Technology has proven to be an explosive, ever-evolving industry. It seems like just yesterday the world mainly relied on computers to communicate and source information. Smartphones now dominate the landscape. If you’re not utilizing a mobile-friendly marketing strategy then you’re missing out on a massive opportunity to grow your book of business.

WHY IS MOBILE-FRIENDLY MARKETING IMPORTANT?

To understand why mobile-friendly marketing is so important you simply need to think of your own device habits. How often do you open a browser on your phone to search for information or to view specific content? According to the latest statistics from SmartInsights, American adults spend 87 hours per month browsing and consuming media on their smartphone as compared to desktop’s 34 hours per month. Considering those statistics, when it comes to creating brand awareness, it’s clear to see why your online content needs to be mobile-friendly. On the flip side of optimizing for mobile, during daytime work hours desktop still dominates browsing.

If you aren’t already convinced mobile is important, consider this; optimizing for mobile affects your search engine ranking – even for desktop search results.

Due to Google’s upcoming update, this is a crucial factor to remember when developing your agency’s digital marketing content strategy for 2017 and beyond.

GOOGLE’S ‘MOBILEGEDDON’ 2017: WHAT YOU NEED TO KNOW.

“Mobilegeddon” 2017 refers to Google’s mobile-first index that the tech giant will be rolling out in the coming months. This update ranks search listings based on the mobile version of the content your company shares online – even for listings shown to desktop users. So if your agency website is not optimized for mobile, then your target audience googling ‘HR and benefits solutions’ during work hours from their desktop will not find you.

Any competitors who have beaten you to the punch and optimized their website to Google’s looming update will outrank your agency in search listings.

Does your website meet Google’s mobile requirements?

Not sure if your agency’s website is up to par? You can test your website at Google’s mobile friendly test tool.

THE POWER OF AN APP

For as much time as consumers spend on their smartphones, statistics from SmartInsights show that American adults spend 87% of those mobile minutes in apps. The app industry is an already saturated market, but consumers tend to use apps that are beneficial to their needs. For an insurance agency, complementing your HR and benefits management solutions with a mobile app will modernize your agency in the eyes of clients, while giving you a competitive edge to increase conversions.

MOBILE-MARKETING IS HERE TO STAY

Mobile usage is growing rapidly, and projections for mobile marketing show a steady increase. According to Hubspot, mobile advertising will represent 79% of all U.S. digital ad spending by 2019. For an insurance agency it’s important to stay one step ahead of the competition. Utilizing a mobile-friendly marketing strategy now will help your agency be prepared for upcoming changes to SEO. Also, by leveraging the power of an app your agency will provide a powerful technology solution to generate more leads, increase conversions, and retain more clients in an incredibly competitive industry.