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| Image courtesy of Integrated Change licensed under (CC BY 2.0) |
The culture of convenience has made it so difficult to be without a mobile phone. Information has never been so widely available and right at your fingertips wherever you are, for as long as you can access the internet. Add to the fact that we have become so much dependent on technology that there is almost a mobile app for everything that needs to be done when you need it done. This is what makes owning a mobile phone so empowering, that being without it feels like a total wreck.
As Neil Patel, one of top ten marketers, web influencer and New York Times bestseller, aptly puts it, “Mobile isn’t just the way of the future. It’s the way of the now.” To put it into context, approximately 75% of Americans own a smartphone, and 64% of sales are attributed to mobile conversion. The latest technology developments in Artificial Intelligence, Virtual Digital Assistants, mobile Augmented reality, Virtual Reality, and mobile payments are centred on the individual user in which we assume online activities to increase on mobile. Let’s not forget that we’re all expecting the much anticipated coming of the mobile-first index this year that will make mobile internet browsing a better experience. This is why businesses see the need to prioritise digital marketing campaigns on mobile and optimise their sites on mobile.
Below is a list of some of the things that mobile marketers need to be crucial about.
Mobile-Friendliness
Business owners, their digital marketers and SEOs should make mobile-friendliness a priority because the user experience is one major key to ranking and could be a great driver of organic traffic and repeat customers.
1. Keeping an eye on site responsiveness and that they work seamlessly across mobile devices.
2. Pages ideally should load in less than five seconds.
3. Bounce rates attributed to different factors such as poor navigation, inactive buttons and tabs, images that do not fit and poorly-readable content should as well be watched closely.
4. Excellent mobile optimisation includes - compressing images and making sure they are proportionate to page, removing flash on animations, intrusive pop-ups and shorter title tags and meta description for lesser screen footprint.
5. Good data structure markup for richer snippets when your mobile pages appear on search results.
Optimised and Personalised Content
Your reach out to your prospects through your content. Therefore, it should be of high quality and adds value to your customers. However, it must be highly accessible and easy to navigate.
1. Optimise slow loading pages and implement Accelerated Mobile Pages (AMP). AMP is the lightweight version of HTML pages that makes them fast-loading. AMP brings some advantage to your site such as being included in Google SERP’s above search results.It also allows you to implement the AMP content carousel.
2. Optimise mobile content for voice search. Along with increased mobile use is the upward trend in the use of voice search. A study conducted by ComScore shows that voice search will constitute 50% of all searches by 2020. Thus, it is worth optimising your business site on this aspect. Practices include using natural search phrases or long-tail keywords, adopting schema.org vocabulary and creating FAQ pages.
3. Go for well-researched, personalised content that goes beyond what customers are looking for in products; instead, in what ways or instances are they going to need these products. Nowadays, there are many unique moments or “micro-moments” that offers an opportunity to deliver content when it is needed. If done properly, businesses can realise an increase in revenue for delivering the right content during these moments.
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