In the digital marketing industry, we hear (and use) the phrase “mobile-first marketing” all the time. In fact, if you’re a client of ours at Page One, you’ve probably heard us mention this at least a handful of times! While it may seem self-explanatory, many crucial factors go into a mobile-first marketing campaign. Keep reading to learn what this phrase really means, why it’s important for your digital marketing strategy, and how you can make it a priority!
What Does “Mobile-First Marketing” Mean?
Mobile users access websites by way of cellphone - which, really, is just about everyone at this point. Over the past several years, there has been a massive shift in mobile demographics. It's gone from Millennials to Baby Boomers. And it's not just Millennials who are obsessed with cell phones (we're looking at you, Gen X!); the shift from desktop to mobile devices is the future.
Younger generations have grown up with devices - cell phones, tablets, gaming consoles - and have become accustomed to using them for everything. Need to check the weather? There's an app for that. Want to book a restaurant reservation? You can do it online. Looking for the answer to a trivia question? Google it. (But don't really do that, cheater!)
That instant gratification is especially important to consider when you think about online purchases and eCommerce. Mobile users are anticipated to make up approximately 73% of total eCommerce sales for 2021. That’s a huge target audience that you could be missing out on by not optimizing your website for a more user-friendly mobile experience.
Why Is This Important for Digital Marketing?
Mobile-first digital marketing is a strategy that accommodates how consumers are using their mobile devices and the way they want their information presented. Users want short, digestible content housed on easy-to-navigate websites to make for the most efficient use of their time.
Think about how often you have a few minutes to spare - whether you’re in line for a coffee or in the waiting room of a doctor’s appointment, those moments are when you instinctively pick up your phone to scroll, browse or search.
Now, consider how you feel when a mobile site doesn’t load fast enough or has a tiny screen that you have to pinch and zoom in to see the text. So frustrating, right? You (and most others) will probably get annoyed after a few minutes of trying to navigate this site and move on to something else. Providing users a seamless mobile experience from beginning to end needs to be a priority for a successful digital marketing campaign. If your company doesn’t offer it, there will inevitably be others who can.
The takeaway of all this a no-brainer, really: make it easy for mobile users to access what they need on your website!
How to Incorporate Mobile-First Marketing In Your Campaign
Okay, so it’s clear that mobile-first marketing is important for my digital campaign. But where do I begin? What do I actually do to make sure my website is mobile-friendly?
Here are some factors to consider implementing to improve mobile usability for your digital strategy:
Use a Responsive Web Design
This is the first (and possibly most critical) step in a successful mobile strategy: ensure your website is optimized to work flawlessly from desktop to mobile!
Responsive websites scale to fit any size screen, particularly the smaller screens of mobile devices. This ensures that any content, calls-to-action (CTAs), or forms are easily readable and accessible no matter what device you are using.
Create Unique Mobile Content
A mobile content strategy is the second part of a responsive website and will help get mobile users into your sales funnel. Make it simple for those in the research phase to find your services and read about them efficiently and clearly. Make it even easier for users to access your products, add them to a cart, and check out. If a user wants to contact you or submit a request form, don’t make them work for it - add clear visuals to help guide them.
Consider Mobile Conversion Rate Optimization
Conversion rate optimization (CRO) is the strategy behind converting website users into leads and, eventually, customers. CRO can truly take your mobile-first digital marketing strategy to the next level. Take all the necessary steps to make a mobile conversion on your website as easy as possible; think lightning-fast load times, clean and simple forms, and bold, accessible CTAs.
At Page One Web Solutions, we know a thing or two about mobile-first digital marketing and conversion rate optimization. To ask questions about your digital marketing campaign, please contact us today!