Mobile Strategy by Mobile SEO Specialist Sean Mullins
The rise of Mobile and Voice Assistant Technology
The proliferation of the mobile, especially since the introduction of the smartphone has been a modern day phenomenon. A mobile device makes life easier. Answers and solutions are available at our finger tips or a voice command.
A study has found that there will be 8 billion digital voice assistants in use by 2023, up from an estimated 2.5 billion at the end of 2018 (source: Juniper Research)
Having dealt with a range of different clients we’ve been able to deal with a wide variety of target audiences. For those customers or clients at need, possibly in a time sensitive situation. A mobile device is the go to device type. It wouldn’t make sense to look for a number by opening a laptop, waiting for it to load up, to get a number to then make a phone call. Searching for your result and calling straight away, all on your mobile does make sense.
What is Mobile Marketing Strategy?
A mobile strategy is basically making sure within your digital plans you’ve factored in different device types. A mobile strategy will incorporate how best to exploit opportunities other device types may offer. A mobile strategy will identify the customer journey, from the first point a customer becomes aware of your brand.
Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps. (source: Marketo)
Why is a Mobile Strategy important?
A google search on a mobile device or asking Alexa or Siri is becoming the first port of call for a speculative user search. To neglect this aspect within any digital strategy would be a huge oversight. Granted there are many industries which will be largely dependent on desktop searches or personal recommendation. However, the power of mobile is not to be underestimated.
Can you give an example of a mobile strategy or mobile tactic?
There are services where potential customers are in a hurry and deemed as “at need”. For example, someone looking for a local service i.e taxi, hairdresser, lawyer, funeral director. On the mobile device there are 4 Google Ads, then 3 Google Map listings to scroll past before you even hit the organic search results. Virtual real-estate space on the search results is limited, even more so on a mobile device. There are opportunities to consider such as you can bid more on Google Ads for mobile devices, you can use a call button extension. Google My Business optimisation and ensuring you feature within the top 3 map results can greatly increase CTR (click through rate) to your website.
Where do you start with a mobile strategy?
It starts with the user. Identifying the user journey along with the sticking points and opportunities. A good old SWOT analysis and SOSTAC model can be drawn up with a focus on different device types. Using any historical data i.e device type within google analytics can help provide insights. Then you can get into the fun stuff like mobile UX of your website and mobile SEO (yes Mobile SEO results can be different to desktop results).
What is Mobile First Strategy?
As you’d expect this where developing websites for mobile and tablet devices takes priority over desktops. Mobile-first web development and web design starts with designing for the smallest screen and working your way up as opposed to creating for desktop and then truing to make that website fit into a tiny screen. (Click here for an article for further reading). We have a whole page dedicated on the subject of mobile-first web design as this is one of our key service offerings. Building a website mobile-first means we are able to integrate your SEO strategy right into the heart of the build. This strategy has always seemed to serve us and our clients well. SEO treated as an adjunct and bolt on just doesn’t seem to work as well. For someone it does seem to get treated as an afterthought. But SEO Strategy is about getting your brand and site found and ensuring it converts.