This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive, in Charlotte 7/26/15. For more about the event and for a look at future events visit www.LSABootcamp.com.

1. TheLSA.org

2. • Why are we here?
• Who is LSA?
• Our agenda
• Some data about local entrepreneurs
• How to get the most out of today
Overview

3. Why Are We Here?
I want you to have a
better understanding
of digital marketing

4. Who (or What) Is LSA?
The short version:
LSA stands for “local search association”
A trade association based in Michigan
More than 300 members in 27 countries.
Traditional and digital providers of advertising and
marketing services and technology
Many work directly with local business owners

5. Experts/Companies Here

6. • Digital Marketing Strategy
• SEO Fundamentals
• Finding and Fixing Your Data
Online
• Payments and Online Booking
• Social Media Strategy and
Tactics
• Mobile Marketing
• Email Marketing
Today’s Program
• Beyond SEO: Paid Search
Best Practices
• Taking Control of Your Online
Reputation
• Generating (Online) Word of
Mouth
• Making the Most of a Limited
Budget
• How to Hire a Vendor
• Expert Q&A

7. • Have a website?
• Mobile friendly website?
• Use social media to market your business?
• Use online scheduling, have e-commerce?
• Monitor reviews of your business?
• Track results from different marketing efforts carefully?
• Work with a marketing firm or agency?
• Are satisfied with your results?
• Would like to grow your businesses?
How Many of You . . .

8. State of Local Business

9. 90%+ of US businesses have less than 20 employees and account for $4 Trillion
9
5.73 Million
Employer Businesses
99%
5.67 Million
Businesses with less
than 500 Employees
90%
5.13 Million
Businesses with less
than 20 Employees
$4.0 Trillion Receipts
$29.7 Trillion Receipts
Source: United States Census Bureau; *IFA, “Franchise Business Economic Outlook for 2015”.
781,794 Franchises
$889 Billion Receipts*
$11.0 Trillion Receipts
Local Business Dominates

10. 27%
38%
46% 45% 43%
51%
73%
62%
54% 55% 57%
49%
Less than 1
year
1-3 years 3-6 years 6-10 years 10-15 years 15+ years
Traditional Media Digital Media
Source: Thrive Analytics, “Local Pulse Survey”, January 2015.
Media Mix by Tenure of Business
Newer Biz, More Digital

11. 11
Source: Thrive Analytics, “Local Pulse Survey”, January 2015.
Marketing Objective by Years in Business
Goals by Age of Biz

12. 6
6.6
7.2
2013 2014 2015
Source: Thrive Analytics, “Local Pulse Surveys”, June 2013, January 2014 & 2015.
Avg. number of media types currently used in marketing efforts
More Methods Being Used

13. 40%
37%
33%
21%
Not Enough Time
Not Enough Knowledge or
Expertise
Ad Budget Not Large Enough
Not Enough Resources to Hire
Dedicated Personnel
Source: Thrive Analytics, “Local Pulse Survey” January 2015.
Biggest challenges with online/digital marketing
Time, Expertise Big
Challenges

14. 50% Less Than $10K per Yr
Source: LSA digital bootcamp attendee survey (4/15).

15. Source: LSA digital bootcamp attendee survey (4/15).
Satisfaction with Marketing

16. 25%
30%
45%
55%
60%
Other
Too Many Errors Made
Price is too high for the product/service
Poor Service Levels from Providers
Poor Program Results
Reasons for not being satisfied with current media providers (Scores 0-6).
Source: Thrive Analytics, “Local Pulse Survey”. January 2015.
Sources of Dissatisfaction
1. Poor ROI
2. Poor service
3. Price/perceived
value

17. • Engage: ask questions, ask for explanations
• Network: talk to each other, speakers and
exhibitors
• Get business cards, follow up with people
• Attend the sessions (day will fly buy)
• Stay for Q&A session at end (and giveaway)
How to Get Most Value