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Mobile Marketing Is Changing The Game: Here's How To Get Caught Up

This article is more than 8 years old.

Mobile marketing has taken hold like never before. Recent research has indicated that mobile usage has finally surpassed desktop usage. This means that the majority of your target audience is now browsing on the go. It represents a huge change and the need to make your site compatible for mobile is now undeniable.

But getting into the realm of mobile marketing is difficult. If you don’t fully understand it, you may be tempted to put it off. By doing so you are risking the future of your business.

Thankfully, getting caught up is easy. This guide is going to show you how to jump into the marketing for mobile revolution.

Utilize Mobile Advertising

As mobile use has increased in popularity, it’s never been more important for marketers to adjust their ad strategy away from desktop and onto mobile. One of the most imminent mobile platforms to take advantage of is Facebook . Statistics from Nextiva suggest 65% of Facebook's 1.44 billion users are active daily, and of that 1.44 billion 526 million are mobile only users according to Techcrunch.

 Create A Mobile Marketing Strategy

It’s common for website owners to setup responsive design and then assume that their usual marketing strategy will work. This couldn’t be further from the truth. A mobile marketing strategy will cause you to make significant changes to your content strategy.

For a start, mobile users don’t want to read long pages of text. On the contrary, they won’t give it a shot. They will leave the website instantly.

It’s why video marketing and abundant use of images are on the up. This allows people to consume content quickly on the go. Each time you think of a piece of content, think about how that content would be experienced if you only had five minutes or if you were walking down the street.

Go Responsive

Your first port of call is to make your website responsive. This is the process of making sure your website detects the device it’s being displayed on and adjusts accordingly. The dreaded horizontal scroll will be a thing of the past.

Going responsive is simpler than ever before because the vast majority of modern themes already have this built-in. If you have an older website, this is the perfect opportunity to climb aboard with a new responsive theme. See this as a matter of urgency because Google is actively penalizing websites in the search engine rankings if they lack this.

Delegate What You Don’t Understand

A lot of CEOs and advertisers that have been in the business for a long time have yet to grasp what mobile marketing is all about. Instead of muddling along and trying to work it out on the fly, bring in an outsider with a proven track record in this field.

Mobile marketing has been around for a number of years, so there are lots of experienced technicians available. Track one down and explain to them what you want.

Prioritize Content That’s Above The Fold

The nature of viewing your website on your smartphone screen will alter what you place on your website. When someone navigates to your website, you need to fit the most essential information right at the top. You only have seconds to entice someone before they turn away from you.

Content that’s above the fold may not be as relevant on a desktop. This is why many companies have created dedicated mobile websites. They have personalized the experience for each type of user.

For a small business, this may be a step too far, but keep the principle in mind so you can create a website that appeals to both sets of users.

Give Out The Right Information

Google hasn’t started to focus on local and hyperlocal SEO because they are trying to set a trend. They have done this because of what the numbers have said to them. The majority of smartphone searches are used to seek out local information.

You can use this data to prepare your mobile website accordingly. Provide relevant information front and center. The information that matters includes your address, opening hours and mobile number. On a desktop, the priorities are different, which is why so many companies fail to get this right.

Integrating Mobile Marketing With The Rest Of Your Business

The problem with mobile marketing is people see it as a separate entity. This isn’t the case at all. It should be integrated within the rest of your business. To do this, align your goals accordingly. Continue to link it with social media.

As always, never put all your eggs in one basket. You still need to appeal to desktop-only users, despite the smartphone revolution. Your mobile marketing efforts should be a part of your overall strategy, rather than something separate.

So how are you going to go about bringing mobile marketing into a business that is lagging behind its competitors in this area?

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