Users are browsing the Web today through their smartphones than on any other device. They also spend more time on the Internet than desktop and laptop users. With this huge global shift to mobile Web browsing, a lot of website marketing strategies and tactics that worked prior to this are now obsolete. This is exactly why the online marketing plans of your business should keep at pace with these tremendous changes.
Internet marketing continues to play a crucial role for an organization to successfully hit their short term objectives and long term goals. The things they do on the Web can also significantly impact the outcome of their plans for aligning their activities to the mission and vision of their initiatives. This is the primary reason why your business should always make it a point to develop, constantly improve and implement sustainable Internet marketing and online advertising campaigns that can efficiently increase the bottom-line results of your ventures.
For you to cost-effectively promote the latest offers of your business across your target audiences, you need to factor in their smartphone-related Web browsing habits, content viewing preferences, lifestyles and relevant interests into your website marketing campaigns. And for you to realistically do this, you first need to learn about the key differences between an online marketing campaign that’s targeted at desktop or laptop users, versus a digital multimedia advertising and marketing plan that’s designed for smartphone users. To help you out – Here are some of the most important differences between these two tactical groups of marketing strategies:
How to Ensure That Your Website Marketing Campaigns Are Optimized for Smartphone Users
- Implement Current Responsive Design Standards into Your Website – Of course, this all starts out with a website that’s developed using the most up-to-date responsive Web design protocols. Remember, there are lots of brands that manufacture different types of smartphones. These come in a wide variety of screen sizes and resolutions, configurations and hardware components.
Aside from ensuring that your website is optimized for the particular handsets of your target smartphone users, don’t forget that the operating system (OS) make and model of their handsets can also significantly affect the results of your marketing campaigns. Many smartphones run on the Android OS. However, keep in mind that some manufacturers customize this open source OS to best suit their hardware components, native app functions and form factors.
Other popular handsets run on iOS from Apple and Windows Mobile from Microsoft. Still, there are others that run on Symbian and other old OS versions. Each OS type can provide a different user experience for your ideal prospects and existing customers. So, make sure you know exactly the OS version that the majority of your target viewers use on their smartphones.
- Consider the Preferred Mobile Web Browsers of Your Ideal Audience – As with each handset make and model, a smartphone user’s preferences when it comes to the mobile Web browser to regularly use for their day-to-day Internet activities can depend on the OS type that runs their mobile phones. For example, more Android users prefer to use Google Chrome as opposed to any other mobile Web browser. By making sure that your website is optimized for this particular mobile browser, you’re already several steps towards a more effective marketing campaign that’s targeted at your ideal Android users. Just keep in mind that some manufacturers also provide custom native Web browsers with their Android products. As for iOS users, many of them regularly use mobile Safari.
The main reason why it’s important for you to know which mobile Web browser to target is because these browsers react differently to various design protocols and development standards. By doing this, you can ensure that your Web programming techniques and responsive Web design tactics are all aligned to the best strategies for making your website work really well on the most widely used mobile Web browsers of your target smartphone users.
- Create Media Rich Content – You’ve surely noticed the exact types of Web content that most smartphone users share with their peers. There are also particular types of online content that gets more engagement like comments and active conversations. That’s why you must offer media rich content to your target smartphone users through your website marketing campaigns.
These content materials are mostly crafted for social media audiences, which is the main reason why these normally have captivating headlines, interesting graphics, intriguing videos and compelling call to action buttons and links. Even on their smartphones, many users have multiple tabs open when they’re browsing the Web. So, your content should stand out from all the noise that they see in their screens. Don’t forget to also try and implement viral marketing tactics into your content development and placement campaigns. By posting share-worthy content in front of the eyeballs of your ideal viewers, you’ll also be able to significantly improve the volume of targeted traffic that you can get from your promotional efforts.
- Include Significant Social Media-Focused Tactics in Your Website Marketing Campaigns – As described earlier, many smartphone users respond positively to social media content. They’re also used to sharing content across their social media networks and reacting to posts that they find interesting. So, integrate Facebook Like, Twitter Tweet and share buttons in each of the posts of your website.
Simply put, make it quicker for your target smartphone users to view and skim through your content and graphics. Make it easier for them to share and react to your posts. Make it more convenient for them to go back to your website in the future.
- Integrate Irresistible Opt-In Offers into Your Landing Pages – Because not a lot of smartphone users are expected to immediately buy something from a website of a brand they’ve just learned about, you should implement creative tactics into your website marketing campaigns. One way that continues to be cost-effective for many businesses is to offer free downloadable content, apps and so on, particularly stuff that’s aligned to the relevant interests, immediate needs and habits of their target audiences.
By doing this, you’ll be able to establish communication lines with your ideal viewers, which you can use to follow up with them through your new content materials and offers. For example, you can allow them to get your free opt-in offer in exchange for becoming a fan of your Facebook page, a follower of your Twitter profile, a subscriber of your Youtube channel, or one of your email and SMS subscribers.
Plus, there’s something called re-marketing and re-targeting. These options are offered by social media platforms, search and display networks that offer advertising opportunities for your business. By including these techniques in your marketing strategies, you’ll be able to use your ads to follow-up with smartphone users who have already shown an initial interest in your brand, content and offers. Your ads in these networks can be shown to your target audiences whenever they’re spending time in the social media platforms, search and display networks where you got these options from.
And the next time you create a website marketing plan for your business, remember all these things. This can guide you towards an optimized plan of action for reaching your target smartphone users, enticing them to look closer at your content, and for compelling them to positively respond to your offers.