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