SMB Market

SMB Market judged creators by churn and switched to older, credible ones. A get-rich-quick campaign with 20-year-old creators earned 40 million views and $1.2 million, but about 45% of those customers churned two to three months later. They could not actually buy a business, so SMB Market moved to creators aged 35 to 40 who speak to the exact buyer.

Dawson Gibbs says to track what happens after signup for each content angle, not just views and signups, and to accept fewer views for the right audience. His line: "the right 40 million views is always more worth than 200 million wrong views." On age: "an 18-year-old doesn't have as much money as a 38-year-old in the in this world."

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Creators green-screened the founder to borrow his credibility. After the 45% churn, SMB Market replaced the Gen Z get-rich-quick format with 35 to 40-year-old creators green-screening the founder's video and endorsing him. One of these videos reached 214,000 views.

The creator stays relatable while the trust comes from the founder: "this guy's the founder of this brand he's credible." Dawson says this needs neither a top creator nor two hours a day of training.

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A descriptive, benefit-led URL gave SMB Market clean attribution. Because the app name means nothing to viewers, SMB Market set up a catchy redirect domain that states the value, with buyabusiness.com given as an example. It was done a couple of weeks before the recording.

The URL also separates organic attribution when paid ads, other agencies and in-house creators all run at once. The same approach was used for Jetpack with flightcheatcode.com. It is not needed for brands people already know, such as Polymarket.

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