Lawyernomics2013 - Mobile Marketing Best Practices
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Lawyernomics2013 - Mobile Marketing Best Practices

  • 643 views
Uploaded on

With Avvo Vice President of Product, Sachin Bhatia

With Avvo Vice President of Product, Sachin Bhatia

More in: Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
643
On Slideshare
643
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
8
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

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