For the longest time, TV ads would invite consumers to “Pick up the phone and call now!” How quaint.
Your new reality is simple, your prospects have already picked up the phone. The first time your prospects view your valuable online it’s on a mobile device.
The impact of this change requires more than a shift in semantics. It requires a shift in mindset on your part. The number one trend for 2015 is mobile content delivery. Your success will depend on your awareness of this shift and your ability to execute on mobile delivery. As you develop your marketing strategy for 2015, use these ideas to view the challenge differently.
If You Can’t See it, Delete it – As your competitors adopt mobile-centric design, users are becoming less tolerant of tiny text. It’s no longer enough to get your email opened. It must be readable.
Open Rate is a False Metric – Getting a prospect to open a message was once a great indicator of future success. Now the hurdle is do they decide to read it now, later or simply delete it forever? When it comes to content delivery in 2015, consistency is king. Delivery schedule, length/duration, content organization help your community become familiar with your content and helps them decide to hold onto your newsletter to read later.
Read, Listen, Watch – Not only do you have to produce killer content, you have to deliver it in your prospects favorite format. Podcasts are back because mobile devices come with earbuds. Text is hard to read, video is easy to share. Poll your prospects to be sure.
Take a Page from the Newspaper – The weekend edition is a different animal. In 2015 look for longer content and casual formats on days when prospects have more time to interact with your content.