Is your mobile content actionable?

Many businesses continue to treat their mobile presence as simply an offshoot of their existing marketing methodologies. Mobile strategy does not require businesses to throw their playbook out the window, however it does require some additional thought as to the types of content you will include in your mobile app or mobile optimized website.

Here are three mobile marketing mistakes we see businesses make time and time again, as well as some ways to fix them!

1. Treating Your Mobile App as a Landing Page

Mobile apps are a great way to disseminate information about your products to a wide range of customers. That being said, they will wither and die if they are simply left on their own. Mobile apps in particular require consistent updates with valuable content to survive. Simply creating a mobile app and hoping that people will find it results in very few downloads and a stagnant mobile user base.

To alleviate this issue, fill your app with dynamic content that will keep users checking back regularly. Including links to your blog and social channels will give your customers an easy way to stay up to date with your business no matter where they are. As a good rule of thumb, if you’re app has the exact same content for more than a week or two, your customers are likely not getting significant value from it.

2. Directing All Of Your Content Towards New Customers

Your mobile app is a versatile tool, but it is one that has significantly more benefit for existing customers. That’s because if someone downloads your app, then they are likely already fans of your store and want a way to connect with you at all times. If you are constantly using your app to promote content that is meant to appeal to new customers, your loyal customers may feel that they are in the wrong place. App uninstalls will soon follow.

When you are creating content, aim for a ⅔ split favoring content that will allow loyal customers to gain a greater depth of understanding about your products, team, or business philosophy. New customers will find and download your app if you are promoting it effectively, so make sure to throw them a bone every now and then too!

3. Offering a Segmented Mobile Experience

As mentioned above, if your customers are downloading your app then most likely you are doing something right. Capitalize on that, don’t attempt to change the game! Many businesses, when creating their app, will attempt to rebrand for a mobile audience. They will change everything from their color scheme to their logo and even their name and messaging. This can feel alienating and out of place.

When you create your app, your main goal should be to refine your existing web presence rather than attempting to redefine it. Continuity of experience and messaging across platforms will let your customers immediately get a feel for your mobile strategy, immediately encouraging the same impressed feelings they had when they first connected with your site.

These are some of the more common mistakes we’ve seen mobile users make. What have you seen? And do you have any advice on how to fix these or other mobile strategy missteps?