Mobile Marketing - Mobile Websites, Apps, SMS/Text & QR Codes

4,250 views
4,196 views

Published on

Join Kuno Creative's John McTigue (Executive Vice President) and Chad Pollitt (Director of Social Media & Search Marketing) as they present Mobile Inbound Marketing – a look at effective mobile websites, mobile applications, SMS/Text Messaging and QR Code use.

Webinar highlights:

-Best practices for creating an effective mobile website
-Integrating mobile smart phone applications into the inbound marketing mix
-How to build leads using SMS/text messaging
-Examples of successful QR code use in marketing and business

http://www.kunocreative.com/blog/bid/66558/Mobile-Inbound-Marketing-for-Your-Business

Published in: Business, Technology
2 Comments
6 Likes
Statistics
Notes
No Downloads
Views
Total views
4,250
On SlideShare
0
From Embeds
0
Number of Embeds
1,767
Actions
Shares
0
Downloads
102
Comments
2
Likes
6
Embeds 0
No embeds

No notes for slide
  • Now, remember we added id’s or tags to our key menu items and calls-to-action. What you see here are the click-through activities of visitors prior to visiting our inbound services page. Not surprisingly, they clicked the main menu element Inbound Marketing. Surprisingly, they also clicked our Website Design button. We always assumed that these were 2 completely different services and would be segmented by need. Apparently not. People have more generalized interests, and we should better exploit that by cross-promoting these services. We’re working on some calls to action now, additional text and links for people to exploit this trend.
  • This is our most important page. It’s our inbound marketing services pricing page. If someone fills out and submits the form to the right, they instantly become a very high probability sales opportunity. Each conversion can amount to 10’s to even 100’s of thousands of dollars in new revenues for us. Eventually, we want to drive everybody to this page and have a very high conversion rate. This page traditionally gets a small amount of traffic and a low conversion rate – we aim to change that though advanced marketing analytics. This is our goal. Now we go about fine-tuning our sales funnel using a number of different strategies.
  • This is our most important page. It’s our inbound marketing services pricing page. If someone fills out and submits the form to the right, they instantly become a very high probability sales opportunity. Each conversion can amount to 10’s to even 100’s of thousands of dollars in new revenues for us. Eventually, we want to drive everybody to this page and have a very high conversion rate. This page traditionally gets a small amount of traffic and a low conversion rate – we aim to change that though advanced marketing analytics. This is our goal. Now we go about fine-tuning our sales funnel using a number of different strategies.
  • First let’s analyze the page itself. We note the number of visitors over time and see that it’s already increased over 400% during the last 30 days that we’ve been doing advanced marketing analytics. We’ll come back to that a little later. Second, the star indicates that 58% are new visitors to this page and 42% are returning visitors. That’s probably not too surprising. But we’re glad that people are returning. If they never came back, we would be concerned. The most surprising data is the chart to the right. This indicates that 60% of our visitors during this month came to this page during their first visit, and over 100% viewed it within the 30 day period. Possible conclusion: Maybe our sales cycle isn’t as long as we think and we should engage with these people right away rather than letting them move on. Chris?
  • Now let’s look at how searchers find our most important page. The top two keywords are our name, which again isn’t too surprising. People have heard of us and are simply finding us via a branded search. This raises a question or two however. Are we optimizing our landing pages well enough for keyword search? We’d like this one to have lots of traffic for “inbound marketing services” or “hubspot services”, so we need to take a look at this – another to-do list item. The phrase “starting and inbound marketing company” probably indicates that other agencies are looking at our pricing page. This may not be such a bad thing since we often get referrals from other agencies that don’t have the same scope or bandwidth of services. It’s also interesting that people find our inbound services page via a search for “website design”. That tells us that visitors aren’t really sure what the difference is between website design and inbound marketing and are exploring. For more information. We need to better exploit that opportunity.
  • Now let’s look at how searchers find our most important page. The top two keywords are our name, which again isn’t too surprising. People have heard of us and are simply finding us via a branded search. This raises a question or two however. Are we optimizing our landing pages well enough for keyword search? We’d like this one to have lots of traffic for “inbound marketing services” or “hubspot services”, so we need to take a look at this – another to-do list item. The phrase “starting and inbound marketing company” probably indicates that other agencies are looking at our pricing page. This may not be such a bad thing since we often get referrals from other agencies that don’t have the same scope or bandwidth of services. It’s also interesting that people find our inbound services page via a search for “website design”. That tells us that visitors aren’t really sure what the difference is between website design and inbound marketing and are exploring. For more information. We need to better exploit that opportunity.
  • Now let’s look at how searchers find our most important page. The top two keywords are our name, which again isn’t too surprising. People have heard of us and are simply finding us via a branded search. This raises a question or two however. Are we optimizing our landing pages well enough for keyword search? We’d like this one to have lots of traffic for “inbound marketing services” or “hubspot services”, so we need to take a look at this – another to-do list item. The phrase “starting and inbound marketing company” probably indicates that other agencies are looking at our pricing page. This may not be such a bad thing since we often get referrals from other agencies that don’t have the same scope or bandwidth of services. It’s also interesting that people find our inbound services page via a search for “website design”. That tells us that visitors aren’t really sure what the difference is between website design and inbound marketing and are exploring. For more information. We need to better exploit that opportunity.
  • Now, a snapshot in time is one thing. It’s also important to look at the dynamic trends over time and the influencing factors. During the past 30 days we’ve seen some real peaks in interest in our services page. On the bottom you see the primary influencers for these peaks in activity. In particular, notice the correlation between the red curve and visits to our services page. The red curve is for our inbound marketing blueprint middle-of-the-funnel download. Our marketing takeaway is to promote this document more vigorously and to develop more MOFU content that explicitly refers readers to this page.
  • Last but not least, let’s take a look at things from our customers’ perspective via closed loop analytics. We have HubSpot tied into Salesforce.com and we’re looking at all of our customers that were initially web-based leads. We can gather that data in Salesforce and make some interesting observations. On the left is how many website visits did a customer make prior to sale. On the right is how many pages did they visit prior to sale. Amazingly, we find that over 50% of our customers had fewer than 4 visits prior to conversion and about 50% visited fewer than 10 pages. That goes completely against our assumption that our sales cycle is long and that people are spedning a lot of time doing due diligence prior to making a purchase decision. We’re thinking about what this means – but it could mean that we need to pay much more attention and be much more interactive at the top of the funnel rather than wait for people to filter down to the bottom.
  • Last but not least, let’s take a look at things from our customers’ perspective via closed loop analytics. We have HubSpot tied into Salesforce.com and we’re looking at all of our customers that were initially web-based leads. We can gather that data in Salesforce and make some interesting observations. On the left is how many website visits did a customer make prior to sale. On the right is how many pages did they visit prior to sale. Amazingly, we find that over 50% of our customers had fewer than 4 visits prior to conversion and about 50% visited fewer than 10 pages. That goes completely against our assumption that our sales cycle is long and that people are spedning a lot of time doing due diligence prior to making a purchase decision. We’re thinking about what this means – but it could mean that we need to pay much more attention and be much more interactive at the top of the funnel rather than wait for people to filter down to the bottom.
  • Finally, what impact has all of this advance lead analytics had on our company in the space of only 30 days? On the left is our sales funnel for the past 3 months. On the right is our sales funnel for the past month. You can see that our visitor-to-lead conversion rate has increased .09% in thirty days, which is a pretty significant gain since we are just getting started. You can also see that we are converting more leads to sales opportunities to the tune of nearly 5%, and our sales closing rate is about the same. We had 2 customers in the 2 prior months and 8 customers this month. So we’re excited about the preliminary results and eager to improve on them.
  • Now, remember we added id’s or tags to our key menu items and calls-to-action. What you see here are the click-through activities of visitors prior to visiting our inbound services page. Not surprisingly, they clicked the main menu element Inbound Marketing. Surprisingly, they also clicked our Website Design button. We always assumed that these were 2 completely different services and would be segmented by need. Apparently not. People have more generalized interests, and we should better exploit that by cross-promoting these services. We’re working on some calls to action now, additional text and links for people to exploit this trend.
  • Mobile Marketing - Mobile Websites, Apps, SMS/Text & QR Codes

    1. 1. Twitter: #KunoMobile Mobile Inbound Marketing with Mobile Websites, Smart Phone Apps, SMS/Text Messaging & QR Codes
    2. 2. The Mobile Agenda <ul><li>Mobile Websites </li></ul><ul><li>Smart Phone Apps </li></ul><ul><li>SMS/Text Messaging </li></ul><ul><li>QR Codes </li></ul><ul><li>Q&A </li></ul>Twitter: #KunoMobile @ CPollittIU @ jmctigue kunocreative.com John McTigue Executive Vice President Chad Pollitt Director of Social Media & Search Marketing
    3. 3. Mobile Web Use Exploding Twitter: #KunoMobile kunocreative.com
    4. 4. How Do People Use The Mobile Web? Via Latesttechworld.com Twitter: #KunoMobile kunocreative.com
    5. 5. Mobile Commerce Leading the Way Via KissMetrics Mobile retail to reach $12 billion by 2014 - Juniper Twitter: #KunoMobile kunocreative.com
    6. 6. What About B2B? <ul><li>59% of US Executives used a mobile site or app to help make an informed decision </li></ul><ul><li>B2B mobile marketing to grow from $26 million in 2009 to $106 million in 2014 - Forrester </li></ul><ul><li>64% of B2B decision makers currently read their email via mobile devices </li></ul>Twitter: #KunoMobile kunocreative.com
    7. 7. You Already Have a Mobile Website Twitter: #KunoMobile kunocreative.com
    8. 8. You Already Have a Mobile Website … but can you read & navigate it? Less than 50% of the top websites are optimized for the web - Blaze Twitter: #KunoMobile kunocreative.com
    9. 9. Mobile site didn’t function as expected Mobile site crashed, froze, or received an error Mobile site not available Formatting of mobile site made it difficult to read/use Mobile site slow to load SOURCE: GOMEZ, “WHEN SECONDS COUNT: NATIONAL CONSUMER SURVEY ON WEBSITE AND MOBILE PERFORMANCE EXPECTATIONS” CONDUCTED BY EQUATION RESEARCH, SEPT. 7, 2010 – Courtesy, MoFuse Challenges of Websites on Mobile Twitter: #KunoMobile kunocreative.com
    10. 10. Intelligent Mobile Web Design Twitter: #KunoMobile kunocreative.com
    11. 11. Options for Mobile Web Design Responsive Web Design Move to center Move to center Uses HTML/CSS3 to reposition, resize or hide elements kunocreative.com Twitter: #KunoMobile Desktop Only Desktop Only Core Elements Web + Mobile Turn off for mobile Turn off for mobile Change fonts & sizes for mobile Desktop page – 1024 X 768
    12. 12. Options for Mobile Web Design Responsive Web Design kunocreative.com Twitter: #KunoMobile
    13. 13. Options for Mobile Web Design Separate Mobile Site Desktop & Tablet Smartphones kunocreative.com Twitter: #KunoMobile
    14. 14. Options for Mobile Web Design kunocreative.com Twitter: #KunoMobile Responsive Web Design Separate Mobile Site + Single website and domain + Modern approach to web design + No delay in transfer to mobile site - Need a skilled web designer - Hard to maintain & update - Expensive! + Simple design and maintenance + Easy to update frequently + Content appropriate for mobile + Works on any smartphone/browser + Don’t need skilled web designer + Relatively inexpensive RECOMMENDED
    15. 15. Best Content for Business Mobile kunocreative.com Twitter: #KunoMobile <ul><li>Quick Info </li></ul><ul><li>Click to Call </li></ul><ul><li>Email </li></ul><ul><li>Location </li></ul><ul><li>Short Text/Blogs </li></ul><ul><li>Keywords </li></ul><ul><li>Blog Length </li></ul><ul><li>Relevance </li></ul><ul><li>Local </li></ul><ul><li>Map </li></ul><ul><li>GeoSocial </li></ul><ul><li>Coupons </li></ul><ul><li>Video/Audio </li></ul><ul><li>Short videos </li></ul><ul><li>Podcasts </li></ul><ul><li>Webinars </li></ul><ul><li>Social </li></ul><ul><li>Feeds </li></ul><ul><li>Sharing </li></ul><ul><li>Cust. Svc. </li></ul><ul><li>Shop </li></ul><ul><li>Branded </li></ul><ul><li>Products </li></ul><ul><li>Services </li></ul>
    16. 16. B2B and SMB Mobile Sites Professional Services http://m.sidley.com Marketing Blog http://marketingprofs.com HVAC Company http://serviceisback.com Plumbing Company http://coolray.com Twitter: #KunoMobile kunocreative.com
    17. 17. Business Mobile Apps LawBox Federal Statutes Index HVAC Toolkit Plumbing Formulator Oracle CRM Sales Force Support Twitter: #KunoMobile kunocreative.com
    18. 18. Should You Build an App? Small app: ~ $3K - $6K Big app: ~ $10K - $100K Via Zabisco.mobi <ul><li>App Ideas: </li></ul><ul><li>Logistics & Scheduling </li></ul><ul><li>Business Calculators </li></ul><ul><li>Planning Modules </li></ul><ul><li>Mobile Marketing! </li></ul><ul><li>Sales Support </li></ul><ul><li>Collaboration </li></ul><ul><li>Training & Language </li></ul>Twitter: #KunoMobile kunocreative.com
    19. 19. Website vs App? You already have a mobile website, remember? Optimize it for mobile. Then go build a cool app. Via dailyinfographic.com Twitter: #KunoMobile kunocreative.com
    20. 20. How Do People Use the Mobile Web? Via Flowtown.com Twitter: #KunoMobile kunocreative.com
    21. 21. Mobile Statistics - SMS kunocreative.com “ Eight trillion text messages will be sent this year” Source: PORTIO RESEARCH Twitter: #KunoMobile “ Application to person SMS (automated alerts from banks, offers from retailers, m-tickets, etc.) is expected to overtake person to person SMS in 2016” Source: JUNIPER RESEARCH
    22. 22. SMS/Text Messaging kunocreative.com Twitter: #KunoMobile <ul><li>SMS Marketing Campaigns: </li></ul><ul><li>Sign-ups/Registrations </li></ul><ul><li>Mobile Coupons/Promotions </li></ul><ul><li>MMS – Video & Voice </li></ul><ul><li>Reminders/Alerts </li></ul><ul><li>Many Others. . . </li></ul>
    23. 23. SMS/Text Messaging kunocreative.com Twitter: #KunoMobile
    24. 24. SMS/Text Messaging kunocreative.com Twitter: #KunoMobile Let’s try it… Receive a 44Doors Capture coupon code valid for a 60-day free trial by texting: Kuno to 44040
    25. 25. SMS/Text Messaging kunocreative.com Twitter: #KunoMobile Text Kuno to 44040
    26. 26. Mobile Statistics – QR Codes kunocreative.com “ 52% of Americans have seen or heard of QR Codes” Source: AUSTIN & WILLIAMS Twitter: #KunoMobile “ 28% of smartphone users in the US have scanned a QR Code” Source: AUSTIN & WILLIAMS
    27. 27. QR Codes kunocreative.com Twitter: #KunoMobile <ul><li>QR Code Campaigns: </li></ul><ul><li>Sign-ups/Registrations </li></ul><ul><li>Sweepstakes/Contests/Give-a-ways </li></ul><ul><li>Mobile Voting </li></ul><ul><li>Mobile Coupons/Promotions </li></ul><ul><li>Rich Multimedia Access </li></ul>
    28. 28. QR Codes kunocreative.com Twitter: #KunoMobile
    29. 29. QR Codes kunocreative.com Twitter: #KunoMobile
    30. 30. QR Codes kunocreative.com Twitter: #KunoMobile Let’s try it … Receive a 44Doors Capture coupon code valid for a 60-day free trial by scanning:
    31. 31. QR Codes kunocreative.com Twitter: #KunoMobile
    32. 32. SMS or QR Codes? kunocreative.com Twitter: #KunoMobile
    33. 33. SMS & QR Codes! kunocreative.com Twitter: #KunoMobile Scan Text Click http://44d.co/kuno
    34. 34. Mobile Marketing Technology kunocreative.com Twitter: #KunoMobile
    35. 35. Twitter: #KunoMobile Inbound Marketing Software Mobile Marketing Software Mobile Website Software & Hosting Mobile Solutions Design, Strategy, Content & Services kunocreative.com
    36. 36. Next Steps? <ul><li>Additional Resources </li></ul><ul><li>Download our Mobile Presence White Paper available in the Kuno Resources section </li></ul><ul><li>KunoCreative.com/resources </li></ul>Twitter: #KunoMobile kunocreative.com
    37. 37. Next Steps? <ul><li>What About GeoSocial? </li></ul><ul><li>Download our GeoSocial Media Cheat Sheet available in the Kuno Resources section </li></ul><ul><li>KunoCreative.com/resources </li></ul>Twitter: #KunoMobile kunocreative.com
    38. 38. Next Steps? <ul><li>Start with an Effective Mobile Website Design. </li></ul>Twitter: #KunoMobile kunocreative.com
    39. 39. The Mobile Recap <ul><li>Mobile Websites </li></ul><ul><li>Smart Phone Apps </li></ul><ul><li>SMS/Text Messaging </li></ul><ul><li>QR Codes </li></ul>Twitter: #KunoMobile kunocreative.com @ CPollittIU @ jmctigue John McTigue Executive Vice President Chad Pollitt Director of Social Media & Search Marketing
    40. 40. Thank You for Attending! <ul><li>Contact Kuno Creative for more information about effective mobile websites, mobile apps, SMS/text messaging or QR code campaigns. </li></ul>Twitter: #KunoMobile kunocreative.com Slides are available at Questions? @ CPollittIU @ jmctigue John McTigue Executive Vice President Chad Pollitt Director of Social Media & Search Marketing

    ×