What is “mobile-first,” and what does it mean? Even better, why is it important for telehealth marketing?
Mobile-first begins with rethinking the way people consume information and interact online. While that may seem obvious, many brands still fall short. Websites aren’t responsive, content isn’t broken into digestible pieces to make mobile reading more user-friendly and calls to action don’t follow the scrolling pattern of the user – these are just a few of the ways brands are getting it wrong.
But what about getting it right?
Why Mobile-First Matters for Telehealth Companies
First, let’s look at a few key pieces of data around mobile devices. 94% of Americans between the ages of 18 to 29 own a smartphone. Today’s consumers spend five hours per day or more on their mobile devices. And despite shortening attention spans, people are still engaging with brands on their mobile devices, with 53% of paid search clicks being made from a mobile device.
An apt synonym for “mobile-first” would be “user-first.”
Because people spend time and money online and are doing so for longer durations each day, it is critical for telehealth marketers to ensure they are meeting consumers on their terms – on their mobile devices.
Mobile Websites & Applications
If your telehealth offering doesn’t have an app – or a mobile-friendly site at the very least – then this is a great place for your practice to focus energy on implementing one of those options in order to serve the mobile-first health consumer.
Second, make sure that your app and website UX design is engineered to prioritize mobile devices. This doesn’t mean you should forget about having a great desktop site, but more and more users are first interacting with your brand via their mobile device.
Therefore it is important to constantly monitor your website analytics to determine the split between mobile and desktop traffic.
What you may find is that the majority of the traffic to your web properties are coming from mobile devices. You can use this information to configure your paid media spend to target users by the type of device they’re using to browse the web and thereby increase traffic to your site.
And when it comes to content and social media, the same conventions apply. Think about the mobile user first and how they would consume content on their phone. The expectations of a user on their phone are vastly different than someone accessing content on their desktop. Make it easy for mobile users to engage with your content by focusing on the format, length and tone.
These are a few basic ways you can go mobile-first with your digital strategy.
Paid Media Tips for Mobile-First Strategies
Ready to take it a step further?
Examine what your prospects are doing online.
If they’re using their mobile devices to watch videos on YouTube or connected TV streaming services, you just found an opportunity to target relevant traffic with paid video ads.
What about streaming radio like Pandora or Spotify? And let’s not forget podcasts.
These mobile platforms are ideal for paid media placements. But ensure you are following the best practices provided by Google.
Google uses mobile-first indexing, which means essentially that Google is predominantly using the mobile version of content for indexing and ranking your site. In the past, Google would use the desktop version of your page content to evaluate the relevance of the page to the search query performed by the user. Now that the majority of users are accessing Google Search via their mobile device, Google is following suit by crawling and indexing pages with the smartphone agent.
So what does that mean for advertising on mobile? It means you should take note of and follow the ad standards outlined by Better Ads Standard when serving ads on mobile devices. They have outlined ad formats that take away from the user experience and frustrate potential customers. And they have also provided guidelines on ad formats that do not take away from or disrupt the user experience.
From an SEO perspective, search engines are also indexing mobile website experiences first, meaning if you’re not optimized for mobile, your website will be less valuable in the eyes of Google and Bing. Additionally, performance benchmarks like site speed can also impact SEO performance – so make sure your pages and media are optimized for the web and for mobile platforms.
By now, you should have a few ideas in mind for how you can take your telehealth marketing further down the path toward mobile optimization with some of these mobile-first strategies. If you’re looking for some help defining your mobile-first digital marketing strategy, send me a note and let me know what types of efforts are currently working for you and which marketing efforts are posing challenges. I would be happy to help.