In my last post, I wrote about making your email newsletter sticky. Getting people onto your email list gives you the chance to take your engagement with them to a more personalized one-on-one level. In case you thought email was a spent force; it’s not. The value of any medium is defined by the added access it gives your audience, which brings us to another important digital medium: mobile phones.
Mobile phone browsers account for around 7% of worldwide internet usage. So what’s the big deal? Well, it’s a steadily growing medium. It is also a medium that the more savvy and cued-in targets, the ones who are likely to drive a lot of value, are likely to include in their browsing options.
That’s why it makes sense to optimize your site for mobile browsers. But sometimes, optimizing goes beyond compatibility. Mobile-compatible themes tend to hide your sidebars and just display the main content area. Even if you’re not optimized for mobile browsing, most mobile browsers will allow users to zoom in on just the central text column for ease of reading. This means that your social and email sign-up buttons, usually displayed in convenient sidebars, are not being displayed in this medium.
Solving this problem is actually very simple, even intuitive. All you need to do is add a call to action at the bottom of your main content area. I don’t mean the footer; you need to have that link right at the end of your text. To get it there, create a landing page with your signup details and persuasive content. Next, add a link to this page at the end of your content block, along with that call to action.
You can do this globally with a bit of code. But I prefer to add this call to action manually, so that each page can have text tailored to context. It also makes the call to action less dependent on consistency across code updates. It takes a little extra time to add a good call to action with each post, but it’s worth taking the time to do it. Mobile browsing can only increase, and you want to be assured of redirecting some of that traffic to a venue where you can communicate with them regularly.
By the way, here’s a handy example of the kind of calls to action I mean: This is just one of the ways in which the Digital Marketing team at i-Vista builds more cross-platform synergy into your digital marketing activities. To find out more, why not drop us a line? Contact us now.