Creating an effective online presence for small businesses on the new web

Effective Online Presence For Small Businesses In a Multi-Platform World

© Camilyo 2014 - Confidential

Ziv Koren, CMO www.camilyo.com

How can you double your revenues and gain hundreds of new customers with no

effort in 10 easy steps?

I have absolutely no idea!

Creating an effective online presence for small businesses on the new web

Small businesses must go online to survive!

While lacking the budget,

SMBs’ needs are similar to those of a

bigger company

Every Small Businesses needs to:

Priority

Timeline

Becreate engaging online and social presence

Promotebring visitors to its online presence

Convertturn visitors into leads

Sellturn leads into 1st time customers

Retainturn 1st time customers to returning customers

Which was difficult enough in the old web

and much more so in the new

The New Web

This used to be the web

This is the web today

This used to be the web

Your Website

This is the web today

Users move between platforms to accomplish a goal:

• Each platform serves a different intent • Desktop browsing is research oriented • Mobile browsing is action oriented• Social browsing is for discovery and

recommendations

An effective cross platform presence is:

• Interaction optimized

• Platform optimized• Intent optimized

Cross Platform Strategies

Your visitors don’t give a f**k about the technology your site was built with

They do give a f**k when:

• they can’t get done what they need to get done

• interactions are awkward and broken• your site takes forever to load

This will get your users pissed…

Mobile web or mobile app?

APP$$$$

Download barrierAt least 2 versions (IOS +

Android)Can’t be searched

Very rich UXFaster

WEB$-$$$

Bookmark barrierOne version

Search friendlyRich UX

Fast enough

When do you need a mobile site?

• Always

• So people can find you on the go

• So people can reach you on the go

• So people can do the one action they need from you when on the go

When do you need a mobile app?

• Are you offering a service your customers are using at least once a week?

• Can this service be used or purchased on-line?

• Does it require a really rich interface?

• No? don’t bother.

Responsive web or dedicated mobile site?

What is responsive web?

Responsive Web Design

Responsive site• A single site that adapts its layout to fit the browsing

device display features

• Uses CSS and Java script on the client side

ProsContent synchronization

Easier to maintainAlso a solution for TabletConsistent look and feel

Fully utilizes HTML5 features

ConsLoad speed

Not optimized for intent Design limitations

Need to replace existing siteNot supporting older browsers

(IE8)

Dedicated mobile site• A separate site optimized for mobile browsers and

mobile intent

• Use device detection to redirect users (java script on the desktop site)

ProsLoad speed

Optimized for intent Independent design

No need to replace existing site

Supports older browsers (IE8)

ConsContent synchronization

Harder to maintainNo solution for Tablet

Small businesses don’t always have access to their site codeOnly supports browsers with

full HTML5

Adaptive site• A single site adapts its layout and functionality to fit the

browsing device display and the user intent

• Uses server side adaptation to deliver the optimized version to the client device

ConsVery few commercial productsNot supporting older browsers

(IE8)Need to replace existing site

ProsContent synchronization

Easier to maintainAlso a solution for TabletConsistent look and feel

Optimized for intentNo design limitation

One upon a time in Zuckland

Likes ruled

Likes equaled exposure

• Likes = subscribers

• Applications = user activity

• More likes + content = user activity -> exposure

• More exposure = more likes • Etc.

Happy days are over

What changed?

• Likes only matter if = potential leads or customers

• Content drives retention not exposures

• Apps that generate exposure are less effective

• There no exposure without advertising

A new strategy is needed

Conversion focused strategy

• Focus your ad budget to bring leads and conversions

• Use apps that drive conversions (coupons, contact forms, appointment booking) and promote them with ads

• Use Facebook retargeting

• Use custom audience targeting (not 100% kosher but who cares)

What can be done for free?

• Prioritize content which brings user value (promotions) over content that brings exposure (funny pictures)

• Interact with your leads outside of Facebook

• Cross post on other social networks

• Use the feed as a service and support channel

Time for questions!

ziv@mobeeart.com