As a result of Google’s 2015 algorithm update, you and your team should not wait any longer to implement a mobile marketing strategy if you hope to secure the online success of your brand. Now that Google will begin penalizing any non mobile-friendly website, a failure to optimize your site for smartphone and tablet users may result in a major blow to your SERPs (search engine results pages) rankings and your overall visibility online.
Google’s algorithm update may be distressing to some, but it would be a mistake to view the change as a negative occurrence. The number of mobile search engine users is consistently increasing. That is why – even without the algorithm update – it is crucial that your organization considers a mobile marketing approach in order to increase traffic to your site, user engagements and sales conversions. As you develop your mobile plan, however, make sure that you avoid the common mobile marketing mistakes discussed below.
Using lengthy forms. A significant number of mobile users are on the go. That is why they must use a mobile device to view your site in the first place. You must consider the fact that the mobile user has lower patience than the desktop user.
The solution: With this considered, it is recommended that you include a social autofill option for your contact forms, applications or any other online forms that your site may have. Social autofill options allow users to quickly fill out forms using the information from their social media profiles: Google+, Facebook, LinkedIn, etc.
Featuring too much content. This mistake may seem obvious, but you would be surprised how many professional organizations actually ignore this issue. So many brands want to place as much content as possible onto one page. The problem is that mobile devices have much smaller screens than desktops do. The more content you put on your page, the harder it will be to navigate using a smartphone or tablet. You must consider quality over quantity.
The solution: Provide snippets of information and permit the mobile user to click to view more. Make use of SEO silos and additional pages to spread content throughout your site instead of placing it all on only your primary pages.
Referring to a mobile website as an app. Fun and useful Mobile apps can significantly increase the popularity of your brand. However, if your organization does not feature a stand-alone mobile application but claims that its website is such a tool, your visitors will most likely find your strategy tacky. Marketing your mobile website as an app will disappoint your followers and it is unlikely that your “app” will ever find a dedicated audience or deliver a positive ROI.
The solution: Your mobile app should be an extension of your website and should not rely on a browser for use. It should be something that is downloadable. It should not focus on your product but focus on helping the user with a problem. Focus your mobile app to work with one platform only as optimizing it for multiple platforms can be daunting.