The document discusses the Local Search Association (LSA), a trade organization with over 300 members focused on supporting local businesses through digital marketing services and technology. It highlights challenges faced by small businesses in online marketing, such as time and expertise shortages, and provides an agenda for a program offering best practices in paid search, online reputation, and vendor hiring. The document also presents data on the significance of local businesses in the economy, emphasizing their role in generating substantial revenue.

1. TheLSA.org

2. • What’s this all about?
• Who is LSA?
• Our agenda
• Some data about local entrepreneurs
• How to get the most out of today
Overview

3. What’s this all about?
You may find yourself behind the wheel of a large automobile
And you may find yourself in a beautiful house, with a beautiful wife
And you may ask yourself...How did I get here?

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
• Social Media Strategy
and Tactics
• Mobile Marketing
• Email Marketing
Today’s program
• Paid Search Best
Practices
• Online Reputation
• Making the Most of a
Limited Budget
• How to Hire a Vendor
• Expert Q&A

7. When it comes to digital marketing:
how many of you feel. . .
Totally in control,
self-confident
Like you’re still
finding your way OMG!

8. Some slides about 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 drives
economy

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. 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

12. 50% less than $10k per yr
Source: LSA digital bootcamp attendee survey (4/15).

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. • Engage: ask questions, ask for explanations
• Network: talk to each other, speakers and exhibitors
• Get business cards, follow up with people
• Attend sessions: the day will fly by
• Stay for full day . . . and giveaway
How to get most from today

15. When you leave we want you to feel...
Less of this More of this