The Mobile Opportunity for Local and Multi-Location Businesses

August 11, 2015 1:00 EDT (10:00 PDT)

Speakers:Kent Lewis, President & Founder, Anvil

Tyler Ludwig, Director of Product and Product Strategy, Rio SEO

@rio_seo / #rioseo

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Today’s Presenters

Tyler Ludwig, Director of Product and Product Strategy, Rio SEO

Kent Lewis, President & Founder, Anvil

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The mobile local playbook to make sure you’re mobile-ready

What turns off the mobile user

How paid search can attract qualified leads

Understand the importance of storytelling for mobile

What You’ll Learn

THE MOBILE LOCAL PLAYBOOK TO MAKE SURE YOU’RE MOBILE-READY

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Mobile Users Expect Great UX

Source: https://www.experiencedynamics.com/blog/2015/03/30-ux-statistics-you-should-not-ignore-infographic

Responsive design for seamless experience

Mobile m. website for mobile content

Proper meta tags for search engine bots

Embedded media capabilities on mobile

Local search optimized store finder/locator

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Test If You’re Mobile Ready

Google Mobile-Friendly Test www.google.com/webmasters/tools/mobile-friendly/

Check Google Search Console

Measure mobile analytics

Test your site on your phone

*Sample mobile-friendly tag in Google search results

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Ensure Users Can Find You

Recent Reports:Big 3 Account for 96.3%

of US Search Traffichttp://rioseo.co/SearchEngineStats

(searchengineland.com)

Local Citations – Over 50% of business search for business hours, directions and local addresses

Industry Citations – Local companies with a national footprint should look for industry-specific citations

Niche Citations – get brand mentions and co-citations on social outlets and the trade organization websites that their target market members belong to

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Monitor Your User Engagement

Facebook comments engagement

90% of consumers say their buying decisions are influenced by online reviews

Measure review sites that matter most for your business

Be active on responding to reviews and comments on various channels

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Boost Mobile Conversions

People are spending an average of 30 hours per month engaging with their apps

Drive app downloads from local landing pages to gain insight into rich user data

Integrate additional elements for mobile users like Wallet (formally Passbook) or Google Wallet options for coupons/promotions

“Mobile devices last year used before or during shopping trips influenced just under one trillion dollars, or 28%, of in-store sales in the United States.”

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Measure Cross-Channel ROI

Measuring analytics from local landing pages on desktop and mobile

Monitor user click and search activities for granular insight into mobile behavior

Integrate local promotions, coupons or downloads to drive conversions

Measure conversions from online to offline with unique promo codes

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Poll Question

Are you currently doing any of the following in your mobile search strategy? (Check all that apply)

• Have a website that is mobile-friendly

• Use responsive design

• Have separate experiences for mobile and desktop

• Have listed your local businesses on search engines

• Have listed your local businesses on sub-tier directories

• Have tools to monitor mobile user engagement

• Use enhanced content like app downloads or coupons targeted for mobile users

• Are measuring cross-channel metrics like call analytics or online to offline conversions

• None of the above

WHAT TURNS OFF MOBILE USERS AND IMPACTS YOUR BRAND ONLINE

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Time/location-sensitive info

Scrolling pages

One-thumb navigation

Ignoring A Mobile Experience

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Quick facts/proof points

Minimalist contact form

Directions & contact info

Ignoring A Mobile Experience

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9% of the visits to our interstitial page resulted in the ‘Get App’ button being pressed.

69% of the visits abandoned our page. These users neither went to the app store nor continued to our mobile website.

“Gating” Content

http://googlewebmastercentral.blogspot.com.es/2015/07/google-case-study-on-app-download-interstitials.html

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Poll Question

Do you currently have software to report on any of the following? (Check all that apply):

• Google rankings

• Yahoo! rankings

• Bing rankings

• Citation accuracy for NAP (name, address, phone #)

• Reviews for each location

• Average review rating by network

• Data accuracy in external data aggregators

• None of the above

• We do not currently have local reporting software

DRIVING QUALIFIED LEADS AND CONVERSIONS WITH LOCAL PAID MARKETING

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Localize, target & time your online ads

Test geo-fencing technology

Create a relevant call-to-action

Look beyond mobile search to social & apps

Click-to-call ideal conversion for many

Enhancing Local with Paid Search

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Shoppers check mobile devices before purchasing

Optimize for the ‘Micro Moment’

5 second rule

Minimalist landing/product pages

Mobile Specific Conversions

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Poll Question

Which mobile and local marketing strategies are you using today? (check all that apply)

• Local paid search ads targeting local businesses

• Mobile advertising using geo-fencing/geo-targeting

• Mobile app advertising

• Beacon marketing

• Local ad extensions like click to call features

• Do local advertising on social networks like Facebook

• Spend more on desktop advertising

• Spend more on mobile advertising

• None of the above

WHAT ARE THE GREATEST OPPORTUNITIES FOR MOBILE

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60% of digital time is spent on mobile

Consumers look at their cell 150x daily

Provide information, entertainment or commerce

Storytelling for Mobile

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Cross-device campaigns & tracking

Social platform mobile ad options

Get in while it’s affordable!

Integrated Advertising

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In-app advertising and search

Beaconing/geo-fencing

Don’t forget email and SMS!

Evolving Technology & Behavior

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Thank You! Questions?

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www. anvilmediainc.com