In 2023, you’d be hard-pressed to find someone that actively uses the internet that doesn’t do so from their mobile device. With how accessible mobile phones are, being both small enough to carry with us but powerful enough to use for browsing, they’ve quickly become the go-to medium for internet browsing. In fact, over 92% of all internet usage comes directly from mobile phones.
As marketing teams, it’s vital to understand the heavy usage of mobile phones and adapt campaigns to this medium. While you design most things with web pages in mind, this is not how the world will experience your marketing ads. Optimizing your campaigns for mobile devices will radically boost the amount of interaction your marketing materials gain.
Mobile optimization has been a primary goal of marketing teams for the last few years. Especially in the era of SEO taking into account the extent to which content is mobile-friendly, everyone has become a lot more aware of this factor. Now, mobile optimization has broken out of just content marketing and is rapidly becoming a larger concern for all.
In this article, we’ll explore how to make marketing campaigns mobile-friendly, touching on all the best tactics and strategies that you can employ. Let’s dive right in.
Methods to Make Your Marketing Campaign More Mobile-Friendly
Mobile phones have become indispensable in our lives, forming a core part of the media that we interact with on a daily basis. With this in mind, it’s important to make all of the marketing materials that we release as mobile-friendly as possible.
In order to make content consumable for mobile, the most obvious tip is to ensure you have flexible formatting. If you have content that cannot dynamically reshape to different sizes, it will look strange when viewed on any medium that isn’t the intended format. However, beyond this, there are a number of useful additions that we can make to digital content to make it even better for mobile consumption:
- Use Movement Buttons
- Text Over Images
- Use Call To Actions
Let’s break these down further.
Use Movement Buttons
Movement buttons are perhaps the most overlooked strategy to take your current content and transform it for mobile use. While we can edit and change content so that it fits better onto a mobile, these are all strategies that alter the initial marketing material itself. Movement buttons, on the other hand, are transcendent in that they don’t require you to make alterations to the original.
Movement buttons are locations throughout your content that a mobile user can tap to rapidly dart around your content. A common version of these in longer content is a table of contents. When a person lands on a long article, they’re able to simply click on a heading that they’re interested in from their mobile device to then be transported there.
Equally, if someone is reading through an email, you can include a ‘Jump To Top’ button, which can move them back to the beginning of the email. For marketing materials that are longer than normal, buttons like these are absolutely vital.
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Their impact isn’t visible until you find a marketing material without them. If you have a longer post that doesn’t have buttons, a mobile user has to spend time trying to scroll down through the post. This is even more the case when the post includes other elements that you don’t have optimized for mobile. For example, if there are badly sized images, your mobile users may have to scroll down past them, taking even more time to get to the information you want them to see.
Most mobile users aren’t going to put up with poorly optimized content. Instead of bearing the brunt of poor formatting, they’ll simply click off. That’s why it’s vital to optimize your content from day one, making sure that it’s highly accessible for all.
Text Over Images
While images can be wonderful ways of getting information across, they are often one of the harder marketing materials to use. This is because of their sizes making them naturally better looking on one form of media or another. For example, if you have an image with a specific sizing that’s designed for a computer, it may look squashed on a mobile device.
While you can create mobile-friendly images that resize themselves, this is an additional step that some marketing teams may not want to take. Instead, they can focus on using text over images. For mobile users, having to scroll through lots of text is one of the fastest ways of losing interest.
Instead of lengthy paragraphs, stick to text above all else. Focus on shortening down your initial copy to see how concise you can get it while still conveying the same message. Images are great in longer form copy, but will rapidly become a problem if you put them in smaller spaces like emails.
Above all else, focus on creating short, concise, and impactful copy. Why say it in 100 words when you can say it in 10?
Use Call To Actions
Throughout your mobile marketing materials, you should always endeavor to include call-to-action segments. Just like how buttons will enable people to rapidly navigate through longer content, CTAs will provide a space where users can interact with your content to find out more. Perhaps they’ve seen something that’s caught their attention, or they just want to expand upon the marketing material they’ve seen – CTAs will give space to do so.
Within the default email format, you can also use email signatures to create natural CTAs. At the end of your email, you can enter an iPhone email signature, using it as a space to include another CTA button. Within an email signature, you’re also able to add additional design elements, which will increase the professionality of your email communications.
The better your emails look visually on mobile, the more likely a user is to engage with them.
No matter how effective your marketing campaign is, it will be ineffective if you’re unable to get people to see it. Considering how popular mobile browsing is, it’s vital that you optimize for this format above all else.
By crafting all of your marketing materials, including landing pages, emails, and PPC ads, with the above principles in mind, you’ll be much better prepared. Without a doubt, using movement buttons, reducing text where possible, and frequently adding CTAs, are the best way possible of making your marketing materials more mobile-friendly. With these, you’ll experience better mobile traffic, engagement, and interaction with all published marketing materials on mobile.