Cindy Krum will be giving the afternoon keynote at the Engage Conference, which will take place March 9, 2017 in Portland. For more information, or to purchase tickets, please click here.
1) Please give us your background and let us know what you do for a living.
I am the CEO of MobileMoxie, which is a mobile SEO and digital marketing consultancy and software company.
2) What is the inflection point for a business to decide to build an app?
Apps are great when you have a very loyal audience that is asking for them. If you can do everything you want to build in an app from a website, you should just update your website to include that functionality. Most people are not looking for new apps, and when they are, they are super brand-loyal, and already have a branded app in mind. People rarely browse for apps like they browse for websites.
3) Have you seen app downloads as the first user touchpoint correlate to sales at a meaningful level?
App downloads are very rarely the first user touchpoint. Downloading an app and actively using it almost always happens when an user is building an existing relationship with your brand, rather than initiating one.
4) All my PPC B to B clients have the same issue with mobile: Easy to get signups, but people who signup on mobile never convert to paid users. Is that going to ever change in the B to B space?
Good question! I would assume that the trend is true on desktop too, but I don’t know what you are seeing for your clients. What I can tell you is that people who are ready to get value from a paid subscription, especially in the B2B space are generally going to approach from their work device, which is most often a computer. They may shop around, and compare offerings from their phone on the couch, but when they are ready to pull out the company card and make a purchase, it is more likely that they will convert on the desktop. That is not to say that the exposure on mobile, and even the free signup didn’t assist in the conversion – sometimes that stuff is hard to track across different devices!
5) How does Google’s move to a Mobile-first index impact SEO?
This is a big question, but luckily I wrote an article about it here: https://www.mobilemoxie.com/blog/app-seo-news/understanding-mobile-first-indexing-23-long-term-impact-seo/ Basically, I believe Mobile-First Indexing is going to be about cross-device indexing, and URLs are going to become an optional part of being in the index.
6) People have asked me how Tablets should be treated within the Desktop / Mobile dichotomy. Your thoughts?
In general, tablets are entertainment devices. The peak times that people use them is before bed and on the weekends. So think about that, and make sure that the work that you do for tablets is oriented towards that mentality. That is not to say that there is nothing that can be done with tablets in a B2B setting though. Tablets can also be useful for B2B in an info-tanement sort of way. Like a drug rep who uses a tablet app to show a doctor the benefits of a new drug, or a window manufacturer who uses an app to illustrate a proposal for a new sky-scraper that an architect is working on. In those cases, the tablet is used to hold interactive marketing collateral, so it’s ability to surface in a search is less important, because the tablet is usually handed off temporarily, from the seller to the buyer – so it can all be pre-loaded.
Todd Mintz knows PPC…knows Social Media…knows SEO…knows Blogging…knows Domaining…and knows them all real well. He runs growth marketing for )and is also a Director & Founding Member of SEMpdx: Portland, Oregon’s Search Engine Marketing Association, and he can be found here on Twitter and Facebook.