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The Only Mobile Marketing Checklist You Need for 2018 by Sergey Grybniak #405
Mobile marketing in 2018 requires fast-loading sites, mobile-friendly UX, local optimization, voice search readiness, and PPC ad copy that speaks directly to smartphone users to drive conversions.
Key takeaways
- Page load time rising from one second to seven seconds increases bounce rates by 113 percent.
- SMS has a 98 percent open rate, making it one of the highest-converting mobile channels.
- More conversions still happen on desktop, especially for longer sales cycle services like pool cleaning.
- Claiming and optimizing a Google My Business listing should happen before building a website.
- Mobile ad copy should include phrases like purchase from your smartphone to remind users they can act immediately.
if your page load time transitions from one second to seven seconds, in a linear fashion, you will get bounce rates that increase 113%
About this episode
The Only Mobile Marketing Checklist You Need for 2018In today’s interconnected and technology-dependent world, businesses can no longer afford to stay away from mobile. An efficiently launched and well-run mobile marketing campaign can become pivotal in impacting SERPs, traffic, user engagement, and conversions. Chris and Matt will discuss a great article that provides a checklist of general tips and guidelines that…
Questions this episode answers
What load time should my mobile site target to reduce bounce rates?
The episode cites a target of under five seconds, preferably three seconds. It also states that if load time goes from one second to seven seconds, bounce rates increase 113 percent, making speed the single most repeated theme of the checklist.
Do most purchases still happen on mobile or desktop in 2018?
According to the hosts, more conversions still happen on desktop, particularly for products or services with a longer sales cycle. A client example given is Manning Pool Service, which gets more mobile traffic but more desktop conversions. Purchases requiring more research or commitment still trend toward desktop.
How should PPC ad copy be adjusted for mobile users?
The episode recommends adding phrases like purchase from your smartphone, order from your mobile, or easy mobile leasing to remind users they are on a mobile device. It also advises using site links, call extensions, click-to-call ads, local extensions, and promoted pins, and only running ads when the business is open.
Why is Google My Business so important for local mobile marketing?
The hosts say claiming and optimizing a Google My Business listing should be done before even building a website. It is described as an easy, fast-impact step for brick and mortar businesses, and something surprisingly many long-established businesses have not yet done.
In their words
make sure to claim and optimize your Google My Business listings. I cannot co-sign that more, that's like step one, literally, it's step one, get a Google My Business listing, step two, make my website.
Chris Burris
Terms defined in this episode
- Micro-moments
- Brief moments when a user reaches for their smartphone to find something or distract themselves. The episode states 96 percent of customers do this, and well-timed SMS or content in those moments can dramatically increase conversions.
- Shiko
- A term used by the hosts meaning a share, a like, and a follow on social media, counted as one unit for their weekly contest.
- Accelerated Mobile Pages (AMP)
- A framework for fast-loading mobile pages. The episode notes the founder of Search Engine Journal has seen many businesses invest and lose money trying to implement AMP pages, and questions its broad value.
- Smart Bidding
- Google's automated bidding tool mentioned in the checklist. The hosts describe it as letting Google bid for you, and suggest caution before handing over that control.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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