creating an effective online presence for small businesses on the new web
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Effective Online Presence For Small Businesses In a Multi-Platform World
© Camilyo 2014 - Confidential
Ziv Koren, CMO www.camilyo.com
How can you double your revenues and gain hundreds of new customers with no
effort in 10 easy steps?
I have absolutely no idea!
Creating an effective online presence for small businesses on the new web
Small businesses must go online to survive!
While lacking the budget,
SMBs’ needs are similar to those of a
bigger company
Every Small Businesses needs to:
Priority
Timeline
Becreate engaging online and social presence
Promotebring visitors to its online presence
Convertturn visitors into leads
Sellturn leads into 1st time customers
Retainturn 1st time customers to returning customers
Which was difficult enough in the old web
and much more so in the new
The New Web
This used to be the web
This is the web today
This used to be the web
Your Website
This is the web today
Users move between platforms to accomplish a goal:
• Each platform serves a different intent • Desktop browsing is research oriented • Mobile browsing is action oriented• Social browsing is for discovery and
recommendations
An effective cross platform presence is:
• Interaction optimized
• Platform optimized• Intent optimized
Cross Platform Strategies
Your visitors don’t give a f**k about the technology your site was built with
They do give a f**k when:
• they can’t get done what they need to get done
• interactions are awkward and broken• your site takes forever to load
This will get your users pissed…
Mobile web or mobile app?
APP$$$$
Download barrierAt least 2 versions (IOS +
Android)Can’t be searched
Very rich UXFaster
WEB$-$$$
Bookmark barrierOne version
Search friendlyRich UX
Fast enough
When do you need a mobile site?
• Always
• So people can find you on the go
• So people can reach you on the go
• So people can do the one action they need from you when on the go
When do you need a mobile app?
• Are you offering a service your customers are using at least once a week?
• Can this service be used or purchased on-line?
• Does it require a really rich interface?
• No? don’t bother.
Responsive web or dedicated mobile site?
What is responsive web?
Responsive Web Design
Responsive site• A single site that adapts its layout to fit the browsing
device display features
• Uses CSS and Java script on the client side
ProsContent synchronization
Easier to maintainAlso a solution for TabletConsistent look and feel
Fully utilizes HTML5 features
ConsLoad speed
Not optimized for intent Design limitations
Need to replace existing siteNot supporting older browsers
(IE8)
Dedicated mobile site• A separate site optimized for mobile browsers and
mobile intent
• Use device detection to redirect users (java script on the desktop site)
ProsLoad speed
Optimized for intent Independent design
No need to replace existing site
Supports older browsers (IE8)
ConsContent synchronization
Harder to maintainNo solution for Tablet
Small businesses don’t always have access to their site codeOnly supports browsers with
full HTML5
Adaptive site• A single site adapts its layout and functionality to fit the
browsing device display and the user intent
• Uses server side adaptation to deliver the optimized version to the client device
ConsVery few commercial productsNot supporting older browsers
(IE8)Need to replace existing site
ProsContent synchronization
Easier to maintainAlso a solution for TabletConsistent look and feel
Optimized for intentNo design limitation
One upon a time in Zuckland
Likes ruled
Likes equaled exposure
• Likes = subscribers
• Applications = user activity
• More likes + content = user activity -> exposure
• More exposure = more likes • Etc.
Happy days are over
What changed?
• Likes only matter if = potential leads or customers
• Content drives retention not exposures
• Apps that generate exposure are less effective
• There no exposure without advertising
A new strategy is needed
Conversion focused strategy
• Focus your ad budget to bring leads and conversions
• Use apps that drive conversions (coupons, contact forms, appointment booking) and promote them with ads
• Use Facebook retargeting
• Use custom audience targeting (not 100% kosher but who cares)
What can be done for free?
• Prioritize content which brings user value (promotions) over content that brings exposure (funny pictures)
• Interact with your leads outside of Facebook
• Cross post on other social networks
• Use the feed as a service and support channel
Time for questions!
ziv@mobeeart.com
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