practical guide to mobile marketing
DESCRIPTION
Learn how to use mobile marketing to reach potential clients and develop the right mobile marketing strategy to meet individual practice needs and budgets. Learn the essential mobile marketing best practices, including how to optimize websites for mobile devices, keys to mobile SEO and search marketing success and the opportunities and challenges associated with mobile applications.TRANSCRIPT
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What is “mobile”?
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iPhone
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Android
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iPad
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Nexus 7
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Image Attribution: http://www.flickr.com/photos/bispham2/7320367756
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86% use mobile while watching TV
Source: http://www.readwriteweb.com/archives/yahoo_86_use_mobile_devices_while_watching_tv.php
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Desktop Computer
office after dinner
Source: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/
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Mobile Devicescommute couch timebreakfast commute
Source: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/
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Desktop Conversion
Source: http://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
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Mobile Conversion
Source: http://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
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How do I handle?
• Prospective clients that want to find my services at all parts of the day
• Prospective clients that want to convert into paying clients quickly
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Why mobile matters
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Source: http://www.asymco.com/2012/07/03/us-smartphone-market-not-showing-signs-of-saturation/
600k new users a week
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“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
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“Over the past two years alone, mobile search traffic has
increased five-fold”
- Google (via Google Analytics Blog)
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4 Things to Do
1. Build a mobile version of your website
2. Embrace the phone call
3. Try out mobile advertising
4. Check your analytics
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Mobile Website
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“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
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Focus
What are the key data & actions?
1. A reason to call
2. A button to call
3. A button to get Directions
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DIY Site Audit
Is your phone number clickable?
Is your address clickable?
Is it loading fast?
Does it render correctly?
Is it trying to use Adobe Flash?
Is it usable?
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Your Options
Ease Benefits
Mobilization Service ★ ★ ★ ★
Separate Mobile Site ★ ★ ★
Responsive Design ★ ★ ★ ★
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Mobilization ServicePros:
• Syncs automatically with your current site
• No custom development needed
• Quick turnaround
Cons:
• Must use a built in template - lose all branding
• Separation of URLs
• Separation of analytics
Price: DudaMobile middle-tier package is $9/month
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Custom Mobile SitePros:
• Highly optimized for a mobile device
Cons:
• Two websites to develop
• Two websites to maintain
• Typically, two different URLs (could negatively affect SEO)
• Less flexible for template devices
Price: Cost of custom website ($500 - $5000), plus ongoing maintenance of two site designs
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Responsive DesignPros:
• Highly optimized for all devices
• One site to develop
• One site to maintain
• One URL
• Good selection of WordPress themes that are responsive
Cons:
• Expensive to switch an existing site (not impossible, just expensive)
• Still a bit “cutting-edge” - harder to find vendors
Price: Cost of a new website ($500 - $5000)
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Buying a New Website?
Is it responsive?
Is it using HTML5?
Is it using CSS3?
Is it using Javascript (not Flash)?
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Embrace the Call
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easy
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hard
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Virtual Receptionist
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Mobile Advertising
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“Approaches like display advertising don’t work as well on
mobile as they do on the web.”
- Fred Wilson, Union Square Ventures
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call
call directions
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filter
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Mobile Analytics
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One Question
Are my mobile visitors converting as well as my desktop visitors?
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Summary: 4 Things
1. Build a mobile version of your website
2. Embrace the phone call
3. Try out mobile advertising
4. Check your analytics
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Questions? [email protected]
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