Mobile Strategy for Small Businesses - SME Mobile Strategies 2014

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For a small business on a tight budget, a mobile strategy may seem like a costly extra. But with 40% of mobile searches showing local intent, you can't afford to miss out! This presentation will cover why SMEs should care about mobile, and what they can do about it (even on a small business budget).

Transcript of Mobile Strategy for Small Businesses - SME Mobile Strategies 2014

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Mobile Strategyfor Small Businesses

BRIDGET RANDOLPHSME MOBILE STRATEGIES 2014

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by 2017,

85% of the world’s population

will have 3G coverage.

@BridgetRandolphSource: Ericsson Mobility Report

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internet.org initiative from Facebook

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@BridgetRandolphSource: Cisco's Global Mobile Data Traffic Forecast Update

internet in year 2000

mobile data

in 2012

mobile data usage in 2012 was

12x the size of

the entire internet in 2000

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@BridgetRandolphSource: Ericsson Mobility Report (pg. 10)

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we’ll be more

connected than ever

@BridgetRandolph

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you'll reach

people

you can't reach any other way.

@BridgetRandolph

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a multiscreen, device-agnostic

world.

@BridgetRandolph

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so businesses need to be

mobile-friendly.

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mobile can’t just be

an add-on anymore.

@BridgetRandolph

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the

problem is,

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people are doing it

WRONG.

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even big brands

mess up…

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Forbes – interstitial adsImage/Graph etc.

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…and my personal favourite:

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Starbucks – lost CTAImage/Graph etc.

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Starbucks – lost CTA

(they’ve fixed it now.)

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…or worse, they

don’t do anything.

60% of small businesses have websites; only half of these are mobile-friendly.

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Apple – no mobile website

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small businesses are even

less likely to have a mobile-friendly web presence.

60% of small businesses have websites; only half of these are mobile-friendly.

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2 reasons.

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they don’t see the

value.

71% of smartphone owners have researched a product on their device which they later bought.

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but it’s easy enough

to show the

value of mobile marketing.

84% of small businesses saw an increase in new business due to mobile marketing efforts

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so it seems more likely that…

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…they just don’t know

where to start.

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that’s where I come in.

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BRIDGET RANDOLPH

SEO Consultant, Distilled

[email protected]

@BridgetRandolph

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Mobile Strategyfor Small Businesses

BRIDGET RANDOLPH

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Getting Started with Mobile

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1• Mobile Friendly Website

2• Search and Discovery

3• Reaching Your Customers

Where they Are

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Step 1

Mobile-Friendly Website

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where your online

customers primarily

interact with you.

61% of mobile users who land on a non-mobile-friendly site are likely to go to a competitor's site

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3 main approaches

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• responsive– rearranges the layout

• dynamic serving– serves different HTML on same URL

• separate mobile subdomain– e.g. m.domain.com

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choose an approach

based on

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your goals and technical

capabilities

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your

users’ needs.

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(we did a flowchart for our Best Practice Guide)

www.distilled.net/training/mobile-seo-guide

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but for a

small business with a

small website…

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…I’d usually recommend using

a responsive template,

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and a

CMS (like Wordpress).

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individual Wordpress themes

• Designfolio (from PressCoders): free, or $79 with support licence.

• Standard: $49 or $99 with support licence.• Responsive (from CyberChimps): free.

premium Wordpress theme providers

• Elegant Themes: ~$40/year with full support.• WooThemes: free-$70.

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or, if you don’t want to use Wordpress:

• SquareSpace: from $8/month (for the most basic service).

• Wix: around $10/month.

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but I can’t afford that.

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well,

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if you do

NOTHING else,

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Facebook.

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Google+.

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because they’re already

mobile-friendly.

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and

start saving up for a mobile-friendly website!Image Source

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final point to

remember:

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a mobile-friendlywebsite is

NOT a strategy.

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it’s just the

starting point.

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Step 2 Search and

Discovery

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how people find

your website.

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1.mobile SEO2.local search3.social media

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1) mobile SEO

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responsive design?

SEO of Responsive Design by Kristina Kledzik

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You don’t need to do anything extra.

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what if I can’t use a responsive design?

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separate URLs

There are

several areasto look at.

I wrote a whole post on Moz about it.http://moz.com/blog/how-to-optimize-a-mobile-site

A Checklist for Optimizing Your Mobile Site

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2) local search

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any business with a

physical location and/or

location-based

service area.

94% of smartphone users have looked for local info and 84% have taken action as a result

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Desktop result for ‘plumber’ search in London

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Mobile result for ‘plumber’ search in London

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there are

several factors for local search rankings

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on-page optimization for location

Image/Graph etc.

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local listings

- Google My Business

- other relevant local business directories- Yahoo! Local- Bing Local - Yelp- Merchant Circle- Angie’s List- Judy’s Book - Kudzu 

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Google My BusinessImage/Graph etc.

Small Business Guide to Google My Business

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local linkbuilding(e.g. local news sites, government sites, blogs, etc.)

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“NAP” citations(like links for local SEO)

• Name• Address• Phone number

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consistencysignal to Google that they all refer to the same business

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protip: use Whitespark’s

Local Citation Finder tool

- from $20/month

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imagesstorefront and product

Image/Graph etc.

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social profiles

- Google+- Facebook

24% of local search via apps happens on Facebook’s mobile app

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reviews and recommendations

- Yelp- Google My Business

- TripAdvisor- Yahoo! Local- Foursquare- Zagat (for restaurants)

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for a great local SEO resource, check out David Mihm’s report on

Local Search Ranking Factors 2013

http://moz.com/local-search-ranking-factors

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Does it work?

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case study – Coffee CornerImage/Graph etc.

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We managed to get them to the top of page 1 within 6 weeks, which took their

search traffic from 100 to just under 300 visitors per month

Gareth Brown, founder of Target Local

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They’re also seeing visitors coming from their Yelp

profile.

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3) social media

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we’ve already seen that

social is important

for local SEO.

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but it’s also a

marketing channel

in its own right.

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4 out of every 5people who

use Facebook daily access it on a

mobile device.

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social media is a good way for your mobile visitors to

find and

interactwith you…

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…if you do it right.

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and social is not just a part of

the discovery process.

@BridgetRandolph

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a great channel for maintaining

customer

loyalty.@BridgetRandolph

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first, you need to

remember:

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it’s about

conversation, not

broadcast.

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use the

‘dinner party’ test.

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and have a content plan.

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this is all just basic

social media best practice.

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mobile-social

protip:make sure that the

content you share

is mobile-friendly.

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so you’ve got a mobile-friendly website.

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and you’ve made it easy for mobile users

to find you.

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now what?

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now the fun part:

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Step 3: Reaching Out

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in this phase, you can reach out to your customers

where they are,

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instead of

waiting for them to come to you.

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you can bypass

the search process altogether with

- apps- exclusive mobile content- emails

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1) apps

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do I need an app?

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7 iPhone apps earned

10% of app store revenue for iPhone

@BridgetRandolphSource

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benefit:it’s a walled garden.

@BridgetRandolph

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are you

sure

you need one?

@BridgetRandolph

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probably not.

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small steps:ask yourself, does my app:

@BridgetRandolph5 questions based on ‘For Mobile Devices, Think Apps, Not Ads’, HBR Mar 2013

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add convenience?

@BridgetRandolph

small steps: ask yourself, does my app:

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offer unique value?

@BridgetRandolph

small steps: ask yourself, does my app:

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provide social value?

@BridgetRandolph

small steps: ask yourself, does my app:

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offer incentives?

@BridgetRandolph

small steps: ask yourself, does my app:

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entertain?

@BridgetRandolph

small steps: ask yourself, does my app:

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if not,

you probably shouldn’t build it.

@BridgetRandolph

small steps: ask yourself, does my app:

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but if your business model relies on

frequent return visits,

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it may be worth investing in an

app.

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2 types of app:

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1. native app (iOS, Android, etc)2. web app (HTML5)

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Image/Graph etc.

Apple's App Store contains ~775,000 apps

native app web app

pros• faster performance• more specific functionality• app store support

cons• ££££• high-maintenance• approval process longer

pros• cheaper• easier to maintain

cons• one-size-fits-all• can’t be accessed offline• no app store support

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some tools to help you build an app:

- Bizness Apps: from $59/month (native apps)

- ViziApps: starts from £29/month (web app) or £99/month for (native app)

- AppMakr: free native Android app (with ads), or for $9/month native iPhone and Android apps (no ads). - Premium option: $99 one-time fee for white-label

version.

- RedFoundry: contact for a quote

These tools were featured on Mashable

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And of course, AppsBuilder!

- from €9/month

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2) exclusive mobile content

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some ideas:

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- loyalty app

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- push notifications with geotargeting

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related to

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- exclusive offers for mobile visitors

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are you sure you need an app?

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because if you want an

easy hack…

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- check-in and

coupon services

Foursquare, Facebook, Groupon.

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added benefit:

online visibility and

social proof

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speaking of Facebook

and Foursquare…

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bonus tip:

social media

competitions

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3) emails

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email marketing

IS mobile marketing.

@BridgetRandolph

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if you do email marketing, make sure you’re using

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email providers with mobile-friendly templates

• MailChimp: from ~$10/month

• Campaign Monitor: from $10/month or $5/campaign

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if you don’t want to use their full service, you can simply use them to

build your email and

export the HTML.

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and finally…

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bonus tip:

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provide

in-store wifi and collect customer data such as email addresses or (quick!) survey answers.

Half of the smartphone users who researched a product on their phone later purchased the item in-store

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in fact, it’s

really easy!MyPlaceConnect provides a service to set this up for you - from €25/month

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you might decide to do ALL the things. Image/Graph etc.

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or not.

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but no matter your individual needs…

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…there are a few important things to remember.

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mobile is

HUGE.Mobile commerce accounts for 23% of online sales

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Source: Mobile Growth Stats 2013

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need you

a mobile strategy.

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start with a

mobile-friendly website.

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and

build up from there.

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it’s

easier than you think!

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So get started now!

THANK YOU

[email protected]

@BridgetRandolph

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Why Mobile’s Important2012 KPCB internet trends updateGoogle Think Insights reportGoogle DataboardFull Value of Mobile calculatorThe Mobile PlaybookOur Mobile PlanetGlobal Mobile Stats 2013Ericsson Mobility Report 2013

Building a Mobile SiteMobile Web Design TipsDistilled’s best practice guideDesigning for SEO

Understanding Your Mobile VisitorsGoogle Analytics for Mobile

Mobile SEOKeyword Research for mobileResponsive SEO Tune-up

Optimizing your local presence for mobile Mobile SEO AuditOptimizing a separate mobile siteSEO of Responsive Web DesignImpact of Google Smartphone Crawler 1Impact of Google Smartphone Crawler 2Impact of Google Smartphone Crawler 3Google’s mobile development guidelinesGoogle blog - mobile and ranking factors

Thinking More About Mobile‘What is “Mobile”?’Mobile Strategy for Small Businesses

@BridgetRandolph