Mobile Marketing 101 for Small Business


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Blogworld presentation on Mobile Marketing Do's and Don'ts for small businesses
Navin Ganeshan, Network Solutions
John Jantsch, Duct Tape Marketing

Published in: Education, Technology, Business
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  • Mobile impressions are “net-new” time 60% of time on smartphones is new activity
  • Ask yourself the kind of ongoing engagement your customer will expect from you?
  • For example, Roy's Restaurant earned 800% ROI with a mobile-only Google AdWords campaign using targeting based on location. ( see endnote 2 ) Jason Maloney, vice president of marketing for Roy's said, "Our hyperlocal, mobile-only campaign drove a 40% increase in calls with a CPC 67% less than desktop ads.
  • Mobile search engines have different bots and algorithms than those used for traditional web search. They evaluate your website as if it was being rendered on a mobile phone, and they rank results partially based on how well the page will render on the type of phone that submitted the query. If you look in your log files, you can even see that Googlebot-Mobile has different user agents that spoof different phones, like a Samsung phone, an iPhone or an Erickson phone. In some cases, different handsets will have different search results based on the evaluations that Google makes with the different user agents. The best thing you can do to improve your mobile SEO is to ensure that the mobile crawlers and user agents determine that your content will render well and load quickly on any mobile phone. YEXT
  • Mobile Marketing 101 for Small Business

    1. 1. Mobile Marketing 101 for Small Business Navin Ganeshan, @Nganeshan Network Solutions John Jantsch, @Ducttape Duct Tape Marketing
    2. 2. Why market on mobile? <ul><li>They’re looking for you </li></ul><ul><li>35% of all searches are mobile users looking for local businesses </li></ul><ul><li>Your customers are on mobile </li></ul><ul><li>Mobile internet usage grew to 120M in 3 years </li></ul><ul><li>Half of all US adults will use mobile for purchasing decisions by 2014 </li></ul><ul><li>They’re ready to buy </li></ul><ul><li>82% of local searches result in action – call/visit/sale </li></ul><ul><li>61% of local searches result in purchase </li></ul>
    3. 3. Custom Apps <ul><ul><li>Native app or Mobile-Web </li></ul></ul><ul><ul><li>DIY Prices from $299 </li></ul></ul><ul><ul><li>For content-providers (e.g. bloggers)… </li></ul></ul><ul><ul><ul><li>A great way to build loyalty </li></ul></ul></ul><ul><ul><ul><li>And monetize content </li></ul></ul></ul><ul><ul><li>… but for most SMBs, </li></ul></ul><ul><ul><ul><li>Creates more marketing challenges than it solves </li></ul></ul></ul><ul><li>Check out </li></ul><ul><li>SwebApps </li></ul><ul><li>AppMakr </li></ul><ul><li>AppBreeder </li></ul><ul><li>MobileRoadie </li></ul><ul><li>Google AppInventor </li></ul>Bottom Line Inexpensive to try, but pointless for most small businesses
    4. 4. Paid Search & Display Ads <ul><li>Extending Pay-Per-Click to mobile is simple </li></ul><ul><li>Specifying your location automatically places it on a map </li></ul><ul><li>Check out </li></ul><ul><li>Google Adwords Extensions </li></ul><ul><li>Apple iAds </li></ul><ul><li>Where.Com </li></ul>Bottom Line Current models cost-prohibitive, but future is bright <ul><li>Display ads only cost-effective for large brands/campaigns </li></ul><ul><li>Typical iAds cost is >$0.5M </li></ul><ul><li>Future models look promising </li></ul><ul><li>Simple pricing ~$30/mo </li></ul><ul><li>Ability to target hyper-locally and in real-time </li></ul>
    5. 5. SMS / Text Messaging <ul><li>Strong growth in consumer adoption </li></ul><ul><ul><li>98% of phones are texting-capable, 6 trillion msgs in 2011 </li></ul></ul><ul><li>High response rate </li></ul><ul><ul><li>90% of text messages are read </li></ul></ul><ul><li>Helpful customer communication channel </li></ul><ul><li>But… </li></ul><ul><li>Lacking in context </li></ul><ul><li>Spam will limit marketing appeal </li></ul><ul><li>Check out </li></ul><ul><li>MobileStorm </li></ul><ul><li>ExpressText </li></ul><ul><li>CallFire </li></ul><ul><li>Optit </li></ul><ul><li>ConstantContact </li></ul>Bottom Line Unsuitable for generating leads, but useful for service and loyalty applications
    6. 6. Check-Ins/Gaming Apps <ul><li>Rewards-based Apps – ShopKick, CheckPoints </li></ul><ul><li>Check-in/networks - FourSquare, GoWalla </li></ul><ul><li>Profiles - Facebook/Google Places, Deals </li></ul><ul><li>Mostly free </li></ul>Bottom Line Claiming/enhancing profile helps, but managing incentives takes more effort
    7. 7. Most effective are still the basics….. <ul><li>Search </li></ul><ul><li>Ensuring that you’re found by those looking for you </li></ul><ul><li>& </li></ul><ul><li>Discovery </li></ul><ul><li>An efficient interface for them to engage with you </li></ul>
    8. 8. Search <ul><li>Searches done on Engines, Maps, Directories/apps </li></ul><ul><li>Mobile SEO matters </li></ul><ul><ul><li>Optimize for bounce rate, load time </li></ul></ul><ul><ul><li>Use mobile style-sheets, mobile sitemap </li></ul></ul><ul><li>Claim your profile on directories </li></ul><ul><ul><li>Improves your rank and chances of being found </li></ul></ul><ul><ul><li>Monitor data quality – phone number, address </li></ul></ul><ul><ul><li>Mostly free, but paid services make it easier </li></ul></ul>Bottom Line Optimizing for mobile search is the single most important act of mobile marketing
    9. 9. Discovery & Engagement <ul><li>Do… </li></ul><ul><li>Build a mobile site (DIY) </li></ul><ul><ul><li>Use leverage existing website content </li></ul></ul><ul><ul><li>Use intelligent URL redirection </li></ul></ul><ul><ul><li>Provide 1-click links for Click-to-Call, Maps, Hours, reservations </li></ul></ul><ul><li>Enhance content on review sites </li></ul><ul><ul><li>Add enhanced content, photos </li></ul></ul><ul><ul><li>Monitor reviews, provide responses </li></ul></ul><ul><li>Don’t… </li></ul><ul><li>Focus excessively on aesthetics </li></ul><ul><li>Market a separate mobile URL </li></ul><ul><li>Check out </li></ul><ul><li>Network Solutions </li></ul><ul><li>DudaMobile </li></ul>Bottom Line Make it simple for customers to discover and act after searching and finding
    10. 10. Trends & Technology to watch <ul><li>Near Field Communication </li></ul><ul><ul><li>New wireless technology that will make mobile commerce frictionless </li></ul></ul><ul><li>ISIS (Carrier-billing) </li></ul><ul><ul><li>Single point of billing for all mobile purchases </li></ul></ul><ul><li>Further convergence of Social, Local, Mobile </li></ul><ul><ul><li>Continuing rapid innovation (and disruption) </li></ul></ul><ul><li>HTML5 </li></ul><ul><ul><li>Blurring the line between native apps and mobile-web </li></ul></ul>
    11. 11. Q & A
    12. 12. Thanks! <ul><li>Come by our nsMobile Lounge #109 @ #BWENY </li></ul><ul><li>Download our Mobile Marketing eGuide </li></ul><ul><li>Join us at NYC404, meet Gary Vaynerchuck </li></ul>