2. ASBDC Annual Conference Grapevine, TX September 11. 2014 © 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 info@watermelonweb.com 505-344-4230

3. 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. 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

5. 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

6. © 2014 Watermelon Mountain Web Marketing6 Why Mobile is Important Source: http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014

7. © 2014 Watermelon Mountain Web Marketing7 Source: http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014

8. © 2014 Watermelon Mountain Web Marketing8 Social Users Going Mobile SOURCE: http://www.statista.com/chart/2109/time-spent-on-social-networks-by-platform/

9. © 2014 Watermelon Mountain Web Marketing9 Mobile Social Networking m.facebook.com mobile.twitter.com touch.www.linkedin.com

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

11. 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

12. 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

13. 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

14. © 2014 Watermelon Mountain Web Marketing14 Website vs. Responsive

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

16. Website vs. Mobile Site © 2014 Watermelon Mountain Web Marketing16

17. 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

18. © 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

19. How to Get a Mobile Site © 2014 Watermelon Mountain Web Marketing19  Responsive design on primary site  Google Mobile resources www.google.com/think/multiscreen www.google.com/think/multiscreen  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)

20. GoMobi gomobi.info © 2014 Watermelon Mountain Web Marketing20

21. 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

22. 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?

23. © 2014 Watermelon Mountain Web Marketing23 PPC Mobile Ad Campaign

24. © 2014 Watermelon Mountain Web Marketing24 Display Mobile Ad Campaign

25. © 2014 Watermelon Mountain Web Marketing25 Mobile Ad on Social Media Apps

26. © 2014 Watermelon Mountain Web Marketing26 Text Messaging Ads

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

28. Google Mobile Analytics © 2014 Watermelon Mountain Web Marketing28

29. 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

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

31. 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

32. © 2014 Watermelon Mountain Web Marketing 32 DudaMobile http://www.dudamobile.com/

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

34. © 2014 Watermelon Mountain Web Marketing34 DudaMobile http://www.dudamobile.com/

35. © 2014 Watermelon Mountain Web Marketing35 Enter Existing Domain Name

36. © 2014 Watermelon Mountain Web Marketing36 Wait for Mobile Site to Load

37. © 2014 Watermelon Mountain Web Marketing37 Customize the Template Layout

38. © 2014 Watermelon Mountain Web Marketing38 Choose a Style

39. © 2014 Watermelon Mountain Web Marketing39 Change Font Style & Size

40. © 2014 Watermelon Mountain Web Marketing40 Customize Header

41. © 2014 Watermelon Mountain Web Marketing41 Edit Pages

42. © 2014 Watermelon Mountain Web Marketing42 Choose Page Icon

43. © 2014 Watermelon Mountain Web Marketing43 Enter SEO

44. © 2014 Watermelon Mountain Web Marketing44 Enter SEO

45. © 2014 Watermelon Mountain Web Marketing45 Add Content Drag and drop content into Preview

46. © 2014 Watermelon Mountain Web Marketing46 Edit Content

47. © 2014 Watermelon Mountain Web Marketing 47 Edit Text

48. © 2014 Watermelon Mountain Web Marketing 48 Edit Text

49. © 2014 Watermelon Mountain Web Marketing 49 Replace Image

50. © 2014 Watermelon Mountain Web Marketing 50 Replace Image

51. © 2014 Watermelon Mountain Web Marketing 51 Replace Image

52. © 2014 Watermelon Mountain Web Marketing 52 Replace Image

53. © 2014 Watermelon Mountain Web Marketing 53 Replace Image

54. © 2014 Watermelon Mountain Web Marketing 54 Replace Image

55. © 2014 Watermelon Mountain Web Marketing 55 Add Page

56. © 2014 Watermelon Mountain Web Marketing 56 Add Page

57. © 2014 Watermelon Mountain Web Marketing 57 Add Page

58. © 2014 Watermelon Mountain Web Marketing 58 Add Page

59. © 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 Email Support Custom Domain (m.mysite.com) No Duda Ads Free - $0/moPremium - $7.20/mo SOURCE: http://www.dudamobile.com/plan

60. © 2014 Watermelon Mountain Web Marketing 60 Choose your Plan

61. © 2014 Watermelon Mountain Web Marketing 61 Create Your Account

62. © 2014 Watermelon Mountain Web Marketing 62 Get Mobile Site URL

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

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

65. Resources © 2014 Watermelon Mountain Web Marketing65 Jan Zimmerman Watermelon Mountain Web Marketing info@watermelonweb.com (505) 344-4230 watermelonweb.com/resources