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2013 06-19-practical-guide-to-mobile-marketing
 

2013 06-19-practical-guide-to-mobile-marketing

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    2013 06-19-practical-guide-to-mobile-marketing 2013 06-19-practical-guide-to-mobile-marketing Presentation Transcript

    • Practical Guide toMobile MarketingSachin Bhatiasachinb@avvo.com@sachbhat
    • Why mobile matters
    • “From board meeting to boardmeeting, we are seeing a similarpattern. Web is flattish. But mobile isgrowing like a weed.”- Fred Wilson, Union Square Ventures
    • 0%10%20%30%40%Jan 2010 Jan 2011 Jan 2012 Jan 2013Rise of Mobile at Avvo31% of our traffic
    • Source: http://instagram.com/p/W2BuMLQLRB/
    • Desktopoffice after dinnerSource: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/
    • Desktopoffice after dinnerSource: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/commute couch timebreakfast commuteMobile
    • 94% of smartphone users havesearched for local info
    • 94% of smartphone users havesearched for local info70% called a business after searching
    • 94% of smartphone users havesearched for local info70% called a business after searching90% of these users acted within 24hours
    • Search Task CompletionSource: http://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556MobileDesktop1 hour1 week
    • Get yourself ready for ...
    • Get yourself ready for ...Clients searching for services on allkinds of devices
    • Get yourself ready for ...Clients searching for services on allkinds of devicesClients looking to find your services atall parts of the day
    • Get yourself ready for ...Clients searching for services on allkinds of devicesClients looking to find your services atall parts of the dayClients looking to convert quickly
    • 7 Things
    • ❶Always measure
    • Start Here
    • Kinda interesting...
    • Next level
    • CompareConversion PageMetric that matters
    • And, a bit of mathConversions / Users = Conversion %
    • What about calls?
    • What about conversion?
    • Analytics Audit
    • Analytics AuditAre you capturing mobile traffic?
    • Analytics AuditAre you capturing mobile traffic?What keywords are coming in frommobile (versus desktop)?
    • Analytics AuditAre you capturing mobile traffic?What keywords are coming in frommobile (versus desktop)?Are you converting mobile traffic tocalls?
    • Analytics AuditAre you capturing mobile traffic?What keywords are coming in frommobile (versus desktop)?Are you converting mobile traffic tocalls?Are you converting calls into clients?
    • ❷Tell an effective andefficient story
    • “... devices of all shapes, sizes, andcapabilities are flooding the market,and users expect to get your contenton all of them”- Sara Wachter-Boettcher, Content Everywhere
    • But...BigSmall
    • 160 characters!Smaller still...
    • 160 characters!Smaller still...
    • Even smaller ...100 characters!
    • Homework!
    • Homework!Capture your firm’s unique value propin a tweet (140 characters)
    • Homework!Capture your firm’s unique value propin a tweet (140 characters)Would it be worth clicking to find outmore?
    • Homework!Capture your firm’s unique value propin a tweet (140 characters)Would it be worth clicking to find outmore?Would it be worth re-tweeting?
    • ❸Optimize your sitefor mobile
    • “61% of customers whovisit a mobile unfriendlysite will likely go to acompetitors site”- Karim TemsamaniSource: Karim Temsamani at IABALM 2012 via IAB
    • Focus
    • FocusWhat are the key data & actions?
    • FocusWhat are the key data & actions?1. A reason to call
    • FocusWhat are the key data & actions?1. A reason to call2. A button to call
    • FocusWhat are the key data & actions?1. A reason to call2. A button to call3. A button to get directions
    • Site Audit
    • Site AuditDoes it render correctly?
    • Site AuditDoes it render correctly?Is it loading fast?
    • Site AuditDoes it render correctly?Is it loading fast?Is it usable?
    • Site AuditDoes it render correctly?Is it loading fast?Is it usable?Is your phone number clickable?
    • Site AuditDoes it render correctly?Is it loading fast?Is it usable?Is your phone number clickable?Is your address clickable?
    • ❹Implement a localsearch strategy
    • “Over the past two years alone,mobile search traffic has increasedfive-fold”- Google (via Google Analytics Blog)
    • Local IntentMobileDesktop1 hour20%50%
    • Claim Your Listings
    • Claim Your Listings
    • Search Audit
    • Search AuditDo you have a list of targetkeywords?
    • Search AuditDo you have a list of targetkeywords?Are your local listings accurate andNAP consistent?
    • Search AuditDo you have a list of targetkeywords?Are your local listings accurate andNAP consistent?Have you claimed your Google+listing?
    • ❺Fix your phone callintake process
    • Hard
    • Easy
    • Source: http://20px.com/blog/2012/12/06/life-before-and-after-cell-phones/#.UXq5DytATu0/
    • Virtual Receptionist
    • ❻Put a mobile lens onyour advertising
    • callcall directions
    • filterGoogle Keyword Tool: http://bit.ly/hX7WkT
    • Advertising Audit
    • Advertising AuditAre you advertising on sites with amobile experience?
    • Advertising AuditAre you advertising on sites with amobile experience?Are you generating phone calls fromthose ads?
    • Advertising AuditAre you advertising on sites with amobile experience?Are you generating phone calls fromthose ads?Do you have the right keywordtargets for mobile search?
    • ❼Better serve yourclients using mobile
    • It’s time toget your client dataout of here
    • Cloud Enables1.Easier access to client data for remoteworkAccess clientinformation remotely
    • Better Communication
    • Client Portals
    • Client Experience Audit
    • Client Experience AuditDo you (and your staff) have access to keyclient data from all of your devices at all times?
    • Client Experience AuditDo you (and your staff) have access to keyclient data from all of your devices at all times?Do you get a notification when a voicemail oremail message is left for you?
    • Client Experience AuditDo you (and your staff) have access to keyclient data from all of your devices at all times?Do you get a notification when a voicemail oremail message is left for you?How quick do you respond to existing clientcalls?
    • Client Experience AuditDo you (and your staff) have access to keyclient data from all of your devices at all times?Do you get a notification when a voicemail oremail message is left for you?How quick do you respond to existing clientcalls?How often do clients have to repeat themselvesto members of your firm?
    • 7 Things
    • 7 Things1. Always measure
    • 7 Things1. Always measure2. Tell an effective and efficient story
    • 7 Things1. Always measure2. Tell an effective and efficient story3. Optimize your site for mobile
    • 7 Things1. Always measure2. Tell an effective and efficient story3. Optimize your site for mobile4. Implement a local search strategy
    • 7 Things1. Always measure2. Tell an effective and efficient story3. Optimize your site for mobile4. Implement a local search strategy5. Embrace the phone call
    • 7 Things1. Always measure2. Tell an effective and efficient story3. Optimize your site for mobile4. Implement a local search strategy5. Embrace the phone call6. Put a mobile lens on advertising
    • 7 Things1. Always measure2. Tell an effective and efficient story3. Optimize your site for mobile4. Implement a local search strategy5. Embrace the phone call6. Put a mobile lens on advertising7. Use mobile to better serve clients
    • Questions?sachinb@avvo.com@sachbhat
    • Interested in the future?Join our Lawyer Advisory BoardEmail: cristin@avvo.comTwitter: @cristin_carey
    • Interested in the future?Join our Lawyer Advisory BoardEmail: cristin@avvo.comTwitter: @cristin_careyCreate Demand: Avvo Ignite WebsitesClose Deals: Avvo Ignite Suitehttp://ignite.avvo.comemail: ignite@avvo.comcall: (800) 411-3596Ready to go mobile?