2013 06-19-practical-guide-to-mobile-marketing
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Transcript of 2013 06-19-practical-guide-to-mobile-marketing
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Why mobile matters
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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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0%
10%
20%
30%
40%
Jan 2010 Jan 2011 Jan 2012 Jan 2013
Rise of Mobile at Avvo
31% of our traffic
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Source: http://instagram.com/p/W2BuMLQLRB/
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Desktop
office after dinner
Source: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/
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Desktop
office after dinner
Source: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/
commute couch time
breakfast commute
Mobile
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94% of smartphone users have searched for local info
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94% of smartphone users have searched for local info
70% called a business after searching
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94% of smartphone users have searched for local info
70% called a business after searching
90% of these users acted within 24 hours
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Search Task Completion
Source: http://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
Mobile
Desktop
1 hour
1 week
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Get yourself ready for ...
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Get yourself ready for ...
Clients searching for services on all kinds of devices
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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
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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
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7 Things
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❶Always measure
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Start Here
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Kinda interesting...
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Next level
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CompareConversion Page
Metric that matters
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And, a bit of math
Conversions / Users = Conversion %
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What about calls?
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What about conversion?
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Analytics Audit
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Analytics AuditAre you capturing mobile traffic?
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Analytics AuditAre you capturing mobile traffic?
What keywords are coming in from mobile (versus desktop)?
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Analytics AuditAre you capturing mobile traffic?
What keywords are coming in from mobile (versus desktop)?
Are you converting mobile traffic to calls?
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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?
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❷
Tell an effective and efficient story
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“... 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
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But...
BigSmall
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160 characters!
Smaller still...
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160 characters!
Smaller still...
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Even smaller ...100 characters!
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Homework!
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Homework!
Capture your firm’s unique value prop in a tweet (140 characters)
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Homework!
Capture your firm’s unique value prop in a tweet (140 characters)
Would it be worth clicking to find out more?
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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?
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❸Optimize your site
for mobile
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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
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Focus
What are the key data & actions?
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Focus
What are the key data & actions?
1. A reason to call
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Focus
What are the key data & actions?
1. A reason to call
2. A button to call
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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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Site Audit
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Site Audit
Does it render correctly?
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Site Audit
Does it render correctly?
Is it loading fast?
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Site Audit
Does it render correctly?
Is it loading fast?
Is it usable?
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Site Audit
Does it render correctly?
Is it loading fast?
Is it usable?
Is your phone number clickable?
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Site Audit
Does it render correctly?
Is it loading fast?
Is it usable?
Is your phone number clickable?
Is your address clickable?
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❹Implement a local search strategy
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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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Local Intent
Mobile
Desktop
1 hour
20%
50%
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Claim Your Listings
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Claim Your Listings
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Search Audit
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Search Audit
Do you have a list of target keywords?
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Search Audit
Do you have a list of target keywords?
Are your local listings accurate and NAP consistent?
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Search Audit
Do you have a list of target keywords?
Are your local listings accurate and NAP consistent?
Have you claimed your Google+ listing?
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❺Fix your phone call
intake process
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Hard
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Easy
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Source: http://20px.com/blog/2012/12/06/life-before-and-after-cell-phones/#.UXq5DytATu0/
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Virtual Receptionist
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❻Put a mobile lens on
your advertising
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call
call directions
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Advertising Audit
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Advertising Audit
Are you advertising on sites with a mobile experience?
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Advertising Audit
Are you advertising on sites with a mobile experience?
Are you generating phone calls from those ads?
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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?
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❼Better serve your
clients using mobile
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It’s time toget your client data
out of here
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Cloud Enables
1.Easier access to client data for remote work
Access clientinformation remotely
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Better Communication
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Client Portals
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Client Experience Audit
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Client Experience AuditDo you (and your staff) have access to key client data from all of your devices at all times?
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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?
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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?
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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?
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7 Things
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7 Things1. Always measure
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7 Things1. Always measure
2. Tell an effective and efficient story
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7 Things1. Always measure
2. Tell an effective and efficient story
3. Optimize your site for mobile
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7 Things1. Always measure
2. Tell an effective and efficient story
3. Optimize your site for mobile
4. Implement a local search strategy
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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
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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
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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
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Questions?
@sachbhat
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Interested in the future?
Join our Lawyer Advisory Board
Email: [email protected] Twitter: @cristin_carey
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Interested in the future?
Join our Lawyer Advisory Board
Email: [email protected] Twitter: @cristin_carey
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