Mobile Strategy for Small Businesses

If you like this presentation – show it...

Slide 0

Mobile Strategy for Small Businesses Bridget Randolph SME MOBILE STRATEGIES 2014

Slide 1

mobile is HUGE. Image Source

Slide 2

by 2017, 85% of the world’s population will have 3G coverage. @BridgetRandolph Source: Ericsson Mobility Report

Slide 3

internet.org initiative from Facebook

Slide 4

@BridgetRandolph Source: 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

Slide 5

@BridgetRandolph Source: Ericsson Mobility Report (pg. 10)

Slide 6

we’ll be more connected than ever @BridgetRandolph

Slide 7

you'll reach people you can't reach any other way. @BridgetRandolph

Slide 8

a multiscreen, device-agnostic world. @BridgetRandolph

Slide 9

25% of UK consumers have made a purchase using their mobile device. Source: Econsultancy

Slide 10

77% of smartphone users have researched a product or service on their phone. Source: Google Databoard

Slide 11

about half then purchased the item in-store. Source: Google Databoard

Slide 12

so businesses need to be mobile-friendly.

Slide 13

mobile can’t just be an add-on anymore. @BridgetRandolph

Slide 14

the problem is,

Slide 15

people are doing it WRONG.

Slide 16

even big brands mess up…

Slide 17

Forbes – interstitial ads

Slide 18

…and my personal favourite:

Slide 19

Starbucks – lost CTA

Slide 20

Slide 21

Starbucks – lost CTA (they’ve fixed it now.)

Slide 22

…or worse, they don’t do anything. 60% of small businesses have websites; only half of these are mobile-friendly.

Slide 23

Apple – no mobile website

Slide 24

70% of the top 20 UK retailers have a mobile-friendly website. Source: Econsultancy only

Slide 25

Image Source

Slide 26

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.

Slide 27

2 reasons.

Slide 28

they don’t see the value. 71% of smartphone owners have researched a product on their device which they later bought.

Slide 29

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

Slide 30

so it seems more likely that…

Slide 31

…they just don’t know where to start.

Slide 32

that’s where I come in.

Slide 33

Bridget Randolph SEO Consultant, Distilled bridget.randolph@distilled.net @BridgetRandolph

Slide 34

Mobile Strategy for Small Businesses Bridget Randolph

Slide 35

Getting Started with Mobile

Slide 36

Slide 37

Step 1 Mobile-Friendly Website

Slide 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

Slide 39

3 main approaches

Slide 40

responsive rearranges the layout dynamic serving serves different HTML on same URL separate mobile subdomain e.g. m.domain.com

Slide 41

choose an approach based on

Slide 42

your goals and technical capabilities

Slide 43

your users’ needs.

Slide 44

(we did a flowchart for our Best Practice Guide) www.distilled.net/training/mobile-seo-guide

Slide 45

but for a small business with a small website…

Slide 46

…I’d usually recommend using a responsive template,

Slide 47

and a CMS (like Wordpress).

Slide 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.

Slide 49

or, if you don’t want to use Wordpress: SquareSpace: from $8/month (for the most basic service). Wix: around $10/month.

Slide 50

Simples! Image Source

Slide 51

but I can’t afford that.

Slide 52


Slide 53

if you do NOTHING else,

Slide 54


Slide 55


Slide 56

because they’re already mobile-friendly.

Slide 57

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

Slide 58

final point to remember:

Slide 59

a mobile-friendly website is NOT a strategy.

Slide 60

it’s just the starting point.

Slide 61

Slide 62

Step 2 Search and Discovery

Slide 63

how people find your website.

Slide 64

mobile SEO local search social media

Slide 65

1) mobile SEO

Slide 66

responsive design? SEO of Responsive Design by Kristina Kledzik

Slide 67

You don’t need to do anything extra.

Slide 68

what if I can’t use a responsive design?

Slide 69

dynamic serving Vary HTTP header http://goo.gl/km1qcZ Up to 73% of mobile local keyword rankings differed from their desktop counterparts

Slide 70

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

Slide 71

2) local search

Slide 72

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

Slide 73

Desktop result for ‘plumber’ search in London

Slide 74

Mobile result for ‘plumber’ search in London

Slide 75

there are several factors for local search rankings

Slide 76

on-page optimization for location

Slide 77

local listings Google My Business other relevant local business directories Yahoo! Local Bing Local  Yelp Merchant Circle Angie’s List Judy’s Book  Kudzu 

Slide 78

Google My Business Small Business Guide to Google My Business

Slide 79

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

Slide 80

“NAP” citations (like links for local SEO) Name Address Phone number

Slide 81

consistency signal to Google that they all refer to the same business

Slide 82

protip: use Whitespark’s Local Citation Finder tool - from $20/month

Slide 83

images storefront and product

Slide 84

structured data Schema.org: /Place and /LocalBusiness hCard markup KML file for GoogleMaps

Slide 85

social profiles Google+ Facebook 24% of local search via apps happens on Facebook’s mobile app

Slide 86

reviews and recommendations Yelp Google My Business TripAdvisor Yahoo! Local Foursquare Zagat (for restaurants)

Slide 87

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

Slide 88

Does it work?

Slide 89

case study – Coffee Corner

Slide 90

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

Slide 91

They’re also seeing visitors coming from their Yelp profile.

Slide 92

3) social media

Slide 93

we’ve already seen that social is important for local SEO.

Slide 94

but it’s also a marketing channel in its own right.

Slide 95

4 out of every 5 people who use Facebook daily access it on a mobile device.

Slide 96

social media is a good way for your mobile visitors to find and interact with you…

Slide 97

…if you do it right.

Slide 98

and social is not just a part of the discovery process. @BridgetRandolph

Slide 99

a great channel for maintaining customer loyalty. @BridgetRandolph

Slide 100

first, you need to remember:

Slide 101

it’s about conversation, not broadcast.

Slide 102

Slide 103

use the ‘dinner party’ test.

Slide 104

and have a content plan.

Slide 105

this is all just basic social media best practice.

Slide 106

mobile-social protip: make sure that the content you share is mobile-friendly.

Slide 107

so you’ve got a mobile-friendly website.

Slide 108

and you’ve made it easy for mobile users to find you.

Slide 109

now what?

Slide 110

now the fun part:

Slide 111

Step 3: Reaching Out

Slide 112

in this phase, you can reach out to your customers where they are,

Slide 113

instead of waiting for them to come to you.

Slide 114

you can bypass the search process altogether with apps exclusive mobile content emails

Slide 115

1) apps

Slide 116

do I need an app?

Slide 117

Apple Store: 900,000+ apps Google Play: 1,000,000+ apps @BridgetRandolph Source

Slide 118

7 iPhone apps earned 10% of app store revenue for iPhone @BridgetRandolph Source

Slide 119

benefit: it’s a walled garden. @BridgetRandolph

Slide 120

are you sure you need one? @BridgetRandolph

Slide 121

probably not.

Slide 122

small steps: ask yourself, does my app: @BridgetRandolph 5 questions based on ‘For Mobile Devices, Think Apps, Not Ads’, HBR Mar 2013

Slide 123

add convenience? @BridgetRandolph small steps: ask yourself, does my app:

Slide 124

offer unique value? @BridgetRandolph small steps: ask yourself, does my app:

Slide 125

provide social value? @BridgetRandolph small steps: ask yourself, does my app:

Slide 126

offer incentives? @BridgetRandolph small steps: ask yourself, does my app:

Slide 127

entertain? @BridgetRandolph small steps: ask yourself, does my app:

Slide 128

if not, you probably shouldn’t build it. @BridgetRandolph small steps: ask yourself, does my app:

Slide 129

but if your business model relies on frequent return visits,

Slide 130

it may be worth investing in an app.

Slide 131

2 types of app:

Slide 132

native app (iOS, Android, etc) web app (HTML5)

Slide 133

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

Slide 134

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

Slide 135

And of course, AppsBuilder! from €9/month

Slide 136

2) exclusive mobile content

Slide 137

some ideas:

Slide 138

- loyalty app

Slide 139

push notifications with geotargeting

Slide 140

related to

Slide 141

exclusive offers for mobile visitors

Slide 142

are you sure you need an app?

Slide 143

because if you want an easy hack…

Slide 144

check-in and coupon services Foursquare, Facebook, Groupon.

Slide 145

added benefit: online visibility and social proof

Slide 146

speaking of Facebook and Foursquare…

Slide 147

bonus tip: social media competitions

Slide 148

3) emails

Slide 149

62% of e-mails are opened on mobile devices.  @BridgetRandolph Source: US Consumer Device Preference Report (Q2 2013)

Slide 150

email marketing IS mobile marketing. @BridgetRandolph

Slide 151

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

Slide 152

mobile-friendly email templates. 79% of smartphone owners use their smartphone for reading email

Slide 153

email providers with mobile-friendly templates MailChimp: from ~$10/month Campaign Monitor: from $10/month or $5/campaign

Slide 154

if you don’t want to use their full service, you can simply use them to build your email and export the HTML.

Slide 155

and finally…

Slide 156

bonus tip:

Slide 157

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

Slide 158

this doesn’t have to be scary… Image Source

Slide 159

in fact, it’s really easy! MyPlaceConnect provides a service to set this up for you - from €25/month

Slide 160

you might decide to do ALL the things.

Slide 161

or not.

Slide 162

but no matter your individual needs…

Slide 163

…there are a few important things to remember.

Slide 164

mobile is HUGE. Mobile commerce accounts for 23% of online sales

Slide 165

Source: Mobile Growth Stats 2013

Slide 166

need you a mobile strategy.

Slide 167

start with a mobile-friendly website.

Slide 168

and build up from there.

Slide 169

it’s easier than you think!

Slide 170

Thank you bridget.randolph@distilled.net @BridgetRandolph

Slide 171

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