5 BIG Reasons Why You NEED to Be Mobile Ready for 2016

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2016 is coming up fast, so you’re already thinking about how to grow your business next year. If your business strategy doesn’t include a mobile version of your website, you’re already missing out on hot leads. It’s time to turn the mobile web into a lead generation machine for your business.

Not convinced it’ll be worth the money to build a mobile site? Here are 5 reasons why you should reconsider.

1. The Growing Number of Mobile Users

Mobile is BIG. Roughly 2.16 billion people will be using smartphones in 2016. That’s 198.5 million in the U.S. alone—and B2B isn’t exempt: Executives and decision-makers use mobile technology. In fact, 72% use their smartphone to conduct research on products or services for their business. This represents an upward trend reaching critical mass. There are more active mobile devices in play today than there are people.

2. It’s All About the Mobile Search

At Recode’s recent Code Mobile conference, Google’s senior vice president of search, Amit Singhal, said more than 50% of Google’s 100 billion searches originate on mobile devices—plus, he was only referring to screens smaller than six inches. That’s a lot of traffic to leave on the table if your site isn’t mobile friendly.

3. Inbound Marketing Strategy is Must

If social media and inbound marketing are part of your marketing strategy, you’re wasting your time without a mobile website. 71% of social media access happens on mobile devices. So what happens when you tweet out your awesome new content? Your page won’t load, your readers get ticked, and your visitors bounce without ever reading that blog post you crafted so carefully.

4. The Need for Speed…Loading Speed

Speed is key to customer satisfaction. Web surfers don’t have much patience. If your site doesn’t fully load in 3 seconds, they’ll move on and you’ll lose business. Or worse, you’ll lose that coveted customer loyalty.

Pro-tip: Check your mobile speed here.

5. Dominate Local Search

More than 90% of smartphone users use their mobiles to find local businesses. What’s more, people who use their phones to search are likely to act on that information within 24 hours. Mobile presence puts your business in front of people who are looking for answers on the way to buy. It’s point-of-sale web. When customers are in a buying mood, you need to be accessible.

Let’s Get Ready to Go Mobile in 2016

Mobile presence is crucial for any growing business, whether B2B or B2C. The most popular activities on mobile devices include social media and opening email. Isn’t that where most of your customer reach is centered?

How you go mobile matters. There are multiple design options and each has strengths and weaknesses. You can read all about your options (plus common mistakes) in this comprehensive FREE guide to making your website mobile friendly.

Not sure if your site is mobile friendly? Use the free and easy Google Mobile-Friendly Test tool to find out. Now’s the time to go mobile, but how? Check out this handy and comprehensive FREE guide to making your website mobile friendly.

Download: The Smart Marketer's Guide To Making Your Website Mobile Friendly

No matter how you choose to implement your mobile site, it should be optimized for usability, speed, and SEO. To truly engage your audience, you need to go where they are—on their mobile devices.

Becoming mobile ready may seem like a big step, but with the growing dominance of mobile search and commerce, it’s the best way to move forward with a strategic marketing plan in 2016. Choosing a responsive mobile web design prepares your business for the future. No matter what screen size or screen configuration comes with the next big thing, your site will respond and you won’t have to scramble to update or revamp. A worthwhile investment now can make a huge impact on your bottom line now and for the foreseeable future. It’s time to go mobile!

 

7 Goals to Track and Evaluate Your Content Marketing ROI

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When it comes to content marketing, figuring your ROI can be a challenge. The benefits may not be as immediately evident as a targeted marketing campaign and sometimes it’s not obvious which metrics you should measure to ensure success. How can you be sure your content marketing is delivering value?

There’s a widespread misunderstanding about what content marketing is…and isn’t. Most people understand that it’s about providing great content, but great content alone just sits there. Without the marketing part, no one will discover your content, no matter how great it might be.

So to start answering the question of content marketing ROI, we have to set, measure, and understand your content marketing goals. Consider the following goal criteria.
 

1. Building Audience

Follower count is a place to start, but your followers aren’t your only potential audience. When evaluating your goal, you should consider not only your audience, but the number of people your audience can reach when they share your content. That’s one of the primary values of quality content: extending your reach.
 

2. Earning Shares

Extending your reach is the reason you need to track beyond a simple follower count, and instead, watch how your content spreads across the web. If your content isn’t spreading, you’re not engaging your audience. To improve, you need to figure out why.

Some of the biggest mistakes in content marketing and social media:

  • Interruption marketing: The idea of social media is to engage and be part of the conversation, not to disrupt a conversation to insert a sales pitch.
  • Writing to the wrong audience: Number of followers isn’t as important as quality of followers. Find and connect to people who are interested in your industry or who already love your product. Write content for them.
  • Not paying attention to complaints: Some companies focus on positive feedback and ignore the negative, instead of addressing it, fixing it, and making their audience feel they have a voice.
  • Not being interactive: How many companies post a blog and then don’t respond to comments? How many never ask for an opinion?

 

3. Gaining More Site Visits

Tracking the number of web visitors is a critical measure of success, and once again, not the only metric. If visitors are clicking through and then clicking away immediately, you’re writing great headlines, but your content isn’t delivering. Headlines are your bait. Content is your hook.
 

4. Achieving Higher Search Position and Web Rank

As you add quality content, a number of things will happen to increase your visibility on the web. More traffic to your site, an increase in social signals, and quality backlinks from authors quoting your content add up to better compliance with Google search algorithm ranking factors.

It’s circular. Your content raises your search position, your website lands on the first page of the site, more people see your content…
 

5. Reducing Churn

Keeping your customers is always easier than luring in new ones—and a lot more lucrative. Providing content that answers questions and concerns shows your loyal customers you care about them and makes them feel like part of the process.
 

6. Overcoming Buying Objections

Good content assists your sales department by delivering more qualified leads. Customers who first get answers from your website waste less of your time. Content can do at least half the work for you. Some of your content marketing ROI can be measured in terms of increased productivity in your sales department.
 

7. Increasing Sales

Naturally, the end goal of content marketing is increasing sales. It’s not enough to drive traffic, you want to convert visitors to customers.

In the end, that’s your most powerful metric. If you provide valuable content to a targeted audience and use effective promotion methods, your sales will go up. That’s your real (and measurable) content marketing ROI.

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Side Door Thinking: Learn the smart marketing tactics you need to truly engage with more customers.Stop banging on the front door of your customer’s mind …when the side door is wide open! Want to learn more about effective content marketing? Whether you decide to outsource content marketing or not, this eBook is chock-full of great information on content marketing. Download this FREE guide, Side Door Thinking, to discover how content marketing can help you ramp up your website and complete your marketing strategy.

You’ll learn how to:
  • Increase Your Referral Rate
  • Increase Your Social Media Reach
  • Leverage New Product Lines & Revenue Streams
  • Earn Your Customer’s Loyalty & Business
  • Position Yourself As An Industry Leader & Trusted Resource
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The Strongest & Simplest Approach to Solid SEO Strategy

strongest & simplest approach to solid SEO strategy

SEO is a complicated subject and a constantly moving target, but if you keep Google’s stated purpose in mind, you can craft a solid SEO strategy that works now and into the future. What is that purpose? To deliver the highest quality, most relevant results to users.

It sounds simple enough, but past efforts to game the system have landed many website owners in Google Hell…not always for their own actions. Many “SEO experts” are infamous for shady practices meant to deliver fast results. It makes them look good for a little while, until an algorithm update brings it all tumbling down. A major loss in pagerank can destroy your bottom line.

That’s why we’re going to give you the strongest & simplest approach to solid SEO strategy. No tricks. No gaming. Just real, evergreen tactics that will never get you in trouble—and will always push your site to the top of the search engine results page.

Focus on: Keywords

Even with semantic search, keywords are still important. Make a list of industry keywords you want to shoot for, and ensure your website content on your site is focused around those topics and words. Forget repeating keywords x number of times on each page. Longtail keywords also have their limits. Just write naturally about the subjects native to your industry.

Best keyword practices:

  • Do thorough keyword research.
  • Use your primary keyword or keyword phrase in your title.
  • Write a short, pretty URL that contains your keyword.
  • Use keywords in your subheaders.
  • Include keywords in your first paragraph.

Focus on: Links

Every link is important, even those coming in to your website. Be sure you link in and out only to quality, relevant sites. Linking to internal pages is great SEO, but the links should fit naturally into the text.

Incoming links are equal parts awesome and terrifying. If industry bloggers on high-traffic sites link to your content or mention your site in any context, it’s a real SEO boost. Ditto if you share your knowledge to be published on other sites. Guest blogging extends your audience and raises your authority.

You just have to be careful. Backlinks coming in from low-quality sites can hurt your SEO. It’s a good idea to regularly evaluate your site’s links, fix any broken ones you find, and make sure your incoming links are from authoritative links related to your industry.

Focus on: Load Time

The length of time it takes your page to load is critical to SEO for several reasons. Slow-loading pages are frustrating to visitors and increase your bounce rate—which is indicative of how fast and how often visitors leave your page. Load times are influenced by the amount of code that loads when a visitor arrives and by image size.

If your page is loading slowly, the cause might be ads, videos or music set to play automatically, or other scripts. Code errors may also result in loading issues.

Large graphics are also a common issue. Even if graphics appear to be small in dimension, they might be large files controlled by specifying size in the code. If you right-click a small image and open it in a new window and it’s huge, it’s not optimized, and it’s probably slowing your load time.

Focus on: Content

All basic SEO strategy should focus on high-quality content. Publishing great content attracts traffic by giving customers and prospects information about your industry and your products, provides endless opportunities to bolster your keyword strategy, and establishes your site as authoritative…a good reason for bloggers and journalists to write about you.

Whether you write content in-house or outsource, it should be informative and tailored to the interests of your audience.

Focus on: Location-Based SEO

Google’s latest algorithm makes location far more important than it’s ever been before. While city searches are still relevant, the search now drills down to a more granular neighborhood level. If you’re a brick-and-mortar, raising your rank, especially for mobile search, means adding more location information to your page. Instead of sticking to New York City references, be sure to mention you’re in SoHo or the Village.

Focus on: Mobile-Friendliness

If your site isn’t optimized for mobile, your SEO isn’t up to par. Mobile search makes up 61% of all website traffic today and sites that aren’t optimized do not appear in the mobile search results. It’s a simple rule. If your site is not optimized for mobile, you lose any mobile traffic you might have earned.

There are a lot of details to SEO, but this is the strongest & simplest approach to solid SEO strategy on a broad level. Google is looking to deliver high quality results, and, if your website meets those high standards, that means your SEO is solid—and you’ll see boosts in both customer engagement and search engine results rankings. It’s worth it.

 
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Not sure if your site is mobile friendly? Use the free and easy Google Mobile-Friendly Test tool to find out. Now’s the time to go mobile, but how? Check out this handy and comprehensive FREE guide to making your website mobile friendly.

Download: The Smart Marketer's Guide To Making Your Website Mobile Friendly

Why Your Website Must Be Mobile Friendly Right Now

Transitioning to a mobile friendly website is no longer a maybe--it's a must. Learn why and how to go mobile friendly here...

Mobile users have taken over the Internet—so if your website isn’t mobile friendly, you might already be in trouble. The days of being chained to a desktop are long gone. Users have more options than ever before and what used to be downtime (commutes, a stop at Starbucks for an overpriced latte, or even a relaxing day at the pool) has turned into time spent browsing, checking emails, and making purchases.

Google responded to this mobile tsunami in a predictable way, by changing its search algorithm last April to prioritize websites optimized for mobile devices. What does that mean for non-optimized websites? Say goodbye to up to 60% of your traffic. No wonder marketers were quick to dub the change “Mobilegeddon.”

Don’t know if your website meets Google standards? It’s easy to check using the Google Mobile Friendly Test tool.

It All Comes Down to Enhanced Customer Experience

Repeat web traffic is all about great user experience. Customers who find themselves on a site that’s not mobile friendly bounce…and buy from your competitor.

You only have a few initial seconds to get a visitor’s attention, so if your website doesn’t fit on their screen or your links are difficult to click, your visitor will never get to the next page…or click your call to action (CTA). They certainly won’t sign up for your mailing list. Every visitor you lose to poor mobile display is a lost opportunity.

Load time is another argument for mobile optimization. Non-optimized sites load excruciatingly slowly on a mobile device. You have about 6 – 10 seconds (if you’re lucky) before visitor patience is strained to the breaking point.

“But I’m B2B…Why Bother?”

This is a surprisingly common argument—and the answer is just as simple. Corporate decision-makers act exactly like other human beings. The 2014 State Of B2B Procurement Study by the Acquity Group found that 94% of them research purchase online before making a decision. More to the point, 44% have used mobile devices to do their research.

Sounds like the move to mobile is essential for B2B and B2C businesses alike.

Advertising Benefits of Mobile-Friendly Websites: The Push

A “push” is a message sent directly to a user’s phone. With integrated social media and a team that’s on top of it, you can offer information, special pricing, or coupon codes while customers are doing product research.

Mobile advertising offers businesses the opportunity to tailor ads to personal browsing habits and social media cues. Research by Neustar shows that targeting an engaged audience can lead to a huge increase in conversion rates, ranging from 6 times more conversions in the health industry to 56 times more conversions in the retail sector.

Mobile-friendly websites are no longer an option for business owners who want to remain competitive. To improve your mobile ranking, attract a larger audience, and gain more sales, ensure your website is easy to browse from any device.

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Have questions about going mobile? No problem. Download this FREE GUIDE, The Smart Marketer’s Guide to Making Your Website Mobile Friendly.

Download: The Smart Marketer's Guide To Making Your Website Mobile Friendly
You’ll learn how to:

  • Identify if your website is mobile friendly, plus learn why the answer matters
  • Use your mobile-friendly website to gain big-time lead generation and superior SEO
  • Strategically choose the best mobile-friendly design options for your business
  • Create a mobile-friendly website designed to grow with your business
  • Go mobile-friendly without breaking the bank

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