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Shuki Lehavi, Founder and CEO of Gumiyo (www.gumiyo.com), discusses how and why to go mobile for your business.

Mobile is the next opportunity to constantly reach your audience
Ensure you have clearly defined business goals
Identify and build the components that will help communication with the consumer
Continually adjust the mobile program to remain current
So with over 262 million US mobile subscribers, many businesses and brands out there seek to interact with these users and they come to us or to many other vendors to ask why should I interact with these users and most importantly, how.

I think mobile presents that next opportunity to create a very interesting bound between you and your customers and it can be done anytime and anywhere.

Consumers today carry mobile devices with them as they drive, as they travel around, as they do the research and as they’re trying to interact with you and your brand. So I guess the most important thing to start from is to clearly define the business goals. What are you going to do in mobile and sometimes, what are you going to do in mobile differently than your competitors? What parts of your business are you trying to push towards mobile and what part of your current business do you think are best played using the mobile device or in an environment that includes a mobile device?

Once you do that, I think the next step in your way to going mobile is to clearly identify and develop those components. Those components that will help you communicate and reach and engage these consumers anytime and anywhere.

Components may include applications. They may include a mobile-optimized site or a portion of your site that will be targeted towards mobile consumers and they may include other technologies that help you reach and engage your consumers on these additional devices.

Last but not least, don’t forget to measure and adjust the efficiency of your mobile program. How well are you communicating with these users? What parts of your mobile components are they using more or less? What part of them requires refinement? And create some sort of a culture in the organization for continuous improvement. This is a brand new device, these are new consumers and new ways to interact with your consumers and you should be very open to the way you’re about to do so.

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Tracy Woodworth, Media Analyst at Convertro (http://www.convertro.com/) goes over building a strong SEM campaign. Watch this to learn how to find strong keywords, and grow your PPC campaign.

Aggregate high performing keywords
Isolate exact keywords & pull out from broad match PPC
Non-contributing keywords should be classified as negative
Harvest organic keywords & add to PPC campaign
SEM is a Search Engine Marketing. And for the most part, and just about any campaign that you’re ever going to run, it’s going to be your most qualified revenue stream of going into the market and actually, finding leads that are highly qualified towards whatever your specific service or product is. And it’s also sometimes one of the ones that are easiest to waste money on. And what I mean by waste is just you’re not getting any return on it. And obviously, you want to eliminate that from your budget and from your media campaign so that way, you can reallocate your investment dollars.

So, what you’ll do is you’ll just mind for the data and find out what’s actually working.

What you’ll take a look at is you’ll harvest some organic keywords together. And by harvesting, what I mean is you’ll wait for the really good keywords to kind of pop up and be hand razors. And then, you’ll just go ahead and you’ll aggregate together all of those keywords. And you can do that by running different contribution type reports. You might need the third party tool to be able to do this. But you’ll take a look at the organic keywords that converted on your organic site versus your pay-per-click site. And any keywords that actually resulted in a – in contribution towards your bottom line, those are going to be the keywords you’re going to want to add in your pay-per-click account.

So, that’s pretty easy to do and that’s very effective to do. Most people just don’t do that. Then what you’re going to take a look at for your pay-per-click account is what are the terms that are on broad match, what are the terms that are on phrase match? And next to those keywords, there will be the exact query string. And you’ll take a look at that query string and you’ll be able to aggregate together the different keywords that are actually resulting in a positive contribution. And then, you’ll put those back into your account as an exact match.

And the way that will save you money is if you’re spending a lot of money on Broad, you’re also wasting a lot of money on broad. And so, broad is really just your volume driver. Exact is going to be your performance indicator.

What you’ll also be able to do is in running these reports, you’ll take a look at keywords that are resulting in zero contribution but are achieving clicks, and since you’re paying on a cost-per-click. Obviously, if you’re paying out and you’re not receiving back, those are going to be what you’re going to want to put in your negative account.

If you were able to take all of these keywords and you were able to allocate them into the appropriate match types, you’re really going to make your campaign very efficient. And if you can also put in those negatives as well, then you’ll just – you’ll be stringing all the wasted ads spent. So, you’ll be able to streamline your account this way.

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Shuki Lehavi, Founder and CEO of Gumiyo (www.gumiyo.com), talks about developing mobile strategy for your business.

Design for your intended audience, not a specific device
Develop new ways to expand your business into mobile
Create a phased plan you can easily implement
Powering over 150,000 solutions for small and mid-sized businesses, we have a pretty interesting vantage point of what works and what doesn’t work and when we talk about setting up a mobile strategy for a business, we often consider everything as a game plan for taking your business and getting it into mobile and getting in in front of consumers on all kinds of devices.

So maybe the first consideration is to design a plan that might suit your audience and less the devices. We often hear about this new coming device, an iPhone, or an Android device and we want to get ourselves to the device but we don’t spend enough time thinking how will my business interact with the users on that particular device?

When you think about your audience, think about the hours in the day that they use different devices. We all use a mobile device first thing in the morning and then maybe a computer and late at night, we might use a tablet – the same exact consumer.

By focusing on your audience and on the experience of your audience, you will create a better mobile strategy for your business rather than just picking several devices.

I think the next consideration is how to expand your business into mobile, how to get consumers that are otherwise interacting with your business differently and how to get them to do some stuff with you on mobile? Reserve tickets, buy certain things, schedule appointments – all of these actions can be done on a mobile device today and by carefully planning your mobile strategy, you can get to the point where these actions will be done on mobile devices by your consumers throughout the day from wherever they are.

Mobile is a very large field and I think the third consideration should be given towards a phased plan. Phase 1, 2, 3 and 4 and iterating your way to glory as you’re getting there to put your mobile strategy in place. Think about what’s most important first and how you are going to create these milestones that will help you slowly or quickly get towards every device and a proper interaction with every – each and every one of your consumers.

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1. Should I target a specific audience with this message?
2. Will anyone really care about this content besides me?
3. Will I offend anyone with this content? If so, who? Does it matter?
4. Is this appropriate for a social portal, or would it best be communicated another way?
5. How many times have I already posted something today? (More than three can be excessive.)
6. Did I spell check?
7. Will I be okay with absolutely anyone seeing this?
8. Is this post too vague? Will everyone understand what I’m saying?
9. Am I using this as an emotional dumping ground? If so, why? Is a different outlet better for these purposes?
10. Am I using too many abbreviations in this post and starting to sound like a teenager?
11. Is this reactive communication or is it well thought-out?
12. Is this really something I want to share, or is it just me venting?

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Alaia Williams, Founder of One Organized Business (http://www.oneorganizedbusiness.com/), offers some tips on how to utilize social media to build your business. This includes details on how to start and nurture a social media presence to increase your company’s online impact.

Match your social media strategy with your overall strategy
Understand what your audience hopes to gain from your business
Take advantage of channels currently used by your target audience
Engage with your audience on a consistent basis
Make connections for others in addition to yourself
Social media continuous to remain a hot topic in business, and for good reason. It’s growing and changing and still becoming increasingly more popular.

Now to create a high impact social media strategy for your business, it’s important to remember that your strategy needs to be in sync with your overall marketing strategy. Social media, while very important, is only just a piece of the marketing pie.

It’s key to remember that you need to know your audiences needs, wants, desire expectations. Know your clients inside and out. Know your intended audience inside and out.

The next thing is to utilized channels that are used by your target audience, where are they, that’s where you want to be. You might love Twitter, but if you’re hoping to use Twitter for business and your audience isn’t there because they’re all on Facebook or Linked In, then you need to shift gears a little bit and take what you love about Twitter and sort of apply it to Facebook and Linked In and make that experience work for you. But it’s really important to be in the space that your target audience is in.

Next, get engaged and be consistent. Ask questions, share great advice and do it on a regular basis, whatever is appropriate for the channel you are using. Some sites take a little more maintenance. Twitter, you should be updating daily. Linked In, you may not need to update as often. So it’s going to vary from site to site, but just remember to get engaged and be consistent.

Lastly, make connection not only for yourself, but for others. It’s great to make introductions on social media. I do this a lot when I’m in Twitter. Person A meet person B, you both have this in common. People love to know that they’re being thought of and being introduced to others to grow their businesses and professional careers. When you do this it builds a great rapport and other people are willing to do that as well.

By keeping these tips in mind you will be able to create a high social media strategy that will propel your whole marketing campaign for it and help you grow your business.

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Rich Raddon, Co-Founder of MovieClips (http://www.movieclips.com/) tells you how to make great Youtube videos. Understand your audience and create content that will draw in a high view-count.

Understand the specific audience you are targeting
Embrace the personal relationship built with the viewers
Produce content specifically designed for a global audience
Anticipate mobile viewing & distribution methods
I think YouTube is one of the greatest opportunities for people who create video content that has existed on our lifetime. It’s such an enormous audience and it’s global. And so, what are my tips for creating content on You Tube?

First of all, understand the audience that you are targeting with that content. If you don’t have a good sense as to what that content, who that content is supposed to be reaching, you’re not going to be successful in the content creation.

Secondly, you need to really embrace the personal nature of YouTube. YouTube’s audience is an audience that wants to have a dialogue with the content creators that’s why they have the Comment Section. Embrace it. That personal nature, that personal nature of the content creation and then, speaking directly to the audience is something that’s really important.

Third, you need to recognize that it is a global platform. And what might be pertinent to an audience here locally or in domestically might not be pertinent to a global audience. So, you need to take into account the fact that people all over the world could stumble upon this content and look at it, and how are you going to appeal to that global audience.

And lastly, one thing you need to understand is that the audience that is looking at YouTube on mobile devices is growing everyday and that’s important because not only does it affect the way you shoot and the way you edit, but it also conceptually affects the way that you create the content because recognizing, that will be seen on mobile devices. So, if you follow those four points, you’re going to have a lot more success in creating original content on YouTube.

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1. Apps are more functional but much more expensive
2. Mobile sites are an inexpensive way to accurately display your site
3. Budget and purpose factor into which mobile option is best for your business
4. Creat a unique experience for your user to interact with

With more devices coming to play, there’s a great confusion between apps which are installed applications on your phone much like the applications on your desktop and mobile sites which are optimized version of your website that fit and work on every mobile device so let’s try to clarify a little bit what’s included and not included.

Apps pack a lot of functionality but they’re much more costly. They allow you to build and access elements on the phone such as the camera, the address book and if you wanted to create an application that interacts with these elements from your customers or even from your sales team and bring it back to your business flow.

Mobile optimized sites offer a great way to display your business pretty much on every device at a much lower cost. For both of these things and when considering whether you’re going to go the deep route which is the app or the shallow route which is the mobile sites, you need to consider your budget and the purpose. What are you trying to create on mobile? What type of experience? What type of information, how you’re trying to exchange with your consumers on mobile?

My last recommendation is that whatever you choose, whether it’s to go with web, app or both in any way, I encourage every business to get very creative – to create an experience there that the user would want to interact with and keep on their mobile device. We are all competing against the top 10 applications that the users are using and you want to be there in a prominent spot and deliver a real value and be a useful application that the user use on a daily basis.

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1. Establish a baseline
2. Measure direct visits & brand traffic
3. Calculate impact on non-branded channels
4. Pay attention to geography & time data

• Brand lift- measurable increase in consumer recognition

So TV is one of those complicated ones to track and it’s also in the same sense, it’s also very simple too. So you don’t have the ability to track impressions or track clicks the way you do with digital marketing but, what you’ll do is you’ll take your digital marketing and you will establish a baseline of how your media tends to perform and how seasonality affects your service or your product.

And then, when you do splash on your TV and you do – focus it on specific markets, you will be able to see any spikes on direct visits or any measure in brand traffic. When you deploy a TV ad, you’re going to be hitting a massive market, so you will be receive a lot of brand lift. People saw your ad, you mentioned, “go to this particular website” so you will see a lot of the direct traffic come in.

But also to – people are very auditorial, and so when people hear your brand name a lot, they’ll also just go right into Google or go any search engine and immediately type in that brand name.

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