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• Trade association with 300+ members in 28 countries
• Originally the yellow pages association
• Members include traditional and digital media companies facilitating local transactions between merchants (large and small) and consumers
• Most of presenters here today are members
• Focused on research, education, advocacy, events and partnerships
What Is the LSA?
• Local Search Association, Search Engine Land
• Impact of digital media on offline consumer behavior
• Search, location, mobile, social + indoor location
• Since 2000
• Twitter: @gsterling
LSA VP Strategy & Insights
Who Am I?
• Successful digital marketing strategy
• Common mistakes and how to avoid
• Breakouts: websites + SEO, paid search, social media
• Networking lunch
• Mobile search: what you need to know
• Your questions
• Breakouts: Reputation, email marketing, Facebook ads
• Understanding what’s working
• DIY vs. DIFM – Do or Do Not
• Giveaways
Program Today
• Market is confusing and noisy
• Need for reliable information/education
• Provide direct access to companies
• No sales pitches from the stage
• Experiment for LSA
What Are We Trying to Do?
66.6 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 Channels/Media Being Used
27%38% 46% 45% 43% 51%
73%62% 54% 55% 57% 49%
Less than 1year
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 Businesses More D-Focused
40%
37%
33%
21% Not Enough Time
Not Enough Knowledge orExpertiseAd Budget Not LargeEnoughNot Enough Resources toHire Dedicated Personnel
Source: Thrive Analytics, “Local Pulse Survey” January 2015.
Biggest challenges with online/digital marketing
Business Owner Challenges
Less than 1 year 1-3 years 3-6 years 6-10 years 10-15 years 15+ years
Online content creation 26% 18% 18% 13% 16% 9%
Search engine optimization (e.g., visibility in Google results) 25% 33% 29% 31% 29% 18%
Getting our listings information or content to all the various search and
directory sites online25% 23% 22% 20% 21% 17%
Paid search advertising (e.g., Google AdWords) 21% 20% 16% 13% 16% 12%
Facebook and/or social media marketing 21% 22% 24% 33% 22% 22%
Company Website- Ecommerce 21% 21% 14% 19% 22% 24%Mobile marketing 18% 15% 20% 13% 14% 15%
Online display/banner advertising 16% 18% 12% 15% 12% 8%
Loyalty marketing 16% 18% 19% 14% 18% 11%
Traditional media (direct mail, yellow pages, newspaper, TV, radio) 14% 17% 17% 13% 18% 14%
Reputation monitoring and review generation 14% 15% 11% 16% 12% 10%
Deals/promotions/coupons 11% 18% 12% 14% 10% 10%
Areas Businesses Need the Most Help by Tenure of Business
Source: Thrive Analytics, “Local Pulse Survey”. January 2015.
Top 2 areas.
Where Business Owners Need Help
Industries Represented• Child Care• Construction• Consulting• Education • Financial Services/Insurance• Health and Beauty• Internet/Technology• Legal• Media & Publishing• Medical and dental• Other Professional Services• Real Estate• Restaurant• Retail• Tax/Accounting• Trade services/Home Improvement
1. Social media2. Email marketing3. SEO4. Blog/content marketing 5. Print handouts, newsletters or flyers6. Paid search marketing7. Print coupons/direct mail8. Online video9. Online directories10.Print newspaper
Top Marketing Channels
1. Social media
2. Email marketing (tied)
3. SEO
4. Paid search marketing
5. Blog/content marketing
Most Effective Channels
1. Sales2. Clicks to website (from search)3. Analytics dashboards4. Calls5. Ask customers how found 6. Repeat business
Tracking Effectiveness
Questions
There are so many mediums, how do I identify which is most effective for my type of business?
How do we avoid pitfalls and monetary waste in digital advertising?
What are the benefits of paid mobile advertising that you don't normally see in general web advertising?
Want to learn how to better increase email open rates and click-throughs
What SEO/marketing can be done internally and what is recommended to be done externally?