lsa17: best practices for local advertiser retention (green banana, boostability)
TRANSCRIPT
2
Listening CampaignBEST PRACTICES FOR ADVERTISER RETENTION
Understand what SMB’s care about most
Understand what will keep clients and why they cancel
Go beyond NPS and dig deep for cancellation reasons
Specific feedback around product, sales and customer service with proper context
Actionable data to help guide marketing, sales, customer service and product decisions
3
Research MethodologyBEST PRACTICES FOR ADVERTISER RETENTION
Demographics
Open-ended comment sections & follow-up questions
91% werebusiness owners
o Richer, more meaningful data than multiple choice answers alone
o Provided more specific details than we had previously seen
73% of businesses generated less than
$500,000 a year3 independent surveys
Regarding SEO services
Approx. 1,000 responses
4
FIND INGS
5
Answer GroupingsBEST PRACTICES FOR ADVERTISER RETENTION
The majority of responses fit into one of these five categories, in order of importance.
72% fell into these three categories
Results CustomerService Cost
Product Promises(Sales)
6
Answer GroupingsBEST PRACTICES FOR ADVERTISER RETENTION
o Poor rankings“I gave it 90 days and the results just weren’t where I thought they should be at that point.”
‘‘’’
Results
o Low site traffic
o Little sales / customer conversion
7
Answer GroupingsBEST PRACTICES FOR ADVERTISER RETENTION
o More contact
“They did a very poor job of listening to me. They have their stock approach and my business did not fit into that approach.”
‘‘’’
Customer Service
o More personalized service
o More knowledgeable reps
8
Answer GroupingsBEST PRACTICES FOR ADVERTISER RETENTION
o The monthly price was higher than I could afford
“You were doing a great job I just didn’t have the money to continue.”‘‘
’’Cost
o Our monthly marketing budget was exhausted
9
When we asked why they cancelled,
they said lack of results.
When we asked what we could have done to keep them,
they said customer service.
10
We Listened We ActedBEST PRACTICES FOR ADVERTISER RETENTION
Results Solutions
o Success milestone communication
o Diversified our communication channels
11
We Listened We ActedBEST PRACTICES FOR ADVERTISER RETENTION
Customer Experience Solutions
o Personalize service to each client’s goals
o Teach agents to be experts in our methodology
12
We Listened We ActedBEST PRACTICES FOR ADVERTISER RETENTION
Cost Solutions
o Value proposition training
o BoostLite (entry level package)
13
Establish Goals Personalize
service
Communicate Success
Reach customers where they areEducate
Demonstrate expertise
Maintain enthusiasm
Keys to Customer RetentionBEST PRACTICES FOR ADVERTISER RETENTION
14
How It’s Working So FarBEST PRACTICES FOR ADVERTISER RETENTION
In just five months we’ve saved more than $300,000
Average less churn per month
Average less churn per month Happier employees
Happier clients
Improved brand
Energetic culture
and…
9%
4%
16
AdditionalFindings
Customers cancelling because of “poor rankings” actually achieved significantly higher rankings
50% of respondents cancelled within first 3 months
Little concern about sales & product
Customer experience matters, was #1 thing we could do to keep customers from cancelling4
1
2
3
17
SMB Mindset & ClimateBEST PRACTICES FOR ADVERTISER RETENTION
o $100 = premium expectations
o As business owners they understand the power of reviews, and they’ll use it
o They wear multiple hats and work long hours
o As business owners they understand and expect great service
o It’s more about results and less about the product
Care. No matter what.
Management modelHow do we grow your revenue? It’s simple, we use measured marketing strategies that target the core elements around buying habits. We track down consumers that are actively looking for products like yours, engage them with vibrant on air and online messaging, and we continually learn from what those consumers are doing by optimizing our program around real time engagements.
Identify
Engage
Drive Action
PerformanceFor your clients, performance is not based off of "clicks”, “VTR” or any other metric other than CONVERSIONS
Make yourself different, stop selling data and transform clients to partners.
Transparency Real time tracking to show where we are in the process of fulfillment, how we’re maximizing your budget, reporting on conversions and actions and analysis of Google Analytics.
Day 1We plan out the year and start building your program around your key growth areas. Here you will receive your dashboard login for real time tracking, setup ROI models, and kick off your program.Program will launch live within 48 hrs.
2 Week ReviewBreakdown of all campaigns analyzing
success, areas of improvement, ROI, and growth pacing. Conversion focused meeting.
4 Week Review4 Week mark is a major milestone when breaking down performance. We compare art performance, ad activation, keyword evaluations, time of day results and conversion numbers with actual growth to insure we are hitting our mark.
Monthly ManagementEvery month we report back to you with monthly or weekly in person meetings, automated reports on key areas of interest, and 24/7 optimization on all programs.
6 Week Review and RecapRecapture campaigns worth of growth is invaluable. Get the full layout your marketing performance with week over week comparison of site traffic, online performance, and customer engagements and conversions.
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Total Conversions by months of December 2016 & January 2017
220 2650
50
100
150
200
250
300
December January
PPSWCF
Using Google Analytics dataWill allow your clients to quickly Identify success
Combination Effort
Train your team and sales force to read analytics will increase close ratio, sell more services as well as extend the length of your clients programs. Multi Products will increase coversions
With a combination approach Without a combined approach
126 Conversions 46 Conversions
Combination Effort
Awareness Converters:
These users found the site through paid search and then ultimately came back and converted as a result of an email drip, up to 3 times of email exposure
Assisted Conversion Data
Opportunities
This is the conversion overall in analytics. Out of those 3,734 people, only 2,360 went through and completed the appointment form all the way to completion.
DocASAP Booking Process
Retention Rate
Partner Retention Rate: 98%
Partner Growth Rate: 13 New Partners, zero cold calls.
Revenue Growth 83% year over year
Client Retention Rate: 73%
A and B rated client retention rate 96%
Become a partner in your clients business.