Powering inbound marketing in a mobile world

As you approach your marketing plans for the coming new year, it is likely that words like inbound, content, optimization, mobile engagement and customer advocacy will be tossed around in your meetings. Your team wants these things; in truth they need them, yet they don’t know where to turn for clear answers.

Let’s look at a few aspects of content marketing in the mobile world and try to make sense of the key points of concern for marketers in any category.

Build it right the first time

Build your website to adjust to all devices and display information correctly and cleanly. Keep in mind that any visual or contextual barrier that you create will deliver a poor customer experience. You don’t have the luxury of wasting a customer’s time. Optimize your site for search as well as user experience. For more about mobile-friendly sites, check out this post: Responsive vs. Adaptive vs. Mobile websites. Why you should care.

Write content visitors will appreciate and share

All the content you create for your site must be written from a perspective that shows your understanding of your customer. Is the content simple enough? Are you helping customers with the concerns they face every day? Are you building tools and resources that provide value on the desktop as well as in mobile delivery? Are you asking the question, “Is this content the reader would share with someone else?” Fuel your experiences with unexpectedly valuable content.

Build the power of mobile engagement

Powerful inbound marketing is more than simply repurposing content to display on a mobile device. Simplified delivery of content is expected. Engagement is the true differentiator. Find ways to use interaction, entertainment, teaching, or news to engage. Build value for your audiences by exceeding expectations with what you provide. You have to be creative in order to keep this going. Envision new ways to be seen on the devices your customers use on a regular basis. Push the boundaries to be better.

Test. Measure. Repeat.

You have no reason not to try new things in the mobile world. Deliver different pieces of content and see which ones lead to customer connection and tangible results. Use your data to drive innovation and keep your content engine running. Resting is so tempting as your mobile program starts working. No time to rest. Keep creating content and measuring what you do. Your customers need your insight as well as your help. If you don’t provide the information they seek and need, they will find an organization that will.

Let’s review

Mobile engagement is all about accessibility and engagement. When you provide something more than is expected, you build customer advocacy. Content marketing and mobile content delivery demand your regular attention. Try new things often and be ready to make quick and regular adjustments.

Your customers are waiting. Ready? Go!

- Mike

As president of OSD, Mike Peck leads branding and marketing strategy for a wide range of clients, from small businesses to Fortune 100 firms. He enjoys hiking and serving on organizations and boards, including the Greater Lawrence Chamber of Commerce.