[Webinar] SMB Search Marketers: KPIs to Increase Retention

March 29, 2016

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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

About Powered by Search[ W E B I N A R ] 4

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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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SMBs: Who are they?[ W E B I N A R ]

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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?

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600+ companies, 1.3 million phone calls[ W E B I N A R ]

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Bottom Line: Performance is on their terms.[ W E B I N A R ]

Give CallRail a Test Drive[ W E B I N A R ] 18

14 Day Free Trial

No credit card needed

Go to www.callrail.com/pricing

Thank you!