We love our mobile devices. Usage has grown rapidly with people using their mobile devices more than their laptops. Given the fact that people are finding and consuming more content on smartphones, our marketing tactics, specifically content marketing and search engine optimization, must support those devices seamlessly.
According to Google, if someone has a positive mobile experience when interacting with your brand, 89% of people are likely to recommend a brand. But if the experience is negative, 46% say they would not purchase from a brand again.
Seems rather harsh. But mobile users have expectations about the experience that should be delivered when viewing a web property from their mobile device.
What do you do when:
- Web pages are slow to load
- Website is not designed for smartphones
- Navigation is difficult to use
- Content is difficult to read
You probably go elsewhere to find what you are looking for.
Given that an increasing number of visitors are accessing your website from a mobile device, how do you give them a great experience so they stay, consume your content and build trust in your brand?
Content Marketing to Support Mobile Users
Implementing content marketing that effectively supports mobile can help you increase your conversions of visitors to leads. So even though more conversions will happen on the desktop, many begin on the mobile device. Therefore, consider implementing the following mobile content marketing tips to ensure mobile users can easily find and consume your content.
Convert Your Website to WordPress Using a Responsive Theme
If you haven’t made your website mobile-friendly yet, this needs to move to the top of your list. If your site is built on WordPress, you’re already in a good position. Now it’s about making sure everything works seamlessly on mobile. A responsive theme automatically adjusts your entire site, including landing pages, so it looks and functions the right way on any device. Your content reformats to fit the screen, making it easy to read and navigate whether someone’s on a phone, tablet, or desktop. The result is a consistent, user-friendly experience that supports your marketing no matter how people find you.
Responsive design is also a huge benefit to small businesses. A responsive website:
- Eliminates the need for a separate mobile website.
- Reduces your costs for development and maintenance.
- Eliminates errors when updating the content because the same content is used across all devices.
There are many free and premium WordPress themes from which to choose. My theme framework recommendation based on experience is GeneratePress using GenerateBlocks plugin to add additional page layout options. GeneratePress is lightweight, highly customizable, responsive and powerful, reducing the need for custom development.
Update Your SEO for Mobile Search
If your site is already optimized for search, you’re off to a strong start. But mobile search has its own set of expectations, and it’s worth tightening things up so people can easily find and interact with your business on a phone.
The fundamentals still matter including responsive design, clear and concise keyword phrases, and showing up on the platforms mobile users rely on. The goal is simple: be visible where people are searching and make it easy for them to take the next step.
Where things have shifted is in how people search. More users are relying on voice search, and that’s changing both the way search engines interpret queries and how you should approach your content. It’s no longer just about keywords. It’s about intent.
Think about the difference between someone typing “change a tire” and someone saying, “who can change my tire near me?” The second person has an immediate need and is looking for a local solution. That’s the mindset you need to write for. Use more natural, specific phrases and build your content around what the searcher actually wants to do—not just the words they use.
Optimize Your Website for Speed
Website speed isn’t optional, especially on mobile. If your site takes too long to load, people won’t wait around. They’ll leave before they even see what you offer.
Start with the basics: compress your images, clean up unnecessary code, and enable browser caching. Make sure your hosting is solid and consider using a CDN to deliver your content faster, no matter where your visitors are. Also take a hard look at anything that slows the experience down. Too many pop-ups, oversized visuals, or heavy animations can drag your site to a crawl.
A faster website keeps people on the page, makes it easier for them to take action, and gives you an edge in search rankings.
Make Sure Your Email Marketing Works on Mobile
There’s a good chance your subscribers are opening your emails on their phones. If your emails don’t display properly, you’re losing their attention fast. Take a close look at how your email platform handles mobile formatting, and always test your campaigns on your own devices before sending. What looks great on desktop can fall apart on a phone.
At the same time, keep growing your list with mobile users in mind. Make it easy and worth it for people to sign up. Add your form to your social profiles like Facebook, and think beyond digital. Use in-person interactions, events, or simple offers to drive people online and onto your list. The easier you make it, the faster your audience will grow.
Write Your Content for Mobile First
“Mobile first” doesn’t mean ignoring desktop users. It means building a better experience for everyone, starting with the smallest screen. If your content is easy to read on a phone, it’s going to work everywhere.
Keep your headlines tight so the value is obvious right away. Break up long blocks of text into shorter paragraphs, and use clear headings and subheadings to guide the reader. Make your font size comfortable to read without zooming, and use bullets and white space to make scanning easy.
Most importantly, be ruthless with your edits. Cut anything that doesn’t add value or move the reader forward. No matter where someone is reading your content, it should be clear, useful, and worth their time.
Just remember, regardless of which platform the visitor is using to read your content, it has to offer value. Rich, informative content will keep your target reader engaged. When you have written the content that concisely answers the questions your customers want answered, then remember to structure the content for those on mobile devices.
Mobile Is Its Own Marketing Channel
Mobile isn’t just a smaller version of desktop but a different way people find, consume, and act on your marketing. And depending on your goals, it can quickly get complicated. There are many ways to reach your targeted buyer on their phones, but if you want real results, you need a plan that’s built specifically for mobile.
Start with the foundation. Make sure your content marketing is properly implemented first. That means:
- Creating useful, in-depth content that actually helps your audience
- Ensuring you website is fully responsive
- Making your emails look and work the way they should on a phone
- Confirming that your content is easy to read and navigate on a smaller screen
Once this is in place, you can now define other marketing strategies to reach your mobile customer more easily. If you keep mobile support in mind whenever you consider new marketing campaigns, you will be in a better position than your competitors.
