3 Ways to Plan for Mobile Marketing | Wave Interactive

Over just the past year, mobile has taken off. In fact, up to 70% of web traffic happens on a mobile device. In addition to its increase in popularity, search engines like Google have altered algorithms and indexing protocols in order to cater to these users.

In March of 2018, Google released an update known as “mobile-first indexing”. According to Google:

“…we’ll use the mobile version of the page for indexing and ranking, to better help our – primarily mobile – users find what they’re looking for.” – Fan Zhang, Software Engineer

This means the desktop version of you website matters less as Google will now be taking content specifically from the mobile-version of the site to index and help searchers find information. Of course, this doesn’t mean that your desktop version needs to be abandoned or left for dead. Instead, it means that you need to ensure that what you provide on mobile is just as (if not more) user friendly and engaging as the normal version of your site.

Is your site ready? Here’s how to adjust your mobile marketing campaign for success:

Tweet: Did you know that 70% of web traffic comes from a mobile device? Here’s how to ensure that your site and #marketing strategy are prepared!

Responsiveness

First and foremost, your site and the content you provide have to be responsive. This means that if the screen size changes or scrolling occurs, your page elements change accordingly. Instead of staying still, your content responds and adapts.

You can make sure your site is mobile responsive by:

  • Adjust layout by paying attention to margins and containers. These can be adjusted per device so you can be sure to have all your bases covered.
  • Set media element limitations to ensure that files (photos, videos, etc.) are not bigger than their parent container.
  • Don’t forget about font. This should be related to its parent container width, so it can adapt to the screen

Speed

Speed is everything. Even outside of the web world, customers want things faster than ever before. We are a demand society. So, it’s no surprise that studies have found that 40% of internet users report abandoning a site if it takes longer than 3 seconds to load.

The trouble with this is there’s no one thing you can do to fix load speed. Every site is different and it may be anything from rendering to time to fetch or first interaction and more. The good news is that there are tools you can use to test your site and give you optimization suggestions.

*Note that these tests can only be done per page, not the entire site. However, changes can be made to the site as a whole based on a page’s suggestions.*

These tools include:

Engaging

A small screen means things can be a bit hard to read. This means your main focus needs to be on providing engaging content in a new way. Bright colors, imagery, the works. Help the text you do feature stand out and pull the audience in interact with your site – anything from looking through a gallery of photos or finally pressing that “contact” button.

Here are some great ideas for engaging content that are perfect for mobile:

  • Infographics
  • Videos
  • Galleries
  • Interactive pieces (think quizzes)
  • GIFs

Living in a mobile world doesn’t mean your site has to suffer. It provides a gateway to new opportunities to meet and attract an audience you may have been missing before. Instead of seeing this as “just another marketing hurdle”, use it to your advantage to get creative and optimize your site for bigger and better things. Mobile marketing doesn’t have to be difficult.