Our smartphones have become a part of the fabric of our daily lives. Over half of all smartphone users grab their phones immediately after waking up each day. One in three uses an iPhone or iPad to read email and one-third of all mobile subscribers only read their email on a mobile device. Your competitors are adjusting to this reality. According to Adestra, the number of companies optimizing their email for smartphones increased by 22% last year. To continue to thrive, you'll need to optimize your digital marketing strategy as well. A few key tactics:
1. Keep it simple.
When designing templates, use ones that work across all devices. That way, your prospects and clients get the same experience whether they read your marketing messages on their desktops, phones or tablets. Fifty-two percent of all companies now do this.
2. Opt for mobile responsive email templates.
This way, people can get a better reading experience for their smaller screens. And, keep mobile-friendly design best practices in mind. Make sure your subject lines are short and informative. Give enough information in the first two to four inches of the email to keep them scrolling down. If your message is long, include a table of contents so they can get right to the parts that interest them.
3. Add Pinterest to your marketing strategy.
Facebook, Twitter and Instagram get a lot of marketing love, but, Pinterest is the platform you should be paying attention to. Pinterest is the most mobile of all social networks, with 64% of its referred traffic coming from smartphones or tablets. Including Pins in your email newsletter is a great way to increase engagement. Include an image of one of your boards with a clickable link below.
4. Optimize your site for mobile.
CMS report says that 57% of users won't recommend a business that has a poorly designed mobile site. And, it can hurt you in the SERPs, as well. Google now assesses a penalty on sites that they do not consider mobile friendly. To increase loading time, keep image file sizes small, an awesome tool for this is TinyPNG. TinyPNG uses smart lossy compression techniques to reduce the file size of your images. All you do is upload your image and TinyPNG does all the work for you.
5. Consider an app.
If it is applicable to your business, have a mobile app created. This is a strategy that 83% of B2B marketers said was an important part of their content marketing. Your app can include location information, click-to-call contact features and a streamlined e-commerce solution to allow your customers to get in contact and make orders on the go.
Mobile is quickly becoming the dominant digital technology. By making sure that your business is mobile-optimized, you can continue to reach the prospects you want and enjoy a healthy and profitable relationship.
November 12, 2015