Jul 16, 2013

Using content to boost mobile traffic

Tony Treadway

One of our clients experienced a 56% jump in mobile visits and a 47% hike in tablet users in June of this year compared to the same time last year. Beyond the fact that the world is obviously more mobile than desktop focused these days, there were some important things we did to boost traffic to the client’s site that you can use in your own marketing efforts.

The client is Pal’s Sudden Service, a 24-unit fast food chain in Tennessee and Virginia with a cult following of devoted fans. With nearly 47,000 Facebook fans and 108,000 total visits to www.Palsweb.com thus far in 2013, we feed user engagement with consistent, relevant and fun updates.

Thus, the first tip is to set an editorial calendar of social media posts that give users a reason to visit your site and share your information with others. Mobile and tablet users love short, fun posts they can embrace – then share. We utilize Pal’s Thought for the Day as one tool. Posted on every restaurant’s reader board, on Pal’s website and Facebook is the thought (on the day of writing this blog the thought was as simple as “Start Good Habits”). These thoughts are shared with friends and boost mobile traffic. We picked up 128 new Facebook likes in June and increased our average daily reach of Facebook visitors by 210% over June 2012.

We constructed the Pal’s website to maintain the look and feel of the master site for mobile users, but with a more streamlined user experience for quick and easy access. In particular, we maintained a functionality to look up the latest movie listings at local theaters within the Pal’s service area as a mobile function. Consumers use their mobile devices to quickly find the screening times and locations where a movie is playing, even if their movie night doesn’t include a stop at a Pal’s for dinner. So, the second tip is to think of what easily accessible information your target audience might want to access with their mobile device and give it to them.

Lastly, we use a great deal of video to drive tablet and mobile traffic. A new commercial for the restaurant drove significant traffic increases during the month of June. Click throughs from the Facebook site pushed traffic through to our Pal’s YouTube site with the average viewing duration reaching high above industry averages. Using new, fresh video content is a great way to drive traffic and increase the likelihood of users sharing your message.

We hope you can use these tips to catch the wave of increased mobile and tablet usage by setting the hook of fun, relevant engagement for your target users to boost your brand.

Tony Treadway


President & CEO

Regarded in the advertising and PR industry as a top strategist, Tony is considered one of the most respected marketing minds in the business, especially in the $600 billion foodservice industry. As president, he leads Creative Energy in serving a variety of regional and national accounts in the textile, hardware, building materials, electronics, nuclear power and health care markets.