© 2015 Watermelon Mountain Web Marketing 1

America’s SBDC Annual Conference San Francisco, CA September 10, 2015 © 2015 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  Putting mobile marketing in context  Understanding the mobile market  Distinguishing mobile-only, responsive design, and app alternatives  Helping businesses appear in mobile search  Advertising in a mobile environment  Assessing results with analytics  Reviewing options for mobile sites  Building a mini-mobile site in real-time! 3 © 2015 Watermelon Mountain Web Marketing 3

Be A Guerrilla Marketer  Keep it simple  Not a choice: Google “requires” mobile-friendliness  When mobile makes the most sense Local businesses Tourism & hospitality Price comparison/shopping Consumer decisions on-the-fly 4

Why Mobile Matters  71% of users are more likely to purchase a product or service from a mobile-friendly site  Mobile sales now = 30% of US web sales  Smartphone and tablet penetration are increasing rapidly  Shoppers are comparing prices online  Mobile searchers are opportunists, looking for convenience and proximity © 2015 Watermelon Mountain Web Marketing5

The Mobile Reality Source: 6

© 2015 Watermelon Mountain Web Marketing Source: 7

© 2015 Watermelon Mountain Web Marketing Social Users Going Mobile SOURCE:

© 2015 Watermelon Mountain Web Marketing Mobile Social Networking m.facebook.com mobile.twitter.com touch. 9

Location Based Network: Foursquare 10 desktop app © 2015 Watermelon Mountain Web Marketing10

Advantages of Mobile Sites 11  Clients rank higher in mobile 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 © 2015 Watermelon Mountain Web Marketing

Mobile Friendly Sites 12  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 © 2015 Watermelon Mountain Web Marketing 12

Check Sites for Mobile Friendliness © 2015 Watermelon Mountain Web Marketing13

Quick Test for Responsive Design © 2015 Watermelon Mountain Web Marketing14

Suggested Process  Decide what kind of mobile presence a client needs  Mobile Options Responsive design for existing site A separate 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. 15© 2015 Watermelon Mountain Web Marketing15

© 2015 Watermelon Mountain Web Marketing Website with Good Responsive Design 16

© 2015 Watermelon Mountain Web Marketing OOPS! Site That’s Not Responsive 17

Website vs. Mobile Site 18 © 2015 Watermelon Mountain Web Marketing 18

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 © 2015 Watermelon Mountain Web Marketing Mobile Website vs. App 19

© 2015 Watermelon Mountain Web Marketing When Does an App Make Sense?  Interactivity/Gaming  Regular usage/personalization  Complex calculations or reporting  Native functionality or processing required  No connection required 20

Many Ways to Go Mobile 21  Responsive design on primary site  Google mobile resources  GoMobi –7 days free trial, offered by many hosting companies starting at ~ $1.00/mo  Dudamobile – free limited version or Premium plans from $7.20/mo (annual plan), $9.99/month-to-month, or $159 Site for life  WordPress Plugin  Proprietary apps (not recommended for most biz)  See handout for list of mobile site builders © 2015 Watermelon Mountain Web Marketing 21

Mobile SEO Issues Dedicated mobile site (m.mysite.com) optimization is separate from normal search engine optimization  Location Based  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 edits to keyword and mobile page content to improve visibility. 22© 2015 Watermelon Mountain Web Marketing22

Mobile Advertising Options 23  Can select mobile option for PPC through Google AdWords or Yahoo/Bing  Special mobile ad networks for display (e.g., Airpush.com)  Mobile ads through social media apps  Text messaging campaigns  Challenges of mobile advertising  Which businesses should do this? © 2015 Watermelon Mountain Web Marketing23

© 2015 Watermelon Mountain Web Marketing Example of PPC Mobile Ads 24

© 2015 Watermelon Mountain Web Marketing Mobile Display Ad 25

© 2015 Watermelon Mountain Web Marketing Mobile Ad on Social Media Apps 26

© 2015 Watermelon Mountain Web Marketing Text Messaging Ads 27

How to Assess Success 28  Set up Google Analytics to include local and social media  Assess mobile analytics © 2015 Watermelon Mountain Web Marketing28

Google Mobile Analytics 29© 2015 Watermelon Mountain Web Marketing29

Other Mobile Analytic Options © 2015 Watermelon Mountain Web Marketing  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 31 © 2015 Watermelon Mountain Web Marketing 31

© 2015 Watermelon Mountain Web Marketing DudaMobile Example m.AdventureKingdom.com 32

Build a Free Mini-Mobile Site for Your SBDC or Client 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 9 pages for your mini- mobile site for your SBDC 3. Go to dudamobile.com where you’ll create an account – let’s go step-by-step together © 2015 Watermelon Mountain Web Marketing 33

© 2015 Watermelon Mountain Web Marketing DudaMobile 34

© 2015 Watermelon Mountain Web Marketing Enter Existing Domain Name 35

© 2015 Watermelon Mountain Web Marketing Wait for Mobile Site to Load 36

© 2015 Watermelon Mountain Web Marketing Choose Navigation Layout 37

© 2015 Watermelon Mountain Web Marketing Customize the Navigation Style 38

© 2015 Watermelon Mountain Web Marketing Choose a Style 39

© 2015 Watermelon Mountain Web Marketing Change Font Style & Size 40

© 2015 Watermelon Mountain Web Marketing Customize Header 41

© 2015 Watermelon Mountain Web Marketing Edit Pages 42

© 2015 Watermelon Mountain Web Marketing Choose Page Icon 43

© 2015 Watermelon Mountain Web Marketing Enter SEO 44

© 2015 Watermelon Mountain Web Marketing Enter SEO 45

© 2015 Watermelon Mountain Web Marketing Add Content Drag and drop content into Preview 46

© 2015 Watermelon Mountain Web Marketing Edit Content 47

© 2015 Watermelon Mountain Web Marketing Edit Content 48

© 2015 Watermelon Mountain Web Marketing Edit Image 49

© 2015 Watermelon Mountain Web Marketing Upload Image 50

© 2015 Watermelon Mountain Web Marketing Save Image 51

© 2015 Watermelon Mountain Web Marketing Add Page 52

© 2015 Watermelon Mountain Web Marketing Add Page 53

© 2015 Watermelon Mountain Web Marketing Add Page 54

© 2015 Watermelon Mountain Web Marketing Repeat Process for New Pages 55

© 2015 Watermelon Mountain Web Marketing Summary of DudaMobile Plans 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 *Starting price Free - $0/moPremium - $7.20/mo* SOURCE: 56

© 2015 Watermelon Mountain Web Marketing Choose your Plan 57

© 2015 Watermelon Mountain Web Marketing Create Your Account 58

© 2015 Watermelon Mountain Web Marketing Get Mobile Site URL 59

© 2015 Watermelon Mountain Web Marketing Go Live: Set-up Redirect 60

© 2015 Watermelon Mountain Web Marketing PREMIUM instructions for sub-domain Go Live: Set-up Redirect FREE and PREMIUM instructions for mobile redirect 61

Resources © 2014 Watermelon Mountain Web Marketing62 Jan Zimmerman Watermelon Mountain Web Marketing (505) watermelonweb.com/resources © 2015 Watermelon Mountain Web Marketing

How to rate the sessionHow to rate the session In the mobile app, select the workshop you attended.In the mobile app, select the workshop you attended. Select Rate session.Select Rate session. Enter your ratings and commentsEnter your ratings and comments Submit your rating.Submit your rating. Once you submit the rating, Press the button on the main dashboard.Once you submit the rating, Press the button on the main dashboard. Don’t forget to rate this workshop in the Conference APP © 2015 Watermelon Mountain Web Marketing 63