Your HR Homerun
ATS’s Barb Breeser recently did a presentation at a talent acquisition conference for human resources professionals. Barb spoke with the audience about how HR departments can employ a mobile first marketing strategy to engage and acquire professional talent.
Here’s more of Barb’s presentation.
While mobile marketing may be the wave of the future, Advanced Telecom Services continues to be a major player in the North American market for IVR toll free number services. And, one category where ATS excels is in providing IVR solutions for class action lawsuit administrators.
Recently, ATS was asked to make a presentation to a group of class action lawsuit administration companies so we thought we’d share that presentation with you here on the ATS Blog.
Buoyed by the recent success of its ringless voicemail product, Advanced Telecom Services is pleased to announce the following enhancements to its existing platform.
- Time Zone Adjuster — If you have a list of phone numbers from all over the United States and Canada, we can now organize that list by area code. Hence, you can start doing the ringless voicemail drops in the Eastern Time Zone and then move across the countries to the Western (and Alaskan and Hawaiian Time Zones).
- Call Throttling — If your program might generate immediate calls to your live operators, we can now limit the amount of simultaneous calls to help eliminate long hold times or busy signals for your consumers.
- Landline Phone Access — If the initial call attempt using the traditional ringless voicemail technology is not successful, we will attempt to reach that consumer’s voicemail box through other more traditional methods.
- Reporting — If needed, reporting can now be provided to customers while an outbound voice-casting program is active.
To learn more about ringless voicemail, call the ATS sales office at 610-688-6000 in the United States and 416-800-2490 in Canada.
A Walking Billboard in the pocket of your Customer 24 Hours a Day
That’s what an app can be for your business.
Imagine how important that is to be one of the 26 apps that the average person has on their mobile phone. What’s that real estate worth to your business?
Number of Apps Available
It seems like everybody is making apps today, even the US government thanks to President Obama’s initiative that all departments have apps. You can even get the IRS To Go while picking up your cup of Java at Starbucks.
It’s no surprise how many apps there are given how much time Americans are spending with their apps. Let’s take a look at just how many apps are available:
- Google Play (formerly Android Market) – 1.3 million
- Apple App Store – 1.2 million
- Windows Phone Store – 300,000
- Amazon Appstore – 240,000
- BlackBerry World – 130,000
- Galaxy Apps (formerly Samsung Apps store) – couldn’t find number
- Nokia Store – 120,000
- (Stats Source = Statista June, 2014)
App Development is Expensive
When it comes to mobile marketing, marketers must be very careful when considering app development due to its cost.
Here’s a cool tool that can give you a quick estimate of the cost of app development for your project.
But, while the cost to program a new app is at an all-time high, it may be amazing to many that 95 out of the top 100 apps in the apps stores are FREE!
It’s important that you have a basic understanding of the primary types of app development that are available to you. Consulting with your developer will give you the background you need to decide what type of app you should develop.
- Native Apps –
Native apps live on the device itself. They are installed through the app store and are developed specifically for just one platform. Because they are unique to only one platform, they can use the other features that are already on the phone such as the camera, the GPS, and your contact list.
If you are in an area with no connectivity, a native app will still work and it will be fast. Think of downloading a travel guide.
A major negative of native apps is the update process. If the business wants to update, it must submit those updates to the app store and then have the update pushed to the users.
Another negative for native apps is that you have to pay a 30% fee to Apple for all purchases made on its app store.
- Web Based Mobile Apps –
Web apps are really websites that may look like native apps, but they reside on a browser. Most are written in HTML5. They are usually accessed from a web page where the user is given the option of “installing” them. The install, however, is not really the app itself, but a bookmark to the site.
One of the advantages of a web based app is that you don’t have to go to the app store to find it. Also, if the business wants to update it, it’s as simple as updating a web page; no submission to the app stores necessary.
Another advantage of web based is that there are no content restrictions. Apple, for example, has been notoriously prudish in its willingness to accept some content. Hence, it was Playboy that was one of the first companies to use web based apps.
- Hybrid Apps –
Hybrids are, as you would expect, a combination of Native and Web-based. One of the advantages of hybrid apps is that they work on any platform. Therefore, costs are significantly reduced since the code can be used on multiple platforms.
When you are competing against a million other apps vying for the consumer’s attention, you can see why it’s important to have a well thought out strategy for marketing your app.
While every marketing strategy is going to be different when it comes to apps, there are some basics that you need to get right to have any kind of chance.
- Include the most important keywords and keyword phrases so that you show up when a consumer does a search in the app stores. Otherwise, it’s almost like your app doesn’t exist.
- You need to be able to sell the app when the consumer arrives at your page in the app store. Exciting graphics and adding video.
- Social media is big. Facebook is almost always a critical part of your app marketing plan.
- Mobile advertising – what better place to advertise your new app.
- Create buzz prior to your release date. Think email marketing, press releases, and all the same strategies you’d do if you were having a store grand opening.
- Encourage positive customer reviews. If you get off to a bad start with reviews, it’s very difficult for the app to recover as it will be buried in the app stores.
It’s extremely difficult for an app to get a following, even if you represent a well-known brand. Be sure to not spend all your budget on development or you’ll have a great app that nobody knows about.
When Will Mobile Get Its Fair Share?
In the presentations that our company makes, we often site the fact that mobile gets 20% of the time spent with media, but only 4% of the advertising budgets. It’s an effective and powerful sales statistic that makes the prospect consider how it may be missing out on this valuable market.
How To Advertise on Mobile
There are several ways that and advertiser can take advantage of the medium of mobile advertising.
- Direct Mobile Websites – buying an advertisement directly from YELP on its mobile website.
- In App Advertising – buying an advertisement on the Pandora mobile app directly from Pandora.
- Mobile Ad Networks – purchasing an advertisement on a variety of mobile apps and mobile websites from a company that has relationships with many such sites.
- Social Media – buying mobile advertising on sites such as Facebook or Twitter with the tools that it provides.
Direct Mobile Websites
You could purchase directly from mobile websites themselves. A common place where a small business might purchase directly on a mobile website is YELP. YELP has a very aggressive sales team; it seems like every business I call has had a visit from the YELP rep.
Many advertisers will come to us and ask to purchase mobile advertising on sites such as ESPN or CNN. Most of these sites don’t really want to deal directly with a lot of customers so they usually have a minimum investment of at least $10,000 per month which makes such advertising only possible for larger advertisers.
In App Advertising
One could also purchase advertising directly from sites such as Pandora. One of the long-time raps against radio has been that it is “background noise” and listeners don’t really pay close attention to the advertisements. The same could be said about Pandora, except that Pandora only serves graphic advertisements when the consumer is engaging with it. In other words, ads don’t just randomly pop-up on the site, but if you are engaging with Pandora via a thumbs up or thumbs down feedback, an advertisement may appear.
In addition to the graphic advertisements, you can also purchase voice advertising on the Pandora app.
Of course, if you hate the advertisements, you can always purchase the advertising free version on Pandora for $4.99 per month.
Mobile Ad Networks
There are a lot of mobile ad networks out there competing for market share against the giants of Google and Facebook. In fact, this guy put together a list of over 415 mobile ad networks! Of course, no customer or agency could ever be familiar with all of these so you end up using a few, mostly based on the availability of inventory, price, and service.
Here’s some of the top 25 mobile ad networks. You may recognize some of the names. Millennial Media, Jumptap, and Tapjoy are networks that a lot of advertisers and agencies use. Some mobile ad networks have areas of specialization like InMobi which specifically targets gamers.
Quite frankly, the mobile ad networks don’t get results that are nearly as effective as Facebook, because they don’t offer the pinpoint advertising that is needed. They do, however, offer a better CPM (cost per thousand) and provide a lot of branding at a more inexpensive rate.
The negative is that your advertising will run on a lot of different types of sites. We once got a complaint that one of our client’s advertisements ran on a site that was exclusively about butts so it is now a running joke in the office that we are “buying butts.”
Mobile Social Media Advertising
If you can only advertise in one place, I’d recommend that it be social media, especially Facebook. Facebook knows an awful lot about you. Think of everything that you post on Facebook; it obviously knows that. Then, think of all of the sites that you visit that have the Facebook LIKE button on them; Facebook knows you are there whether you’ve clicked on the LIKE button or not. Most of us are always logged in to our Facebook page, because our computers remember our passwords.
With Facebook, there are two primary types of advertising available. Open your Facebook page on your desktop and take a look at your News Feed. There will be advertisements there. Facebook limits that amount of News Feed ads that it serves to you to about six per day so we don’t get overwhelmed with the advertising. Moreover, only 20% of the advertisement can be sales oriented. In other words, Facebook will reject the ad if you have a big SALE over it. That’s why the news feed ads don’t really jump off the page at you screaming advertisement. At times, you don’t even know it’s a paid ad unless you see the “Sponsored” on it.
Take a look at your Facebook page on your mobile phone. Now, you see where the sponsored news feed advertising really shines. That’s because the sponsored advertisement takes up your entire screen of your smartphone! You can’t miss that advertising!
Now, look to the right on your desktop Facebook page and you’ll see a narrower column that actually says “Sponsored” on it. These ads are cheaper than news feed ads, but they are also clearly less noticeable. And, it is considerably less effective in my opinion.
Facebook is, of course, not the only effective social media mobile advertising medium. Linked In is a great way to target professionals via social media advertising. Some advertisers have had success with Twitter and Pinterest advertising. A lot of advertisers are very excited to have Instagram advertising roll out to the masses; today, only Fortune 500 companies are involved in the beta test.
Tips for Better Mobile SEO
Why Search Position is So Important for Mobile and How to Get that Top Position
If you’re marketing plan doesn’t include mobile, then your marketing plan isn’t finished.
The same can be said of Search Engine Optimization (SEO). While much of the same elements that are critical in search engine optimization for desktop searches are the same as for mobile, there are some definite differences when you are trying to optimize a website for mobile.
First, it’s important to see the difference between click through rates by position when it comes to mobile vs. desktop searches.
You can see from the comparison above how gaining top positioning with a mobile search is even more important than it is with desktop search.
Listed below are some of the most critical things that I recommend when it comes to optimizing your mobile site.
- Keyword searches should usually be shorter keywords as smartphone users are less likely to enter long tail keywords. Try http://keywordtool.io or Google Adwords Keyword Planner to find short keywords and keywords that are similar to your primary keywords.
- When choosing long tail keywords for expensive products on a mobile site, think of what the initial search will be for. Often, an initial search for a luxury or expensive product begins on mobile and the actual purchase is deferred to desktop.
- Geo-target your site to mobile. Think about how people search for local businesses. Out of town people, for instance, might search for “family restaurant near Disney World.” Or, they may rely on their GPS and simply search for “gym near the Hilton.” Others yet may rely on voice search through Siri. Consider adding such keywords to your prominent responsive design site pages that target mobile search.
- A good user experience is critical. Google will rank your site based on how many bounces (those that leave the site immediately) it gets and how often the consumer returns to the site.
- Use the “thumb test.” If you can’t navigate your site with your thumb, then it’s likely not a good user experience and you won’t get the repeat use that Google wants to see. Your mobile site needs to be easy to navigate.
- Don’t ever use pop-ups, Flash (iPhones can’t show it).
- Speed load time is especially important with mobile since in many cases the consumer is searching where he/she does not have access to wi-fi. We have no patience when it comes to the web: 74% will leave a site if it doesn’t load within five seconds. Insert your website on Google Page Speed Insights to see how your site ranks speed-wise versus others.
- Include video wherever you can, but put video on a page unto itself so it loads quickly.
- One of the advantages to using adaptive design instead of responsive design is that you can design a mobile version of your site for each keyword as well as each device. In other words, an e-commerce site could have the product searched for at the top of the responsive design page.
- You see the importance of a “less is more” approach to mobile web design. There are many reasons to only include the most important elements in your site.
- Be sure to register your business with sites that are primarily made for local mobile search such as YELP and Trip Advisor.
- Make sure you have your business listed at Google My Business In the Dushinski book, this was referred to previously as Google Places.
- Put your phone number on every page and make it click-to-call so if the consumer simply touches it, they’ll dial your business. Think pizza takeout.
With more than half of searches expected to be mobile this year, you can see just how important mobile search engine rankings are for your business. These tips will help you climb the mobile SEO ladder.
The Foundation for an Effective Mobile Strategy
According to eMarketer, 79.1% of Americans accessed the web from a mobile phone in 2014.
Moreover, more than a third of all accesses to the internet in the USA come from a mobile phone. That number rises if the target group is Black or Hispanic. And, in vertical markets like restaurants, the number is understandably significantly higher. In countries such as India, where broadband is not popular, mobile access to the internet is the predominant form of web access.
Why You Need a Mobile Optimized Website
You’ve heard of Google. It’s kind of becoming a big deal. So, when Google speaks, most business owners listen. According to Google, 61% of consumers accessing a site that is not mobile friendly will simply leave for a competitor’s site.
Despite all of the evidence, however, a surprisingly low number of small businesses have a website that is optimized for mobile. In fact, only 6% of small business websites are mobile optimized, according to this study. I happen to think that’s kind of a low estimate, but nevertheless, you get the point: there’s a lot of websites that are turning away business due to not being mobile optimized!
Take the Thumb Test
Google has put together a great presentation on what makes for a great user experience on mobile. You should learn these and know them well when designing your mobile website.
But, I like to simplify things even more. I call it the “thumb test.” Open up a website on your mobile phone and navigate through it using only your thumb. Now, imagine that you are large man with really big thumbs. Were you able to easily get to where you needed to go? How many “fat finger” clicks did you make?
How to Optimize Your Website for Mobile
Until about 2012, most businesses created a mobile version of its website. This was a smaller, easy to navigate, version of the website. It often used a different domain like http://m.website.com. When a consumer came to your domain from a mobile device, the visitor was simply directed to the different mobile site.
Then, things began to change for the lowly mobile only website. Google best practices announced that you really should be using the same domain for desktop and mobile users and the SEO community began endorsing responsive design as the best way to obtain high search engine rankings. Hence, Google’s announcement caused the near death of the mobile website.
What Technology Should I Use for My Mobile Website?
There are really four potential solutions to how you should design your new mobile website:
- Unique Mobile Site – using the m.website or simply a unique site solely for mobile users
- Responsive Design – fluidly changes to any screen or device size
- Adaptive Design – changes to fit a predetermined set of screen and device sizes
- Hybrid Approach — uses some aspects of both responsive and adaptive design
Regardless of which approach is best for your particular needs, the important thing is that you provide an improved mobile user experience and gain the search engine rankings, and sales, that your business deserves.
- Talent Acquisition via Mobile Marketing
- IVR Service Bureau for Class Action Lawsuit Administrators
- ATS Upgrades Ringless Voicemail Service
- Companies Using Mobile Marketing 2015
- Apps Development
- ATS-Prague Office on
- Younger, Wealthier People Are More Likely To Own A Smartphone on
- Why Text Messaging Works So Well for Restaurants on
- Mobile Advertising Going Local on
- Rules for Political Telemarketing on
- March 2015
- February 2015
- January 2015
- December 2014
- November 2014
- October 2014
- September 2014
- August 2014
- July 2014
- June 2014
- May 2014
- April 2014
- March 2014
- February 2014
- January 2014
- December 2013
- November 2013
- October 2013
- September 2013
- August 2013
- July 2013
- June 2013
- May 2013
- April 2013
- March 2013
- February 2013
- January 2013
- December 2012
- November 2012
- October 2012
- September 2012
- August 2012
- July 2012
- June 2012
- May 2012
- April 2012
- March 2012
- February 2012
- January 2012
- December 2011
- November 2011
- October 2011
- September 2011
- August 2011
- July 2011
- June 2011
- May 2011
- March 2011
- February 2011
- January 2011
- December 2010
- November 2010
- October 2010
- September 2010
- August 2010
- July 2010
- June 2010
- May 2010
- April 2010
- March 2010
- February 2010
- January 2010
- December 2009
- November 2009
- October 2009
- September 2009
- August 2009
- June 2009
- May 2009
- April 2009
- March 2009
- February 2009
- November 2008
- October 2008
- September 2008
- August 2008
- July 2008
- May 2008
- January 2008
- December 2007
- November 2007
- 800 numbers
- 900 numbers
- Cell Phone, Technology
- Cell Phones
- Company News
- Cool Stuff
- Credit Card Processing
- Custom QR Codes
- Czech Republic
- Internet Marketing
- Mobile Advertising
- Mobile Apps
- Mobile Billing
- Mobile Coupons
- Mobile Marketing
- Mobile SEO
- Mobile Websites
- Premium SMS
- QR Blog
- QR Codes
- Robo Calls
- Search Engine Marketing
- Social Media
- Text Message Marketing
- Text Messaging
- United Kingdom
- Website Development