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

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