Developing a Mobile Strategy for Your Business

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Post on 28-Jan-2015



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As smartphone and tablet use continues to increase, going mobile has become top of mind for more and more business owners and marketers. As with any developing marketing channel, the possibilities are many, but it can also be easy to make mistakes in this rapidly evolving space. In this webinar well talk about developing a strategic plan that starts with the basics of who, what and why. Then well delve into the how specific tools and approaches including mobile web sites, apps, coupons and ads. You can view a full recording of this webinar online here:


  • 1. Developing a Mobile Strategy forYour Business

2. Who we areHall Internet MarketingPortland, MaineIn business over 13 years@hall_webJessica WallaceDigital Marketing Analyst@jesscswallace 3. Got Questions? Use GoToWebinar Ask a Question Twitter with @hall_web Email 4. Adults spend more media time on mobile than newspapers and magazines combined.Source: Photo Credit: 5. Were all going mobile 44% Americans now own asmartphone 66% of smartphone owners useit to access the Internet on adaily basis 94% use smartphones tosearch for local info 96% have researched aproduct or service on theirdevice Source: Googles Our Mobile Planet - 6. But Are Your Customers Mobile? First look at basicdemographics. Then think aboutbehavior, lifestyle. B2B business?Chances are, yourcustomers are mobileusers. Source: Neilsen, STATE OF THE MEDIA: U.S. Digital Consumer Report Q3-Q4, 2011 7. Determine Mobile Visitors1. Visitors Overview 3. Mobile Devices2. Mobile Overview 8. Building a StrategyWho are your customers?What are people looking for?What are their needs?What are YOUR goals?Why do they need your content on-the-go?How are they using the technology?Which devices are they using? 9. Connect and Reconnect 1. Mobile Web Sites 2. Apps 3. Coupons 4. Search andDisplay AdsPhoto Credit: 10. #1 Must Have:a mobile-optimized web site61% of customers who visit a mobile unfriendly site arelikely to go to a competitors siteA good mobile site is streamlined with user needs in mind loads quicklySource: KarimTemsamaniat IABALM 2012 via IAB 11. Your Website vs. Your Mobile Website More Content Longer Content More Calls to Action Added functionality Variety of reasons to visit the site Less Content Simpler Content Less Calls to Action Simplistic functionality Focused reasons to visit 12. Useful Mobile Tools 13. The Year of the App? 82% of mobile phone time isspent on apps (comScore) One third access apps beforeeven getting out of bed in themorning (Ericsson) Half of smartphone and tabletusers are using apps to findlocal information (comScore) 42% of tablet owners use appswhile watching TV (Neilson) Photo Credit: 14. Do You Need an App?1. Is there a specific service that you can provide to your customers?2. Is it of value? Would they use it?3. How will you stand out?4. How will it help you meet your goals?A good app is functional andupdated with fresh content to keep them engaged andcoming back. Learn more - 15. Coupons & Location-Based MarketingConsumers are accessing and redeeming deals onthe go now more than everand making decisions based on what deals areavailable nearby. 16. Location-Based Coupon Apps 17. Other Coupons Email weekly coupon email SMS Text Messages users can opt in to receivecoupons/promo texts QR Codes scan to download offer 18. Mobile Paid Search1. Lower cost-per-click option for some sectors2. Good way to capture leads3. Target comparison shoppers 19. Mobile Display Advertising Users spend more than80% of their time onapps (ComScore) Almost half ofshoppers researchpurchases while instore (PEW Research Center)Source: Cristiano Betta Interstitial ads aregreat for lead capture 20. Low Hanging Fruit1. Optimize your Local Search Presence 94% use smartphones to search for local info Boost your visibility - Get listed on sites like Yelp and Google+ Local and make sure your mobile site SEO is hyper local Mobile-friendly site3. Make sure your email marketing is mobile-friendly too! 21. Measure & Adjust! Keep an eye on your goals are they beingmet? Rethink tactics that arent working, buildupon those that are Keep an eye on analytics Watch for trends 22. Get Started!1. Use the technology become a power user2. Look at how Fortune 500 companies are using mobile3. Build your strategy - define your audience and goals4. Create a mobile web site or tune up an existing one5. List your business on location-based services6. Run a mobile paid search and/or display campaignLearn more How to Grow Your Mobile Presence [INFOGRAPHIC] 23. Questions? 24. Learn MoreTwitter: @hall_web @jesscswallace Blog Webinars 9/4 - How to Optimize the Most Important Pages on Your Site 9/18 - Getting Found and Optimizing for Local Search Archived webinars - (HALL-WEB) Download our free eBook:


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