Optimize Your Multifamily Marketing Efforts for Mobile
Employing a marketing strategy that makes mobile users a priority is imperative for success. There are more than 2.6 billion smartphone users globally, and by 2020 there will be 6.1 billion users. One-third of smartphone owners use it as their primary device to access the internet.* If you haven’t made mobile users a key target of strategy, then you’re potentially losing out on more leads. Follow these five tips to optimize your marketing efforts for mobile users.
Make Your Website Responsive
Responsive means that every part of your website should be fully functional on any device. The problem some multifamily websites run into is they weren’t designed with a mobile-first approach. They were designed for desktops, and later had to be adjusted for mobile users. Because of this, certain parts of the site don’t work the same depending on the platform. This could include text not lining up correctly, photos being oddly cropped, or valuable information hidden from the main screen.
When users find difficulties accessing information, they are more likely to bounce. This can harm your conversions and have a negative impact on your search rankings. In 2015, Google began using its mobile-friendly ranking algorithm, nicknamed “Mobilegeddon.”
It essentially rewards sites that are mobile-friendly which improves the quality of its search results. Sites that aren’t mobile-friendly could be pushed below mobile-friendly sites in the search results. This is why it’s important to review every page on multiple devices so you can find and fix any issues.
Create Mobile-First Landing Pages
If you are running ads on social media or search engines, then you need to have a mobile-first design. It’s important to use landing pages specifically for mobile ad campaigns. Some multifamily marketers like to use an existing page on their website. It that is the case, make sure the page you use is optimized for mobile devices. When you create mobile-friendly landing pages, it will ensure the user experience will be fluid and simple.
Produce Content for Mobile Devices
When you write for web users, the experience is vertical. Because of this, it’s important to break the text up and make it easily digestible for people scrolling down the page. In order to keep their attention and prevent them from bouncing, use these tips:
Use short paragraphs (2-3 sentences)
Use subheadings throughout your article
Use bullet lists when listing more than two things instead of a comma
Find Your Audience on Facebook
While many people searching for apartments turn to Google, smartphone users spend a majority of their time in apps, especially Facebook. With this in mind, marketers should invest in Facebook Ads. Digital advertising is useful for targeting the right audience and delivering them directly to you. It’s valuable to help people understand what makes your location attractive and should represent who you are and what your unique value proposition is.
Don’t use QR Codes
QR codes are simply not effective for multifamily marketers today. Only a small percentage of people use them, so it’s not worth the marketing investment. Data from 2013 reveals that just 21% of smartphone users reported ever scanning a QR code, but newer research has shown those numbers are slowly climbing. Regardless, you will be better off creating a short and memorable URL to drive your business online.
Embrace the Mobile World
As a marketer, you must embrace the mobile world. Put yourself in the shoes of potential leads who are trying to determine where to live, and make their experience with your website easy. Get in the habit of thinking of your campaigns from the perspective of someone viewing it from a smartphone or tablet. Whether it’s an email, blog post or your website’s design, you need to adopt a mobile-first mindset.