Pay phones have been vanishing for years; in fact, they’re nearly extinct in today’s world. If you’re not focusing your marketing efforts on a mobile world, your business is likely to go the way of the pay phone or phone booth!
A few people still use desktops and laptops, but smartphones are gobbling up the largest portion of internet time. Ok, so what’s the point of all this? Mobile devices are where people consume content, so you have to go about creating content a bit differently and understand how consumers use their smartphone and other mobile device screens.
In order to accomplish this, you need to understand that your audience:
Craves entertainment. People look for distractions on their mobile devices, whether on social media sites, Buzzfeed, or Reddit. How can you provide a more engaging experience to your audience? Use infographics, video slideshows with animated text, interactive quizzes. You don’t have to spend a fortune or take an education course in any of this – there are lots of free and low-cost templates and programs available. When you need to grab the user’s attention (and you DO need to) turn to multimedia.
Doesn’t have much patience. According to Google, most users of smartphones or other mobile phones are ready to flee a mobile site in just three seconds, although most sites take longer than that to even load. Your job is to capture the user’s attention in a fraction of a second, which seems impossible, so it’s critical to include eye-catching images, “what” and “why” headlines that are as concise as a tweet and just as compelling, and section headers that stand out so the user can avoid back scrolling.
Is usually in the middle of something. Whether watching the latest episode of Flip or Flop, waiting at the dentist’s office, running to grab something to eat on their lunch hour, or cooking dinner, people are busy, busy, busy. They don’t have time to read long pages of content. As a business marketer it’s critical to keep it short, load the value in the front-end so users know almost instantly what’s in it for them, and include your CTA (call-to-action) early on in your content. You can never assume that mobile users will read all of your content, and the harsh truth is that most won’t.
Content marketing in a smartphone world is tough, but you can do it effectively by using multimedia to engage, leading with value, and ensuring your content won’t give the user a reason to bolt to your competitors.
At EBB Web Design our Atlanta digital marketing team knows the challenges of content marketing in a world where few people have time and attention spans are nearly non-existent. Let us help you with all of your marketing needs, today!Google+