I probably don’t need to do too much to convince you that people are increasingly connected through mobile devices. Just in case, I’ll note that there are roughly 70 million more mobile internet devices than PCs in the US market. In fact, there are more mobile devices than people on earth. A recent study by ComScore found that 55% of social media consumption happens on a mobile device. Given that the content you create and the media mentions you earn are so likely to be consumed on a smartphone or tablet, it makes sense to make mobile an important part of your PR strategy. Here are a few ways to do so.
Optimize your pitches for mobile
Journalists are just like everyone else and according to SecureEdge Networks, 81% of Americans use their personal mobile devices for work. Some estimates say that more than half of all business emails are opened on a mobile device. So it’s a good bet that your pitch is being viewed on a smartphone or tablet. Make sure that it looks good on a small screen and is easy to scan for someone on the go. Include just what is necessary to make your point and make sure any links and media are easy to consume on any device.
Makes sure your content is mobile friendly
Every piece of content you create, including press releases, should be responsive for mobile devices and be designed with the mobile user in mind. One in four Google searches is now done on a mobile device and 48% of mobile website visits start with a search. Google has started penalizing the search rankings of content that isn’t mobile friendly. You can test yours with Google’s handy mobile friendly test tool.
Remember that social is mobile
According to Twitter, 80% of users access the site on a mobile device. Every month 844 million people access Facebook on a mobile device. When creating content meant to be shared on social media, it is essential to consider the needs of the mobile user. Often this means following the KISS principle (keep it simple, stupid). Visually engaging content is also important to capturing the attention of a distracted mobile user.
The impact of mobile is too huge to ignore. Brands that make it a central part of their PR strategy will have an advantage over those that don’t.