Mobile Strategy for Small Businesses - SME Mobile Strategies 2014

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Post on 23-Aug-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).


<ul><li> Mobile Strategy for Small Businesses BRIDGET RANDOLPH SME MOBILE STRATEGIES 2014 </li> <li> mobile is HUGE. Image Source </li> <li> by 2017, 85% of the worlds population will have 3G coverage. @BridgetRandolphSource: Ericsson Mobility Report </li> <li> initiative from Facebook </li> <li> @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 </li> <li> @BridgetRandolphSource: Ericsson Mobility Report (pg. 10) </li> <li> well be more connected than ever @BridgetRandolph </li> <li> you'll reach peopleyou can't reach any other way. @BridgetRandolph </li> <li> a multiscreen, device-agnostic world. @BridgetRandolph </li> <li> of UK consumers have made a purchase using their mobile device. Source: Econsultancy </li> <li> % of smartphone users have researched a product or service on their phone. Source: Google Databoard </li> <li> about then purchased the item in-store. Source: Google Databoard </li> <li> so businesses need to be mobile-friendly. </li> <li> mobile cant just be an add-on anymore. @BridgetRandolph </li> <li> the problemis, </li> <li> people are doing it WRONG. </li> <li> even bigbrands mess up </li> <li> Forbes interstitial ads </li> <li> and my personal favourite: </li> <li> Starbucks lost CTA </li> <li> Starbucks lost CTA (theyve fixed it now.) </li> <li> or worse, they dont do anything. 60% of small businesses have websites; only half of these are mobile-friendly. </li> <li> Apple no mobile website </li> <li> of the top 20 UK retailers have a mobile-friendly website. Source: Econsultancy only </li> <li> Image Source </li> <li> 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. </li> <li> 2 reasons. </li> <li> they dont see the . 71% of smartphone owners have researched a product on their device which they later bought. </li> <li> 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 </li> <li> so it seems more likely that </li> <li> they just dont know where to start. </li> <li> thats where I come in. </li> <li> BRIDGET RANDOLPH SEO Consultant, Distilled @BridgetRandolph </li> <li> Mobile Strategy for Small Businesses BRIDGET RANDOLPH </li> <li> Getting Started with Mobile </li> <li> 1 Mobile Friendly Website 2 Search and Discovery 3 Reaching Your Customers Where they Are </li> <li> Step 1 Mobile-Friendly Website </li> <li> 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 </li> <li> 3 main approaches </li> <li> responsive rearranges the layout dynamic serving serves different HTML on same URL separate mobile subdomain e.g. </li> <li> choosean approach based on </li> <li> your goals and technical capabilities </li> <li> your users needs. </li> <li> (we did a flowchart for our Best Practice Guide) </li> <li> but for a small business with a small website </li> <li> Id usually recommend using a responsive template, </li> <li> and a CMS (like Wordpress). </li> <li> 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. </li> <li> or, if you dont want to use Wordpress: SquareSpace: from $8/month (for the most basic service). Wix: around $10/month. </li> <li> Simples! Image Source </li> <li> but I cant afford that. </li> <li> well, </li> <li> if you do NOTHING else, </li> <li> Facebook. </li> <li> Google+. </li> <li> because theyre already mobile-friendly. </li> <li> and start saving up for a mobile- friendly website! Image Source </li> <li> final point to remember: </li> <li> a mobile-friendly website is NOT a strategy. </li> <li> its just the starting point. </li> <li> Step 2 Search and Discovery </li> <li> how people your website. </li> <li> SEO 2.local search media </li> <li> 1) mobile SEO </li> <li> responsive design? SEO of Responsive Design by Kristina Kledzik </li> <li> You dont need to do anything extra. </li> <li> what if I cant use a responsive design? </li> <li> dynamic serving Vary HTTP header Up to 73% of mobile local keyword rankings differed from their desktop counterparts </li> <li> 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 </li> <li> 2) local search </li> <li> 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 </li> <li> Desktop result for plumber search in London </li> <li> Mobile result for plumber search in London </li> <li> there are several factors for local search rankings </li> <li> on-page optimization for location </li> <li> local listings - Google My Business - other relevant local business directories - Yahoo! Local - Bing Local - Yelp - Merchant Circle - Angies List - Judys Book - Kudzu </li> <li> Google My Business Small Business Guide to Google My Business </li> <li> local linkbuilding (e.g. local news sites, government sites, blogs, etc.) </li> <li> NAP citations (like links for local SEO) Name Address Phone number </li> <li> consistency signal to Google that they all refer to the same business </li> <li> protip: use Whitesparks Local Citation Finder tool - from $20/month </li> <li> images storefront and product </li> <li> structured data - /Place and /LocalBusiness - hCard markup - KML file for GoogleMaps </li> <li> social profiles - Google+ - Facebook 24% of local search via apps happens on Facebooks mobile app </li> <li> reviews and recommendations - Yelp - Google My Business - TripAdvisor - Yahoo! Local - Foursquare - Zagat (for restaurants) </li> <li> for a great local SEO resource, check out David Mihms report on Local Search Ranking Factors 2013 </li> <li> Does it work? </li> <li> case study Coffee Corner </li> <li> 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 </li> <li> Theyre also seeing visitors coming from their Yelp profile. </li> <li> 3) social media </li> <li> weve already seen that socialis important for local SEO. </li> <li> but its also a marketing channel in its own right. </li> <li> out of every 5 people who use Facebook daily access it on a mobile device. </li> <li> social media is a good way for your mobile visitors to find and interactwith you </li> <li> if you do it right. </li> <li> and social is not just a part of the discoveryprocess. @BridgetRandolph </li> <li> a great channel for maintaining customer loyalty. @BridgetRandolph </li> <li> first, you need to remember: </li> <li> its about conversation, not broadcast. </li> <li> use the dinner party test. </li> <li> and have a content plan. </li> <li> this is all just basic social media best practice. </li> <li> mobile-social protip: make sure that the content you share is mobile-friendly. </li> <li> so youve got a mobile-friendly website. </li> <li> and youve made it easy for mobile users to find you. </li> <li> now what? </li> <li> now the fun part: </li> <li> Step 3: Reaching Out </li> <li> in this phase, you can reach out to your customers where they are, </li> <li> instead of waiting for them to come to you. </li> <li> you can bypass the search process altogether with - apps - exclusive mobile content - emails </li> <li> 1) apps </li> <li> do I need an app? </li> <li> Apple Store: 900,000+ apps Google Play: 1,000,000+ apps @BridgetRandolphSource </li> <li> 7 iPhone apps earned 10% of app store revenue for iPhone @BridgetRandolphSource </li> <li> benefit: its a walled garden. @BridgetRandolph </li> <li> are you sure you need one? @BridgetRandolph </li> <li> probably not. </li> <li> small steps: ask yourself, does my app: @BridgetRandolph 5 questions based on For Mobile Devices, Think Apps, Not Ads, HBR Mar 2013 </li> <li> add convenience? @BridgetRandolph ask yourself, does my app: </li> <li> offer unique value? @BridgetRandolph ask yourself, does my app: </li> <li> provide social value? @BridgetRandolph ask yourself, does my app:...</li></ul>