smb search marketers: kpis to increase retention
TRANSCRIPT
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Presenters[ W E B I N A R ]
Mark Sullivan
Director of Partnerships, CallRail
Matthew Hunt
VP of Sales & Partner,Powered by Search
2011 Founded
About CallRail[ W E B I N A R ] 3
30,000 +Companies
U.S. &
Canada
User Centric
CallTracking&AnalyticsforDataDrivenMarketers
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What we’ll go over today[ W E B I N A R ]
•SMBs: Who are they?
•Properly setting expectations
•Using KPIs to prove your value
•In Depth Data on Calls
•Q & A
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SMBs: Who are they?[ W E B I N A R ]
• 30,000,000 (U.S. & Canada)
• 3 to 5 Times per Week
• Very little time
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SMBs: Who are they?[ W E B I N A R ]
• $50,000,000,000 in 2015
• Most new $ going to digital
• More complexity
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SMBs: Who are they?[ W E B I N A R ]
Impressions, Bounce Rate, Unique Visitors, CPC, CTR, Clicks
What they do not need from their search marketer:
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Setting Expectations[ W E B I N A R ]
• Find out exactly what they want
• Establish baseline
• Communicate clearly
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Choose KPIs wisely[ W E B I N A R ]
• Lower funnel metrics
• On customer’s terms, not our’s
• Pivot, if needed
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Better KPIs to Increase Retention[ W E B I N A R ]
•Leads captured (form submissions)
•Phone calls and texts
•Revenue - The alpha and the omega
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Calls are, in fact, on the rise[ W E B I N A R ]
•Q1 2015: +16%
•Q2 2015: +19%
•Q3 2015: +5%
•Q4 2015: +8%
CallRail Data: Call volume to SMBs over the past year
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Calls are, in fact, on the rise[ W E B I N A R ]
We talked 20% longer on phone calls in 2015 than in 2014
CallRail Data: Average call duration is also up
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Calls are, in fact, on the rise[ W E B I N A R ]
•Consumer preference for instant information (mobile search, voice
search, etc.)
•The web is more and more friendly to phone calls (click-to-call, ad
extensions, etc.)
So what’s driving the increase in phone calls to SMBs?
Give CallRail a Test Drive[ W E B I N A R ] 18
14 Day Free Trial
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Go to www.callrail.com/pricing