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
- Mobile Strategy for Small Businesses BRIDGET RANDOLPH SME MOBILE STRATEGIES 2014
- mobile is HUGE. Image Source
- by 2017, 85% of the worlds population will have 3G coverage. @BridgetRandolphSource: Ericsson Mobility Report
- internet.org initiative from Facebook
- @BridgetRandolphSource: Cisco's Global Mobile Data Traffic Forecast Update internet in year 2000 mobile data in 2012 mobile data usage in 2012 was 12xthe size of the entire internet in 2000
- @BridgetRandolphSource: Ericsson Mobility Report (pg. 10)
- well be more connected than ever @BridgetRandolph
- you'll reach peopleyou can't reach any other way. @BridgetRandolph
- a multiscreen, device-agnostic world. @BridgetRandolph
- of UK consumers have made a purchase using their mobile device. Source: Econsultancy
- % of smartphone users have researched a product or service on their phone. Source: Google Databoard
- about then purchased the item in-store. Source: Google Databoard
- so businesses need to be mobile-friendly.
- mobile cant just be an add-on anymore. @BridgetRandolph
- the problemis,
- people are doing it WRONG.
- even bigbrands mess up
- Forbes interstitial ads
- and my personal favourite:
- Starbucks lost CTA
- Starbucks lost CTA (theyve fixed it now.)
- or worse, they dont do anything. 60% of small businesses have websites; only half of these are mobile-friendly.
- Apple no mobile website
- of the top 20 UK retailers have a mobile-friendly website. Source: Econsultancy only
- Image Source
- small businesses are even less likelyto have a mobile-friendly web presence. 60% of small businesses have websites; only half of these are mobile-friendly.
- 2 reasons.
- they dont see the . 71% of smartphone owners have researched a product on their device which they later bought.
- but its easy enough to show the valueof mobile marketing. 84% of small businesses saw an increase in new business due to mobile marketing efforts
- so it seems more likely that
- they just dont know where to start.
- thats where I come in.
- BRIDGET RANDOLPH SEO Consultant, Distilled email@example.com @BridgetRandolph
- Mobile Strategy for Small Businesses BRIDGET RANDOLPH
- Getting Started with Mobile
- 1 Mobile Friendly Website 2 Search and Discovery 3 Reaching Your Customers Where they Are
- Step 1 Mobile-Friendly Website
- 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
- 3 main approaches
- responsive rearranges the layout dynamic serving serves different HTML on same URL separate mobile subdomain e.g. m.domain.com
- choosean approach based on
- your goals and technical capabilities
- your users needs.
- (we did a flowchart for our Best Practice Guide) www.distilled.net/training/mobile-seo-guide
- but for a small business with a small website
- Id usually recommend using a responsive template,
- and a CMS (like Wordpress).
- 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.
- or, if you dont want to use Wordpress: SquareSpace: from $8/month (for the most basic service). Wix: around $10/month.
- Simples! Image Source
- but I cant afford that.
- if you do NOTHING else,
- because theyre already mobile-friendly.
- and start saving up for a mobile- friendly website! Image Source
- final point to remember:
- a mobile-friendly website is NOT a strategy.
- its just the starting point.
- Step 2 Search and Discovery
- how people your website.
- 1.mobile SEO 2.local search 3.social media
- 1) mobile SEO
- responsive design? SEO of Responsive Design by Kristina Kledzik
- You dont need to do anything extra.
- what if I cant use a responsive design?
- dynamic serving Vary HTTP header http://goo.gl/km1qcZ Up to 73% of mobile local keyword rankings differed from their desktop counterparts
- separate URLs There are several areas to 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
- 2) local search
- 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
- Desktop result for plumber search in London
- Mobile result for plumber search in London
- there are several factors for local search rankings
- on-page optimization for location
- local listings - Google My Business - other relevant local business directories - Yahoo! Local - Bing Local - Yelp - Merchant Circle - Angies List - Judys Book - Kudzu
- Google My Business Small Business Guide to Google My Business