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
  • 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 @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.
  • choosean approach based on
  • your goals and technical capabilities
  • your users needs.
  • (we did a flowchart for our Best Practice 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.
  • well,
  • if you do NOTHING else,
  • Facebook.
  • Google+.
  • 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.
  • SEO 2.local search 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 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. 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