3 Essential Elements in a Successful Business Mobile Marketing Plan

People spend a significant amount of time browsing the internet on mobile devices — so much so it accounts for 65% of all digital media time. That’s a lot! What’s more, mobile surfers are less patient and more particular about their browsing expectations than desktop users. Simply put, if you aren’t focusing on mobile users, you may be missing out on a rapidly growing opportunity for increasing traffic and profits.

It’s clear, therefore, that a mobile marketing plan is vital for your business’ future. However, without the right fundamentals in place, even the most spectacular campaign will struggle to keep the attention of picky mobile users.

In this post, we’ll teach you three essential elements that can attract and retain the mobile traffic you’re looking for, and we’ll teach you how to implement them too. Let’s get cracking!

Key Takeaways

  1. Mobile users are fussier than regular website visitors, and typically seek out local content.
  2. A quality responsive design lays the foundation for a happy user experience.
  3. Pop ups and other poor design choices can ruin the user’s experience without a data-backed reason.

1. A Wealth of Local Content

For this first element, consider your own daily experiences using a mobile phone. You may find that you’ll search the internet constantly throughout the day, no matter where you are. In fact, you may not even realize how often you look up information, it’s now so second nature. Given this, it’s clear what mobile users primarily want: action-oriented, local content.

To break it down, action-oriented means there’s an intent for the person to do something: for example, go to a store, buy an item, get directions, or make a phone call. Ultimately, if you’ve carried out a search, it’s a safe bet to assume someone else has too.

In addition, you’ll want your content to be specific to your local area — this could be the immediate neighborhood, city, or state depending on the topic. It means that content will always be relevant to the physical search location.

Putting this kind of content on your site ensures that mobile users are more likely to find it in search results — it’s basic content marketing after all — and they’re also more likely to find what they’re looking for once they’re on your site.

How to Produce Local Content

Here is our basic approach to creating local content:

  1. Identify your local target audience.
  2. Analyze your current local content, if you have any.
  3. Combine your broader content marketing strategy with local topics.
  4. Track your success and adjust your strategy accordingly.

As for specific strategies, there are plenty available, but in the past we’ve touched on targeting nearby neighborhoods and getting your customers involved in the creative process. They’re highly recommended as good starting points for your own local content strategy.

2. High-Quality Responsive Design

Responsive design simply provides a better user experience for any device size. This is accomplished by using the same underlying website code, but making some under the hood adjustments depending on the device’s size.

Making your website responsive is simply a no-brainer.

It’s true that there are several valid ways to present mobile websites, but responsive design is our recommendation. Need a second opinion? Try Google’s official documentation for mobile-friendliness — they’re not secretive about preferring responsive design over other mobile options.

How to Get Mobile Ready

Nowadays, responsive design has been adapted to the point you’ll only need to follow two simple steps:

  1. Choose a responsive theme.
  2. Optimize your site for speed to avoid any extra bloat on mobile.

It’s so easy, there’s really no excuse to forgo implementing this element.

To continue reading, head over to our blog.


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