Consumers increasingly access business websites and e-commerce sites via smartphones, tablets and other mobile devices rather than desktop computers. According to Statista, in 2018, 52.2% of worldwide website traffic was via mobile phones—a rate that rose nearly 2% in a single year. Mobile devices allow consumers to access information, products and services at any time, anywhere—companies need to ensure that their websites are built for mobile platforms so that they’re easily accessible to this ever-growing audience.
Optimizing for mobile is a multi-step process, and businesses need to evaluate their content, loading speed and even mobile ergonomics—among other factors. To help you build a checklist for your mobile marketing strategy, read these suggestions from 10 members from Forbes Agency Council.
1. Check Your Speed
How fast does your website load on mobile devices? Google offers a free tool to test your site speed and tell you how to improve it. Not only will a slow load time negatively affect your page rankings, but it will also damage the customer experience. Consumers today are demanding! They will move on to someone who delivers faster—costing you sales. – Katie Harris, Spot On Solutions
2. Don’t Retrofit For Mobile
I’m amazed at how often marketers create websites and digital campaigns without considering the mobile experience every step of the way. From a site’s initial wireframes, mobile needs to be on equal footing. Too many CMOs still focus on the desktop experience throughout the process and then ask their developers to “make sure it works on mobile” as a project afterthought. – Scott Baradell, Idea Grove
3. Optimize Photos For Mobile
Any time you share a photo online, whether it’s on your website or your social media channels, it should be optimized for mobile devices. Consider the size of the image and how much of a user’s phone screen it would take up. Often it’s a good idea to test these things before posting. – Darian Kovacs, Jelly Digital Marketing & PR
4. Build A Mobile App Too
Having a mobile-friendly website is great, but it might not be enough. To get more loyal customers, you may want to invest in a high-quality mobile app. This will let you boost customer engagement and increase brand awareness. At the same time, you’ll provide a snappier user experience for your existing customers and attract new ones through loyalty programs and in-app referral programs. – Solomon Thimothy, OneIMS
5. Remember The ‘Thumb Zone’
When developing mobile websites, it’s key to take the “Thumb Zone” into consideration. The Thumb Zone is the most comfortable area for a user to touch their screen using their thumb. When using a newer smartphone or tablet, it’s tough to click buttons located on the top of the screen or in the bottom corners—with this in mind you can drastically enhance user experience. – Blake George, BMG Media Co.
6. Create Condensed Content
Think mobile first and actually create content specifically for mobile devices. This means short paragraphs, ordered lists, easy-to-click links and call-to-action buttons, and clean navigation. These small changes can have huge impacts on engagement and conversion metrics from mobile traffic. – Donna Robinson, Nina Hale – Digital Marketing Agency
7. Optimize For Mobile-Specific Platforms
You need to pay attention to where your audience is listening in the mobile space and specifically optimize on those platforms. Instagram is a prime example. Instagram story consumption is projected to exceed the reach of organic feeds in the near future. Optimizing short-form ads for a vertical display would prepare you for the shift in consumption on that platform. – Michael Smith, iTribe Social Inc.
8. Utilize Geotargeting
Forward-thinking marketers utilize geotargeting to reach an even more precise audience base than IP addresses can provide. Geotargeting allows marketers to tailor their content to different audiences based on their location, such as local pay-per-click ads. This helps marketers maximize the cost-effectiveness of their efforts by only targeting audiences with whom the messaging is relevant. – Adam Binder, Creative Click Media
9. Leverage Landing Pages
What is the function of your mobile website—brand introduction, lead generation, conversion, etc.? For companies that are limited by budget, one recommendation would be to integrate a landing page strategy (i.e., unbounce) to meet the needs of the customer. More importantly, leverage a landing page as a vehicle to move the consumer further down the conversion path. – James Loomstein, Rogue Marketing
10. Focus On Mobile-Friendly Emails
It’s important to periodically view your email campaigns and other outgoing messages on commonly used devices to ensure your content is delivered in a way that’s appropriate and speaks to the user in a powerful way, no matter what medium is used to access the information. It’s amazing to me that many marketing emails, even from well-known companies, are still not mobile-friendly. – Drew Gerber, Wasabi Publicity, Inc.