Connecting with Your Audience on the Move - Marcia Kadanoff - SESToronto2013

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Mobile Content Marketing Connecting with your Audience on the Move

Mobile Content Marketing Connecting with your Audience on the Move

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  • 1. Toronto | June 12–14, 2013 | #SESTO |@SESConf Mobile Content Marketing Connecting with your Audience on the Move Marcia Kadanoff Bislr Chief Marketing Officer
  • 2. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk About Me • Formerly CEO & Founder of Open Marketing • Recently “Acqui‐hired” by Bislr – Modern websites for B2B customers – Intelligent, mobile, social, optimized for lead gen – Integrated suite of drag‐n‐drop tools for marketing  automation (landing pages, call to actions, lead nurturing  campaigns)
  • 3. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Can We Talk • You don’t have an audience, you have a target
  • 4. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Your Target • Is definitely using smart phones and tablets
  • 5. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk But “on the move” • Not so much
  • 6. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk What Does This Mean? • Is mobile … best thought of as – A channel – An opportunity – An optimization – A strategy
  • 7. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk As a Channel Target customers you reach on mobile will also  interact with you at your desktop website
  • 8. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk As an Opportunity • Higher conversion rates & order values
  • 9. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk As an Optimization • Website • Email • Landing Pages
  • 10. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Website • Responsive design SHARED UNDERSTANDING
  • 11. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Email SHARED UNDERSTANDING
  • 12. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Optimizing Email
  • 13. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Email Optimization • Larger fonts • Responsive design – One column (smart phone), two columns (tablet) • More contrast in the color palette • Simplify – less really is more • Check your calls‐to‐action and where they fall • Resources: – https://litmus.com/blog/mastering‐the‐art‐of‐mobile‐email‐ workshop‐recap – http://litmus.com/blog/anatomy‐mobile‐email
  • 14. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Landing Pages • Don’t make people pinch and  zoom • Test on both landscape and  portrait views • Make sure fonts stand out • Concise content is king • Speed is of the essence • Don't use FLASH • Click‐to‐call • Obey the 44x44 rule • Remember that mobile  search is local search • Make sure forms are short  and simple • Single column FTW • Keep your CTA above the fold http://econsultancy.com/us/blog/62190-12-useful-tips-for-optimising-mobile-landing-pages
  • 15. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk As a Strategy
  • 16. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk How to Connect
  • 17. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Content Marketing • What Works – Video – Comics – Meme campaigns – Slideshows – Facebook ads* • What Doesn’t – Text Ads* – White Papers – Lead Gen Forms – Infographics – Flash *category specific
  • 18. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Video WHAT WORKS
  • 19. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Comics WHAT WORKS
  • 20. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Meme Campaign WHAT WORKS
  • 21. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Slideshow WHAT WORKS
  • 22. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Facebook Mobile Ads WHAT WORKS
  • 23. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Text Ads • Category specific – YES • QSR • Local – NO • B2B • Considered Purchase • Mobile downloads WHAT DOESN’T WORK
  • 24. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk To Make Text Ads Work • Optimize our landing pages by platform • Give people the option of returning to your  desktop site • Beware of the “fat finger” problem – it’s real WHAT DOESN’T WORK
  • 25. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk White Papers Source: http://www.johncuneo.com/rip WHAT DOESN’T WORK
  • 26. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Lead Gen Forms WHAT DOESN’T WORK
  • 27. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Flash WHAT DOESN’T WORK
  • 28. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Example • SF Jazz  ecommerce  engine WHAT DOESN’T WORK
  • 29. Toronto | June 12–14, 2013 | #SESTO | @SESConf @twitterhandle@openmk Mobile Content Marketing HOW TO  SUCCEED IN CLOSING