conclusions thanks to the interpretation of the audience’s data. With them, you should be able to answer the following questions:
- What traffic on your site comes from mobile devices?
- Do they use more smartphones or tablets?
- What content is consumed more taking into account the theme and format? Is it mainly visual?
- How much time do they spend on your website? The attention span is not the same with users who spend 1 minute on your site and the one who stays 10 minutes.
Optimizing your content marketing strategy for mobile is not easy, but you have to do it excellently because it is vital for the success of your business.
About The Author:
Harnil Oza is a CEO of Hyperlink InfoSystem, a mobile app development company based in USA & India having a team of best app developers who deliver best mobile solutions mainly on Android and iOS platform. He regularly contributes his knowledge on the leading blogging sites.