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This webinar, presented by former Sony Senior VP of mobile marketing, Jason Wells, discusses what businesses must do to prepare for the mobile marketing explosion. Specifically, how to measure leads with call tracking, improve close rates, optimize conversion rates and track success.
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7 Ways to Prepare for the Mobile Marketing ExplosionJason Wells, CEO, ContactPoint
Mobile Marketing Explosion
@logmycalls
Mobile search will surpass desktop search by 2013.
- Google, 2012
“In three years time, desktop search will be irrelevant,”
- John Herligy, VP of Global Ads, Google (2010).
Mobile Poll
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Results from June 2012 study: 77% said losing smartphone would be ‘severely
anxiety inducing’ 55% said losing wedding ring would be ‘severely
anxiety inducing’ 88% said losing wallet would be ‘severely anxiety
inducing’ - Taylor Nelson Sofres, 2012
Poll Question: If you were on vacation which would stress you out more, to lose your smartphone, your wedding ring, or your wallet?
Mobile Marketing Explosion
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Yearly U.S. mobile ad spend will increase by over 300% by the end of 2016.
- Morgan Stanley, 2012
20102011
20122013
20142015
20160
2
4
6
8
10
12
0.71.4
2.6
4.3
6.4
8.6
10.6
U.S. Mobile Ad Spend (Billions)
$ Bi
llion
Mobile Marketing Effectiveness
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Mobile marketing is the most effective marketing channel ever seen before.
90% of smartphone searchers have taken action as a result of a smartphone search
- Google, 2011
70% of mobile searchers take action within 1 hour
- Mobile Marketer 2012
53% of smartphone searchers purchase - Google, 2011
Why is mobile so effective?
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We are a ‘captive’ audience, hopelessly addicted to our smartphones
91% of U.S. citizens have their mobile phone within arms reach 24/7.
- Mobile Marketer, 2012
89% of smartphone users use their phone to search multiple times each day.
- Google, 2012
Why is mobile so effective?
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Over 90% of leads generated via a desktop computer enter the sales funnel NOT ready to buy.
Over 90% of mobile leads take action immediately.
Smartphone users are ‘action-oriented’ searchers
Awareness
Evaluation
Decision
Sales funnel
Why is mobile so effective?
@logmycalls
Smartphone users are ‘action-oriented’ searchers
Two groups of people conduct mobile searches and respond to mobile ads:
1 – People who’ve already conducted extensive research. 2 – People who conduct an ‘impluse search’
The bottom line: Mobile searchers are ready to buy when they interact with a business.
The Facts: Critical to Prepare Now
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Fact: If you don’t have a mobile optimized site (or at least landing page) you will be much harder to find via a search by the end of 2013.
Fact: If you don’t have mobile specific offers your site will fail to convert.
Fact: If you aren’t running mobile campaigns you’ll miss out on traffic and conversions.
I. Develop a Mobile Strategy
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Don’t just start – decide what you want to accomplish through mobile marketing
What is your goal? Phone calls Purchase Gathering email addresses Distributing coupons
“Mobile success hinges on delivering a convenient and fast customer experience.” - Forrester Research, 2012
I. Develop a Mobile Strategy
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Do something…. The VAST majority (65% to 75%) of small businesses don’t
have a mobile site or landing page.
Many (35% to 44%) of medium and large businesses don’t have a mobile site or landing page.
Forrester’s Advice on Starting Mobile Marketing “Once you’ve established goals and a strategy for mobile,
other decisions will fall naturally.”
“The best mobile services deliver value through immediacy ….and simplicity.”
“Plan the user scenarios end-to-end. Think about natural actions on a mobile phone.”
- Forrester Research, 2012
II. Think Phone Call
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The most natural form of mobile engagement with a business is a phone call.
61% of mobile searches result in a phone call. - Google, 2012
52% of all mobile ads result in a phone call. - xAd, 2012
II. Think Phone Call
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Phone Calls are High Value Leads
Only 2% - 8% of inbound web leads are ready to buy in 3 months.
- MECLabs, 2012
Inbound phone call rates are 15 – 20 times higher than inbound web leads.
- ContactPoint, 2012
65% of companies say phone calls are their highest quality lead source.
- BIA/Kelsey, 2010
II. Think Phone Call
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BIA/Kelsey Report (released June 2012)
Mobile calls to businesses will almost triple by the end of 2013.
Businesses that learn how to handle, track
and leverage phone calls will make more money.
II. Think Phone Call
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Case Study – Roy’s Hawaiian Fusion Focused on generating
calls from mobile devices
Tactics Put ONLY phone
numbers on landing pages and used Google Adwords call extensions Pay-Per-Call Google Adwords
Results 40% increase in calls Budget was 67% lower
II. Think Phone Call – Action Items
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Track Calls Use call tracking numbers for Adwords, landing pages
and your website It is as critical to track calls via mobile as it is to track web
traffic via desktop.
Prepare for Calls Make sure you’re staffed to receive more calls (because
you’re going to get them).
Gather Data from Calls Make sure you have call analytics (conversion rate, close
rate, detailed metrics)
II. Create a Mobile Landing Page
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If you don’t want to create a mobile site, that’s fine, for now…but at least create a mobile landing page Simplify your call-to action
Headline length of three to five words
Keep content concise
No form fields
Phone number
Video is great
II. Create a Mobile Landing Page
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Goal = Get people to visit
Two short form fields
Simple, simple, simple
They also have other mobile landing pages with phone numbers and one with an email form field
II. Create a Mobile Landing Page
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Goal = Get people to call or watch the video.
No form fields, nothing to fill out
The phone number is a call tracking number so we know how many calls our mobile landing page is generating.
III. Understand Mobile Metrics
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‘Traditional’ online marketers measure: CTR, abandon rate, pageviews, etc.
Mobile should measure Purchase (remember they enter funnel lower) Calls Opt-ins from simple forms
Use and measure phone calls for mobile lead generation. - Forrester Research, 2012
How to Measure Mobile Calls
- Put phone numbers in PPC ads
- Put phone numbers on landing pages
- Ensure those phone numbers have call tracking enabled
- Record calls and use analytics to score leads
- Optimize and adjust
IV. Mobile SEO and PPC
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Mobile SEO Get position #1 or #2
CTR dropped 90% from position #1 to #3 (Google 2012)
For standard SEO, drop off is 50% to 60% Mobile SEO will become more fierce and competitive
IV. Mobile SEO and PPC
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Mobile PPC Getting started
Define your mobile conversion. Lead-Gen, App Download, Buy Now, Phone Call or In-Store Visit
Start fresh. Don’t assume any similarities with desktop campaigns
IV. Mobile SEO and PPC: Keys
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1. Mobile searches include more misspellings and shorter keyword phrases
2. Start broad to discover mobile keyword phrases then use negative keywords and phrase matching to optimize
3. Do mobile specific research using advanced options and filters
4. Lower bids than normal PPC
5. Geo-Targeting – Take advantage of location awareness
6. Device Targeting – Tablets, smartphones
7. Day-Parting – Desktop off-hours are mobile on-hours.
Adwords & Call Extensions
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Call extensions make it easier for customers to call you directly via your ad and allow you to measure the phone calls that your ads generate.
Call extensions are an ad feature that allows advertisers to include additional information about their offers within text ads.
Call extensions give you additional real estate within a search result, and allow searchers a way to connect with your business.
Call extensions increase both your CTR and your close rates.
Call Extensions Setup
1. Select the campaign for which you want to enable call extensions.
2. Go to the Ad extensions tab.
3. Select the Call Extensions view from the drop-down list.
4. Click New extension5. Type your business
phone number or your LogMyCalls tracking number, and the country where the number is based.
6. Click “Save and Continue.”
IV. Mobile SEO and PPC
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Case Study – Esurance Focused on generating calls
from Adwords campaign
Tactics Use call extension in ads
(phone numbers in ads) Used ‘Call now’ and ‘Call
today’ in ad copy. Results
Saved 30% compared to other marketing channels
Calls were 4 to 5 times more likely to convert
V. Mobile Offers
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Do Offer Click-to-Call
Location locator Social Media
engagement Email opt in Video
Don’t Offer White Papers Ebooks Research Long articles Full-scale pricing
and sign-up
VI. Think Local
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Mobile Behavior is Different70% of people use their phone to search for
products in a store - Google, 2011
58% of travelers search within 2 miles of their hotel
- Priceline, 2011
80% of mobile searches have local intent - Google, 2012
VI. Think Local
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What does this mean for you?Utilize Geo-Targeting for Adwords and social
media
Encourage integration with Foursquare and Facebook ‘check-in’
Prepare for phone calls (locals will search and call small businesses)
Prepare for more walk-in business
VIII. SMS Marketing
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7.8 trillion text messages were sent in 2011. The number will be 9.6 trillion in 2012.
- Portio Research, 2012
Consumers will read a text message from a business 94% of the time. They will respond 23% of the time.
- Consumer Preference, 2012
95% of texts that are read will be read within 15 minutes
- Moto Messaging, 2012
VIII. SMS Marketing and LogMyCalls
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Within LogMyCalls you can send a text to any mobile caller
Set up different text messages associated with different tracking numbers
One text for website caller, another for direct mail callers, PPC callers, etc.
Just type it.
What should you say? Include links, coupons,
offers, phone numbers, social media links, or even just say thank you to them for calling
Mobile Marketing
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15 Minute Custom Demo logmycalls.com/request-demo
Call us at (866) 811-8880
Next Webinar
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Thursday, July 19 – 2 PM EDTTitle: 6 Keys to Successful Click-to-Call
Mobile Marketing How to develop a click-to-call campaign 4 ways mobile leads differ from regular leads Examples of how companies are using click-to-call How cheap mobile click-to-call can be
LogMyCalls.com/webinar
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