In case you’re out of the loop, more searches take place on mobile than on desktop. When last measured, the percentage clocked out at 60% of total search engine queries, but I wouldn’t be surprised if there’s already been a significant increase in just the past few months.
That number is only growing as the user experience improves on mobile devices and apps. So what does this mean for your brand?
Just as you wouldn’t build your store far away from your audience, or write your ecommerce site in an unfamiliar language to them, if you ignore mobile marketing and advertising, your customers will pass you by - or never know you existed in the first place.
However, it’s not too late!
Regardless of if you’re just getting started, or if you’re a seasoned mobile marketer, here are 3 strategies to optimize your mobile presence:
Understand How Google Ranking Works
Google rolled out its mobile first indexing - the algorithm by which it ranks search results in mobile browsers - starting last fall. Consider these rules as your bible for making sure your content and app rank well in the search engine:
Include structured data - If you already have a mobile presence, it’s likely that you’ve omitted markup language, as it improves the speed at which your page loads. However, Google will need this information to properly rank your page, so put the necessary segments back. This is by far the most technical piece, so considering hiring a SEO advisor or tech lead to make sure it’s done correctly.
Publish consistent content - Make sure that the content that you push to your mobile sites and apps are, for the most part, consistent with your website. Fight the urge to cut text short unless it truly serves to optimize the experience. If the page seems overwhelming, consider accordion folders, tabs or similar formatting to make it more easily digestible.
Don’t obstruct the user view - If you have a full-screen popup on mobile, Google will penalize you - and rightly so. Make sure that your site is as easy to use on mobile as it is in a standard web browser.
Make Use Of Push Notifications
Do you wish you could text your customer base whenever you were worried they forgot about you? With push notifications, you basically can - as long as you don’t do it too much.
Push notifications, or the messages you can have appear for those who have downloaded your app, are a great way to stay top of mind while also adding value to their experience. When timed correctly and paired with great content, they’ll keep your users coming back again and again!
Not sure what’s good to push? Some rules of thumb:
Less is more - If you aren’t sure something’s worth pushing, it probably isn’t. Don’t risk getting your app uninstalled by being overzealous.
Use emoticons and be casual if your brand allows.
Make sure it’s valuable to the customer. Sales and breaking news is great fodder for push notifications - brand updates are not.
Put Out Authentic, Valuable Content
Mobile ads are just as prevalent - and possibly even more annoying - than desktop browser ads, and your audience is already adept at spotting non-valuable content and poor quality marketing.
This is especially true if you’re targeting younger people; Generation Z (people under 21 years old) have set the record in being able to evaluate whether content is valuable or not with an average of just eight seconds to cast their verdict.
The best way to deal with this phenomenon? Stop trying to trick your customers, and give in: provide real value. Be authentic, and use all of the wonderful tools available to form lasting relationships with real people.
Mobile marketing is not, at the end of the day, that different than any other kind of marketing - add value, entertain and educate, and listen to feedback. The key to your customers hearts is the same, it’s just the medium that’s changing.