Connecting with Your Audience on the Move - Marcia Kadanoff - SESToronto2013

Toronto | June 12–14, 2013 | #SESTO |@SESConf

Mobile Content MarketingConnecting with your Audience on the Move

Marcia KadanoffBislrChief Marketing Officer

Toronto | June 12–14, 2013 | #SESTO | @SESConf

@twitterhandle@openmk

About Me

• Formerly CEO & Founder of Open Marketing• Recently “Acqui‐hired” by Bislr

– Modern websites for B2B customers– Intelligent, mobile, social, optimized for lead gen– Integrated suite of drag‐n‐drop tools for marketing automation (landing pages, call to actions, lead nurturing campaigns)



Can We Talk

• You don’t have an audience, you have a target



Your Target

• Is definitely using smart phones and tablets



But “on the move”

• Not so much



What Does This Mean?

• Is mobile … best thought of as

– A channel– An opportunity– An optimization– A strategy



As a Channel

Target customers you reach on mobile will also interact with you at your desktop website



As an Opportunity

• Higher conversion rates & order values



As an Optimization

• Website• Email• Landing Pages



Website

• Responsive design

SHARED UNDERSTANDING



EmailSHARED UNDERSTANDING



Optimizing Email



Email Optimization• Larger fonts• Responsive design

– One column (smart phone), two columns (tablet)• More contrast in the color palette• Simplify – less really is more• Check your calls‐to‐action and where they fall• Resources:

– https://litmus.com/blog/mastering‐the‐art‐of‐mobile‐email‐workshop‐recap

– http://litmus.com/blog/anatomy‐mobile‐email



Landing Pages

• Don’t make people pinch and zoom

• Test on both landscape and portrait views

• Make sure fonts stand out• Concise content is king• Speed is of the essence• Don't use FLASH• Click‐to‐call

• Obey the 44x44 rule• Remember that mobile search is local search

• Make sure forms are short and simple

• Single column FTW• Keep your CTA above the fold

http://econsultancy.com/us/blog/62190-12-useful-tips-for-optimising-mobile-landing-pages



As a Strategy



How to Connect



Content Marketing

• What Works– Video– Comics– Meme campaigns– Slideshows– Facebook ads*

• What Doesn’t– Text Ads*– White Papers– Lead Gen Forms– Infographics– Flash

*category specific



VideoWHAT WORKS



ComicsWHAT WORKS



Meme CampaignWHAT WORKS



SlideshowWHAT WORKS



Facebook Mobile AdsWHAT WORKS



Text Ads

• Category specific– YES

• QSR• Local

– NO• B2B• Considered Purchase• Mobile downloads

WHAT DOESN’T WORK



To Make Text Ads Work

• Optimize our landing pages by platform• Give people the option of returning to your desktop site

• Beware of the “fat finger” problem – it’s real

WHAT DOESN’T WORK



White Papers

Source: http://www.johncuneo.com/rip

WHAT DOESN’T WORK



Lead Gen FormsWHAT DOESN’T WORK



FlashWHAT DOESN’T WORK



Example

• SF Jazz ecommerce engine

WHAT DOESN’T WORK



Mobile Content Marketing

HOW TO SUCCEED

IN CLOSING

Business

Connecting with Your Audience on the Move - Marcia Kadanoff - SESToronto2013