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Mobile Marketing: Optimising your digital presence for mobile user intent

by Michelle Alexander
on 3 Dec, 2018

Today, the average consumer checks their phone around 80 times per day and this figure almost doubles if they’re a millennial! However, these stats should come as no surprise given that within our society a smartphone sits in just about every individual’s pocket. Considering these stats and the behavioural trends currently seen among consumers, marketing with mobile in mind has never been more important to your business’ success.

In this blog, we help you navigate the realm of mobile marketing by explaining how to establish a web presence and buying journey that fits seamlessly into the behavioural patterns of today’s increasingly mobile focused customer.

 

Mobile presents opportunity

If you’re doing digital marketing right, your website should be acting as your hub. It should be sitting smack bang in the centre of everything you do, with your additional digital marketing tactics driving traffic towards it. Essentially your website should be acting as your business’s core online marketing asset so it’s important that you think about how people are visiting your website. Increasingly now, this is on a mobile device.

Now, just stop for a moment and pull out your own smartphone. Open your browser and take a look at your own website. I’m hoping (for your sake) it looks great, but if it doesn’t, you have something to worry about. Astonishingly, over 70% of website visitors using a mobile device will take action within one hour. This presents a great opportunity for your business, but without a responsively designed website it’s likely that you’ll continue missing out on capturing these prospects.

 

 

Responsive vs. mobile design

Ok, so let’s get real. What do we really mean when we talk about ‘responsive design’? Well, with responsive design, your website essentially responds to the browser so that your visitor doesn’t have to pinch the screen and scroll indefinitely to find what they’re looking for.

I know I’ve personally visited websites where everything goes off the window and you’ve probably experienced this too. This is what we refer to as a bad ‘user experience (UX)’. Something that you should really avoid inflicting on those that visit your website…! This type of issue not only hurts your search rankings but can also create such a negative experience for you visitor that they vow never to return again – and we don’t want that, do we? After all visitors turn into leads, leads turn into opportunities and opportunities have the potential to turn into paying customers!

Now, when we refer to mobile design, we’re metaphorically taking a step above responsive design. Mobile design essentially is where your website is re-engineered and optimised to what your mobile user is looking for. Typically, mobile users aren’t engaging in extensive research on their device but instead are looking for simple things such as phone numbers, opening hours, addresses or directions etc.

As such, these are things that that need to appear front and centre in your mobile design but, contrastingly, might appear somewhere different in your typical desktop design. In short, mobile design simplifies site navigation for your user to ensure they have a positive experience on your website and find exactly what they are looking for.

 

GIF source: Canonicalized

 

Mobile landing pages

To build a truly exceptional mobile experience for your users, you may also want to consider building separate mobile landing pages for them. This may be particularly relevant if you are running any campaigns and looking to drive specific actions. In fact, you may choose to set up mobile ads that then link to specific mobile landing pages. That way, you have the ability to produce and optimise content that addresses specific search queries, giving you the power to target and potentially capture users that are more likely to convert than others.

As the average mobile visit session is about 72 seconds, it is important to think about developing these landing pages in a way that provides simplicity to the user and makes it easy for them to navigate to or find exactly what they are looking for. Further to this, it’s important to consider the design of these pages, thinking about the font style and size you use as well as the more visual aspects.

Landing page design is another ball game altogether, but I highly consider doing your research before moving forward. Landing pages that have high conversion rates use specific and intentional designs that successfully tap into the innate behavioural mechanisms of the human brain to elicit a series of desired responses and actions.

 

Learn how to design a high converting landing page.

 

Harness the power of mobile analytics

Beyond these initial tactics, the real key to mobile marketing success lies in your web analytics. If you’re using a tool like Google Analytics, you need to make sure you pay close attention to what’s happening on your website from visitors using a mobile device.

Dive deep into your device report to understand exactly what percentage of your website visitors are mobile users and gain greater insights into what you need to be doing or changing based on the type of mobile device your visitors are using (ie. iPhone or Android?).

Another factor you may look at is network speed. Speed is a key element on a mobile device and if most of your your users are on the 4G network, you need to make sure your pages are designed for that.

It’s a good idea to get into the habit of pulling mobile-specific analytics reports for your site at the end of each month to provide you with ongoing guidance for how you move forward.

 

 

Tips for writing mobile friendly content

Before we wrap up, it would be naive of us not to touch on content. Think about the screen size your mobile visitors are using compared to that of your desktop visitors. The key to optimising your content for their teeny, tiny mobile screens is readability.

 

GIF Source: Nurenu

 

A mobile user wants information now. They don’t want to have to scroll endlessly to find what they’re looking for, so go BIG and BOLD right at the top. Make sure whatever content you decide to include up top confirms that your visitor is in the right place and going to get the information they are looking for. Keep it simple and straight to the point, so that finding the desired information is a walk in the park for your visitor.

Make sure to take care when choosing the fonts you use for your site too. As a guide, no text should really be smaller than 16 point in your CSS, so that it remains readable on any mobile screen.

 

 

Where to from here?

Whilst the tips we’ve shared above will definitely help you get started, we’ve only scratched the surface in regard to completely optimising your digital presence for mobile user intent. From here on, we suggest you start to work out where your priorities lie, implement a few tips from those we’ve shared above, then start thinking deeper about your content (your emails, your videos and your social media posts) with the smaller screen of your mobile users in mind.

Do this and you’ll be prepared to amp up your marketing and lead generation efforts with a digital strategy that is optimised for the way people consume today.

Feel free to reach out to the digital team at Thirst Creative if you have any questions about mobile marketing or are interested in engaging in one of our digital strategy workshops.


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