Post on 19-Jun-2015
description
Practical Guide to Mobile Marketing
Sachin Bhatiasachinb@avvo.com
@sachbhat
What is “mobile”?
iPhone
Android
iPad
Nexus 7
Image Attribution: http://www.flickr.com/photos/bispham2/7320367756
86% use mobile while watching TV
Source: http://www.readwriteweb.com/archives/yahoo_86_use_mobile_devices_while_watching_tv.php
Desktop Computer
office after dinner
Source: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/
Mobile Devicescommute couch timebreakfast commute
Source: http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/
Desktop Conversion
Source: http://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
Mobile Conversion
Source: http://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
How do I handle?
• Prospective clients that want to find my services at all parts of the day
• Prospective clients that want to convert into paying clients quickly
Why mobile matters
Source: http://www.asymco.com/2012/07/03/us-smartphone-market-not-showing-signs-of-saturation/
600k new users a week
“From board meeting to board meeting, we are seeing a similar pattern. Web is flattish. But mobile is growing like a weed.”
- Fred Wilson, Union Square Ventures
“Over the past two years alone, mobile search traffic has
increased five-fold”
- Google (via Google Analytics Blog)
4 Things to Do
1. Build a mobile version of your website
2. Embrace the phone call
3. Try out mobile advertising
4. Check your analytics
Mobile Website
“61% of customers who visit a mobile unfriendly site
will likely go to a competitor's site”
- Karim Temsamani
Source: Karim Temsamani at IABALM 2012 via IAB
Focus
What are the key data & actions?
1. A reason to call
2. A button to call
3. A button to get Directions
DIY Site Audit
Is your phone number clickable?
Is your address clickable?
Is it loading fast?
Does it render correctly?
Is it trying to use Adobe Flash?
Is it usable?
Your Options
Ease Benefits
Mobilization Service ★ ★ ★ ★
Separate Mobile Site ★ ★ ★
Responsive Design ★ ★ ★ ★
Mobilization ServicePros:
• Syncs automatically with your current site
• No custom development needed
• Quick turnaround
Cons:
• Must use a built in template - lose all branding
• Separation of URLs
• Separation of analytics
Price: DudaMobile middle-tier package is $9/month
Custom Mobile SitePros:
• Highly optimized for a mobile device
Cons:
• Two websites to develop
• Two websites to maintain
• Typically, two different URLs (could negatively affect SEO)
• Less flexible for template devices
Price: Cost of custom website ($500 - $5000), plus ongoing maintenance of two site designs
Responsive DesignPros:
• Highly optimized for all devices
• One site to develop
• One site to maintain
• One URL
• Good selection of WordPress themes that are responsive
Cons:
• Expensive to switch an existing site (not impossible, just expensive)
• Still a bit “cutting-edge” - harder to find vendors
Price: Cost of a new website ($500 - $5000)
Buying a New Website?
Is it responsive?
Is it using HTML5?
Is it using CSS3?
Is it using Javascript (not Flash)?
Embrace the Call
easy
hard
Virtual Receptionist
Mobile Advertising
“Approaches like display advertising don’t work as well on
mobile as they do on the web.”
- Fred Wilson, Union Square Ventures
call
call directions
filter
Mobile Analytics
One Question
Are my mobile visitors converting as well as my desktop visitors?
Summary: 4 Things
1. Build a mobile version of your website
2. Embrace the phone call
3. Try out mobile advertising
4. Check your analytics
Questions? sachinb@avvo.com
Upcoming on Avvo...
July 19: “Preserve the Core”: How to Set up a Core Web Presence
July 26: Google Website Analytics for Lawyers
August 2: Social Media & Attorney Advertising Rules: Ethical Issues (1 hr CLE)
http://lawyernomics.avvo.com/free-legal-marketing-webinars/
@sachbhat