Closely CEO Perry Evans: Every day Perch scans the ongoing social, reputation, and consumer buzz activity of 400K SMBs. We’ve learned a thing or two and we’re stepping up how we apply activity and performance data to guide and nurture SMBs down an action path to outpace their competitors. This session will share experiences with insights into what’s really happening out there.

1. GUIDING SMALL BUSINESSES WITH THEIR DATA
All content is proprietary and confidential.
Advancing SMB Marketing Automation with Deep Data and
Mobile-first Engagement

2. Nurture SMBs to digital marketing success
Start with a very low COA.
Watching brings knowledge and
confidence.
Businesses observe and absorb the
importance of social, and see first-
hand what it takes to succeed.
Perch nurtures SMBs into informed
buyers of digital marketing services.
120K Perch SMBs, aggregating data for 450K

3. Guide with Performance Data
Content marketing/MA is not
sufficient to move the needle with
SMB lead nurturing.
Performance and Business Activity
Data provide unique triggers for
progressing users into digital
marketing tools and services.
Competitor and Best Performer data
drives pressure to act.
11x/mo SMB activity and
performance usage create the trigger
points.

4. Mobile-first SMB Nurturing
 Onboard Perch users into
social watching/learning AND
performance advice.
 Calibrate each new user via
free performance tools, with
actionable partner solutions.
 Place performance assessment
into weekly Performance
Reports, and alongside live
activity data and notifications.
New Perch eBook

5. An Example: Review Quality and Quantity
Vast majority of SMBs have a social proof problem
• 89% of total have < 5 reviews
• “Engaged Socials” cohort: 54%
3% of the activity content drives over 11% of content
engagement in Perch
If you don’t have effective social proof, ad spend will
underperform

6. Nurture Users into Improvement
Self-
Improvement
Content
GetFiveStars
Well-priced self-
serve tool w/set-
up service
Customer Lobby
Full service,
ideal for service
businesses
Main Street Hub
Full service
social
management
Activity Data
+
Notifications
Continual
Performance
Assess/Inform
Unique Live
Tool
Experiments

7. WHAT THE DATA IS TELLING US.

8. The First Things First Imperative is Overwhelming
Social Proof
Quantity &
Quality
Presence
Completeness
[+ Impact]
Mobile
Readiness

9. Digital Progress Framework

10. A Better Foundation
It may not be sexy to sell
foundational SMB services.
But when I do…
I create informed buyers with a
better foundation for success.