This workshop was presented at the LSA17 event in San Diego, February 27 - March 1, 2017.

1. 1
BEST PRACTICES
FOR ADVERTISER RETENTION
Kelly Shelton,VP Marketing
@kellyshelton32
kshelton@boostability.com
POWERED BY

2. 2
Listening Campaign
BEST 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. 3
Research Methodology
BEST PRACTICES FOR ADVERTISER RETENTION
Demographics
Open-ended comment
sections & follow-up questions
91% were
business 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 year
3 independent surveys
Regarding SEO services
Approx. 1,000 responses

4. 4
FIND INGS

5. 5
Answer Groupings
BEST 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 Customer
Service Cost
Product Promises
(Sales)

6. 6
Answer Groupings
BEST 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. 7
Answer Groupings
BEST 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. 8
Answer Groupings
BEST 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. 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. 10
We Listened We Acted
BEST PRACTICES FOR ADVERTISER RETENTION
Results Solutions
o Success milestone communication
o Diversified our communication channels

11. 11
We Listened We Acted
BEST 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. 12
We Listened We Acted
BEST PRACTICES FOR ADVERTISER RETENTION
Cost Solutions
o Value proposition training
o BoostLite (entry level package)

13. 13
Establish
Goals Personalize
service
Communicate
Success
Reach customers
where they areEducate
Demonstrate
expertise
Maintain
enthusiasm
Keys to Customer Retention
BEST PRACTICES FOR ADVERTISER RETENTION

14. 14
How It’s Working So Far
BEST 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%

15. 15
Q & A
Kelly Shelton,VP Marketing
@kellyshelton32
kshelton@boostability.com

16. 16
Additional
Findings
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. 17
SMB Mindset & Climate
BEST 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

18. Care. No matter what.

19. Management model
How 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

20. Performance
For 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.

21. 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 1
We 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 Review
Breakdown of all campaigns analyzing
success, areas of improvement, ROI, and
growth pacing. Conversion focused
meeting.
4 Week Review
4 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 Management
Every 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
Recap
Recapture 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

22. Total Conversions by months of December 2016 & January 2017
220 265
0
50
100
150
200
250
300
December January
PPSWCF
Using Google Analytics data
Will allow your clients to quickly
Identify success

23. 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

24. 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

25. 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.

26. DocASAP Booking Process

27. 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%

28. Become a partner in
your clients business.