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.”- F...
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 ti...
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 24...
Search Task CompletionSource: http://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556M...
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 ...
Get yourself ready for ...Clients searching for services on allkinds of devicesClients looking to find your services atall ...
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 ...
Analytics AuditAre you capturing mobile traffic?What keywords are coming in frommobile (versus desktop)?Are you converting ...
❷Tell an effective andefficient story
“... devices of all shapes, sizes, andcapabilities are flooding the market,and users expect to get your contenton all of th...
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...
❸Optimize your sitefor mobile
“61% of customers whovisit a mobile unfriendlysite will likely go to acompetitors site”- Karim TemsamaniSource: Karim Tems...
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 ...
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 ...
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 ...
Client Experience AuditDo you (and your staff) have access to keyclient data from all of your devices at all times?Do you ...
Client Experience AuditDo you (and your staff) have access to keyclient data from all of your devices at all times?Do you ...
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 searc...
7 Things1. Always measure2. Tell an effective and efficient story3. Optimize your site for mobile4. Implement a local searc...
7 Things1. Always measure2. Tell an effective and efficient story3. Optimize your site for mobile4. Implement a local searc...
7 Things1. Always measure2. Tell an effective and efficient story3. Optimize your site for mobile4. Implement a local searc...
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 I...
2013 06-19-practical-guide-to-mobile-marketing
2013 06-19-practical-guide-to-mobile-marketing
2013 06-19-practical-guide-to-mobile-marketing
2013 06-19-practical-guide-to-mobile-marketing
2013 06-19-practical-guide-to-mobile-marketing
2013 06-19-practical-guide-to-mobile-marketing
2013 06-19-practical-guide-to-mobile-marketing
2013 06-19-practical-guide-to-mobile-marketing
2013 06-19-practical-guide-to-mobile-marketing
2013 06-19-practical-guide-to-mobile-marketing
2013 06-19-practical-guide-to-mobile-marketing
2013 06-19-practical-guide-to-mobile-marketing
2013 06-19-practical-guide-to-mobile-marketing
2013 06-19-practical-guide-to-mobile-marketing
2013 06-19-practical-guide-to-mobile-marketing
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

  1. 1. Practical Guide toMobile MarketingSachin Bhatiasachinb@avvo.com@sachbhat
  2. 2. Why mobile matters
  3. 3. “From board meeting to boardmeeting, we are seeing a similarpattern. Web is flattish. But mobile isgrowing like a weed.”- Fred Wilson, Union Square Ventures
  4. 4. 0%10%20%30%40%Jan 2010 Jan 2011 Jan 2012 Jan 2013Rise of Mobile at Avvo31% of our traffic
  5. 5. Source: http://instagram.com/p/W2BuMLQLRB/
  6. 6. Desktopoffice after dinnerSource: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/
  7. 7. Desktopoffice after dinnerSource: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/commute couch timebreakfast commuteMobile
  8. 8. 94% of smartphone users havesearched for local info
  9. 9. 94% of smartphone users havesearched for local info70% called a business after searching
  10. 10. 94% of smartphone users havesearched for local info70% called a business after searching90% of these users acted within 24hours
  11. 11. Search Task CompletionSource: http://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556MobileDesktop1 hour1 week
  12. 12. Get yourself ready for ...
  13. 13. Get yourself ready for ...Clients searching for services on allkinds of devices
  14. 14. Get yourself ready for ...Clients searching for services on allkinds of devicesClients looking to find your services atall parts of the day
  15. 15. 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
  16. 16. 7 Things
  17. 17. ❶Always measure
  18. 18. Start Here
  19. 19. Kinda interesting...
  20. 20. Next level
  21. 21. CompareConversion PageMetric that matters
  22. 22. And, a bit of mathConversions / Users = Conversion %
  23. 23. What about calls?
  24. 24. What about conversion?
  25. 25. Analytics Audit
  26. 26. Analytics AuditAre you capturing mobile traffic?
  27. 27. Analytics AuditAre you capturing mobile traffic?What keywords are coming in frommobile (versus desktop)?
  28. 28. Analytics AuditAre you capturing mobile traffic?What keywords are coming in frommobile (versus desktop)?Are you converting mobile traffic tocalls?
  29. 29. 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?
  30. 30. ❷Tell an effective andefficient story
  31. 31. “... 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
  32. 32. But...BigSmall
  33. 33. 160 characters!Smaller still...
  34. 34. 160 characters!Smaller still...
  35. 35. Even smaller ...100 characters!
  36. 36. Homework!
  37. 37. Homework!Capture your firm’s unique value propin a tweet (140 characters)
  38. 38. Homework!Capture your firm’s unique value propin a tweet (140 characters)Would it be worth clicking to find outmore?
  39. 39. 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?
  40. 40. ❸Optimize your sitefor mobile
  41. 41. “61% of customers whovisit a mobile unfriendlysite will likely go to acompetitors site”- Karim TemsamaniSource: Karim Temsamani at IABALM 2012 via IAB
  42. 42. Focus
  43. 43. FocusWhat are the key data & actions?
  44. 44. FocusWhat are the key data & actions?1. A reason to call
  45. 45. FocusWhat are the key data & actions?1. A reason to call2. A button to call
  46. 46. FocusWhat are the key data & actions?1. A reason to call2. A button to call3. A button to get directions
  47. 47. Site Audit
  48. 48. Site AuditDoes it render correctly?
  49. 49. Site AuditDoes it render correctly?Is it loading fast?
  50. 50. Site AuditDoes it render correctly?Is it loading fast?Is it usable?
  51. 51. Site AuditDoes it render correctly?Is it loading fast?Is it usable?Is your phone number clickable?
  52. 52. Site AuditDoes it render correctly?Is it loading fast?Is it usable?Is your phone number clickable?Is your address clickable?
  53. 53. ❹Implement a localsearch strategy
  54. 54. “Over the past two years alone,mobile search traffic has increasedfive-fold”- Google (via Google Analytics Blog)
  55. 55. Local IntentMobileDesktop1 hour20%50%
  56. 56. Claim Your Listings
  57. 57. Claim Your Listings
  58. 58. Search Audit
  59. 59. Search AuditDo you have a list of targetkeywords?
  60. 60. Search AuditDo you have a list of targetkeywords?Are your local listings accurate andNAP consistent?
  61. 61. Search AuditDo you have a list of targetkeywords?Are your local listings accurate andNAP consistent?Have you claimed your Google+listing?
  62. 62. ❺Fix your phone callintake process
  63. 63. Hard
  64. 64. Easy
  65. 65. Source: http://20px.com/blog/2012/12/06/life-before-and-after-cell-phones/#.UXq5DytATu0/
  66. 66. Virtual Receptionist
  67. 67. ❻Put a mobile lens onyour advertising
  68. 68. callcall directions
  69. 69. filterGoogle Keyword Tool: http://bit.ly/hX7WkT
  70. 70. Advertising Audit
  71. 71. Advertising AuditAre you advertising on sites with amobile experience?
  72. 72. Advertising AuditAre you advertising on sites with amobile experience?Are you generating phone calls fromthose ads?
  73. 73. 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?
  74. 74. ❼Better serve yourclients using mobile
  75. 75. It’s time toget your client dataout of here
  76. 76. Cloud Enables1.Easier access to client data for remoteworkAccess clientinformation remotely
  77. 77. Better Communication
  78. 78. Client Portals
  79. 79. Client Experience Audit
  80. 80. Client Experience AuditDo you (and your staff) have access to keyclient data from all of your devices at all times?
  81. 81. 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?
  82. 82. 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?
  83. 83. 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?
  84. 84. 7 Things
  85. 85. 7 Things1. Always measure
  86. 86. 7 Things1. Always measure2. Tell an effective and efficient story
  87. 87. 7 Things1. Always measure2. Tell an effective and efficient story3. Optimize your site for mobile
  88. 88. 7 Things1. Always measure2. Tell an effective and efficient story3. Optimize your site for mobile4. Implement a local search strategy
  89. 89. 7 Things1. Always measure2. Tell an effective and efficient story3. Optimize your site for mobile4. Implement a local search strategy5. Embrace the phone call
  90. 90. 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
  91. 91. 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
  92. 92. Questions?sachinb@avvo.com@sachbhat
  93. 93. Interested in the future?Join our Lawyer Advisory BoardEmail: cristin@avvo.comTwitter: @cristin_carey
  94. 94. 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?
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