GROWING WITH MOBILE

GROWING WITH MOBILEIs Your Small Business Making the

Most of the Mobile Web?

GROWING WITH MOBILE

1 T-Mobile/Kelton Research, 2012: http://t-mo.co/MZRg8Y2 Nielsen Research, 2012: http://bit.ly/PWAuEM 3 Google, “Our Mobile Planet,” 2012: http://bit.ly/JeqmIL 4 Walker Sands Communication, 2013: http://bit.ly/yZD0h85 Google GoMo Initiative, 2012: http://bit.ly/xaPnSg

or misplaced it altogether. If you’re like most people, brief feelings of panic, frustration, and helplessness set in. How will you navigate to the place you’re going? Who might try to call, text, or email you while you’re without your phone?

Think about the last time you left home without your smartphone,

Not surprisingly, there’s a name for those worries:

Nomophobia, the fear of being out of mobile contact. A recent study by Kelton Research and T-Mobile suggests 66% of smartphone users su!er from it, and 11% of those users would rather leave home without pants than without their phones.1

Ridiculous as that may sound, it speaks to a simple truth: smartphones have quickly become an indispensible part of our everyday lives. According to Nielsen Research, smartphone adoption reached 55.5% in September 2012 and continues to rise.2

But it’s not just the volume of U.S. consumers jumping on the mobile bandwagon that's interesting. It’s what those mobile users are doing on their devices that should make small businesses salivate.

In 2012, Google’s "Our Mobile Planet" study found that 94% of mobile users use their devices to search for local information, products, and services.3 Research by communications firm Walker-Sands revealed that mobile traffic now accounts for 23% of all website visits — a 283% increase over January 2011. 4

Translation: Customers and prospects are interacting with your business on their mobile devices. And if they like what they see when they get to your mobile website, studies suggest their positive mobile experience will yield positive purchase behaviors.

The problem, however, is that many small businesses are not delivering an engaging, mobile-friendly experience. And that lackluster mobile presence is having a much greater impact than most business owners realize.

According to Google’s GoMo initiative — a project designed to educate businesses on the importance of developing mobile-friendly websites — 52% of customers who have a poor experience with a company’s mobile website are unlikely to re-engage that business. And 55% say that a frustrating experience on a mobile website negatively their opinion of the company overall.5 In other words, if you don’t have a mobile-friendly website, you’re probably leaving money on the table.

The solution is simple: Build a mobile website that cleanly delivers what your customers need, and execute marketing and advertising initiatives to drive them there.

GROWING WITH MOBILE

The truth is that having a mobile website is no longer a nice-to-have for small- and medium-sized businesses — it’s a necessity. If your goal is to drive revenue growth through the mobile web, you can’t to take a barebones approach to mobile marketing anymore.

So, how do you improve your mobile presence?

Implementing a successful mobile strategy begins with tailoring your marketing to the unique needs of your mobile audience. And doing that requires taking a few simple — but very critical — preliminary steps.

3 Simple Tips for Implemnting a Successful Mobile Web Strategy

Start by studying your mobile customers:What information are they looking for? What are their search habits and interests? You can get this information using basic (and free) Web analytics services, or survey your customers about their preferences. Ultimately, the more you know about your customers, the better you’ll be able to deliver a mobile experience — both on your mobile website and through mobile advertising — that they want to interact with.

Research keywords for mobile searches:When people search with a smartphone, they often use keywords than they do on a desktop. To find these keywords, go to the Google AdWords Keyword Tool and click the "Advanced Options and Filters" link. Choose "All mobile devices" under the "Show Ideas and Statistics for" option. Be sure to account for common typos and misspellings. This will vastly improve your mobile marketing and allow you to target the customers you’re trying to reach.

Optimize your content for smaller screens:While a well-developed mobile marketing strategy can bring more customers to your site, it’s critical they’re able to find what they need when they get there. Choose a strong mobile Web service provider to help you add content to your site, and deliver a rich mobile experience for customers.

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5 AMAZING MOBILE STATISTICSMost small- and medium-sized businesses understand the value of delivering a mobile-friendly website designed to be viewed on smaller smartphone and tablet screens. But that doesn’t mean they’re doing something about it. In fact, one study suggests that less than one-quarter of small

fI .etisbew elibom a evah sessenisubyou’re among that group, here are statistics that might change the way you view the mobile web:

Optimizing your company’s website for mobile browsers can boostcustomer engagement and by85% (Source: KISS Metrics)

Among small businesses that have created mobile-friendly websites,84% saw an increase in newbusiness activity (Source: Web.com)

71% of mobile users say they usetheir devices throughout the day toperform mobile searches (Source:InMobi)

Among smartphone users, 96%report frequently searching for localinformation (Source: Google)

Of all mobile searches, 90% lead to customer action and nearly half leadto a purchase (Source: Hubspot)

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The answer is you need to appeal to the things that mobile users are searching for. According to Google, 40% of search queries have local intent, while local searches on Microsoft’s Bing top 50%. Of those, three-quarters of users are looking for a business’s location or operating hours and two-thirds are looking for a phone number to call. Customers want to find you.

But you can’t just sit back and wait for them to do so.

One of the best ways to drive to your mobile website is through mobile advertising. Formats include:

Mobile banner ads: Similar to standardbrowser-delivered banner ads, these ads are optimized for mobile browsers and can re-direct to your mobile site.

Mobile paid search: Typically executedthrough tools like Google AdWords, paid search ads are delivered alongside a mobile user’s organic search results and can include a clickable phone number or GPS-enabled address (known as local or hyperlocal ad extensions).

Local deals or coupons: More thantwo-thirds of smartphone users cite saving money as a primary driver of engaging with a company’s mobile website7, and there are numerous services for delivering local deals or coupons via mobile browsers.

Granted, the return on investment for mobile advertising is still somewhat unproven, but there’s little question that those types of ads can be if they’re leveraged properly.

According to a recent survey by xAd and Telemetrics, nearly three-quarters of smartphone users say they’ve noticed mobile ads while browsing the Web, and 30% of those users reported clicking on at least one of those ads. 8 Not surprisingly, the study also found that locally relevant ads were the most popular, with 73% of users saying they were likely to click on those messages.

So, what does that all mean? Just because a mobile user clicks on an ad and goes to your website doesn’t mean they’re going to become a paying customer, right?

Used correctly, mobile advertising can be an excellent way to drive traffic to your website and generate inexpensive leads. In fact, data from the xAd and Telemetrics’ study revealed that a surprisingly large percentage of mobile users ultimately make a purchase after visiting a company’s mobile website.

For instance, in the restaurant industry, xAd and Telemetrics said 80% of mobile visitors ultimately converted to customers. Those results aren’t as compelling in other verticals (i.e., 43 and 48% in automotive and travel), but they’re still impressive.

Is Your Business Prepared to Capitalize on the Mobile Web?If the answer is no, or if you’re not sure, don’t fret. You’re not alone. According to Google, four out of five websites are not optimized for mobile consumption. And the bounce rates — a term used to describe the percentage of visitors who reach a site and leave quickly without exploring additional pages within the same site — of such sites are typically over 80%. 9

Once you have a mobile-friendly website that is simple, informative, relevant to your customers, easy to navigate, and locally-focused, the question becomes: How can you get more customers to f ind and interact with it?

7 Latitude Research, “What Shoppers Want,” 2012: http://bit.ly/Vs4UjO8 xAd and Telemetrics, “Mobile Path to Purchase,” 2012: http://bit.ly/WME5bo9 Google, “Our Mobile Planet,” 2012: http://bit.ly/JeqmIL

Why Mobile Advertising Can Amplify Your Mobile Strategy

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Is Your Business Prepared to Capitalize on the Mobile Web?

You can’t to lose that many potential customers.

The mobile web is the future, and your customers’ obsession with their smartphones and tablets will only deepen in the years to come. With 72% of small- and medium-sized businesses reporting that they plan to maintain or increase their mobile spending in 2013, it’s clear that your competitors’ affinity for the mobile web is growing quite rapidly, too.

The good news is that you still have time. You just need to commit to creating a great mobile experience for your customers, and source the right mobile tools to help get you there. Doing so can almost instantly accelerate the virtuous — and valuable — circle of discovery, sharing, traffic, and, purchase.

ConclusionDudaMobile the mobile web solutions you need to keep up with your customers on the go. It starts with visiting Dudamobile.com and creating a new mobile version of your desktop website. Either enter your site’s desktop URL on the homepage and your site will automatically be pulled into its mobile format, or build a mobile site from scratch. Once created, you can customize your site with lots of layouts, backgrounds, and premium features, such as click-to-call and mobile maps, designed to provide your customers with the best mobile experience possible.

Already have a mobile site? DudaMobile can help you boost your traffic with mobile advertising. We position your business at the top of mobile search results to get you in front of new customers. DudaMobile takes care of everything from creating your mobile ads to optimizing your advertising budget. To receive pricing information for your business, go to Duda’s mobile advertising page and request a quote.

9 Google, “Our Mobile Planet,” 2012: http://bit.ly/JeqmIL10 Borrell Associaties, “2013 Ad Spending Preview,” 2013: http://slidesha.re/Xior9h

Visit www.Dudamobile.com today to mobilize your site and maximize your business.

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About DudaMobileDudaMobile is a do-it-yourself mobile website solution that gives small- and medium-sized businesses a fast, simple and a!ordable way to build a mobile presence. Founded in 2009, DudaMobile o!ers a patented web-to-mobile platform that converts a desktop website into a mobile optimized site and is used by enterprise partners, agencies and small businesses. DudaMobile also o!ers managed mobile advertising solutions and custom-built mobile websites. The Company, based in Palo Alto, California, currently hosts more than three million mobile-friendly websites on its platform.

About MarketProfsMarketProfs is a rich and trusted resource that o!ers actionable information and guidance designed to make you a smarter marketer—from social media and content marketing to lead generation and online conversions. More than 405,000 members rely on our free daily publications, podcasts, virtual conferences, and more to stay up-to-date on the most important trends in marketing, and how to apply them to their businesses. Plus, MarketingProfs delivers enhanced professional development training through online seminars and short webcasts, in-depth how-to reports, research, interactive planning tools, online courses, and in-person events. MarketingProfs helps the smartest marketers worldwide turn even the toughest marketing challenges into success stories. Basic membership is free—register now.