Your content market strategy for 2015 needs to increase market traffic, respond faster and certainly be more aware of the trending and growing mobile device dynasty of consumers. Mobile marketing strategy is going to be one of the keys to your success.
Mobile Devices Drive Traffic.
Gavin Cooper, the Marketing Director of Taconic Biosciences, a company that specializes in creating genetically engineered mice and rats, says, “Our investment in content marketing is really paying off; and mobile devices are such a great way to drive traffic to our site that I can’t imagine working with it any less this year than last year.”
Bill Unrue is the founder and president of insureWell, a disability insurance advocate for income protection. He says “we use content marketing to help consumers pick the right carrier and best policy for their families. And now almost half of our readers are making these choices on mobile devices.”
Heavily Invested Companies Are Seeing Huge Returns.
Content marketing can be scaled so it fits every marketing budget, from the modest niche or startup to the medium-sized to the heavy contenders. 95% of B2B marketers use content marketing – so why shouldn’t you?
These are just some of the strategies you should be following for maximum results:
1. Make sure your content is available on every mobile platform and device.Every customer touch point must be included. Exclude any group, and you’ve just created alienated consumers who will make an extra effort to look elsewhere for product and service. According to Sagar Babber, CEO of Snyxius.com, “Mobile customers – and that’s getting to be just about everybody who carries a cell phone – want a congruent experience across all channels and devices. Don’t stop until you’ve achieved that goal with your marketers and technical people.”
2. Statistics show that 77% of mobile searches are performed at home or at work, but mobile website visitors have a 9.56% higher bounce rate than desktop visitors. Why? One reason is that consumers are searching for local products and services, and if they don’t find something local through your mobile platforms or channels they will go somewhere else quickly. Use Google Trends to find out what your customers want locally. It lets you search by geographical area. And consider configuring Google Alerts to let you know what is currently trending in your area.
3. Your customers are on the phone from dawn to dusk, and way beyond. Is your content accessible 24/7? One way to insure that this occurs is with responsive design. This means a website that’s been engineered to scale itself to various resolutions and screen sizes. It just makes sense that when your customer can share your content with a friend, co-worker or family member in an easy and convenient manner, they are more likely to do so, boosting your traffic. Make your content as easy to pass along as word of mouth.
4. Speaking of responses, how’s your responsive storytelling strategy? This is a marketing story that is uniquely useful to an individual browser, giving him or her options and pricing that is specifically targeted for their demographic. It is the exact opposite of the old-fashioned, expensive, and not-very-efficient ‘shotgun’ approach where you blast the consumer with everything and anything in the hopes something will appeal to them.
5. 57% of mobile users say they wouldn’t recommend a service or product that had a poorly developed website. Would you? If you have a CTA button on your mobile device but it’s so small nobody can activate it, what good is it? It should be at least 44 X 44 pixels. Double check to make sure that actions like pinching and swiping can occur without hassle. Consumers who enjoy your channel are going to use it more often than if it gives them a pain in the pixel!
This article originally appeared on Forbes
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