asbdc annual conference grapevine, tx september 11. 2014 © 2014 watermelon mountain web marketing2...

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

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

3


Be A Guerrilla Marketer Keep it simple Review which mobile strategies

make senseLocal businessesTourismPrice comparison/shoppingConsumer decisions on-the-fly

Evaluate results and modify

Why Mobile Matters


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


Why Mobile is Important

Source: http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014


Source: http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014


Social Users Going Mobile

SOURCE: http://www.statista.com/chart/2109/time-spent-on-social-networks-by-platform/


Mobile Social Networking

m.facebook.com mobile.twitter.com touch.www.linkedin.com

Location Based Network: Foursquare


desktop app

Advantages of Mobile Sites


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

Mobile Friendly Sites


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

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.



Website vs. Responsive

© 2014 Watermelon Mountain Web Marketing15

Responsive Site that Doesn’t Work

Website vs. Mobile Site


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


Mobile Website vs. App


When Does an App Make Sense?

Interactivity/Gaming Regular usage/personalization Complex calculations or reporting Native functionality or

processing required No connection required

How to Get a Mobile Site


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)

http://www.google.com/think/multiscreen

GoMobigomobi.info


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.


Mobile Advertising Options


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?


PPC Mobile Ad Campaign


Display Mobile Ad Campaign


Mobile Ad on Social Media Apps


Text Messaging Ads

How to Assess Success


Set up Google Analytics to include local and social media

Assess mobile analytics

Google Mobile Analytics


Other Mobile Analytic Options


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

Let’s Take a Break


Build a Free Mini-Mobile Site for Your SBDC or

Client


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


DudaMobilehttp://www.dudamobile.com/


DudaMobile ExampleTaospremierproperties.com


DudaMobilehttp://www.dudamobile.com/


Enter Existing Domain Name


Wait for Mobile Site to Load


Customize the Template Layout


Choose a Style


Change Font Style & Size


Customize Header


Edit Pages


Choose Page Icon


Enter SEO


Add ContentDrag and drop content into Preview


Edit Content


Edit Text


Replace Image


Add Page


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


Choose your Plan


Create Your Account


Get Mobile Site URL


Go Live: Set-up Redirect


PREMIUM instructions for sub-domain

Go Live: Set-up Redirect

FREE and PREMIUM instructions for mobile redirect

Resources


Jan Zimmerman

Watermelon Mountain Web Marketing

[email protected]

(505) 344-4230

watermelonweb.com/resources

asbdc annual conference grapevine, tx september 11. 2014 © 2014 watermelon mountain web marketing2...

Documents

mobile users

mobile strategies

mobile sitesbuild

mobile matters

todayput mobile marketing

dummieswatermelon mountain

mobilefriendly site

minimobile site