How To Optimize For Mobile-First Marketing Campaigns

how to optimize mobile-first marketing campaigns

An Essential Guide To Optimize Your Marketing Campaign To Be Mobile-First 

Mobile-First Marketing Campaign: This Is How To Do It! 

The internet introduced new opportunities to business owners and allowed them to grow their brands to new levels, taking small businesses that used to target a very limited audience toward a global enterprise that serves an international database of clients. Things are constantly changing, and now, once again, business owners need to adopt the latest advancements in how consumers are using the internet to ensure they are targeting the right people and to make sure their message is placed in front of their potential customers, no matter how these people are accessing the internet. 

While this past year was dubbed as "the year of the influencer" by many, others have rather taken it upon themselves to focus more on the fact that more people are starting to access the internet via their mobile phones now – and now we’ve seen a significant growth in mobile internet usage. According to Statista, mobile internet usage surpassed desktop internet usage in a couple years ago, and now it has reached an outstanding 58.9%. Thus, more people are now browsing the internet through their smart devices rather than their computers, which means businesses who are not taking this fact into account might be losing out on quite a lot of potential customers. 

What Mobile-First Marketing Means To Your Business 

The term “mobile-first” is certainly not new. We have seen a lot of publications talk about the fact that the world is going mobile quickly. Google even recently announced that they are now giving mobile-first and mobile-responsive websites priority in their search results when compared to those websites who have not yet caught on to the fact that people are now rather using their mobile devices to access the internet. Search Engine Land explains that Google first called their mobile-first indexing an experiment but, in reality, this was the first step the giant search engine took toward focusing more on mobile content and placing desktop content second in line. 

When it comes to mobile-first marketing, however, some businesses tend to think that it is enough for them to simply optimize their website to load adequately on mobile devices. Unfortunately, this might have been the case a few years back. Today, however, business owners need to adopt a mobile-first thinking strategy when it comes to all of their marketing tactics, whether they are planning a social media marketing campaign, a content distribution campaign or distributing newsletters to their subscribers. 

While it may seem a little troublesome at first, adapting to these new changes in the way people are accessing the internet in the modern world has many benefits in store for any business owner. Mobile devices offer consumers the ability to search for information on- the-go, no matter where they are, they simply need their phone with them and access to the internet. Thus, the business owner gains the advantage of placing their information in front of the right people at the right time – this is especially handy with local businesses, as a customer would be able to find a particular business right around the corner when they are in need of a certain product or service, all by just typing in a keyword on their mobile phone (or, thanks to more recent advancements, by simply asking talking to their mobile phone). 

Steps For A Successful Mobile-First Marketing Campaign 

It might seem a little frustrating when it comes to changing the way you do business at first, but the benefits that can be obtained from focusing on mobile-first marketing campaigns can be prosperous. Thus, any business, regardless of their size, product and service offerings, and targeting preferences, need to start focusing on the fact that the content they utilize to promote their brand is now most likely be seen by more mobile internet users than desktop internet users. To help your business be part of a more successful future, we have compiled a list of essential steps that any business owner need to take to make sure they now serve mobile-first marketing campaigns. 

1. Acknowledge The Existing Shortcomings Of Your Business 

The very first step to implementing a mobile-first marketing campaign in your business model is to acknowledge any particular areas in your current business strategy that might have some shortcomings. As a proud business owner, it could be a little difficult to point out these shortcomings, but it is important for any successful business owner to be able to recognize, accept and change any problematic areas in their business if they ever wish to succeed in today’s fast-changing world. Once shortcomings have been identified, you should determine the most appropriate ways in which these particular areas can be adjusted in such a way to accommodate better those visitors who are accessing your information from their mobile devices. 

2. Your Business Should Serve Mobile Visitors First 

The starting point of your strategy should be with the website utilized to represent your brand – whether it is simply an informative site that provides contact details and more information about what your brand offers, or a more advanced site that allows visitors to purchase your products and services directly from their browser – it is important to have a website that mobile users can view without having to scroll left and right, and without having to zoom in constantly. If you are looking to improve Google ranking, then this particular step becomes even more important for you and your business. 

There are many ways to make your website more appropriate for mobile visitors. For example, businesses utilizing WordPress as a platform for running their website can install a free plugin, such as WPTouch, to help them create a mobile version of their website in a flash. 

And HootSuite also recommends business owners should avoid having two separate websites for accommodating mobile visitors but rather to utilize a responsive design that ensures the website fits perfectly to any device it is viewed on. 

3. Change The Way You Write Your Content 

Many bloggers and business owners have become used to writing their content in a way that is tailored toward the experience of a reader viewing their content from a desktop computer. Most of these individuals tend to think that there is no significant difference in how a visitor would react to content viewed on their desktop and their mobile device; thus they make no adjustments to the way they structure and write their content. Unfortunately, this can be a huge mistake. 

People browsing the internet on their mobile phones often do not have the same amount of time on their hands like a person browsing the internet from their desktop computer; thus headlines should be more creative and catchier, and a “spoiler” should be given shortly after a visitor opens a particular piece of content your business has published. The mobile internet user may be looking for a quick answer to a question they may have; thus they would not want to search through a 5,000-word article to find their answer. 

4. Consider Mobile Users When Publishing Visual Content 

Visual content is often found to be much more effective than written content. This has been proven quite a few years back – when desktop internet usage was still dominant. Even today, with mobile usage taking over, visual content continues to deliver powerful messages in a visual representation; thus allowing a viewer to take in certain information without having to read through long and boring articles. 

There is one problem when it comes to publishing visual content for mobile devices, however – and this is the fact that these images, slideshows, and videos tend to become cropped toward the size of the visitor’s screen. This factor should be considered when producing new visual content. Make sure that the content will not look crappy on mobile devices and that any text found within these images are perfectly visible, even from a smaller mobile phone’s display. 

5. Spy On Your Audience 

The final step for implementing a mobile-first marketing campaign into your business model is to constantly “spy” on your audience and then to use the collected data in such a way that you can gain the benefit from it. Tools like Google Analytics and Sumo can be used to determine how many people are visiting your website from a desktop, tablet, and smartphone. These tools also tend to provide you with other important information, such as where these users come from, how long they spent on your website, where they clicked on your website and more. Some tools may also tell you where visitors are going when they leave your website – such as when they click an external link on your site. 

Final Verdict 

The world is changing rapidly; new trends are being set every single day. The latest trend that seems to be quite persistent is the fact that more and more people are choosing their mobile devices over their desktop devices when it comes to accessing the internet. This means that companies now need to change the way they are promoting their business, and they need to start adopting a mobile-first mindset when it comes to publishing content, communicating with their audience and marketing their business. We have explained some essential steps that your business need to take to ensure your future marketing campaigns are mobile-first. Delaying is not an option anymore, and the sooner your business starts implementing these essential changes, the sooner you can reap the benefits of gaining access to a much larger target audience.

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I hope you enjoyed this article about steps you can take to optimize and master your mobile-first marketing campaigns.

Interested in more articles about mastering mobile marketing?

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