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3 Mobile Content Mistakes You Probably Make

February 18, 2014 apptive, build, color, logo, mobile content, mobile marketing, mobile strategy

Is your mobile content actionable?

Many businesses continue to treat their mobile presence as simply an offshoot of their existing marketing methodologies. Mobile strategy does not require businesses to throw their playbook out the window, however it does require some additional thought as to the types of content you will include in your mobile app or mobile optimized website.

Here are three mobile marketing mistakes we see businesses make time and time again, as well as some ways to fix them!

1. Treating Your Mobile App as a Landing Page

Mobile apps are a great way to disseminate information about your products to a wide range of customers. That being said, they will wither and die if they are simply left on their own. Mobile apps in particular require consistent updates with valuable content to survive. Simply creating a mobile app and hoping that people will find it results in very few downloads and a stagnant mobile user base.

To alleviate this issue, fill your app with dynamic content that will keep users checking back regularly. Including links to your blog and social channels will give your customers an easy way to stay up to date with your business no matter where they are. As a good rule of thumb, if you’re app has the exact same content for more than a week or two, your customers are likely not getting significant value from it.

2. Directing All Of Your Content Towards New Customers

Your mobile app is a versatile tool, but it is one that has significantly more benefit for existing customers. That’s because if someone downloads your app, then they are likely already fans of your store and want a way to connect with you at all times. If you are constantly using your app to promote content that is meant to appeal to new customers, your loyal customers may feel that they are in the wrong place. App uninstalls will soon follow.

When you are creating content, aim for a ⅔ split favoring content that will allow loyal customers to gain a greater depth of understanding about your products, team, or business philosophy. New customers will find and download your app if you are promoting it effectively, so make sure to throw them a bone every now and then too!

3. Offering a Segmented Mobile Experience

As mentioned above, if your customers are downloading your app then most likely you are doing something right. Capitalize on that, don’t attempt to change the game! Many businesses, when creating their app, will attempt to rebrand for a mobile audience. They will change everything from their color scheme to their logo and even their name and messaging. This can feel alienating and out of place.

When you create your app, your main goal should be to refine your existing web presence rather than attempting to redefine it. Continuity of experience and messaging across platforms will let your customers immediately get a feel for your mobile strategy, immediately encouraging the same impressed feelings they had when they first connected with your site.

These are some of the more common mistakes we’ve seen mobile users make. What have you seen? And do you have any advice on how to fix these or other mobile strategy missteps?

Mobile Content Marketing

July 2, 2013 app, content marketing, marketing, mobile content

The days of the sale circular, inbox flooding and even purely SEO-focused marketing are over. Content marketing reigns supreme. And, honestly, aren’t we all collectively breathing a sigh of relief? How many times did we stumble on a page that was just blatantly loaded with keywords? How many thousands of pointless messages have we had to delete from our inboxes, throw away when they were delivered to our door, or exasperatedly decline when the telemarketer refused to remove you from the call list?

Ant it isn’t just good for us as a collective customer base. Businesses also gain so much from the transition. The soul-crushing tedium of mindless keyword stuffing, of email after email and call after call getting rejected was loathed by many. Of course, this hasn’t ended completely, but for the first time in recent memory there is a shining alternative that actually works so much better. We can be rewarded for having interesting ideas and a fascinating company culture.

It is important to embrace this new trend, and to embrace it intelligently. Crafting excellent content is significantly more challenging (and more interesting/more rewarding) than phoning it in. However, it is just as important to present your content where people are most likely to engage with it. For many businesses, that means taking it mobile.

The fact is, people are engaging more with mobile devices than ever before, and in fact the chosen engagement medium is expected to shift from PCs to tablets in the next four years. They spend more time on mobile apps than they do the desktop and mobile web. You can read many more facts in this excellent post.

The world is moving much faster, and people’s lives are becoming far more dynamic. They crave genuine interaction, and they demand it immediately. Take your content marketing mobile and you will capture imagination, interest and ultimately, sales.