Practical Guide to Mobile Marketing

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Learn how to use mobile marketing to reach potential clients and develop the right mobile marketing strategy to meet individual practice needs and budgets. Learn the essential mobile marketing best …

Learn how to use mobile marketing to reach potential clients and develop the right mobile marketing strategy to meet individual practice needs and budgets. Learn the essential mobile marketing best practices, including how to optimize websites for mobile devices, keys to mobile SEO and search marketing success and the opportunities and challenges associated with mobile applications.

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  • 1. Practical Guide toMobile Marketing Sachin Bhatia sachinb@avvo.com @sachbhat
  • 2. What is “mobile”?
  • 3. iPhone
  • 4. Android
  • 5. iPad
  • 6. Nexus 7
  • 7. Image Attribution: http://www.flickr.com/photos/bispham2/7320367756
  • 8. 86% use mobile while watching TVSource: http://www.readwriteweb.com/archives/yahoo_86_use_mobile_devices_while_watching_tv.php
  • 9. Desktop Computer office after dinner Source: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/
  • 10. Mobile Devices breakfast commute commute couch time Source: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/
  • 11. Desktop Conversion Source: http://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
  • 12. Mobile Conversion Source: http://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
  • 13. How do I handle?• Prospective clients that want to find my services at all parts of the day• Prospective clients that want to convert into paying clients quickly
  • 14. Why mobile matters
  • 15. 600k new users a week Source: http://www.asymco.com/2012/07/03/us-smartphone-market-not-showing-signs-of-saturation/
  • 16. “From board meeting to board meeting, we are seeing a similar pattern. Web is flattish. But mobile is growing like a weed.” - Fred Wilson, Union Square Ventures
  • 17. “Over the past two years alone, mobile search traffic has increased five-fold” - Google (via Google Analytics Blog)
  • 18. 4 Things to Do1. Build a mobile version of your website2. Embrace the phone call3. Try out mobile advertising4. Check your analytics
  • 19. Mobile Website
  • 20. “61% of customers who visita mobile unfriendly site will likely go to a competitors site” - Karim Temsamani Source: Karim Temsamani at IABALM 2012 via IAB
  • 21. Focus What are the key data & actions? 1. A reason to call 2. A button to call3. A button to get Directions
  • 22. DIY Site AuditIs your phone number clickable?Is your address clickable?Is it loading fast?Does it render correctly?Is it trying to use Adobe Flash?Is it usable?
  • 23. Your Options Ease BenefitsMobilization Service ★★★ ★Separate Mobile Site ★ ★★Responsive Design ★ ★★★
  • 24. Mobilization ServicePros: • Syncs automatically with your current site • No custom development needed • Quick turnaroundCons: • Must use a built in template - lose all branding • Separation of URLs • Separation of analyticsPrice: DudaMobile middle-tier package is $9/month
  • 25. Custom Mobile SitePros: • Highly optimized for a mobile deviceCons: • Two websites to develop • Two websites to maintain • Typically, two different URLs (could negatively affect SEO) • Less flexible for template devicesPrice: Cost of custom website ($500 - $5000), plus ongoingmaintenance of two site designs
  • 26. Responsive DesignPros: • Highly optimized for all devices • One site to develop • One site to maintain • One URL • Good selection of WordPress themes that are responsiveCons: • Expensive to switch an existing site (not impossible, just expensive) • Still a bit “cutting-edge” - harder to find vendorsPrice: Cost of a new website ($500 - $5000)
  • 27. Buying a New Website? Is it responsive? Is it using HTML5? Is it using CSS3? Is it using Javascript (not Flash)?
  • 28. Embrace the Call
  • 29. easy
  • 30. hard
  • 31. Virtual Receptionist
  • 32. Mobile Advertising
  • 33. “Approaches like displayadvertising don’t work as well on mobile as they do on the web.” - Fred Wilson, Union Square Ventures
  • 34. callcall directions
  • 35. filter
  • 36. Mobile Analytics
  • 37. One QuestionAre my mobile visitors converting as well as my desktop visitors?
  • 38. Summary: 4 Things1. Build a mobile version of your website2. Embrace the phone call3. Try out mobile advertising4. Check your analytics
  • 39. Questions? sachinb@avvo.com @sachbhatUpcoming on Avvo... July 19: “Preserve the Core”: How to Set up a Core Web Presence July 26: Google Website Analytics for Lawyers August 2: Social Media & Attorney Advertising Rules: Ethical Issues (1 hr CLE) http://lawyernomics.avvo.com/free-legal-marketing-webinars/