Improving Engagement With Mobile Content: How Must Your Sales Assets Change?
Mobile devices are changing the way your prospects consume sales assets, and if you want yours to get found, you must adapt.
The latest study on mobile access from the Pew Research Center shows that nearly two-thirds of cellphone owners use their devices to go online. About a third of these people ONLY use their phones to go online. Furthermore, a study from Ipsos shows that American adults spend more than 10 hours a day viewing online content.
This means salespeople have no choice but to consider where and how their prospects are consuming sales assets. After all, mobile Internet users spend their time online differently than people using computers. They spend a greater percentage of hours reading email than with their desktops, for example. And most searches on a phone tend to be local in nature.
In other words, if your sales assets don’t fit nicely on an iPhone or iPad, you might as well kiss your traffic goodbye.
How should sales teams improve their mobile content to spark engagement? Here are five ways to optimize the experience for mobile devices.
- Avoid the keyboard: Give people content they’re able to browse and interact with that minimizes the keyboard. The most frustrating thing about a mobile device is the tiny keyboard. You absolutely want to provide media-rich content, such as PowerPoint slides or video, so publish these sales assets in such a way that’s seamless for the user to operate. When you send a PDF attachment on a mobile device, for example, they might be able to open it, but to do so they probably have to close the attachment and get back to their email. These steps are prohibitive and require sales reps to jump through lots of hoops to figure out what’s happening.
- Be visual: Think more about using a PowerPoint presentation than a whitepaper. Very few people read whitepapers on a mobile phone; they’re just too long. Videos, however, are great for phones. Make your content as visual as possible by picking images for your blogs that are small and clear. Remember, a portrait viewpoint is difficult to design well for mobile because it’s so narrow.
- Optimize email copywriting: Always consider the small screens of mobile devices by using short, action-oriented headlines. Use thoughtful headlines and fonts that work well with small type.
- Use responsive design: Rather than creating two separate websites (a traditional site and a mobile site) you could create a single site that renders correctly on both computers and mobile devices. This method is all about creating sites full of sales assets that respond to any kind of device they’re being viewed with. This ensures visitors to your site are going to have a great browsing experience whether they’re using a PC, tablet or smartphone.
- Scroll all the way down: Several years ago, when most mobile users were on BlackBerrys, scrolling was difficult. With touchscreens, it’s easier than ever to scroll on most mobile phones. However, this means you must avoid placing CTA buttons in the middle of the page where people might touch them by accident.
The Tellwise Nutshell (TTN): Your prospects aren’t going to stop accessing the Internet on their phones. In fact, it’s only going to become increasingly common. If you don’t want your sales assets to get lost in the mix, you absolutely must make your content mobile friendly, embracing solid design techniques.