Marketers obsess over “being there” for their consumers. Whether it’s share at the store shelf or share of voice on TV, these are metrics used to judge how present a brand actually is. But what about on a mobile device, where there are billions of products researched every day? Are you devoting the same amount of resources to your mobile marketing strategy and your brand’s role of being there whenever consumer’s needs arise?

While the user should be able to click to a lengthier or downloadable version of the bite-sized content, small and easily consumed is key. Try to focus on learn, do, or find to start. In the jewelry world, this could be a single graphic on cuts of stones, or an illustration about the 4C’s of diamonds. Consider lists, such as the five things to consider before buying a diamond, or six reasons to visit a custom designer.

Tie your bite-sized pieces together with larger artifacts that tell more of the story. For instance, a five minute video on choosing a gemstone could be placed on your business’s YouTube channel. A highly edited, “snippet” version of 0:15 seconds could be placed on Instagram, and another on Facebook, both linking to your online blog. Your website contains a short narrative on the same topic, with a link to the YouTube video for the full story. You crafted a few paragraphs, and a single video, but now these pieces are interwoven and amplify one another, creating an affordable tactic without an upfront cost.

This content was originally published in The Retail Jeweler.