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Crucial connection

Almost everyone uses mobile devices now – for work and for fun, so, asks Tara Dulake, “Is your social media engagement mobile friendly?”

Tara Dulake

Tara Dulake imageHave you ever considered just how many social media users use their mobile devices on a dayto- day basis? There are, globally, 1.65 billion active mobile social accounts. That’s a lot of users engaging online with mobile devices every day!

Social media imageMobile devices have become very much a purchaser’s tool, with savvy consumers much more inclined to use a mobile phone or tablet to research and find what they are looking for, whether its houses, cars or a holiday. With significant investment in wireless technology across the UK, handheld mobile devices can connect to apps and the internet with ease, contributing to the increase in users on social networks over the last three years.

It’s also why more businesses are putting more resources into social media platforms, to attract house-hunters on Instagram, Twitter, Facebook and Pinterest.

Images say a lot; people love sharing videos, so keep captions short and sweet and include good keyword terms.

When thinking about social media in the online world, there are many reasons why you should consider a mobile-friendly approach. Despite key social media platforms working endlessly on accessibility in order to make their platforms more mobile-friendly, ensuring that the content you write and the way in which you display your content for your clients is really important to help get the best results and the engagement you’re after.

Every piece of marketing and content you send out should be optimised for your audience on mobile devices, whether it’s a blog post, floorplans, images, or a special offer.

  • Create short engaging mobile-first content.
  • Copy – Before you write anything, first think about what your content is going to look like on a mobile. The copy and content that you see on a mobile device will look longer as it is sized to fit on a smaller screen, so make sure that your content is to the point, keeping it short and sweet. Nobody likes to scroll through reams of text!
  • Links – Use link shortening tools such as Bitly to shorten your links so the whole page isn’t full of just one URL link. This will also allow you to track how well your content performs.
  • Test – Test your copy and messaging tailoring it to specific platforms. Knowing that most people use a mobile to research, think about the messaging to target your audience with and what are they likely to want to engage with or share.
  • Images & Video – Use images and videos. An image still says a lot and video is content that people love to share. Consider how you can use these to your advantage. Keep photo captions short and sweet when you add them ensuring to include relevant keyword terms.

Not only do you have to be careful about the content you place on social media platforms, but you also have to consider where you are sending your users and whether that is mobile friendly. This includes your website and blog!

A desktop version of a site on a mobile will lead to frustration with most users having to pinch and zoom to get to the content they’re after. The majority of visits to a non-mobile friendly website will result in users bouncing and abandoning a site. They may not even engage with your profiles knowing that they can’t access the information they require easily.

  • Responsive – Make your blog is mobile friendly through responsive design so that when you do send traffic there from you social media platforms, users will want to stick around.
  • Speed – Check that the load speed of your website is fast and optimised for mobiles. Usually it’s the images that create a long low speed, so make sure these are optimised for the web.
  • Navigation – Create easy calls to action and internal links from your blog posts/ website to other areas on your website where you want users to engage and convert, giving them a good user journey.

There are so many of us on the go, out and about, that finding the time to research usually consists of us doing it whilst travelling, between meetings, or whilst watching TV at home. This is likely to be why the percentage of engagement through mobile devices over desktops has grown considerably just in the last year. This isn’t likely to be a trend that’s going away anytime soon, so look at how you can be more mobile friendly for your customers.

August 11, 2016

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