Developing a Mobile Strategy for Your Business

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As smartphone and tablet use continues to increase, going mobile has become top of mind for more and more business owners and marketers. As with any developing marketing channel, the possibilities are …

As smartphone and tablet use continues to increase, going mobile has become top of mind for more and more business owners and marketers. As with any developing marketing channel, the possibilities are many, but it can also be easy to make mistakes in this rapidly evolving space. In this webinar we’ll talk about developing a strategic plan that starts with the basics of who, what and why. Then we’ll delve into the how – specific tools and approaches including mobile web sites, apps, coupons and ads.

You can view a full recording of this webinar online here: http://www.hallme.com/webinars/developing-a-mobile-strategy-for-your-business-228.php

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  • Organic, paid and local search, desktop and mobile web design and development, user experience optimization, and most recently mobile apps.
  • Why does mobile marketing matter? Why develop a mobile marketing strategy? For the first time in history consumers carry a digital marketing device in the palm of their hand. Presents a unique opportunity to reach consumers on-the-go - when they’re shopping, commuting, watching TV – from the time they wake up to the time they go to bed.
  • The mobile marketing space is in a state of rapid growth and it looks like there’s no sign of stopping – yet.
  • If your customers are 65+ you might think they’re not mobile users, but don’t forget tablets! If your customers are tech-savvy travellers/commuters in their 30s and 40s, then a mobile marketing strategy makes sense. Business owners/managers need to stay connected so it’s a good bet they’re mobile users (think email)
  • -Under visitors overview, look for the mobile section and drill down to the mobile overview that breaks down mobile and non-mobile visitors. Pay attention to bounce rate here as well. A high bounce rate for mobile visitors compared to non-mobile is telling of user experience. -There’s also a Devices section that let’s you see what mobile devices visitors are using. Understanding what technology your customers are using will also help in building your strategy.
  • Who – this goes back to the last slide – are your customers mobile users? What – this will help you decide how to focus the content of your strategy – Again, google analytics is a great resource. What are mobile visitors searching/looking for? Goals – what do you hope to accomplish and how? Your goals should be your main driving factor and they will help you measure the effectiveness of your mobile marketing efforts. Why – if you can’t think of a reason, you might want to rethink a complete mobile marketing effort How – this is important to understand when you decide which mobile marketing tools to use. Based on what type of mobile users your customers are, can you even reach them effectively?
  • With any marketing effort it’s important to connect and reconnect. Here are some the Tools and Tactics we’ll be looking at
  • Before you invite people in, you want to make sure you’re ready to welcome them with a positive experience because…
  • Content is more targeted to their needs. Remember, Google Analytics is a great tool here - What mobile visitors access on your existing website may provide some insight into what they’re looking for on the go – to help you when planning the rest of your strategy.
  • Page Speed by Google Labs will measure page speed and provide suggestions to help you speed up your site. W3C mobileOK checker performs various tests to determine your site’s level of mobile-friendlines.
  • This year is shaping up to be the year of the app.
  • Mobile apps should be made up of frequently accessed content and services. Keeping it fresh, keeps users engaged. You don’t want to run the risk of being forgotten or deleted. And guess what? There are different types of apps based on your needs. If you think an app might be right for you and you want to learn more, we recently posted a blog that breaks out the different types of apps.
  • If you have researched or looked for a local service or business on Google, Bing or Foursquare, you know how easy it is for mobile users on the go to locate businesses and deals based on where they are at that very moment.
  • If you have a product or service that can be discounted and accessed locally, you might want to consider adding location-based coupon apps to the mix. Consumers are using apps to search for deals so this is an easy way to add yourself to the mix. Some services are even free. Coupons are great because they are easy to track. Foursquare is the most popular. I myself have made a choice about which nearby restaurant to eat at based on which one has a check in special. Where, Facebook Offers and Geoqpons also allow users to locate special deals based on their GPS location. Groupon and Living Social work a little differently – users subscribe to receive deals based on their general location (Portland, Maine for example). The featured deals they opt to purchase are then available in the palm of their hands everywhere they go. No more leaving the coupon at home.
  • You can offer weekly or monthly coupons to subscribers via email. Just make sure the layout is mobile-friendly and easy to access on the go. QR Codes can be placed on signs, print ads and other promotional materials with a scan to download offer call to action.
  • Ads served in search results and they are targeted by keyword. They can also be targeted in other ways like device and location. 1 – lower competition than desktop PPC 2 – with a click to call button or a short, mobile-friendly form 3 – and close the sale when they are searching with the intent to buy
  • Mobile display ads are those banner and full screen (interstitial) ads you see when using certain apps on your smartphone. - Provides a way to reach users where they spend most of their time. - Target shoppers during the decision process with a location-based campaign. Of course the more targeted the ads, the higher the cost. - That screen takeover ad can be a short form that users can fill out if they are interested. The shorter the better. Remember, most users are on the go.
  • Don’t forget that you can start small with the low hanging fruit. Help people find you when they are researching locally – get listed on Yelp, Google+ Local and other sites. Getlisted.org is a great site that will help you see where you are already listed and where you could be listed.
  • If they’re not, take a look at tactics and rethink the ones that aren’t working, build on the ones that are. Pay attention to analytics – mobile visitor data can provide insight into how current mobile initiatives are performing and even reveal new opportunities. Always keep an eye out for trends.
  • You won’t be able to understand how to leverage the technology unless you’re a user yourself – become a power user. And if you’re a visual person like me, check out our newest Infographic on how to grow your mobile presence. You can find it easily on our blog.
  • If you’re interested in learning more follow us on Twitter and check out our blog, or one of our upcoming or archived webinars. Sept. 4 th Dave will be talking about how to optimize the most important pages on your site And sept. 18 Katie our local search expert will tell us all about getting found and optimizing for local search. You can also download our free ebook which is available via the link below and on our home page. Thanks for watching everyone and have a great afternoon!

Transcript

  • 1. Developing a Mobile Strategy for Your Business
  • 2. Who we are Hall Internet Marketing Portland, Maine In business over 13 years @hall_web Jessica Wallace Digital Marketing Analyst @jesscswallace
  • 3. Got Questions?• Use GoToWebinar “Ask a Question”• Twitter with @hall_web• Email jessica@hallme.com
  • 4. Adults spend more media time on mobile than newspapers and magazines combined.Source: http://www.emarketer.com/Article.aspx?R=1008728 Photo Credit: http://www.flickr.com/photos/andrewrennie/5305466633/
  • 5. We’re all going mobile• 44% Americans now own a smartphone• 66% of smartphone owners use it to access the Internet on a daily basis• 94% use smartphones to search for local info• 96% have researched a product or service on their device Source: Googles Our Mobile Planet - http://www.thinkwithgoogle.com/mobileplanet/en/
  • 6. …But Are Your Customers Mobile?• First look at basic demographics.• Then think about behavior, lifestyle.• B2B business? Chances are, your customers are mobile users. Source: Neilsen, STATE OF THE MEDIA: U.S. Digital Consumer Report Q3-Q4, 2011
  • 7. Determine Mobile Visitors1. Visitors Overview 3. Mobile Devices 2. Mobile Overview
  • 8. Building a StrategyWho are your customers?What are people looking for?What are their needs?What are YOUR goals?Why do they need your content on-the-go?How are they using the technology?Which devices are they using?
  • 9. Connect and Reconnect 1. Mobile Web Sites 2. Apps 3. Coupons 4. Search and Display Ads Photo Credit: http://www.flickr.com/photos/unloveable/2396019222
  • 10. #1 Must Have: a mobile-optimized web site61% of customers who visit a mobile unfriendly site arelikely to go to a competitor’s siteA good mobile site…− is streamlined with user needs in mind− loads quickly Source: KarimTemsamaniat IABALM 2012 via IAB
  • 11. Your Website vs. Your Mobile Website • More Content • Longer Content • More Calls to Action • Added functionality • Variety of reasons to visit the site • Less Content • Simpler Content • Less Calls to Action • Simplistic functionality • Focused reasons to visit
  • 12. Useful Mobile Toolshttp://pagespeed.googlelabs.com/ http://validator.w3.org/mobile/
  • 13. The Year of the App?− 82% of mobile phone time is spent on apps (comScore)− One third access apps before even getting out of bed in the morning (Ericsson)− Half of smartphone and tablet users are using apps to find local information (comScore)− 42% of tablet owners use apps while watching TV (Neilson) Photo Credit: http://www.flickr.com/photos/broxsg/5707655932/
  • 14. Do You Need an App?1. Is there a specific service that you can provide to your customers?2. Is it of value? Would they use it?3. How will you stand out?4. How will it help you meet your goals?A good app is functional andupdated with fresh content– to keep them engaged andcoming back. Learn more - http://www.hallme.com/blog/does-your-business-need-a-mobile-app-what-kind/
  • 15. Coupons & Location-Based Marketing Consumers are accessing and redeeming deals on the go now more than ever… …and making decisions based on what deals are available nearby.
  • 16. Location-Based Coupon Apps
  • 17. Other Coupons Email – weekly coupon email SMS Text Messages – users can opt in to receive coupons/promo texts QR Codes – scan to download offer
  • 18. Mobile Paid Search1. Lower cost-per-click option for some sectors2. Good way to capture leads3. Target comparison shoppers
  • 19. Mobile Display Advertising− Users spend more than 80% of their time on apps (ComScore)− Almost half of shoppers research purchases while in store (PEW Research Center) Source: Cristiano Betta− Interstitial ads are great for lead capture
  • 20. Low Hanging Fruit1. Optimize your Local Search Presence 94% use smartphones to search for local info Boost your visibility - Get listed on sites like Yelp and Google+ Local and make sure your mobile site SEO is hyper local http://getlisted.org/2. Mobile-friendly site3. Make sure your email marketing is mobile-friendly too!
  • 21. Measure & Adjust! Keep an eye on your goals – are they being met? Rethink tactics that aren’t working, build upon those that are Keep an eye on analytics Watch for trends
  • 22. Get Started! 1. Use the technology – become a power user 2. Look at how Fortune 500 companies are using mobile 3. Build your strategy - define your audience and goals 4. Create a mobile web site or tune up an existing one 5. List your business on location-based services 6. Run a mobile paid search and/or display campaignLearn more – How to Grow Your Mobile Presence [INFOGRAPHIC]http://www.hallme.com/blog/how-to-grow-your-mobile-presence-infographic/
  • 23. Questions?
  • 24. Learn MoreTwitter: @hall_web @jesscswallace• Blog – http://www.hallme.com/blog/• Webinars – http://www.hallme.com/webinars • 9/4 - How to Optimize the Most Important Pages on Your Site • 9/18 - Getting Found and Optimizing for Local Search • Archived webinars - http://www.hallme.com/archived-webinars1-877-425-5932 (HALL-WEB)jessica@hallme.com Download our free eBook: http://bit.ly/hall-ebook