asbdc annual conference grapevine, tx september 11. 2014 © 2014 watermelon mountain web marketing2...
TRANSCRIPT
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MOBILE MARKETING FOR BUSINESS SUCCESS
ASBDC Annual Conference
Grapevine, TX September 11. 2014
© 2014 Watermelon Mountain Web Marketing 2
Jan Zimmerman, AuthorWeb Marketing for Dummies
Social Media Marketing All-in-One for DummiesFacebook Marketing All-in-One for Dummies
Watermelon Mountain Web [email protected] 505-344-4230
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What We’ll Discuss Today
Put mobile marketing in context Understand the changing mobile
market Help businesses appear in mobile
search results Advertise in a mobile environment Assess results with analytics Review options for mobile sites Build a mini-mobile site in real-time!© 2014 Watermelon Mountain Web Marketing
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© 2014 Watermelon Mountain Web Marketing 4
Be A Guerrilla Marketer Keep it simple Review which mobile strategies
make senseLocal businessesTourismPrice comparison/shoppingConsumer decisions on-the-fly
Evaluate results and modify
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Why Mobile Matters
© 2014 Watermelon Mountain Web Marketing 5
67% of mobile users say that when they visit a mobile-friendly site, they’re more likely to buy a site’s product or service
Smartphone and tablet penetration are increasing rapidly
Shoppers are comparing prices online Mobile searchers are often opportunists,
looking for convenience
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Why Mobile is Important
Source: http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014
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Source: http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014
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Social Users Going Mobile
SOURCE: http://www.statista.com/chart/2109/time-spent-on-social-networks-by-platform/
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© 2014 Watermelon Mountain Web Marketing 9
Mobile Social Networking
m.facebook.com mobile.twitter.com touch.www.linkedin.com
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Location Based Network: Foursquare
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desktop app
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Advantages of Mobile Sites
© 2014 Watermelon Mountain Web Marketing 11
Clients rank higher in search results Information available exactly when people
are looking for it Site appears “properly” and quickly Mobile sites use a simpler and different
navigation Mobile sites make it easy to “tap” to call,
compare prices, and purchase Can direct to full site
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Mobile Friendly Sites
© 2014 Watermelon Mountain Web Marketing 12
Optimize with mobile friendly search terms Streamline menu Quick load time Click-to-call Click-to-share on social media Store locator directions, maps QR codes Mobile coupons
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Suggested Process Decide what kind of mobile presence a client
needs
Mobile OptionsResponsive design for existing siteA mobile-only siteSelling from a mobile environmentProprietary mobile app
Mobile marketing is only part of online marketing. Online marketing is only part of a total marketing plan.
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Website vs. Responsive
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Responsive Site that Doesn’t Work
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Website vs. Mobile Site
© 2014 Watermelon Mountain Web Marketing 16
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Mobile: Instantly availableApp: Requires download and install from App Marketplace
Mobile: Compatible Across DevicesApp: Require separate app for each type of device
Mobile: Updates can be accessed instantlyApp: User must download update to view
Mobile: Found in search resultsApp: Only found in App store
Mobile: Time and cost-effectiveApp: Ongoing development and testing
© 2014 Watermelon Mountain Web Marketing 17
Mobile Website vs. App
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© 2014 Watermelon Mountain Web Marketing 18
When Does an App Make Sense?
Interactivity/Gaming Regular usage/personalization Complex calculations or reporting Native functionality or
processing required No connection required
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How to Get a Mobile Site
© 2014 Watermelon Mountain Web Marketing 19
Responsive design on primary site Google Mobile resources
www.google.com/think/multiscreen
GoMobi –free trial, offered by many hosting companies from ~ $5.95/mo
Dudamobile – free limited version or Premium for $7.20/mo (annual plan)
Proprietary apps (not recommended)
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GoMobigomobi.info
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Mobile SEO IssuesDedicated mobile site (m.mysite.com) optimization is separate from normal search engine optimization Gain insight to mobile user intent
Potential query categories that show intent○ Informational (“I want to learn…”○ Transactional (“I want to perform the activity…”)○ Navigational (“I want to go to a specific page.”)○ Branded/non-branded terms○ Local/geo terms (location, map, offers, etc.)
Refine mobile metrics○ Try to get a sense of mobile user behavior through analytics○ Make necessary edit to keyword and mobile page content to improve
visibility.
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Mobile Advertising Options
© 2014 Watermelon Mountain Web Marketing 22
Can select mobile option for PPC through
Google Adwords or Yahoo/Bing Special mobile ad networks for display (e.g.,
MobGold.com and Airpush.com) Mobile ads through social media apps Text messaging campaigns Challenges of mobile advertising Which businesses should do this?
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PPC Mobile Ad Campaign
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Display Mobile Ad Campaign
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Mobile Ad on Social Media Apps
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Text Messaging Ads
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How to Assess Success
© 2014 Watermelon Mountain Web Marketing 27
Set up Google Analytics to include local and social media
Assess mobile analytics
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Google Mobile Analytics
© 2014 Watermelon Mountain Web Marketing 28
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Other Mobile Analytic Options
© 2014 Watermelon Mountain Web Marketing 29
Localytics (Localytics.com) mobile and Web Usage reports. Free trial, paid options based on monthly active users.
Mixpanel (mixpanel.com) advanced analytics platform ever for mobile and the web. Free plan available.
Netbiscuits (Netbiscuits.com/mobile-analytics) Instant access to mobile data. Designed to use with desktop analytics. Free plan available.
Example of Localytics Report
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Let’s Take a Break
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Build a Free Mini-Mobile Site for Your SBDC or
Client
© 2014 Watermelon Mountain Web Marketing 31
1. Use your notepad, laptop, or tablet with WiFi (if you don’t have one, partner with another participant who does)
2. Outline no more than 10 pages for your mini-mobile site for your SBDC
3. Go to dudamobile.com. Create an account and start – we will go step-by-step together
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DudaMobilehttp://www.dudamobile.com/
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DudaMobile ExampleTaospremierproperties.com
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DudaMobilehttp://www.dudamobile.com/
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Enter Existing Domain Name
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Wait for Mobile Site to Load
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Customize the Template Layout
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Choose a Style
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Change Font Style & Size
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Customize Header
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Edit Pages
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Choose Page Icon
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Enter SEO
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Enter SEO
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Add ContentDrag and drop content into Preview
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Edit Content
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Edit Text
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Edit Text
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Replace Image
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Replace Image
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Replace Image
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Add Page
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Add Page
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Add Page
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Add Page
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Choosing your DudaMobile Plan
• Basic Features
• Analytics and Tracking
• Web Hosting on Amazon Cloud
• Community Support
• DudaMobile Domain(mobile.dudamobile.com/site/mysite)
• Duda Ads
• Premium Features (e.g. Click-to-Call)
• Analytics and Tracking
• Web Hosting on Amazon Cloud
• Email Support
• Custom Domain (m.mysite.com)
• No Duda Ads
Free - $0/mo Premium - $7.20/mo
SOURCE: http://www.dudamobile.com/plan
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Choose your Plan
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Create Your Account
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Get Mobile Site URL
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Go Live: Set-up Redirect
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PREMIUM instructions for sub-domain
Go Live: Set-up Redirect
FREE and PREMIUM instructions for mobile redirect
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Resources
© 2014 Watermelon Mountain Web Marketing 65
Jan Zimmerman
Watermelon Mountain Web Marketing
(505) 344-4230
watermelonweb.com/resources
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