Find Your Mobile Keywords – Mobile Search Tip #2

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Searching for businesses on a mobile device is a #1 activity for mobile people.  Matter of fact your customers are searching for a business just like yours – nearby you now.

Did you know that Google Adwords has a keyword tool specific to search terms being used on mobile devices?  Even better, you can find exact words being searched in your location!  These keywords should be used on your mobile website in order to optimize for mobile search activity.  When you are building mobile web sites make sure you consider mobile specific keywords.

How does your mobile site get found?

If you have a desktop site  please start by integrating your mobile site to help your traffic get to the right display.  Automatic redirect of mobile visitors to your mobile site isn’t hard to do.  Instructions can be found here.

You will also want to find keywords relevant to your mobile audience in your location.  Add these keywords to the text of your mobile site – this will help!

Go to Google Adwords tool.  Put in your keyword search terms and add your location.  Be specific for example: Appliance Repair Gary, Indiana or Pizza, restaurant Cincinnati, OH

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Make sure you select “All mobile devices” in the “Show ideas and Statistics for” area.  I think you will find it very interesting to see how many people are searching for terms that are important to you and your business – using their mobile web browser!

 

 

 

 

“Empowering Women Through Mobile Technology”

 

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Taking a bit of a break from the usual explorations into the world of the mobile web, mobile marketing, and all things MoFuse, for something still very mobile related and still very cool.

 

Blackberry has announced the launch of a scholarship program designed to support and nurture the entrance of more women into mobile technology-based industries. 

 

There is a wealth of published articles that explore the significant gender gap that exists in tech. There is also the wealth of published articles that explore the already significant and still growing STEM (Science, Technology, Engineering and Math) achievement gap that exists within the American educational system. Neither are problems that will easily be solved, but it’s certainly likely that the pursuit of a solution to either issue would need to include the pursuit of a solution to the other.

 

Lydia Depilles explores this idea in her recently published article: “How to Close The Tech Industry’s Gender Gap” where she discusses the issue, and identifies a number of the various hurdles and challenges that must be overcome if it’s to be resolved. Her core argument however is that the answer lies in the aggressive investment in STEM (Science, Technology, Engineering, and Math) educational programs (which, as she points out, would also benefit everybody). She also argues that a deeper cultural change must be made. A cultural change that would “…make all women feel like they belong [in tech], not just the exceptional ones who thrive in virtual isolation.”

 

Blackberry’s Scholars Program is a fantastic example of a company working to address both this gender gap, and the field achievement gap, by working to overcome many of the barriers that Depilles identifies, through a direct investment in the education and achievement of budding women mobile technologists. It’s a strong statement and a sorely needed initiative that we here at MoFuse loudly applaud and fully support.

 

And not just because MoFuse’s own CEO is herself an excellent example of the sort of impact that one can make within the mobile tech field, after successfully vaulting that gender gap and showing it what for. 

 

For more information on the scholarship along with application information: http://global.blackberry.com/campaigns/scholarship/scholars-2013/overview.html

 

Do Customers Care If You Have a Mobile Website?

For many business owners, the introduction of the idea that they need to have a mobile website (let alone mobile strategies and tactics) is just one more thing. One more signal trying to punch through the white noise of the ever growing wash of new trends, technologies, and concepts that they’re told they need to adopt if they really want to drive their businesses successfully. So why is the mobile web any different than anything else on that pile? Especially if you already have a desktop website?

 

Answer: Because customers care. They care a lot.

 

The Mobile Consumer Environment:

  • As of June 2012, smartphone penetration has reached 55% (Nielsen, 2012).
  • This means of the 300 million people in the U.S. who carry smartphones, over 150 million of them are smartphone owners.
  • 4 out of 5 of those smartphone owners have integrated them into their buying behavior and decision making process. (ComScore, 2012)
  • That gives us about 120 million mobile consumers.(as of June 2012 – smartphone adoption continues to grow rapidly!)

 

How are these mobile consumers integrating mobile into their buying habits?

  • Chart_131% research via mobile before making an in-store purchase.
  • 40% research via mobile before completing their purchase via a desktop computer.
  • 20% research via mobile before making their purchase from that mobile device.

 

And, So What….?

The key takeaway here is that all of them enter their respective sales funnels through mobile, with over 60% of them making an immediate beeline for a retailer or service provider’s website (Mediative, 2013: “Spotlight On Local Mobile Consumer Search Behavior”). This gives us between 65.5 million and 72 million mobile consumers (and growing!) whose first impression of you, your business, and your brand is shaped by the experience you provide (or don’t provide!) them on their smartphone.

 

How does that experience impact your brand equity? To what extent does it drive consumer engagement? Most importantly, how much might a poor mobile experience be affecting sales? The recent Google report “Reasons Mobile Matters” offers some insight:

  • 66% of respondents said, “If I really like the brand or company, I’m disappointed if the mobile site is a bad experience.”
  • 55% said, “A frustrating experience on a website hurts my opinion of the brand overall.”
  • 67% said, “A mobile-friendly site makes me more likely to buy a product of use a service.”
  • 52% said, “A bad mobile experience makes me less likely to engage with a company.”
  • 52% said, “If I don’t see what I’m looking for right away on a mobile site, I’ll quickly move on to another site.”

 

The full report can be found here: http://www.howtogomo.com/en/d/why-go-mo/#reasons-mobile-matters

 

Ultimately, providing a poor mobile experience can directly impact lead acquisition and sales. So, don’t do that. I’ll introduce some best practices in next week’s post that can help assure that you’re providing the best mobile experience possible. In the mean time, you can get a feel for your customers’ experience simply by visiting your own website on a smartphone, and see what you think. Is it a good experience? Is it a poor one? Is that experience helping you meet your goals (lead gen, sales, marcomm, ‘other’), or is it handicapping them?

 

Your customers care about their mobile experience so like it or not, you need to too. For more information about how MoFuse can help ease the stress: Click Here!