We are a society that loves to have everything at the push of a couple buttons. This is why it is pretty difficult to find someone without a smartphone these days. In fact, 91 percent of adults have their mobile phone within arm’s reach and, by 2015, 81 percent of U.S. cell users will have smartphones, according to SlickText.
As public relations professionals, it goes without saying that it is immensely important to consider people might be using their mobile phones to access information about our clients, including their websites, reports, blogs and press releases. If these are difficult to access or read on mobile devices, it might turn target audiences away from wanting to know more. As a result, this could lead to the loss of potential customers and stakeholders for your client.
Lucky for us, if we are aware of the impact this might have, we are able to learn how to employ this strategy for our clients. Search Engine Watch blogger Lisa Buyer suggests several ways to accomplish this in her July 2013 blog post.
- Make sure the website and blog are mobile friendly. If they aren’t, you might be losing consumers. Make sure the website or blog loads quickly, is easy to navigate and offers easy access to business information, such as directions and contact information.
- Make it easy to find your most recent content. If you want customers, stakeholders and members of the media to know the most recent news about your client’s brand, make it simple to find. Put it front and center on the mobile site.
- Provide access to media contact information. If journalists or bloggers are visiting your site, they might want to cover the company or organization for a story. You can imagine this might be difficult if they cannot find a contact number or email via your mobile site.
- Optimize mobile with hashtags. Hashtags provide options for searching for your brand or industry. According to a survey by RadiumOne, 43 percent of hashtags are useful and 34 percent use them to search and follow categories and brands of personal interest.
Photo Courtesy of SEO Outsourcing Chick
Optimizing your client’s content and website for mobile can be highly beneficial. According to SlickText:
- Four of five consumers use smartphones to shop
- More than 75 percent of mobile users respond to mobile-optimized sites when making purchases
- 79 percent of small businesses feel that mobile sites boost customer engagement
- Nine of 10 mobile phone searches result in a purchase or visit
- 50 percent of travel or restaurant mobile queries result in a purchase
- 71 percent of mobile browsers expect Web pages to load almost as quickly as or faster than Web pages on their desktop computers
- 74 percent of consumers will wait five seconds for a Web page to load on their mobile device before abandoning the site
PR professionals can employ other mobile tactics in their campaigns, such as text coupons and discounts. The options will continue to grow as technology evolves.
Have you considered mobile optimization for your campaigns? What are some mobile optimization best practices?