ASBDC Annual Conference Grapevine, TX September © 2014 Watermelon Mountain Web Marketing2 Jan Zimmerman, Author Web Marketing for Dummies Social Media Marketing All-in-One for Dummies Facebook Marketing All-in-One for Dummies Watermelon Mountain Web Marketing

What We’ll Discuss Today  Put mobile marketing in context  Understand the changing mobile market  Help businesses appear in mobile search results  Advertise in a mobile environment  Assess results with analytics  Review options for mobile sites  Build a mini-mobile site in real-time! © 2014 Watermelon Mountain Web Marketing 3

4 Be A Guerrilla Marketer  Keep it simple  Review which mobile strategies make sense Local businesses Tourism Price comparison/shopping Consumer decisions on-the-fly  Evaluate results and modify

Why Mobile Matters © 2014 Watermelon Mountain Web Marketing5  67% of mobile users say that when they visit a mobile-friendly site, they’re more likely to buy a site’s product or service  Smartphone and tablet penetration are increasing rapidly  Shoppers are comparing prices online  Mobile searchers are often opportunists, looking for convenience

© 2014 Watermelon Mountain Web Marketing6 Why Mobile is Important Source:

© 2014 Watermelon Mountain Web Marketing7 Source:

© 2014 Watermelon Mountain Web Marketing8 Social Users Going Mobile SOURCE:

© 2014 Watermelon Mountain Web Marketing9 Mobile Social Networking m.facebook.com mobile.twitter.com touch.

Location Based Network: Foursquare © 2014 Watermelon Mountain Web Marketing10 desktop app

Advantages of Mobile Sites © 2014 Watermelon Mountain Web Marketing11  Clients rank higher in search results  Information available exactly when people are looking for it  Site appears “properly” and quickly  Mobile sites use a simpler and different navigation  Mobile sites make it easy to “tap” to call, compare prices, and purchase  Can direct to full site

Mobile Friendly Sites © 2014 Watermelon Mountain Web Marketing12  Optimize with mobile friendly search terms  Streamline menu  Quick load time  Click-to-call  Click-to-share on social media  Store locator directions, maps  QR codes  Mobile coupons

Suggested Process  Decide what kind of mobile presence a client needs  Mobile Options Responsive design for existing site A mobile-only site Selling from a mobile environment Proprietary mobile app  Mobile marketing is only part of online marketing. Online marketing is only part of a total marketing plan. © 2014 Watermelon Mountain Web Marketing13

© 2014 Watermelon Mountain Web Marketing14 Website vs. Responsive

© 2014 Watermelon Mountain Web Marketing 15 Responsive Site that Doesn’t Work

Website vs. Mobile Site © 2014 Watermelon Mountain Web Marketing16

Mobile: Instantly available App: Requires download and install from App Marketplace Mobile: Compatible Across Devices App: Require separate app for each type of device Mobile: Updates can be accessed instantly App: User must download update to view Mobile: Found in search results App: Only found in App store Mobile: Time and cost-effective App: Ongoing development and testing © 2014 Watermelon Mountain Web Marketing17 Mobile Website vs. App

© 2014 Watermelon Mountain Web Marketing18 When Does an App Make Sense?  Interactivity/Gaming  Regular usage/personalization  Complex calculations or reporting  Native functionality or processing required  No connection required

How to Get a Mobile Site © 2014 Watermelon Mountain Web Marketing19  Responsive design on primary site  Google Mobile resources  GoMobi –free trial, offered by many hosting companies from ~ $5.95/mo  Dudamobile – free limited version or Premium for $7.20/mo (annual plan)  Proprietary apps (not recommended)

GoMobi gomobi.info © 2014 Watermelon Mountain Web Marketing20

Mobile SEO Issues Dedicated mobile site (m.mysite.com) optimization is separate from normal search engine optimization  Gain insight to mobile user intent Potential query categories that show intent ○ Informational (“I want to learn…” ○ Transactional (“I want to perform the activity…”) ○ Navigational (“I want to go to a specific page.”) ○ Branded/non-branded terms ○ Local/geo terms (location, map, offers, etc.)  Refine mobile metrics ○ Try to get a sense of mobile user behavior through analytics ○ Make necessary edit to keyword and mobile page content to improve visibility. © 2014 Watermelon Mountain Web Marketing21

Mobile Advertising Options © 2014 Watermelon Mountain Web Marketing22  Can select mobile option for PPC through Google Adwords or Yahoo/Bing  Special mobile ad networks for display (e.g., MobGold.com and Airpush.com)  Mobile ads through social media apps  Text messaging campaigns  Challenges of mobile advertising  Which businesses should do this?

© 2014 Watermelon Mountain Web Marketing23 PPC Mobile Ad Campaign

© 2014 Watermelon Mountain Web Marketing24 Display Mobile Ad Campaign

© 2014 Watermelon Mountain Web Marketing25 Mobile Ad on Social Media Apps

© 2014 Watermelon Mountain Web Marketing26 Text Messaging Ads

How to Assess Success © 2014 Watermelon Mountain Web Marketing27  Set up Google Analytics to include local and social media  Assess mobile analytics

Google Mobile Analytics © 2014 Watermelon Mountain Web Marketing28

Other Mobile Analytic Options © 2014 Watermelon Mountain Web Marketing29  Localytics (Localytics.com) mobile and Web Usage reports. Free trial, paid options based on monthly active users.  Mixpanel (mixpanel.com) advanced analytics platform ever for mobile and the web. Free plan available.  Netbiscuits (Netbiscuits.com/mobile- analytics) Instant access to mobile data. Designed to use with desktop analytics. Free plan available. Example of Localytics Report

Let’s Take a Break © 2014 Watermelon Mountain Web Marketing30

Build a Free Mini-Mobile Site for Your SBDC or Client © 2014 Watermelon Mountain Web Marketing31 1. Use your notepad, laptop, or tablet with WiFi (if you don’t have one, partner with another participant who does) 2. Outline no more than 10 pages for your mini- mobile site for your SBDC 3. Go to dudamobile.com. Create an account and start – we will go step-by-step together

© 2014 Watermelon Mountain Web Marketing 32 DudaMobile

© 2014 Watermelon Mountain Web Marketing 33 DudaMobile Example Taospremierproperties.com

© 2014 Watermelon Mountain Web Marketing34 DudaMobile

© 2014 Watermelon Mountain Web Marketing35 Enter Existing Domain Name

© 2014 Watermelon Mountain Web Marketing36 Wait for Mobile Site to Load

© 2014 Watermelon Mountain Web Marketing37 Customize the Template Layout

© 2014 Watermelon Mountain Web Marketing38 Choose a Style

© 2014 Watermelon Mountain Web Marketing39 Change Font Style & Size

© 2014 Watermelon Mountain Web Marketing40 Customize Header

© 2014 Watermelon Mountain Web Marketing41 Edit Pages

© 2014 Watermelon Mountain Web Marketing42 Choose Page Icon

© 2014 Watermelon Mountain Web Marketing43 Enter SEO

© 2014 Watermelon Mountain Web Marketing44 Enter SEO

© 2014 Watermelon Mountain Web Marketing45 Add Content Drag and drop content into Preview

© 2014 Watermelon Mountain Web Marketing46 Edit Content

© 2014 Watermelon Mountain Web Marketing 47 Edit Text

© 2014 Watermelon Mountain Web Marketing 48 Edit Text

© 2014 Watermelon Mountain Web Marketing 49 Replace Image

© 2014 Watermelon Mountain Web Marketing 50 Replace Image

© 2014 Watermelon Mountain Web Marketing 51 Replace Image

© 2014 Watermelon Mountain Web Marketing 52 Replace Image

© 2014 Watermelon Mountain Web Marketing 53 Replace Image

© 2014 Watermelon Mountain Web Marketing 54 Replace Image

© 2014 Watermelon Mountain Web Marketing 55 Add Page

© 2014 Watermelon Mountain Web Marketing 56 Add Page

© 2014 Watermelon Mountain Web Marketing 57 Add Page

© 2014 Watermelon Mountain Web Marketing 58 Add Page

© 2013 Watermelon Mountain Web Marketing 59 Choosing your DudaMobile Plan Basic Features Analytics and Tracking Web Hosting on Amazon Cloud Community Support DudaMobile Domain (mobile.dudamobile.com/site/mysite) Duda Ads Premium Features (e.g. Click-to- Call) Analytics and Tracking Web Hosting on Amazon Cloud Support Custom Domain (m.mysite.com) No Duda Ads Free - $0/moPremium - $7.20/mo SOURCE:

© 2014 Watermelon Mountain Web Marketing 60 Choose your Plan

© 2014 Watermelon Mountain Web Marketing 61 Create Your Account

© 2014 Watermelon Mountain Web Marketing 62 Get Mobile Site URL

© 2014 Watermelon Mountain Web Marketing 63 Go Live: Set-up Redirect

© 2014 Watermelon Mountain Web Marketing 64 PREMIUM instructions for sub-domain Go Live: Set-up Redirect FREE and PREMIUM instructions for mobile redirect

Resources © 2014 Watermelon Mountain Web Marketing65 Jan Zimmerman Watermelon Mountain Web Marketing (505) watermelonweb.com/resources