Practical Guide toMobile MarketingSachin Bhatiasachinb@avvo.com@sachbhat#Lawyernomics
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/commute couch ti...
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 ...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 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!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...
FocusWhat are the key data & actions?1. A reason to call2. A button to call3. A button to get directions
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 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 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 Portals
Client Experience AuditDo you (and your staff) have access to keyclient data from all of your devices at all times?Do you ...
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
Lawyernomics2013 - Mobile Marketing Best Practices
Lawyernomics2013 - Mobile Marketing Best Practices
Lawyernomics2013 - Mobile Marketing Best Practices
Lawyernomics2013 - Mobile Marketing Best Practices
Lawyernomics2013 - Mobile Marketing Best Practices
Lawyernomics2013 - Mobile Marketing Best Practices
Lawyernomics2013 - Mobile Marketing Best Practices
Lawyernomics2013 - Mobile Marketing Best Practices
Lawyernomics2013 - Mobile Marketing Best Practices
Lawyernomics2013 - Mobile Marketing Best Practices
Lawyernomics2013 - Mobile Marketing Best Practices
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Lawyernomics2013 - Mobile Marketing Best Practices

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With Avvo Vice President of Product, Sachin Bhatia

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Lawyernomics2013 - Mobile Marketing Best Practices

  1. 1. Practical Guide toMobile MarketingSachin Bhatiasachinb@avvo.com@sachbhat#Lawyernomics
  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/commute couch timebreakfast commuteMobile
  7. 7. 94% of smartphone users havesearched for local info70% called a business after searching90% of these users acted within 24hours
  8. 8. Search Task CompletionSource: http://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556MobileDesktop1 hour1 week
  9. 9. 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
  10. 10. 7 Things
  11. 11. ❶Always measure
  12. 12. Start Here
  13. 13. Kinda interesting...
  14. 14. Next level
  15. 15. CompareConversion PageMetric that matters
  16. 16. And, a bit of mathConversions / Users = Conversion %
  17. 17. What about calls?
  18. 18. What about conversion?
  19. 19. 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?
  20. 20. ❷Tell an effective andefficient story
  21. 21. “... 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
  22. 22. But...BigSmall
  23. 23. 160 characters!Smaller still...
  24. 24. 160 characters!Smaller still...
  25. 25. Even smaller ...100 characters!
  26. 26. 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?
  27. 27. ❸Optimize your sitefor mobile
  28. 28. “61% of customers whovisit a mobile unfriendlysite will likely go to acompetitors site”- Karim TemsamaniSource: Karim Temsamani at IABALM 2012 via IAB
  29. 29. FocusWhat are the key data & actions?1. A reason to call2. A button to call3. A button to get directions
  30. 30. Site AuditDoes it render correctly?Is it loading fast?Is it usable?Is your phone number clickable?Is your address clickable?
  31. 31. ❹Implement a localsearch strategy
  32. 32. “Over the past two years alone,mobile search traffic has increasedfive-fold”- Google (via Google Analytics Blog)
  33. 33. Local IntentMobileDesktop1 hour20%50%
  34. 34. Claim Your Listings
  35. 35. Claim Your Listings
  36. 36. Search AuditDo you have a list of targetkeywords?Are your local listings accurate andNAP consistent?Have you claimed your Google+listing?
  37. 37. ❺Fix your phone callintake process
  38. 38. Hard
  39. 39. Easy
  40. 40. Source: http://20px.com/blog/2012/12/06/life-before-and-after-cell-phones/#.UXq5DytATu0/
  41. 41. Virtual Receptionist
  42. 42. ❻Put a mobile lens onyour advertising
  43. 43. callcall directions
  44. 44. filterGoogle Keyword Tool: http://bit.ly/hX7WkT
  45. 45. 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?
  46. 46. ❼Better serve yourclients using mobile
  47. 47. It’s time toget your client dataout of here
  48. 48. Cloud Enables1.Easier access to client data for remoteworkAccess clientinformation remotely
  49. 49. Better Communication
  50. 50. Client Portals
  51. 51. Client Portals
  52. 52. 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?
  53. 53. 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
  54. 54. Questions?sachinb@avvo.com@sachbhat
  55. 55. Interested in the future?Join our Lawyer Advisory BoardEmail: cristin@avvo.comTwitter: @cristin_carey
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