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Mobile-Friendly Content Should Be on More Than Just Your Website

Posted by Amy Silberman on Jan 15, 2018 6:29:47 PM

As evidenced by the amount of people who use smartphones in the world today, it should be no surprise that it is important for any business to have a mobile-friendly website. However, a mobile-friendly experience shouldn’t stop at a website. All content, from emails to social media to landing pages and more, needs to be available to visitors in a mobile-friendly format to stay relevant.

More people than ever are researching companies and making purchases on mobile devices. In fact, as of 2017, mobile devices account for 49.7% of total page views worldwide. However, you have to imagine that if that many people are simply viewing websites on their mobile devices, they will be performing other tasks on these devices as well.

Because of this, it is extremely important that your website is not the only thing about your business that is mobile-friendly.

 

What Content Should Be Mobile-Friendly?

Your visitors, leads, and customers should be able to have a seamless experience on any device, be it mobile or desktop. This includes emails, social media posts, marketing campaign landing pages, and blogs.

 

Emails

Emails are an important part of any marketing campaign. In fact, studies show that two thirds of all emails sent are read on a mobile device and 75% of emails sent to a Gmail account are opened on a mobile device.

If at least two thirds of your leads are opening your emails on mobile devices, you need to be sure each email is optimized to be read on a mobile device. If they are not mobile optimized, you stand a strong chance of your lead simply deleting the email and losing them as a lead.

Many email clients now have built in mobile optimization, but you should still test your emails before an official send.

If you don’t have automatic mobile optimization, some things to double check before sending an email include:

  • Proper image resizing
  • Image file sizes
  • Increased link sizes for easy access

Remember, your leads want to follow the path of least resistance to your product or service. By meeting their needs with mobile optimized emails, you provide them with an easy and accessible route to your information.

 

Social Media Posts

Social media is another area where you need to make sure your content is tailored towards mobile uses. Facebook alone has 1.15 billion mobile users every day, while other sites are not far behind.

Facebook and other social sites format your content based on where a user is viewing it, so you don’t need to necessarily make any changes yourself. However, you should pay attention to how your organic posts and social advertisements are rending on a mobile device.

More often than not, your target audience will be viewing your content from a mobile device, so you want to make sure it is rendering appropriately.

Other ways to optimize your social content for mobile include:

  • Ensuring any links you post lead to a mobile optimized page
  • Shortening captions or sentences on your posts to make them easier to view on a smaller device
  • Making all content easily shareable on mobile devices

 

Landing Pages and Blogs

We’ve discussed in the past about the importance of creating a smooth and simple pathway for people to follow when they interact with your business. A large part of this pathway includes leads following information they have found on your blog or on other advertisements.

While it may seem like blogs and landing pages are a part of your website, which you already know to optimize for mobile, this is not always the case. Sometimes, these pieces of your site are on a different platform than your actual website. Because of this, it is extremely important to ensure they are mobile friendly, just like your website.

When people are searching for the solutions to their problems, they will not only look on your website, but they will also find themselves looking at a blog article you posted or information on your social media accounts.

Keep in mind where your links take them and ensure every piece of information they see is accessible to them on both a desktop computer and a mobile device.

This includes:

  • Photos
  • CTA buttons
  • Videos
  • Text size and format
  • And more

By making sure all this renders correctly on any type of device, you have created a pathway for leads to follow regardless of what device they are using.

 

Conclusion

Mobile optimization applies to so much more than just your website. With the prevalence of mobile devices, it is important to ensure that any place you could interact with leads or customers is optimized for a mobile experience.

By taking the time to do this, you will take away a layer of frustration that leads may experience with a competitor that may not have taken the time to fully optimize all their content for mobile.

 


The best way to create any content before optimizing it for mobile is to know who you are creating it for. Learn more about using a Buyer Persona to determine your ideal customer for content creation here:

Learn How to Create Your Own Buyer Persona

Topics: Marketing Strategy