lawyernomics2013 - mobile marketing best practices

Practical Guide to Mobile Marketing

Sachin Bhatiasachinb@avvo.com

@sachbhat

#Lawyernomics

Why mobile matters

“From board meeting to board meeting, we are seeing a similar

pattern. Web is flattish. But mobile is growing like a weed.”

- Fred Wilson, Union Square Ventures

0%

10%

20%

30%

40%

Jan 2010 Jan 2011 Jan 2012 Jan 2013

Rise of Mobile at Avvo

31% of our traffic

Source: http://instagram.com/p/W2BuMLQLRB/

Desktop

office after dinner

Source: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/

commute couch time

breakfast commute

Mobile

94% of smartphone users have searched for local info

70% called a business after searching

90% of these users acted within 24 hours

Search Task Completion

Source: http://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556

Mobile

Desktop

1 hour

1 week

Get yourself ready for ...

Clients searching for services on all kinds of devices

Clients looking to find your services at all parts of the day

Clients looking to convert quickly

7 Things

❶Always measure

Start Here

Kinda interesting...

Next level

CompareConversion Page

Metric that matters

And, a bit of math

Conversions / Users = Conversion %

What about calls?

What about conversion?

Analytics AuditAre you capturing mobile traffic?

What keywords are coming in from mobile (versus desktop)?

Are you converting mobile traffic to calls?

Are you converting calls into clients?

❷

Tell an effective and efficient story

“... devices of all shapes, sizes, and capabilities are flooding the market, and users expect to get your content

on all of them”

- Sara Wachter-Boettcher, Content Everywhere

But...

BigSmall

160 characters!

Smaller still...

160 characters!

Smaller still...

Even smaller ...100 characters!

Homework!

Capture your firm’s unique value prop in a tweet (140 characters)

Would it be worth clicking to find out more?

Would it be worth re-tweeting?

❸Optimize your site

for mobile

“61% of customers who visit a mobile unfriendly site will likely go to a

competitor's site”

- Karim Temsamani

Source: Karim Temsamani at IABALM 2012 via IAB

Focus

What are the key data & actions?

1. A reason to call

2. A button to call

3. A button to get directions

Site Audit

Does it render correctly?

Is it loading fast?

Is it usable?

Is your phone number clickable?

Is your address clickable?

❹Implement a local search strategy

“Over the past two years alone, mobile search traffic has increased

five-fold”

- Google (via Google Analytics Blog)

Local Intent

Mobile

Desktop

1 hour

20%

50%

Claim Your Listings

Claim Your Listings

Search Audit

Do you have a list of target keywords?

Are your local listings accurate and NAP consistent?

Have you claimed your Google+ listing?

❺Fix your phone call

intake process

Hard

Easy

Source: http://20px.com/blog/2012/12/06/life-before-and-after-cell-phones/#.UXq5DytATu0/

Virtual Receptionist

❻Put a mobile lens on

your advertising

call

call directions

filter

Google Keyword Tool: http://bit.ly/hX7WkT

Advertising Audit

Are you advertising on sites with a mobile experience?

Are you generating phone calls from those ads?

Do you have the right keyword targets for mobile search?

❼Better serve your

clients using mobile

It’s time toget your client data

out of here

Cloud Enables

1.Easier access to client data for remote work

Access clientinformation remotely

Better Communication

Client Portals

Client Portals

Client Experience AuditDo you (and your staff) have access to key client data from all of your devices at all times?

Do you get a notification when a voicemail or email message is left for you?

How quick do you respond to existing client calls?

How often do clients have to repeat themselves to members of your firm?

7 Things1. Always measure

2. Tell an effective and efficient story

3. Optimize your site for mobile

4. Implement a local search strategy

5. Embrace the phone call

6. Put a mobile lens on advertising

7. Use mobile to better serve clients

Questions?

sachinb@avvo.com

@sachbhat

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Email: cristin@avvo.com Twitter: @cristin_carey