As we all know the market is becoming increasingly saturated and the ones who struggle mostly, are small businesses. Small businesses must make an extra effort to stay up-to-date on technological advancements that may influence the effectiveness of their content marketing strategies. With such quick changes, as the ones we experience, one feels profound instability. It is therefore mandatory that marketers adapt and embrace the new technological innovations, to be able to find more business opportunities, and at the same time, improve the level of customer service.
In an effort to help small business marketers better understand the technological factors that can impact the effectiveness of their marketing messages, Philip Thune, CEO of Textbroker, published a recent report where he highlighted the following points:
Searching local on smartphones
Thune sites a study where 94% of Americans are using their smartphones to search for local information. Ensure mobile websites are optimized to display correct addresses, contact information, coupons and reviews. Having accurate information readily available to these readers can help to fulfill their immediate need.
Research behavior vs. buyer behavior
Mobile devices are the preferred method for browsing products and comparing prices, but what about larger more expensive ticket items? According to Thune larger items are still purchased from a desktop so the content should be adjusted accordingly for certain industries such as travel or financial services.
Phillip Thune who has been Chief Executive Officer of Textbroker since 2010, states that due toGoogle’s recent decision to reward mobile-friendly websites with higher rankings, many businesses made the effort to switch to a responsive web design. Businesses though, have focused on the technology end so that the layout of the original desktop-designed websites can transition seamlessly between a large-screen PC, a mid-sized tablet and a palm-sized smartphone.
But according to research done by Phillip Tune, just redesigning a website so that it can fit the parameters of a platform does not truly provide the experience visitors are seeking. He says:
“Adaptive websites also need specialized content that meshes with how and when consumers are using mobile and desktop devices.”
When planning your social business content marketing strategy, one needs to pay attention to the following five topics:
Smartphones Are for Searching Local
According to Tune, Mobile websites should be optimized to first display addresses, maps, phone numbers, reviews, coupons and service menus to meet customers’ immediate needs.
Researcher and Buyer Behaviors Differ
One should be aware that larger, more expensive purchases are usually made from a desktop, and therefore, it is important to design one’s marketing campaign, according to this input.
In-Depth Reading or Succinct Answers
Mobiles are for people looking for a specific answer to a question or problem. How to adapt and take advantage to this unique characteristic of mobile technology?
Tune says that: “How visitors interact with a website varies depending on the device they are using. While some desktop and laptop screens are now enabled with touchscreens, most are still flat screens that serve as a lens. ” How to adapt to this in such a way that is advantageous to your business?
Creating Shareable Content
Tune cites an article earlier this year, AdWeek noted that “social sharing is in the midst of an evolution.” The elation to take from this is that it is crucial to make catchy headlines and authentic content for mobile devices.