Today’s customers use their smartphones throughout the purchasing process. They research brands and retail outlets in order to decide what they want to buy and where they want to buy it. While shopping, their turn to their phones for additional information, including product details and pricing information. After the sale, the smartphone becomes the avenue for reviews, customer service and additional purchases.

You need to have website content that meets customers’ needs at every point in this process.

Creating Content for Mobile Customers

The way people consume content changes based on the type of device they’re using. Smartphones and tablet computers have smaller screens than desktop computers: it’s harder to read lengthy text passages. Strategically use headlines to convey essential information and keep copy short and to the point. Use video whenever possible. Cisco reports that 69% of all online content will be video by 2017, in part because consumers prefer it as a quick way to discover what they need to know. Many videos are watched with the sound off, so use captioning to explain things fully.

Use Customer Questions to Shape Your Content Strategy

Smartphone users often use voice search functionality to conduct their research. This means they’ll frame their search in the form of a question, such as “Siri, what time is Bob’s Bagel Shop open?” Make a list of the most common questions your customer may ask before, during and after doing business with you. Use this list as a guide when creating content for your website. It’s important to know that all of this information is readily accessible to mobile customers.

Understand Micro-Moments

Google has done extensive research into how customers search for information online, and how they act once they discover what they want to know. Micro-moments occur whenever a customer wants to learn, find, do or buy something. Customers value information that’s immediately accessible and completely relevant, particularly when available action steps are clearly identified. For example, a customer who asks “What is the dress Suzy Celebrity is wearing on the Big Awards Show?” would most appreciate a response that includes a picture of the dress, the designer’s name and a link to where one could buy that dress or ones that were similar to it.

Identify the micro-moments in your customer’s lives when you’d like to be the business they turn to, and create content specifically focused on those moments. A good best practice is to create content specifically to address micro-moments on a weekly basis: when this content goes live on your website, make sure to share it on social media.

Review Content Metrics Regularly

Google Analytics will tell you a great deal about your content marketing’s performance. Review your Top Content report at least weekly. You’ll learn how many people viewed your content, how long they engaged with it and the bounce rate for the page that contained the content. The bounce rate represents how many users leave your website entirely after visiting the page, rather than visit another page on your site. Bear in mind that a high bounce rate is not problematic if users are leaving your site after completing a desired action, such as making a purchase or signing up for a newsletter.

Understanding what your most popular content is can help you discover what aspects of your business are most meaningful to your customers. Positioning yourself as a go-to resource for that type of information –whether it’s style tips, gardening guidance or insights on how to become a better investor – is a smart strategy for making sure mobile device users make repeated visits to your website.

About the Author(s)

Jennifer Shaheen, Technology Therapy Group

Jennifer Shaheen is a small business owner who understands what it takes to start and run a small business. Her technical prowess, entrepreneurial insight and marketing acumen provide a unique perspective to help clients use technology to market and manage their businesses.

President, Technology Therapy Group
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