Part 2 of optimizing your social messaging strategy focuses on one thing, and it might not be what you expect. It is simply impossible to succeed in social and search without paying careful attention to mobile.
We cannot emphasize enough how important it is for your site to be mobile-optimized. Mobile internet browsing has increased wildly just in the past few years, and it is sure to continue. Today’s fast-paced customers are just as likely to click a link related to your brand from their mobile device as they are from a desktop computer. It is now probable that they will discover your brand via social media on a mobile device — and that they will discover you in search results on a mobile device. Counting on desktop computers as your main source of web traffic is no longer reliable. This is just as true for B2B as it is for B2C companies; today’s business people are often on the go, and they’re usually working while they’re at it.
If you gain a lead on a handheld device, get the click-through you want, only to lose it forever because your site is not mobile-friendly, then all the work you have done to optimize search and social has been in vain.
Here are two ways to unite social and mobile to avoid this mishap:
If your data tells you that most of your clicks come from mobile phones, make sure the format of your messaging is compatible. Likewise, if you seem to get visits from an extraordinary number of tablets, let that be your focus. Tablets are taking the place of laptops in many sectors, and it is important that marketers keep their strategy on the forefront of this transition. That means that text must be readable and concise and that the link provided must be pleasing to mobile users once they land. The internet is synonymous with instant gratification. If your website doesn’t provide an effective mobile experience, users will leave and go to a competitor’s website that does.
Mobile landing pages are the main answer to the increase of social media usage on mobile. Again, your text must be readable; a 13-14 pixel font design is recommended for pages that are mobile-friendly. This landing page will set you apart from the sites that are too small to read, making their brand seem inaccessible and unbending. A page that is planned for mobile will ensure accessibility to all featured content. Nothing makes a brand seem more antiquated or unappealing than a website with noticeably lowered functionality on mobile; however, this problem is very common. Make sure your mobile searchers have access to photos and videos, just as they would on a desktop.
Mobile optimization is the final step to success with search and social. Is your social messaging and online presence mobile-friendly? How did you get there?
Image credit: Erick Kirks
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