Building The Better Mobile Marketing Mousetrap

You’ve built your network and created your product or service, but how do you make your sales pitch accessible to mobile traffic, the fastest-growing search medium? A recent comScore study showed about 40 percent of smartphone users searched for business information. If your business intelligence shows your Web site is pinged heavily by wireless users, cater to their needs by providing alternate content that matches their intent, thus leading to more traffic and sales. Textbroker, an online content-creation company, offers three strategies:

• A single-thread strategy uses the same content for all versions of a site. It also is a practical solution for sites with a single focus and straightforward layout.
• A double-thread strategy plans a specific set of content for smartphones or other mobile devices. It’s short and sweet: Just a bullet list of features for smartphones to allow more room for a product photo.
• Triple-thread content assumes that desktop, tablet and mobile need separate content. This strategy may be the most pertinent for large companies but, done correctly, it can help increase traffic and conversions for smaller players.