How to Create a Mobile-Friendly Digital Marketing Strategy

If you’re reading this article on a phone or tablet, you aren’t alone. A 2015 study showed that over 65 percent of digital content is consumed through a mobile device, and the majority of Facebook users access their social media networks through a smartphone. Mobile-friendly websites are all the rage, and there is a good reason why. 

In fact, over half the people reading this article right now are probably on their phones. As a result, we optimize our website, Facebook ads, landing pages, and blog posts for mobile users. You might want to do the same with your digital marketing. Here are a few reasons:

You get it – mobile is super important for marketing in today’s world. Here’s how to prepare your digital properties to win with smartphone and tablet users. 

Step 1: Test your website for mobile-friendliness.

A “mobile-friendly” website is exactly what it sounds like – a website which is easy on the eyes for people using a cell phone. Before I walk you through the steps to creating a mobile-friendly site, let’s get a sense of your starting point using Google’s Mobile-Friendly Test.

It’s easy to do: Just click here to go to Google’s Test website. Then enter your URL and wait for the results (it usually takes less than a minute).


If Google shows you this icon after scanning the main pages of your website, you’re good to go! Review any changes it recommends, then proceed to Step 3. 



Looks like your site needs a boost! Remember, Google will rank your website lower than competitors if your site isn’t mobile-friendly. Passing their test matters a lot for your SEO!

Step 2: Make your website mobile-friendly.

Depending on who made your site and how complex it is, adjusting it for mobile users could be a quick fix or a big undertaking.

If your website was created using WordPress, you’ll want to switch to a responsive theme. With these themes, your website content “responds” to the device and adjusts the shapes and sizes of objects fit the visitor’s screen. Here is a list of responsive themes to consider. Make sure you back up all your content before changing themes, as some aspects of your old site may need adjusting with the new layout.

 

If your website was custom created by a developer using a technology incompatible with mobile devices (such as Flash), you have a few options:

  • Hire a developer to create a new custom website that looks great on computers and mobile devices. This option can be pricier, but it gives you more room to get it just right.
  • Hire a developer to personalize a responsive theme from WordPress, Joomla, or another common CMS. This is often a more affordable option. It may give you less creative “wiggle room,” but will be easier to adjust should technology change.
  • Keep your old site for desktop, but create a separate, mobile-friendly version for cell phone users. There are lots of low=priced technologies to walk you through this process, but beware: you will have to maintain both versions of the site, and your mobile pages could lack some features. This is only a good idea if you have a very simple web presence a require infrequent content changes.

Step 3: Create landing pages optimized for mobile.

Statistics show that that mobile users often don’t convert as frequently as desktop users. Weird, right? After all, people are quick to check out your mobile marketing through cell phones. They’ll research purchases, browse social media, and consume tons of content from their phones. But research says they shop and sign up for email lists primarily on desktop. What gives?

Digital marketing experts have identified these two main reasons:

  • User intent. While many people use mobile devices to do research, filling out long forms or entering payment info is something they may leave for their computers. That means that a customer who first learned about you through a mobile search might be actually “converting” through desktop – tricky! In this case, mobile advertising is still a huge part of the buyer journey.
  • Landing pages designed for desktop. This is a BIG one. Does your website simply “work” on mobile, or is it designed with encouraging cell phone conversions in mind? If you’re trying to target opt-ins from smartphone users, your landing pages (that is, the pages designed to capture conversions) might need more attention.

Here are the main elements of a great mobile landing page:

  • Big buttons that are easy to tap
  • Reasonably sized text (at least size 16 px) in a clear font
  • Phone numbers linked up so people can tap to call
  • Simple forms with few entry sections
  • Clear, simple messaging that quickly communicates the opt-in value
  • Conversion phone number/form higher up on the page. Mobile users are less likely to scroll down all the way through a page.

Be sure to test your landing pages with mobile users. Try making small changes in layout or wording, and use analytics to note whether the adjustment impacts your results!

Step 4: Create targeted ads for mobile customers using these landing pages.

You’ve done it! Your website looks snazzy on a cell phone. Your landing pages are conversion machines.

But wait…how will you get people to actually visit your sleek site?

Social media advertising is a super affordable way to drive traffic (seriously – some of our customers have a cost per click of $0.03!). The best part of your new mobile strategy? You can target people on phones or tablets, making sure your mobile-friendly ads are served up to these users.

This is great news if you have a landing page optimized specifically for mobile users, or you have an offer smartphone owners would love (like a new app). It allows you to design social media ads just for them, and to send them to the perfect page on your site. There are three ways to do this:

  1. Learn how to create, measure, and optimize targeted Facebook ads yourself. This is a great skill, but it can take hours per week. For many busy business owners, it’s quite the undertaking.
  2. Hire someone to run Facebook campaigns. Professional social media management can be very effective – but it might be a costly option for a budget-strapped biz.
  3. Use a RoboAgency like needls (yep, that’s us!) to create and optimize winning mobile ads that drive qualified traffic to your killer landing pages. It only takes 10 minutes to set up!

If you have any questions about getting your website in shape for the mobile revolution, or you want to learn how needls can help you reach your digital marketing goals, give us a shout today!

 

Shauna Vert

Shauna is a data-driven storyteller and content marketing guru. A longtime blogger turned digital strategist, she believes marketing greatness comes from creative ideas, real connections, and giving buzzwords the boot. She can usually be found hanging out at the family farm or tucked away in a local coffee shop, reading about the latest digital trends.