Learn more about the basics of any mobile marketing strategy (from your website to advertising) to help your business succeed online.

2. CONTENTS
Introduc on// MobileBrowsingandtheEffectsonYourBusiness
Chapter1 // HowtoCreateaMobile-FriendlyWebsite
Chapter2 // EmployingMobile-SpecificAdvertisement
Chapter3 // EmbracingSocialMedia
Chapter4 // WhyYouNeedaGoogleMyBusinessPage
Chapter5 // UsingGoogleAnalyticstoTrackandMeasure
CConclusion // TheHereandNowofHowPeopleBrowse

3. MobileBrowsingandtheEffectsonYourBusinessINTRODUCTION
1
Mobiledeviceshavequicklybecomethego-to
technologyforinternetbrowsing,andthisislargely
becauseofhowimportantmobiledevicesarein
people’swork,personal,andsociallives.More
importantlyforbusinesses,howimportantlyforbusinesses,however,istheshift
towardmobileforfindingandpurchasingproducts,as
wellasthegrowingnumberofpeoplewhousemobile
tolocatelocalbusinesses.
Today,thereare4.77billionmobilephoneusers
worldwide,and88%ofconsumerswhoperforma
mobilesearchforalocalcompanywillcontactthat
businesswithin24hours.Inotherwords,consumersbusinesswithin24hours.Inotherwords,consumers
whousemobiledevicestoshoporlocateabusiness
arereadytobuy,andit’sincumbentonyouasa
businessinthedigitalworldtoensurethatyou're
visibleonlineandthatmobilecustomerscanfindyou
whentheygolooking.

4. HowtoCreateaMobile-FriendlyWebsiteCHAPTERONE
2
Thefirststeptotakingadvantageofmobileconsumersistohaveawebsitethatguaranteesagreatuserexperience,nomatterwhat
typeofdevicethevisitorisusing.Imaginethisscenario:you'reoutontheroadlookingforagoodrestauranttoeatat,andlikeany
modernconsumer,youpulloutyoursmartphonetolocateanearbyestablishment.Thefirstsiteyouvisit,however,hasasmallfont,the
linktothemenuhasbeensquishedontopofthelinktotheaboutpage,andyouhavetoscrollbackandforthtofindinformation.If
you'relikemostpeople,it’snotlongbeforeyoubecomefedupwiththeunworkablesiteandgobacktothesearchengineresultpageto
findarestaufindarestaurantwithamoremobile-friendlysite.Mostconsumersthesedayswon’ttolerateasitethatisn'tmobile-friendlyandwillvisit
acompetitor’ssiteinstead.
Sowhatisitthathelpsasitecreateapleasantuserexperienceacrossalldevices?
Herearesomethingstokeepinmindwhenyou'recreatingamobile-friendlysite:
· High-resolutionimagesthatloadquickly
· Responsivedesignthatwillreconfigureproperlyregardlessoftheplatformbeingusedtoviewit
· Contentthat’soptimizedforspeedyloadingtime
· Easy-to-navigatemenu
· Formsthatarefastandeasytofillout,andthatrequireonlyminimalinformation
· Readilyavailablecontactinformation
· Textthat’sinfont14orlarger
· Largebuttonsandlinksthatareeasytoclickontouchscreendevices

5. EmployingMobile-SpecificAdvertisementCHAPTERTWO
3

6. EmbracingSocialMediaCHAPTERTHREE
4
Aroundtheworld,thereareabout2billion
Facebookusers,and44%ofthemonlyFacebookusers,and44%ofthemonlyevercheck
Facebookusingtheirphones.Moreover,theaverage
personspendstwohoursonsocialmediaeveryday.
Thisgivesyouauniqueopportunitytoreachoutto
potentialmobileconsumersthroughsocialmediaand
affordsyouararechancetobuildmorein-depth
relationshipswithprospectsaroundtheworld.With
thehelpofFacebookads,thehelpofFacebookads,youcanengageyour
currentcustomers,reachouttoyourtargetaudience,
locatepeoplewhoaresimilartoyouridealcustomers,
andfindnewdemographicsofpotentialcustomers.In
fact,Facebookadsallowyoutocreatehighly
targetedcampaigns,andyoucanreachouttopeople
basedonthingslikedemographics,location,buying
habits,likesandinterests,behavior,devices,&more.
Facebookisgoodformorethanjustadvertising,and
youcanalsouseittoincreaseyourvisibility,build
trustwithyouraudience,andstrengthenthe
relationshipsrelationshipsyouhavewithcurrentandprospective
customers.ThekeytousingFacebookeffectivelyis
cultivatingandsharingrelevantcontent,takingpart
inconversations,askingquestions,posting
comments,offeringspecialdealsandpromotions,andcomments,offeringspecialdealsandpromotions,and
usingyourpagetorespondtocustomerservice
issues.Youdo,however,havetobeconsistentwith
yoursocialmediaefforts,andsharecontentthatwill
beinterestingandinformativetoyouraudience.This
willencourageyouraudiencetoshareyourmessages
withtheirfriends,whoarealsopotentialleads.

7. WhyYouNeedaGoogleMyBusinessPageCHAPTERFOUR
5
Ifyou’veneverheardoflocalSEO,then
you'renotalone,butthisisdefinitely
somethingthatshouldbeonyourradar
fromnowon.LocalSEOissearchengine
optimizationwithalocalfocus,andthishas
comeaboutinlargepartbecauseofthe
increaseinmobilewebbrowsing,which
accountsforabout60%ofallinternetaccountsforabout60%ofallinternet
searchesthesedays.ThegoaloflocalSEO
istoestablishalocalonlinepresenceso
thatyourcustomersfindyouwhentheygo
shopping.Forinstance,ifyouwerealocal
flowershop,localSEOwouldensurethat
kidsallovertowncometoyourstoreon
Mother’sDMother’sDaywhentheygotobuyroses
formom.
Oneofthemostimportantwaysof
engaginginlocalSEOiswithGoogleMy
Businesspages,whichnamesandlocates
yourbusinessonGoogleMapsand
searchesandprovidescustomerswith
yourNAP(name,address,andphone
number),therebyguaranteeingthatyou'll
showupinlocalsearchresults.Whenyou
claimyourlisting,youcanalsoinputyour
hoursofoperation,uploadphotos,
respondtocustomerreviews,andeven
installaclick-to-calllinktomainstallaclick-to-calllinktomakeiteasier
formobileuserstocallyoudirectly.

8. UsingGoogleAnalyticstoTrackandMeasureCHAPTERFIVE
6
Oneofthebiggestblessingsoftheinternetageishoweasyitisto
trackwebtraffic,theeffectivenessofadcampaigns,andtheactivity
andbehaviorsofthepeoplewhovisityoursite.Andaslongasyou
haveacompanywebsite,youshouldalwaysbetrackingthese
factorsusingGoogleAnalytics,becausethisistheonlywaytotruly
understandyourcustomersandhowtheyinteractwithyour
compacompanyonline.HereareafewthingsGoogleAnalyticscantellyou
aboutyourvisitors:
· Howmanyyouhadinanygivenperiodoratspecifictimes
· Wheretheylive
· Howtheygottoyoursite
· Whetherthey'reorganicorpaidtraffic
· Whatpagetheylandedon
· Whatpagesth· Whatpagestheyvisitedandinwhatorder
· Howlongtheyspentonthesite
· Whenandwheretheyleft
· Whatproductstheydownloaded
· Whatthebouncerateis
· Whatbrowser,device,andoperatingsystemthey'reusing
· Whoconvertedandwhoabandoned
Trackingandmeasuringareespeciallyimportantwhenyou're
runningaPPCorotheradrunningaPPCorotheradvertisingcampaignbecauseitallowsyou
toassessthesuccessofthecampaignintermsofbringingintraffic
anddrivingconversions.Justasimportantly,whenyoumeasure
campaignswithGoogleAnalytics,youcanalsoidentifyproblemsin
realtime,andmakemodificationsandadjustmentstoyourads(orto
anyaspectofyourwebsiteatanytime)toimproveresults.

9. TheHereandNowofHowPeopleBrowseCONCLUSION
7
Mobiledevicesaren'tgoinganywhere—whenwas
thelasttimeyouleftthehouseonpurposewithout
yourphone?—andmobilebrowsingisonlygoingto
continuegrowingastheglobalnumberofmobile
userscontinuestoincrease.Andwhetheryouloveor
hatehowchainedpeoplearetotheirphonesand
tablets,mobiledevicesandbrowsingrepresenta
goldenopportunityforbusinessestoreachnewgoldenopportunityforbusinessestoreachnew
marketsegments,engagecurrentandprospective
customers,andconnectwithpotentiallymillionsof
peoplethatyoumightnotbeabletoreachotherwise.
IfyouwouldliketochatwithaDigital
MarkengConsultantaboutaddingmobile
toyourlocalmarkengstrategy:
callLynneat780-758-5800ext.706or
emailatlynne@smartwsimarkeng.com

10. LynneMotkoskiTHEAUTHOR
LynnewearsmanyhatsatSmartWSIMarkeng.SheisCEO,Principal,and
DigitalMarkengConsultant.Assuch,sheconsultswithownersandmarket-
ingmanagersofsmallandmediumbusinesses(SMBs)intheEdmontonarea.
Shestrivestocreateaposiveexperienceforeachclientbylisteningto
concernsanddiscussinghowbestpraccesandcurrentdigitaltrendscan
helpgrowyourlocalbusiness.
LynnehasaMasterofArtsinCommunicaonandTechnologyfromthe
UniversityofAlberta.Asacommunicaonsandtechnologyspecialist,Lynne
understandshowtousesocialmediaeffecvelyindigitalmarkeng
programs.Shecon nuestoobtainindustry-relevantcerficaons(suchas
HubSpotandGoogleAdWords)tokeepupwiththefast-pacedworldof
onlinemarkeng.
Tosystemazeandhelpyourlocalbusinessgrow,Lynnestrategizesand
overseesdigitalmarkengaconplansthatinvolveonlineadversing,
blbloggingandsocialmedia,reputaonmanagement,andmobile-friendly
websitedesignsincludinge-commercewebsites.Shecreatesdigital
markengstrategiesthataimtogeneratemeasurableandtransparentresults
andposivereturnsonyourmarkenginvestment(ROI).