Mobile usage continues to grow at an exponential pace, with innovation coming at breakneck speeds. Smartphones account for 58% of the U.S. cell phone market share, and 50% of searches conducted on those smartphones have local intent. This means that optimizing and engaging local customers proactively through mobile has become a necessity not a luxury. The Formic team outlines how all of this comes together: the growth of the mobile devices, best practices for optimizing your website for mobile, local & mobile advertising tactics, local-social opportunities and what’s on the horizon.

1. Lunch & Learn:
Localized Mobile Marketing
Presenter:
Date:
Location:
Alex Peerenboom
June 12th , 2013
Formic Media

2. 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

3. 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

4. Lunch & Learn Localized Mobile Marketing
Growth of the Mobile
Industry

5. Growth of Mobile Localized Mobile Marketing
Smartphones and tablets have exploded in growth
in a short period of time.

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

7. Growth of Mobile Localized Mobile Marketing
So we don’t spend as much time on desktops
anymore.

8. Lunch & Learn Localized Mobile Marketing
Mobile User Profile

9. Mobile User Profile Localized Mobile Marketing
Desktops own the workday, but mornings and
night are for mobile.

10. Mobile User Profile Localized Mobile Marketing
*Econsultancy Report
So what are people doing on mobile?

11. Mobile User Profile Localized Mobile Marketing
Why are they searching on mobile?

12. Mobile User Profile Localized Mobile Marketing
*Econsultancy Report
How much time are they spending on these
activities?

13. Mobile User Profile Localized Mobile Marketing
*Google Retail Advertising Blog
What about when they are in a shopping mode?

14. Mobile User Profile Localized Mobile Marketing
What about supporting local businesses?

15. Mobile User Profile Localized Mobile Marketing
Mobile searches with local intent will soon
surpass desktop searches with local intent.

16. Mobile User Profile Localized Mobile Marketing
Why type of information do people find helpful?

17. Lunch & Learn Localized Mobile Marketing
Mobile Options for Local
Businesses

18. Mobile Design Localized Mobile Marketing
If you have a website already, it starts
with making it mobile friendly

19. Mobile Design Localized Mobile Marketing
Why does design matter?
* Google How To GoMo

20. Mobile Design Localized Mobile Marketing

21. Mobile Design Localized Mobile Marketing
• 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

22. Mobile Design Localized Mobile Marketing

23. Lunch & Learn Localized Mobile Marketing
Local Listings

24. Local Listings Localized Mobile Marketing
It’s one of the first places people will see you.

25. Local Listings Localized Mobile Marketing
• 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).

26. Local Listings Localized Mobile Marketing
What does it take to rank (according to David
Mihm?

27. Local Listings Localized Mobile Marketing
• 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

28. Lunch & Learn Localized Mobile Marketing
Mobile Advertising

29. 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.

30. Mobile Advertising Localized Mobile Marketing
• 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.

31. Mobile Advertising Localized Mobile Marketing
• 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.

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

33. Mobile Advertising Localized Mobile Marketing
• 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.

34. Mobile Advertising Localized Mobile Marketing
• 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.

35. Mobile Advertising Localized Mobile Marketing
• Other mobile ads
• Image banners and animated banners.
• Expandable ads
• Interactive video ads

36. Lunch & Learn Localized Mobile Marketing
Social Media

37. 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.

38. Social Media Localized Mobile Marketing
• Facebook Local Search allows users to check-in
to local businesses & leave ratings.

39. Social Media Localized Mobile Marketing
As big as Facebook is, it’s still behind on local
search.

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

41. Social Media Localized Mobile Marketing
• FourSquare allows users to check-in to location
and broadcast location via app, email, social
networks.

42. Social Media Localized Mobile Marketing
• FourSquare allows business owners to claim,
manage and run promotions/specials for their
business.

43. Lunch & Learn Localized Mobile Marketing
• Key takeaways:
• Make your website mobile friendly
• Build your local listings
• Take advantage of powerful mobile
advertising
• Connect with customers on social media

44. 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

45. Thank you!
Contact John McPhee for more information
johnm@formicmedia.com
503.517.9059 x122
Lunch & Learn Localized Mobile Marketing