Mobile is probably one of the fastest segments right now from a consumer’s point of view, and it’s only a matter of time before it impacts manufacturers and their distributor partners on how they will be conversing with their customers.
According to Econsultancy and Adobe Trend Report, mobile optimization is the number one opportunity in 2013 for marketers. That’s both the good news and bad news as we all are struggling on how to develop a mobile content strategy.
Contractors are always on the go and need and want to stay connected. The problem is what we connect them with. A recent article in Content Marketing Institute by Tobin Dalrymple highlights five ways you can grow your brand using mobile. Here are some highlights:
- Make your content readable on mobile – Studies suggest that 98% of small- and medium-size business websites are not mobile ready. You may want to consider a responsive website (one that senses where the inquiry is coming from and delivers it in the appropriate format).
- Make your site feel like a mobile site – use unique ways for people to interact by using things such as swiping or other touch points to make it more interactive.
- Create custom mobile assets – don’t put your whole site up. Focus on things that will help those contractors do their job better and more efficiently. Troubleshooting tips, parts availability or access to parts drawing.
- You don’t need a special app to have an effective mobile strategy – twice as many mobile news readers prefer a browser over an app.
Mobile is not going away; all of our challenges are to try to maximize the opportunities so our customers have a positive brand experience. The last thing we want to do is frustrate a customer because we didn’t do our homework.