webinar - 7 ways to prepare for the mobile marketing explosion

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7 Ways to Prepare for the Mobile Marketing Explosion Jason Wells, CEO, ContactPoint

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This webinar, presented by former Sony Senior VP of mobile marketing, Jason Wells, discusses what businesses must do to prepare for the mobile marketing explosion. Specifically, how to measure leads with call tracking, improve close rates, optimize conversion rates and track success.

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Page 1: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

7 Ways to Prepare for the Mobile Marketing ExplosionJason Wells, CEO, ContactPoint

Page 2: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

Mobile Marketing Explosion

@logmycalls

Mobile search will surpass desktop search by 2013.

- Google, 2012

“In three years time, desktop search will be irrelevant,”

- John Herligy, VP of Global Ads, Google (2010).

Page 3: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

Mobile Poll

@logmycalls

Results from June 2012 study: 77% said losing smartphone would be ‘severely

anxiety inducing’ 55% said losing wedding ring would be ‘severely

anxiety inducing’ 88% said losing wallet would be ‘severely anxiety

inducing’ - Taylor Nelson Sofres, 2012

Poll Question: If you were on vacation which would stress you out more, to lose your smartphone, your wedding ring, or your wallet?

Page 4: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

Mobile Marketing Explosion

@logmycalls

Yearly U.S. mobile ad spend will increase by over 300% by the end of 2016.

- Morgan Stanley, 2012

20102011

20122013

20142015

20160

2

4

6

8

10

12

0.71.4

2.6

4.3

6.4

8.6

10.6

U.S. Mobile Ad Spend (Billions)

$ Bi

llion

Page 5: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

Mobile Marketing Effectiveness

@logmycalls

Mobile marketing is the most effective marketing channel ever seen before.

90% of smartphone searchers have taken action as a result of a smartphone search

- Google, 2011

70% of mobile searchers take action within 1 hour

- Mobile Marketer 2012

53% of smartphone searchers purchase - Google, 2011

Page 6: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

Why is mobile so effective?

@logmycalls

We are a ‘captive’ audience, hopelessly addicted to our smartphones

91% of U.S. citizens have their mobile phone within arms reach 24/7.

- Mobile Marketer, 2012

89% of smartphone users use their phone to search multiple times each day.

- Google, 2012

Page 7: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

Why is mobile so effective?

@logmycalls

Over 90% of leads generated via a desktop computer enter the sales funnel NOT ready to buy.

Over 90% of mobile leads take action immediately.

Smartphone users are ‘action-oriented’ searchers

Awareness

Evaluation

Decision

Sales funnel

Page 8: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

Why is mobile so effective?

@logmycalls

Smartphone users are ‘action-oriented’ searchers

Two groups of people conduct mobile searches and respond to mobile ads:

1 – People who’ve already conducted extensive research. 2 – People who conduct an ‘impluse search’

The bottom line: Mobile searchers are ready to buy when they interact with a business.

Page 9: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

The Facts: Critical to Prepare Now

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Fact: If you don’t have a mobile optimized site (or at least landing page) you will be much harder to find via a search by the end of 2013.

Fact: If you don’t have mobile specific offers your site will fail to convert.

Fact: If you aren’t running mobile campaigns you’ll miss out on traffic and conversions.

Page 10: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

I. Develop a Mobile Strategy

@logmycalls

Don’t just start – decide what you want to accomplish through mobile marketing

What is your goal? Phone calls Purchase Gathering email addresses Distributing coupons

“Mobile success hinges on delivering a convenient and fast customer experience.” - Forrester Research, 2012

Page 11: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

I. Develop a Mobile Strategy

@logmycalls

Do something…. The VAST majority (65% to 75%) of small businesses don’t

have a mobile site or landing page.

Many (35% to 44%) of medium and large businesses don’t have a mobile site or landing page.

Forrester’s Advice on Starting Mobile Marketing “Once you’ve established goals and a strategy for mobile,

other decisions will fall naturally.”

“The best mobile services deliver value through immediacy ….and simplicity.”

“Plan the user scenarios end-to-end. Think about natural actions on a mobile phone.”

- Forrester Research, 2012

Page 12: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

II. Think Phone Call

@logmycalls

The most natural form of mobile engagement with a business is a phone call.

61% of mobile searches result in a phone call. - Google, 2012

52% of all mobile ads result in a phone call. - xAd, 2012

Page 13: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

II. Think Phone Call

@logmycalls

Phone Calls are High Value Leads

Only 2% - 8% of inbound web leads are ready to buy in 3 months.

- MECLabs, 2012

Inbound phone call rates are 15 – 20 times higher than inbound web leads.

- ContactPoint, 2012

65% of companies say phone calls are their highest quality lead source.

- BIA/Kelsey, 2010

Page 14: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

II. Think Phone Call

@logmycalls

BIA/Kelsey Report (released June 2012)

Mobile calls to businesses will almost triple by the end of 2013.

Businesses that learn how to handle, track

and leverage phone calls will make more money.

Page 15: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

II. Think Phone Call

@logmycalls

Case Study – Roy’s Hawaiian Fusion Focused on generating

calls from mobile devices

Tactics Put ONLY phone

numbers on landing pages and used Google Adwords call extensions Pay-Per-Call Google Adwords

Results 40% increase in calls Budget was 67% lower

Page 16: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

II. Think Phone Call – Action Items

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Track Calls Use call tracking numbers for Adwords, landing pages

and your website It is as critical to track calls via mobile as it is to track web

traffic via desktop.

Prepare for Calls Make sure you’re staffed to receive more calls (because

you’re going to get them).

Gather Data from Calls Make sure you have call analytics (conversion rate, close

rate, detailed metrics)

Page 17: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

II. Create a Mobile Landing Page

@logmycalls

If you don’t want to create a mobile site, that’s fine, for now…but at least create a mobile landing page Simplify your call-to action

Headline length of three to five words

Keep content concise

No form fields

Phone number

Video is great

Page 18: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

II. Create a Mobile Landing Page

@logmycalls

Goal = Get people to visit

Two short form fields

Simple, simple, simple

They also have other mobile landing pages with phone numbers and one with an email form field

Page 19: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

II. Create a Mobile Landing Page

@logmycalls

Goal = Get people to call or watch the video.

No form fields, nothing to fill out

The phone number is a call tracking number so we know how many calls our mobile landing page is generating.

Page 20: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

III. Understand Mobile Metrics

@logmycalls

‘Traditional’ online marketers measure: CTR, abandon rate, pageviews, etc.

Mobile should measure Purchase (remember they enter funnel lower) Calls Opt-ins from simple forms

Use and measure phone calls for mobile lead generation. - Forrester Research, 2012

How to Measure Mobile Calls

- Put phone numbers in PPC ads

- Put phone numbers on landing pages

- Ensure those phone numbers have call tracking enabled

- Record calls and use analytics to score leads

- Optimize and adjust

Page 21: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

IV. Mobile SEO and PPC

@logmycalls

Mobile SEO Get position #1 or #2

CTR dropped 90% from position #1 to #3 (Google 2012)

For standard SEO, drop off is 50% to 60% Mobile SEO will become more fierce and competitive

Page 22: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

IV. Mobile SEO and PPC

@logmycalls

Mobile PPC Getting started

Define your mobile conversion. Lead-Gen, App Download, Buy Now, Phone Call or In-Store Visit

Start fresh. Don’t assume any similarities with desktop campaigns

Page 23: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

IV. Mobile SEO and PPC: Keys

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1. Mobile searches include more misspellings and shorter keyword phrases

2. Start broad to discover mobile keyword phrases then use negative keywords and phrase matching to optimize

3. Do mobile specific research using advanced options and filters

4. Lower bids than normal PPC

5. Geo-Targeting – Take advantage of location awareness

6. Device Targeting – Tablets, smartphones

7. Day-Parting – Desktop off-hours are mobile on-hours.

Page 24: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

Adwords & Call Extensions

@logmycalls

Call extensions make it easier for customers to call you directly via your ad and allow you to measure the phone calls that your ads generate.

Call extensions are an ad feature that allows advertisers to include additional information about their offers within text ads.

Call extensions give you additional real estate within a search result, and allow searchers a way to connect with your business.

Call extensions increase both your CTR and your close rates.

Call Extensions Setup

1. Select the campaign for which you want to enable call extensions.

2. Go to the Ad extensions tab.

3. Select the Call Extensions view from the drop-down list.

4. Click New extension5. Type your business

phone number or your LogMyCalls tracking number, and the country where the number is based.

6. Click “Save and Continue.”

Page 25: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

IV. Mobile SEO and PPC

@logmycalls

Case Study – Esurance Focused on generating calls

from Adwords campaign

Tactics Use call extension in ads

(phone numbers in ads) Used ‘Call now’ and ‘Call

today’ in ad copy. Results

Saved 30% compared to other marketing channels

Calls were 4 to 5 times more likely to convert

Page 26: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

V. Mobile Offers

@logmycalls

Do Offer Click-to-Call

Location locator Social Media

engagement Email opt in Video

Don’t Offer White Papers Ebooks Research Long articles Full-scale pricing

and sign-up

Page 27: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

VI. Think Local

@logmycalls

Mobile Behavior is Different70% of people use their phone to search for

products in a store - Google, 2011

58% of travelers search within 2 miles of their hotel

- Priceline, 2011

80% of mobile searches have local intent - Google, 2012

Page 28: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

VI. Think Local

@logmycalls

What does this mean for you?Utilize Geo-Targeting for Adwords and social

media

Encourage integration with Foursquare and Facebook ‘check-in’

Prepare for phone calls (locals will search and call small businesses)

Prepare for more walk-in business

Page 29: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

VIII. SMS Marketing

@logmycalls

7.8 trillion text messages were sent in 2011. The number will be 9.6 trillion in 2012.

- Portio Research, 2012

Consumers will read a text message from a business 94% of the time. They will respond 23% of the time.

- Consumer Preference, 2012

95% of texts that are read will be read within 15 minutes

- Moto Messaging, 2012

Page 30: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

VIII. SMS Marketing and LogMyCalls

@logmycalls

Within LogMyCalls you can send a text to any mobile caller

Set up different text messages associated with different tracking numbers

One text for website caller, another for direct mail callers, PPC callers, etc.

Just type it.

What should you say? Include links, coupons,

offers, phone numbers, social media links, or even just say thank you to them for calling

Page 31: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

Mobile Marketing

@logmycalls

15 Minute Custom Demo logmycalls.com/request-demo

Call us at (866) 811-8880

Page 32: Webinar - 7 Ways to Prepare for the Mobile Marketing Explosion

Next Webinar

@logmycalls

Thursday, July 19 – 2 PM EDTTitle: 6 Keys to Successful Click-to-Call

Mobile Marketing How to develop a click-to-call campaign 4 ways mobile leads differ from regular leads Examples of how companies are using click-to-call How cheap mobile click-to-call can be

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