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B2B Marketing

Is Your Content Optimized for Mobile?

Not mobilizing your content for mobile in this day and age is a marketing sin!  The number of people worldwide with mobile phones is skyrocketing, but that is only part of the story.  According to Forrester, by 2020 an amazing 20% of all sales will take place on mobile devices.  Mobile isn’t just here to stay-mobile is a juggernaut.  That means ignoring it is essentially ignoring your business.  Having a great marketing strategy means making certain that your content is properly optimized.  Let’s take a closer look at what steps you need to take to get the most out of mobile. 

Thinking about your content means thinking about mobile.  If your content appears on the web you should think about how it will look on people’s phones and tablets.  More specifically, however, you will want to work with your web designer or web team to be sure that all of your pages, including your mobile pages, load quickly. 

But there is more.  Quite often developers and non-developers alike become overly fixated on how fast a page loads and fail to give adequate attention to usability.  It is essential to pause and ask yourself whether or not your mobile content’s interface is easy to use and understand.  A page loading quickly is great but this speed must be matched by a great interface and sharp and crisp graphical elements.

Video in all forms, including explainer videos, is a vital part of websites and mobile.  When you are creating a video, it is essential that your video will play on different sized screens.  If you want a polished and professional look, then this element should not be overlooked. 

Mobile also means limited screen space.  This fact has a variety of ramifications.  At the top of the list is the fact that limited screen space means that headlines must be very bold and attention grabbing.  People generally skim even more on mobile devices than they do on desktops or laptops, so it is important that you effectively grab their attention.

Limited screen space also means that it is quite important to avoid all forms of clutter. A site that doesn’t look cluttered viewed on a larger screen, even a tablet, might look very cramped and confined on a smaller screen.  Every aspect of the “small screen experience” must be factored into the optimizing for mobile experience. 

Finally, make certain that your buttons for purchase and more information are easily found on your mobile pages.  Moreover, your call to action should be clear and concise on mobile.  Mobile users have certain expectations about how a website should look and function.  If you deviate from those expectations, the end result could be that users feel that something is “off” and may take their interest and business elsewhere.  Optimizing every aspect of your content so it works seamlessly and smoothly is the only move for those looking to stay competitive in a world increasingly dependent upon and fixated with all things mobile.

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Melissa O'Sullivan

Melissa has worked in digital marketing for over 15 years. She cut her teeth in the CSE models for various retailers and now spends most of her time building great brand development programs across social media. Melissa has been a contributor to MarketingThis.com since 2011.

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