Lunch & Learn: Localized Mobile Marketing

Lunch & Learn: Localized Mobile Marketing

Presenter: Date: Location:

Alex Peerenboom June 12th , 2013 Formic Media

Formic Team Localized Mobile Marketing

• Launched in 2008 to service small business & partners

• Specializes in search, PPC, and social media for local businesses

• 100% of Account Team Google AdWords & Google Analytics Certified

• 7 employees & 45+ clients • Strategic partnerships (SEMA, AlphaGraphics,

etc.) • Focus on education via monthly Seminar Series

Agenda Localized Mobile Marketing

• Growth of Mobile Industry • Mobile User Profile • Local Options for Mobile

• Mobile Website Optimization • Local Listings • Mobile Advertising • Social Media

• Key takeaways

Lunch & Learn Localized Mobile Marketing

Growth of the Mobile Industry

Growth of Mobile Localized Mobile Marketing

Smartphones and tablets have exploded in growth in a short period of time.


And that has had a big effect on web traffic (with still lots of room to grow).


So we don’t spend as much time on desktops anymore.


Mobile User Profile

Mobile User Profile Localized Mobile Marketing

Desktops own the workday, but mornings and night are for mobile.


*Econsultancy Report

So what are people doing on mobile?

http://econsultancy.com/us/blog/8280-ipad-conversion-rates-twice-as-high-as-desktop-stats


Why are they searching on mobile?


*Econsultancy Report

How much time are they spending on these activities?

http://econsultancy.com/us/blog/8280-ipad-conversion-rates-twice-as-high-as-desktop-stats


*Google Retail Advertising Blog

What about when they are in a shopping mode?

http://googleretail.blogspot.com/2011/11/consumers-on-tablet-devices-having-fun.html


What about supporting local businesses?


Mobile searches with local intent will soon surpass desktop searches with local intent.


Why type of information do people find helpful?


Mobile Options for Local Businesses

Mobile Design Localized Mobile Marketing

If you have a website already, it starts with making it mobile friendly


Why does design matter?

* Google How To GoMo

http://www.howtogomo.com/



• Best Practices

• Keep it quick • Make it easy to convert • Simplify navigation • Make it local • Be thumb-friendly • Make it seamless • Design for visibility • Make it accessible • Listen, learn and adapt



Local Listings

Local Listings Localized Mobile Marketing

It’s one of the first places people will see you.


• Benefits:

• Reviews & ratings • Customers can find you easier • Customers can call you easier • View photos & video • Can make you visible if you don’t have a

website (and bring you more visitors if you do).


What does it take to rank (according to David Mihm?


• Best practices:

• Get your information out there (NAP) • Provide as much information as possible • Make sure your information is accurate and

consistent • Help your customers leave reviews/ratings • Build your content • Get inbound links to your site


Mobile Advertising

Mobile Advertising Localized Mobile Marketing

• Paid results on mobile search results pages take up a significant portion of screen real estate and lead to significantly higher CTRs.


• Google AdWords offers mobile Pay-per-Click advertising with options to target mobile users. • Mobile-specific ads • Location Extensions • Call Extensions

• Enhanced Campaigns make it even more

important to have a mobile optimized site.


• Call Extensions allow customers to reach you by adding a click-to-call business phone number in Google AdWords ads that appear on mobile devices.


• Location extensions provide a physical address where users can locate the product or service and get driving directions.


• Ads with Offers let advertisers include special deals in their mobile search ads. A user can click the ad, then redeem the offer in store by showing the ad at the checkout.


• Click-to-download ads let you promote your mobile apps in Google search results and on sites which are part of the Google Display Network.


• Other mobile ads • Image banners and animated banners. • Expandable ads • Interactive video ads


Social Media

Social Media Localized Mobile Marketing

• Social networking is just as popular on mobile devices and specific SoLoMo (Social Local Mobile) apps combine all three elements.


• Facebook Local Search allows users to check-in to local businesses & leave ratings.


As big as Facebook is, it’s still behind on local search.


• Yelp is a trusted source for ratings, reviews and has very active users. Nearly 50% of searches on Yelp are from mobile.


• FourSquare allows users to check-in to location and broadcast location via app, email, social networks.


• FourSquare allows business owners to claim, manage and run promotions/specials for their business.


• Key takeaways:

• Make your website mobile friendly • Build your local listings • Take advantage of powerful mobile

advertising • Connect with customers on social media

What We Do

Services

Local SEM Company for Small Business

Formic Media's pay-per-click (PPC) advertising services provide small and local businesses guaranteed visibility within targeted search results, via paid "sponsored listings".

PAY PER CLICK Formic Media's search engine optimization (SEO) services help small and local businesses to generate visibility within "organic" or “natural" search engine listings.

SEARCH ENGINE OPTIMIZATION

Formic Media's social media marketing (SMM) services enable small and local businesses to leverage free/ low-cost networks to gain increased brand awareness.

SOCIAL MEDIA MARKETING

We have created the appropriate processes, tools and methodologies needed to be efficient and cost effective for your team and your clients.

PARTNERSHIPS

Thank you!

Contact John McPhee for more information [email protected]

503.517.9059 x122


Documents

Lunch & Learn: Localized Mobile Marketing