Do you want to connect with your audience no matter what device they choose?
Is your site, blog and business friendly on a mobile device or tablet?
Whether you’ve realized it or not, your audience is already mobile which means the likliehood of them consuming your content from their mobile device is high.
We’re already seeing:
- Over 60% of Facebook and Twitter usage from mobile devices
- Over 25% of global YouTube views are from mobile devices
- 41% of email opens are from a mobile device
AND by 2014 more people will access the internet from their mobile device vs their PC.
In Part 1 of the “Getting Started With Mobile Marketing” blog series we’re going to explore how you can quickly identify and determine if your current audience is already connecting with you from mobile devices.
First we need to understand what mobile-friendly means.
Being mobile-friendly at its core means making your website/content easily readable on a mobile device. Now, with more and more mobile devices with varying screen sizes and resolutions being mobile-friendly really means being future friendly.
As content creators and business owners we can’t always know what device our audience is going to use to connect with us…By continuing to anticipate how, where and when our customer will connect with us next, we will not only be able to react to today’s concerns but plan our content and business strategy for long term value.
As online business builders it’s pretty clear that our audience is likely to connect with us from their mobile device considering the usage behaviors I mentioned above BUT you need to make sure YOUR audience is mobile.
Use Google Analytics To See If Your Current Audience Is Mobile
If you’re like me you probably use Google Analytics but most analytics programs will provide the information we’re about to walk through.
Since I use Google Analytics we’ll dive into how you can quickly identify if your current audience is connecting with you from their mobile phone.
Step 1 – View Your Mobile Traffic Segment
Login to Google Analytics and you’ll see the Advanced Segments button.
Click “Advanced Segments” and you’ll want to select “All Visits” and “Mobile Traffic” from the checkboxes available and click Apply. Note: Tablet Traffic is accounted for in “Mobile Traffic”. If you’re looking for tablet specific data you can check that box as well but remember that it’s accounted for within the overall number/percentage of “Mobile Traffic”.
Step 2 – Review The Percentage of Mobile Traffic
Right beneath the Advanced Segments button you’ll now see your mobile traffic as a percentage of all of the visits to your site. For many of us we’re seeing over 20%-30% of all visits coming from a mobile phone.
Step 3 – Determine Which Devices Your Audience Is Using
Within your left navigation panel, under “Standard Reports”, click the Audience area and you’ll find the “Mobile” drop down menu. You’ll want to select “Devices”.
You’ll quickly see the top devices that your audience is using to access your content. As you can see above the majority of the traffic visiting this site are from Apple devices.
You might ask why is that important?
Well, for one, I see many businesses, and even brands for that matter, dive into mobile by creating an app, and approaching either the iPhone or Android platform without having a mobile website. The do this because they think “having an app” is a mobile strategy and that because they see big brands that have apps.
Not only is that the wrong place to start but having a mobile website can lead you to some insights for when you ARE ready to create an app (if it makes sense for your business).
Having analytics in place like we do above starts showing you which direction you may want to go when diving into app development. In this case above we’d clearly start with iOS first.
Having a sense of what devices your customer is using may also tell you a bit more about them as a consumer.
Are they using more expensive phones and tablets or cheaper, pre-paid type phones?
Your success in mobile marketing all starts with understanding how YOUR customer is connecting with you and how best you can deliver value to them using a mobile device.
Part 2 of the “How To Be Mobile-Friendly” blog series will cover creating your customer avatar and their respective “Mobile Persona”.
On top of having a customer avatar, having a “mobile persona” will help us better understand how our ideal customer is likely to be using their mobile device, enabling us to make educated decisions on which mobile tools and tactics to use within our strategy.