PR Newswire: Three Mobile Marketing Strategy Tips for Small Businesses

There are three content strategies (single-thread, double-thread and triple-thread) that are necessary for small businesses to best attract and retain mobile traffic, according to a recent article from Christina Zila, Textbroker director of communications. The article, published in PR Newswire’s PR Toolkit, explains the differences between a single-thread, double-thread and triple-thread mobile marketing strategy and why refining these strategies based on your visitors’ needs may lead to increased traffic and e-commerce opportunities.

“Your site isn’t just seen on a desktop anymore,” Zila said. “About a quarter of all time spent online is spent on a mobile device, according to the research company GfK. That’s traffic that you can’t afford to miss. How do you best attract and retain this mobile traffic? Just as with a regular website, you need to have pertinent content displayed in a format that fits the device. Mobile visitors show different behaviors and search query types than desktop users, and there are further differences between smartphone and tablet users. A recent study by comScore showed that nearly three quarters of tablet users use search, whereas just over half of smartphone users do.

“About 40 percent of smartphone users searched for local business information, but only about 20 percent of tablet users did,” she continued. “To paint with broad strokes, smartphone users are looking to fulfill an immediate need on the go. Tablet users, on the other hand, are looking to be entertained; reading news and content, watching videos and playing games are popular tablet activities. Depending on the traffic volume you see for your site from different device categories, you can adapt your strategy to cater to these general search behaviors. As you see how your specific audience reacts, you can refine your strategy. Since there are three audiences that could possibly have different behaviors, you could have three different content strategies: single, double or triple thread content strategies.”

  • Single-Thread Strategy: This strategy uses the exact same content for all versions of a site. It works well with responsive design, which adapts display elements and font sizes to the dimensions of a device on the fly. It also is a practical solution for sites with a single focus and straightforward layout. A local dry cleaner, for example, may be able to keep a single thread of content.
  • Double-Thread Strategy: This strategy plans a specific set of content, different from the content for desktops, specifically for smartphones or for mobile devices in general, depending on audience needs and device usage. Here, a souvenir store may have a full product description for each item in its content for desktops and tablets but just a bullet list of features for smartphones to allow more room for a product photo.
  •  Triple-Thread Content Strategy: This strategy assumes that each device type, i.e. desktop, tablet and mobile, needs separate content. This strategy may be the most pertinent for large companies, but done right, it can help increase traffic and conversions for smaller players. It may even become a strength, since the majority of users that experience a badly optimized site will leave for a competitor. A variation on this strategy is to write content in sections. Each thread then shows only the sections of the full content that make sense for the audience.

G2Market Inside Track: In today’s device-agnostic content marketing environment, Triple-Thread is a triple threat. The strategy is a common-sense revival of the browser-agnostic website development that many companies embarked upon in the early days of Internet commerce. Like it or not, your digital content is likely the first – and only – business card your audience will ever see, and your content needs to be optimized for the variety of ways your potential customers want to consume it.

(For additional information contact: PR Newswire, www.prnewswire.com; Textbroker, www.textbroker.com.)

- Carl Cooper
G2Market