2013 03-25-practical-guide-to-mobile-marketing
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Transcript of 2013 03-25-practical-guide-to-mobile-marketing
What is “mobile”?
iPhone
Android
iPad
Android Tablet
Image Attribution: http://www.flickr.com/photos/bispham2/7320367756
86% use mobile while watching
TV
Source: http://www.readwriteweb.com/archives/yahoo_86_use_mobile_devices_while_watching_tv.php
Desktop Computeroffice after dinner
Source: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/
Mobile Devicescommute couch timebreakfast commute
Source: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/
Desktop Conversion
Source: http://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
Mobile Conversion
Source: http://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
Need to Prepare
•Clients looking to find my services at all parts of the day
•Client looking to convert into paying clients quickly
Why mobile matters
Source: http://www.comscore.com/Insights/Blog/2013_Digital_Future_in_Focus_Series
“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
5 Things to Do
1.Optimize your site for mobile
2.Implement a local search strategy
3.Embrace the phone call
4.Try out mobile advertising
5.Check your analytics
Mobile Website
“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
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?
Buying a New Website?
Is it responsive?
Is it using HTML5?
Is it using CSS3?
Is it using Javascript (not Flash)?
Local Search
“Over the past two years alone, mobile search traffic has
increased five-fold”
- Google (via Google Analytics Blog)
Local Intent - Desktop
Local Intent - Mobile
Master Local Search
1.Claim your Listings
2.Consistency
3.Reviews
4.Photos
5.Links
Claim Your Listings
Claim Your Listings
Claim Your Listings
Consistency
1.Name
2.Address
3.Phone Number
Consistency
Reviews
This goes beyond just rankings.
Looking at mobile listings, it’s simply impossible for clients to avoid finding your reviews. It’s the most prominent feature of any mobile listing.
Photos
Again, this goes beyond just rankings.
Looking at mobile listings, great pictures make more clickable targets. Humanize your listings to stand out.
Links + Citations
This is absolutely about rankings.
High quality local websites that point at your site by name create authority. Links are great, but you also get benefits from citations or mentions.
DIY Search Audit
Do you have a list of target keywords?
Are your local listings accurate and consistent?
Do you have accurate address information on your site?
Are you tracking progress?
Embrace the Call
easy
hard
Virtual Receptionist
Mobile Advertising
“Approaches like display advertising don’t work as well on mobile as they do on
the web.”
- Fred Wilson, Union Square Ventures
call
call directions
filter
Mobile Analytics
One Question
Are my mobile visitors converting as well as my desktop
visitors?
Summary: 5 Things
1.Optimize your site for mobile
2.Implement a local search strategy
3.Embrace the phone call
4.Try out mobile advertising
5.Check your analytics
Recording and slides will be made available later today at:
http://bit.ly/ignitewebinar
@sachbhat
