Brand marketing is most effective when ads or promos reach consumers where they choose to spend their time. Here’s how brands can scale attention, engagement, and conversion rates with digital content for mobile awareness experiences.
The goal of any marketing campaign is to make people aware of your brand as well as how your brand can improve their day-to-day lives. Potential customers need to recognize and understand the value of your brand. They won’t consider spending their time or money on your products or services if they don’t understand your value.
What does that mean for how you create digital content? The short answer is to think about value as it applies to the consumer journey. The consumer journey is a continuous lifecycle to validate and revalidate why people should trust your brand. Once you establish trust, people stop wanting your products. Instead, they want your solutions.
You First Must Make People Aware
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The first stage of the consumer lifecycle is the awareness phase. Many brands mistake the awareness phase as solely introducing consumers to the brand. The reality is that the awareness phase begins with education. People must first understand that they have a problem that needs to be solved.
Eugene Schwartz, a pioneer in the marketing and advertising industry, established the 5 phases of consumer awareness as a roadmap to guide people along the road to conversion.
- Completely unaware
- Problem aware
- Solution aware
- Product aware
- Most aware
Many consumers are often completely unaware that they even have a problem. Your job as a marketer is to help people recognize there’s a problem in their day-to-day lives. Only when people become problem aware can they actively search for solutions to that problem. When people become solution aware, your ads can explicitly promote your products as the most viable solution. Once people are product aware, they’ll willingly choose to learn more about your brand and your services so they can become most aware.
Mobile Is Where People Learn New Information
Image via Tero Vesalainen
In the age of digital content marketing, brand marketers need to think about the omnichannel experience. According to HubSpot, many large brands are very effective at producing omnichannel experiences for consumers. These brands understand that people connect to content and information using their phones, tablets, laptops, desktops, and other devices. How people consume or engage with content changes depending on the device.
What makes mobile stand out in the omnichannel experience? First of all, the number of mobile users is rising year after year. Over 5 billion people will own a smartphone or mobile device by 2019.
Take that number into account and compare it with typical mobile behavior. When do we most often use our phones? The answer is when we have free time at home or at our jobs. Daniel Krueger of the Institute for Social Research says 62% of people use mobile to pass time.
This makes sense when you think about what Krueger’s research implies. More often than not, we check Facebook, Instagram, YouTube, and other channels while waiting in line for coffee or quick food orders. On top of that, the best way to kill time when waiting for a bus, a train, or an airplane is to scroll through our smartphones for new updates.
Use Mobile Behavior to Create Digital Content for Awareness
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Mobile has become part of our daily routines. That’s why it’s such an important tool for marketers to leverage. Mobile and mobile-friendly digital content make all of us aware of what we need in our lives.
Suppose your brand is using paid advertising on Facebook and Instagram to generate new business. When you create your paid social strategy, ask your team to collectively answer a few key questions.
- Are people aware of your brand?
- Does the average consumer recognize a need for the types of products you offer?
- Is there general knowledge of the industry your brand lives in?
- Would your ideal customer even realize they have a problem that needs to be solved?
As you go further down that list of questions, the answers direct you further up the awareness journey. If people are unaware of your brand but know the industry, you can create ads that heavily promote your products or services. However, if people don’t know that a problem exists, you’ll waste a lot of time and money on product-heavy ads.
Remember that people need to be aware they have a problem in their lives before they consider doing anything to try and solve it. This is how you can use mobile behavior to your advantage. Create a series of ads that are designed to educate people about a problem they don’t even know they have. Use visual and video content that captures their attention while they’re waiting in lines or scrolling through social feeds.
Facebook also encourages marketers to invest in more visual or video content. Their data suggests that 75% of total mobile traffic will direct to video content by 2020.
The Awareness Journey is a Roadmap for Mobile Content
Image via Patiwat Sariya
Once you capture people’s attention and generate interest in a problem, you can start guiding people towards how best to solve it. Continue running your top funnel ads to keep bringing new people into your orbit. But, also start nurturing the people who are now aware of the problem with lower-funnel ads and direct them towards solutions.
This is the part of the funnel where your content and your paid advertising strategy can shift towards a more conversion-driven approach. Incorporate your products into the visual mediums. Adjust the messaging that compliments the content to proactively promote products as solutions to the identified problem. Once people engage with those ads, you can go even further down the funnel by promoting your brand’s products as the optimal solutions to the problem.
Always think about when you’re able to acquire people’s interest, and how they engage with the content. Mobile behavior means there are opportunities throughout each and every day to capture people’s attention. With that being said, here are a few creative considerations to keep in mind when producing your ads:
- Make your impression in 3 seconds or less. People rapidly thumb scroll through social news feeds. You need to hook them before they move on.
- Video content should 15 seconds or less. The average consumer attention span is only eight seconds. It’s very common for people to lose focus while browsing through mobile feeds.
- Design videos to make an impact both with sound on or off. Videos in news feeds will automatically play with the sound off. Make sure the content still resonates with silence.
- Create vertical content whenever possible. Vertical content is more user friendly on mobile devices, and is the exclusive format permissible on new platforms like IGTV.
Top image via Weedezign
Want to learn more about digital content and marketing? Check out these articles:
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- Music in Advertising: The Right Soundtrack Makes All the Difference
- 7 Instagram Best Practices for Producing Successful Stories
- Agile Management Practices That Are Changing the Creative Process
- Getting Management Buy-In for Your Content Strategy