Engage your mobile audience with taunting content

By Erin Peitso on September 20th, 2017

Recently I wrote another blog about developing a mobile strategy to reach your audience. Once you’ve created that strategy, now it’s time to come up with engaging and appropriate content to target those mobile channels. Determining how to reach your audience on mobile can be daunting enough, but there are also other things to keep in mind when figuring out what content to use. Here are three key areas to keep in mind.

Think about your mobile voice. Mobile is a more direct link to your audience. Remember, this is the device that people use to text, call, email, and converse. Since you’re targeting individuals, your voice needs to feel organic, not jarring. To be a seamless part of their conversations, make sure your voice is relatable and personable. You don’t need to contradict your current brand voice, but be sure you come across as approachable and engaging.

Account for typos. We’ve all fat-fingered when typing on a phone. Remember that your audience is typing on phones and pads and can easily commit a typo. Keep that in mind and consider misspellings when defining your mobile SEO. Also consider call-to-action buttons for emailing or calling rather than someone having to type an email address or a phone number.

Explore the various channels. There are many types of ads for mobile can you use, depending on your goals and personas. For example, Facebook has numerous ways to place ads – within videos, through Instagram and Messenger, and lead ads that autofill the user’s information (once they give permission, of course). You could also purchase ads that live within mobile games. These ads can encourage the download of an app or have a CTA button that drives the user to a mobile website outside of the game.

LinkedIn has significant options as well. With 58% of all LinkedIn users accessing the site on mobile devices, they have moved from standard banner ads to sponsored content. Their take on mobile ad business, called “Marketing Solutions”, has increased revenue by 29% year-over-year in the first quarter of 2016. Sponsored content on LinkedIn are the posts that companies pay to be served to users’ feeds. That type of content has increased by nearly 80% from 2015 to 2016. These ads increase while the banner ad business on LinkedIn is decreasing. This is because sponsored content is more native to mobile and can be seen and accessed on mobile devices but banner ads can only be seen and accessed from a desktop.

Mobile marketing and advertising isn’t going away. It will only become more robust so don’t be afraid to immerse yourself in mobile as a critical part of your marketing strategy.

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