6 Reasons Why You Need a Separate Mobile and Digital Content Strategy
Your digital content strategy is incredibly important for your business, especially if you want to reach customers where they already are: that is, online. For today’s users, however, digital content strategy alone isn’t enough. You also need a mobile content strategy: one that will allow you to focus specifically on your mobile users.
1. Worldwide, half of internet traffic is now mobile
With around half of internet users approaching your website from a mobile device, mobile marketing now takes up a substantial share of the market. If you don’t have a separate marketing strategy in place for mobile users, you’re missing out on half or more of the traffic to your website. You want your users to be able to do everything mobile that they can do from a desktop device, from reading blog posts to making purchases through your online store–and you want that process to be as streamlined as possible so that your users don’t miss out on anything.
2. Mobile-friendly sites move up in search engine rankings
Google’s algorithm contains an ever-changing array of factors that can be impossible to predict, even if you’re highly focused on SEO. One of the keys to increasing your search ranking, however–even if your users are coming to your website from a desktop–is making sure that your website is mobile-friendly. Mobile users quickly grow frustrated by long load times and pop-ups, which can interrupt their experience and leave them struggling to complete the task they intended to complete on your website. Including that mobile-friendly element in your content marketing strategy can help ensure that you have more satisfied mobile users and, therefore, that you maintain the high search ranking you’ve worked so hard to create.
3. Mobile users engage with your website and social media differently
It’s not just about load times! Mobile users may come to your website for different purposes than desktop users. Mobile users are more distracted: they come to your website for brief snippets, skimming through information quickly. Mobile users:
Want fast answers to their questions. Mobile users are more likely to look for skimmable content: content they can look at briefly to get answers to their questions, whether they need to know how to fix a problem or which product is ideal for a particular solution.
Need to find contact information for your business. Mobile users often want to find your address or your phone number quickly. When you make that information difficult to find on your website, it can make it harder for your users to make decisions.
Want to be distracted. Often, mobile users want a brief distraction from their everyday lives. They’re visiting your website or social media page for engaging content to keep them busy while waiting in line or commuting. As a result, they require more highly engaging content than many desktop users.
Are more impatient. Mobile users do not want to wait. They can’t click away from your website or load something else while they wait on a difficult page, so they’re more likely to click away fast if your website isn’t loading as well as they expected–an average of around three seconds. Mobile users are also more likely to grow impatient if they can’t quickly find the information they’re looking for.
4. Mobile users appear on your website at different times
While desktop use peaks during work hours, mobile users are more likely to access your website in the evening or the morning–that is, during their leisure hours. While this may not impact the way you organize content on your website, knowing when and how your users connect with your website and when may change what and when you post on your social media accounts, including when you host live events.
5. Your apps matter
These days, there’s an app for everything–and with good reason. Apps often run more smoothly and provide more information than your website. Not only that, apps often prevent your users from having to log in repeatedly: they remain logged into the app most or all of the time, which means they don’t have to waste time logging in to a website before they can access points, get coupons, or locate deals. That does not necessarily mean, however, that all of your customers will use your app, which makes it vital that you provide an effective mobile experience for all users in order to keep those customers who won’t be using your app.
If you do have an app, it should:
- Provide mobile users with a fast, seamless experience
- Offer a rich user experience, filled with useful content
- Streamline navigation
- Keep it simple
6. Mobile users may come from a different demographic.
In many areas of your business, you focus on different buyer personas, deepening your understanding of exactly what customers need when they connect with your business in a specific way. Mobile users are often younger than desktop users and have a better understanding of technology in general. They have a greater willingness to engage in location sharing or to provide reports of their activities across social media. As a result, you may need to shape your mobile content strategy a little differently from your traditional digital content strategy, shifting your marketing efforts to reach that younger audience.
You should also keep in mind that many users do their research on mobile, then make a purchase on their desktop devices. That means that even if you don’t think you’re making as many mobile conversions, your mobile marketing efforts may still contribute to your ultimate conversions. Tracking users across their interactions with your website or your brand regardless of how they connect can often give you a better idea of how your mobile content strategy impacts your overall conversion rates.
At Tech Nerds, we provide a wide range of services that can help enhance your digital and mobile marketing efforts, including social media marketing, content marketing, conversion rate optimization, and more. Contact us today to learn more about how we can help you connect more effectively with your users, giving you a better platform for your digital and mobile marketing needs.