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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).

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Mobile Strategy for Small Businesses - SME Mobile Strategies 2014

  1. Mobile Strategy for Small Businesses BRIDGET RANDOLPH SME MOBILE STRATEGIES 2014
  2. mobile is HUGE. Image Source
  3. by 2017, 85% of the world’s population will have 3G coverage. @BridgetRandolphSource: Ericsson Mobility Report
  4. internet.org initiative from Facebook
  5. @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
  6. @BridgetRandolphSource: Ericsson Mobility Report (pg. 10)
  7. we’ll be more connected than ever @BridgetRandolph
  8. you'll reach peopleyou can't reach any other way. @BridgetRandolph
  9. a multiscreen, device-agnostic world. @BridgetRandolph
  10. of UK consumers have made a purchase using their mobile device. Source: Econsultancy
  11. % of smartphone users have researched a product or service on their phone. Source: Google Databoard
  12. about then purchased the item in-store. Source: Google Databoard
  13. so businesses need to be mobile-friendly.
  14. mobile can’t just be an add-on anymore. @BridgetRandolph
  15. the problemis,
  16. people are doing it WRONG.
  17. even bigbrands mess up…
  18. Forbes – interstitial ads
  19. …and my personal favourite:
  20. Starbucks – lost CTA
  21. Starbucks – lost CTA (they’ve fixed it now.)
  22. …or worse, they don’t do anything. 60% of small businesses have websites; only half of these are mobile-friendly.
  23. Apple – no mobile website
  24. of the top 20 UK retailers have a mobile-friendly website. Source: Econsultancy only
  25. Image Source
  26. 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.
  27. 2 reasons.
  28. they don’t see the . 71% of smartphone owners have researched a product on their device which they later bought.
  29. but it’s easy enough to show the valueof mobile marketing. 84% of small businesses saw an increase in new business due to mobile marketing efforts
  30. so it seems more likely that…
  31. …they just don’t know where to start.
  32. that’s where I come in.
  33. BRIDGET RANDOLPH SEO Consultant, Distilled bridget.randolph@distilled.net @BridgetRandolph
  34. Mobile Strategy for Small Businesses BRIDGET RANDOLPH
  35. Getting Started with Mobile
  36. 1 •Mobile Friendly Website 2 •Search and Discovery 3 •Reaching Your Customers Where they Are
  37. Step 1 Mobile-Friendly Website
  38. 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
  39. 3 main approaches
  40. • responsive – rearranges the layout • dynamic serving – serves different HTML on same URL • separate mobile subdomain – e.g. m.domain.com
  41. choosean approach based on
  42. your goals and technical capabilities
  43. your users’ needs.
  44. (we did a flowchart for our Best Practice Guide) www.distilled.net/training/mobile-seo-guide
  45. but for a small business with a small website…
  46. …I’d usually recommend using a responsive template,
  47. and a CMS (like Wordpress).
  48. 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.
  49. or, if you don’t want to use Wordpress: • SquareSpace: from $8/month (for the most basic service). • Wix: around $10/month.
  50. Simples! Image Source
  51. but I can’t afford that.
  52. well,
  53. if you do NOTHING else,
  54. Facebook.
  55. Google+.
  56. because they’re already mobile-friendly.
  57. and start saving up for a mobile- friendly website! Image Source
  58. final point to remember:
  59. a mobile-friendly website is NOT a strategy.
  60. it’s just the starting point.
  61. Step 2 Search and Discovery
  62. how people your website.
  63. 1.mobile SEO 2.local search 3.social media
  64. 1) mobile SEO
  65. responsive design? SEO of Responsive Design by Kristina Kledzik
  66. You don’t need to do anything extra.
  67. what if I can’t use a responsive design?
  68. dynamic serving Vary HTTP header http://goo.gl/km1qcZ Up to 73% of mobile local keyword rankings differed from their desktop counterparts
  69. 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
  70. 2) local search
  71. 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
  72. Desktop result for ‘plumber’ search in London
  73. Mobile result for ‘plumber’ search in London
  74. there are several factors for local search rankings
  75. on-page optimization for location
  76. local listings - Google My Business - other relevant local business directories - Yahoo! Local - Bing Local - Yelp - Merchant Circle - Angie’s List - Judy’s Book - Kudzu
  77. Google My Business Small Business Guide to Google My Business
  78. local linkbuilding (e.g. local news sites, government sites, blogs, etc.)
  79. “NAP” citations (like links for local SEO) • Name • Address • Phone number
  80. consistency signal to Google that they all refer to the same business
  81. protip: use Whitespark’s Local Citation Finder tool - from $20/month
  82. images storefront and product
  83. structured data - Schema.org: /Place and /LocalBusiness - hCard markup - KML file for GoogleMaps
  84. social profiles - Google+ - Facebook 24% of local search via apps happens on Facebook’s mobile app
  85. reviews and recommendations - Yelp - Google My Business - TripAdvisor - Yahoo! Local - Foursquare - Zagat (for restaurants)
  86. 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
  87. Does it work?
  88. case study – Coffee Corner
  89. 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
  90. They’re also seeing visitors coming from their Yelp profile.
  91. 3) social media
  92. we’ve already seen that socialis important for local SEO.
  93. but it’s also a marketing channel in its own right.
  94. out of every 5 people who use Facebook daily access it on a mobile device.
  95. social media is a good way for your mobile visitors to find and interactwith you…
  96. …if you do it right.
  97. and social is not just a part of the discoveryprocess. @BridgetRandolph
  98. a great channel for maintaining customer loyalty. @BridgetRandolph
  99. first, you need to remember:
  100. it’s about conversation, not broadcast.
  101. use the ‘dinner party’ test.
  102. and have a content plan.
  103. this is all just basic social media best practice.
  104. mobile-social protip: make sure that the content you share is mobile-friendly.
  105. so you’ve got a mobile-friendly website.
  106. and you’ve made it easy for mobile users to find you.
  107. now what?
  108. now the fun part:
  109. Step 3: Reaching Out
  110. in this phase, you can reach out to your customers where they are,
  111. instead of waiting for them to come to you.
  112. you can bypass the search process altogether with - apps - exclusive mobile content - emails
  113. 1) apps
  114. do I need an app?
  115. Apple Store: 900,000+ apps Google Play: 1,000,000+ apps @BridgetRandolphSource
  116. 7 iPhone apps earned 10% of app store revenue for iPhone @BridgetRandolphSource
  117. benefit: it’s a walled garden. @BridgetRandolph
  118. are you sure you need one? @BridgetRandolph
  119. probably not.
  120. small steps: ask yourself, does my app: @BridgetRandolph 5 questions based on ‘For Mobile Devices, Think Apps, Not Ads’, HBR Mar 2013
  121. add convenience? @BridgetRandolph ask yourself, does my app:
  122. offer unique value? @BridgetRandolph ask yourself, does my app:
  123. provide social value? @BridgetRandolph ask yourself, does my app:
  124. offer incentives? @BridgetRandolph ask yourself, does my app:
  125. entertain? @BridgetRandolph ask yourself, does my app:
  126. if not, you probably shouldn’t build it. @BridgetRandolph ask yourself, does my app:
  127. but if your business model relies on frequent return visits,
  128. it may be worth investing in an app.
  129. 2 types of app:
  130. 1. native app (iOS, Android, etc) 2. web app (HTML5)
  131. 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
  132. 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
  133. And of course, AppsBuilder! - from €9/month
  134. 2) exclusive mobile content
  135. some ideas:
  136. - loyalty app
  137. - push notifications with geotargeting
  138. related to
  139. - exclusive offers for mobile visitors
  140. are you sure you need an app?
  141. because if you want an easy hack…
  142. - check-in and coupon services Foursquare, Facebook, Groupon.
  143. added benefit: online visibility and social proof
  144. speaking of Facebook and Foursquare…
  145. bonus tip: social media competitions
  146. 3) emails
  147. 62% of e-mails are opened on mobile devices. @BridgetRandolph Source: US Consumer Device Preference Report (Q2 2013)
  148. email marketing IS mobile marketing. @BridgetRandolph
  149. if you do email marketing, make sure you’re using
  150. mobile-friendly email templates. 79% of smartphone owners use their smartphone for reading email
  151. email providers with mobile-friendly templates • MailChimp: from ~$10/month • Campaign Monitor: from $10/month or $5/campaign
  152. if you don’t want to use their full service, you can simply use them to build your email and export the HTML.
  153. and finally…
  154. bonus tip:
  155. 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
  156. this doesn’t have to be scary… Image Source
  157. in fact, it’s really easy! MyPlaceConnect provides a service to set this up for you - from €25/month
  158. you might decide to do ALL the things.
  159. or not.
  160. but no matter your individual needs…
  161. …there are a few important things to remember.
  162. mobile is HUGE. Mobile commerce accounts for 23% of online sales
  163. Source: Mobile Growth Stats 2013
  164. you a mobile strategy.
  165. start with a mobile-friendly website.
  166. and build upfrom there.
  167. it’s than you think!
  168. So get started now! THANK YOU bridget.randolph@distilled.net @BridgetRandolph
  169. Why Mobile’s Important 2012 KPCB internet trends update Google Think Insights report Google Databoard Full Value of Mobile calculator The Mobile Playbook Our Mobile Planet Global Mobile Stats 2013 Ericsson Mobility Report 2013 Building a Mobile Site Mobile Web Design Tips Distilled’s best practice guide Designing for SEO Understanding Your Mobile Visitors Google Analytics for Mobile Mobile SEO Keyword Research for mobile Responsive SEO Tune-up Optimizing your local presence for mobile Mobile SEO Audit Optimizing a separate mobile site SEO of Responsive Web Design Impact of Google Smartphone Crawler 1 Impact of Google Smartphone Crawler 2 Impact of Google Smartphone Crawler 3 Google’s mobile development guidelines Google blog - mobile and ranking factors Thinking More About Mobile ‘What is “Mobile”?’ Mobile Strategy for Small Businesses @BridgetRandolph

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