First of all, if you’re as tired of seeing “Millennial this” and “Millennial that” kind of blog posts, you should try out this Chrome extension and take a bite out of the nuisance. Seriously, I use this and it makes me chuckle a lot (Karen, thanks for putting it on my computer when I wasn’t looking). But, the reality is, marketing to millennials is important, so you should familiarize yourself with the tactics that appeal most to them.
One of those tactics, is — drumroll — mobile marketing!
Ugh, not mobile marketing again…
I think you know where this is going, and no, we’re not talking about marketing on a moving vehicle (people do this). Of course, we’re talking about engaging your customers who interact with your website on mobile devices. Optimizing your site for mobile-friendliness can help you attract more leads — especially from millennials. And even more especially, millennial dads.
Here are some important stats for you to consider/show your boss about why mobile optimization is crucial to your business’s success:
- 48 percent of consumers visit search engines when they open their mobile browser
- 61 percent of Google users will abandon your mobile mobile site if they had trouble with it, and 40 percent of those users will visit a competitor’s site
- 6 out of 10 millennial dads get information from mobile browsing
While you may embrace the value of optimizing your site’s mobile responsiveness, are you doing the same for your content? Seriously, don’t overlook this. Did you see the last stat above? Six out of ten dads. That’s quite a majority.
It’s not just dads, either. Mobile search is a booming activity across the nation. In order to stay above the competition, your site’s content is just as important as your site’s responsiveness and loading speed.
How do I produce good content for mobile search?
A key element to producing content optimized for mobile search is understanding your buyer persona. Think about what their concerns are, what exactly they are asking for, and how they are asking it.
Continuing with millennial dads, it’s important to understand their persona: they are the generation of fathers most concerned with being perfect fathers, they unabashedly ask for advice on how to handle certain parenting situations, and they ask these questions on the spot with their mobile devices.
Are young dads one of your target audiences? You are most effective at reaching them when you can respond to all of these components of their persona. The same can be applied to any type of buyer persona. Ask yourself what they’re looking for and how they’re doing it, and apply it to your content so it will be useful to your mobile audience.
Using long-tail keywords for voice search
Most smartphones feature a voice-search companion that users interact with to ask questions (or force the A.I. to get sassy), allowing quicker and easier search. One way voice-search is changing things, is that users employ longer questions with more specific details.
Before voice-search became an efficient method of getting answers, people’s only option was to type their queries, which on a mobile device, can be tedious. Therefore, many queries were short or less detailed. It goes without saying that voice-search eliminates this need, so now users more defined questions to find exactly what they need.=
When producing your own content, you need to keep in mind how the search queries that lead to it may be phrased over voice search.
Of course, your main objective should be to create the ultimate user experience. So, as you create your content, check it for user-friendliness. If the long-tail keyword — as much as it sounds like a query your persona would use — seems out of place or forced, it might not be right for your content. Keep this in mind when marketing to those young dads.
Do you have questions about building a mobile-friendly website to reach more leads and convert more visitors to customers? Learn more about the makings of a successful inbound marketing strategy with our free e-book, An Introduction to Inbound Marketing.