LSA Bootcamp Detroit: Taking Control of Your Online Reputation (Yelp)
LSA Bootcamp Denver: Increasing Customer Engagement After the Sale (Dex Media)
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Transcript of LSA Bootcamp Denver: Increasing Customer Engagement After the Sale (Dex Media)
What we’ll cover• 3 Things every business owner should
do to improve Discovery & Engagement
• How to rethink the “Sales Funnel”
• Why knowing your customers matters
• What can mobile mean for SMBs
• Christopher Folmar• Dex Media for 4 years • Director of CRM/SaaS /Client Portal• Led Mobile Initiatives for SuperPages• Worked At
• Marvel Comics• Nokia• American Heart Association• Belo
3 Things every SMB can do today to improve online Discovery & Customer Engagement
1. Make sure your website & communications are ready for mobile discovery
2. Segment & then act on your customer data
3. Leverage appointment reminders to reduce no-shows & cancellations
The Marketing Funnel
It’s not a funnel…Awareness
Knowledge
Consideration
Selection
Purchase
Use
Re-purchase &
Retention
Advocacy
The old saying is true…
Your odds of selling to a new prospect are only between 5% and 20%, while the probability of selling to an existing customer is between 60% and 70%Source: Marketing Metrics, ©2010 Pearson Education, Inc
6x -7X more expensive to acquire a new
customer than keep an existing one– Source: White House Office of Consumer Affairs
• Not sticky notes
• Not pads of paper
• Nope, not Excel
files either
• Customer retention
can be improved by as
much as 27% by using
a CRM platform– Source: Trackvia.com
Not just WHAT you say, but HOW
you communicate to different
customers groups matters.
Customer Segmentation
The year of mobile was 2015…• Mobile adaptive &
responsive sites are a must.
• 9 out of 10 mobile searches lead to action.– More than 50% lead
to sales• Source: SearchEngineLand
• 66% of emails were opened on mobile device
– Source: MobileInk
• 30% of consumers read email exclusively on mobile devices
– Source: Yesmail Study
• 90 Minutes for avg person to read email
– Source: CTIA.org
• Text Marketing Fast-Stats– Open rates exceed 99%– Click through rate is 36%– 99% read in 3 minutes
• Source: Tatango / Singlepoint
It’s all about being connected
• UK study showed up to 10% of Small
Business time is lost to no-shows– Source: Federation of Small Businesses
• 16.6 % of SMBs currently use an
online scheduling program– Source: BIA/Kelsey’s Local Commerce Monitor Survey
Like it when customers miss or cancel an appointment?
Igniting fans
• Not -What do you do?
• Rather -When can you do THAT again?
• Why should I tell my friends?
3 Things every SMB can do today to improve online Discovery & Customer Engagement
1. Make sure your website & communications are ready for mobile discovery
2. Segment & then act on your customer data
3. Leverage appointment reminders to reduce no-shows & cancellations