© 2015 Watermelon Mountain Web Marketing 1. America’s SBDC Annual Conference San Francisco, CA September 10, 2015 © 2015 Watermelon Mountain Web Marketing2

© 2015 Watermelon Mountain Web Marketing1

MOBILE MARKETING FOR BUSINESS SUCCESS

America’s SBDC Annual Conference

San Francisco, CA September 10, 2015

© 2015 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 Putting mobile marketing in context Understanding the mobile market Distinguishing mobile-only, responsive

design, and app alternatives Helping businesses appear in mobile search Advertising in a mobile environment Assessing results with analytics Reviewing options for mobile sites Building a mini-mobile site in real-time!

3© 2015 Watermelon Mountain Web Marketing 3

© 2015 Watermelon Mountain Web Marketing

Be A Guerrilla Marketer Keep it simple Not a choice: Google “requires”

mobile-friendliness When mobile makes the most sense

Local businessesTourism & hospitalityPrice comparison/shoppingConsumer decisions on-the-fly

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Why Mobile Matters

71% of users are more likely to purchase a product or service from a mobile-friendly site

Mobile sales now = 30% of US web sales Smartphone and tablet penetration are

increasing rapidly Shoppers are comparing prices online Mobile searchers are opportunists, looking

for convenience and proximity



The Mobile Reality

Source: http://www.slideshare.net/wearesocialsg/digital-social-mobie-in-2015?related=1

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Source: http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-2015?related=1

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Social Users Going Mobile

SOURCE: http://www.statista.com/statistics/444986/social-content-platform-time-usa/

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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© 2015 Watermelon Mountain Web Marketing 10

Advantages of Mobile Sites

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Clients rank higher in mobile 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

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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


Check Sites for Mobile Friendliness

www.google.com/webmasters/tools/mobilefriendly


Quick Test for Responsive Design


Suggested Process Decide what kind of mobile presence a client

needs

Mobile OptionsResponsive design for existing siteA separate 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 with GoodResponsive Design

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OOPS! Site That’s Not Responsive

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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

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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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Many Ways to Go Mobile

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Responsive design on primary site Google mobile resources

www.google.com/think/multiscreen GoMobi –7 days free trial, offered by many hosting

companies starting at ~ $1.00/mo Dudamobile – free limited version or Premium plans

from $7.20/mo (annual plan), $9.99/month-to-month, or $159 Site for life

WordPress Plugin https://wordpress.org/plugins/wordpress-mobile-pack/

Proprietary apps (not recommended for most biz) See handout for list of mobile site builders


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

Mobile SEO IssuesDedicated mobile site (m.mysite.com) optimization is separate from normal search engine optimization Location Based 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 edits to keyword and mobile page content to

improve visibility.


Mobile Advertising Options

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Can select mobile option for PPC through

Google AdWords or Yahoo/Bing Special mobile ad networks for display (e.g.,

Airpush.com) Mobile ads through social media apps Text messaging campaigns Challenges of mobile advertising Which businesses should do this?



Example of PPC Mobile Ads

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Mobile Display Ad

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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

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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

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Let’s Take a Break



DudaMobile Example

m.AdventureKingdom.com

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Build a Free Mini-Mobile Site for Your SBDC or

Client

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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 9 pages for your mini-mobile site for your SBDC

3. Go to dudamobile.com where you’ll create an account – let’s go step-by-step together



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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Choose Navigation Layout

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Customize the Navigation Style

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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 Content

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Edit Image

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Upload Image

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Save Image

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Add Page

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Add Page

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Add Page

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Repeat Process for New Pages

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Summary of DudaMobile Plans

• 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*Starting price

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


Jan Zimmerman

Watermelon Mountain Web Marketing

[email protected]

(505) 344-4230

watermelonweb.com/resources


• How to rate the session• In the mobile app, select the

workshop you attended. • Select Rate session. • Enter your ratings and comments• Submit your rating.• Once you submit the rating, Press

the button on the main dashboard.

Don’t forget to rate this workshop in the Conference APP


Documents

© 2015 Watermelon Mountain Web Marketing 1. America’s SBDC Annual Conference San Francisco, CA September 10, 2015 © 2015 Watermelon Mountain Web Marketing2