LSA Bootcamp Chicago: Welcome and Overview (LSA)

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This presentation was given to an audience of small businesses at the LSA Bootcamp in Chicago 8/16/16 which was an event to help small businesses learn the fundamentals of digital marketing. For more on the event, visit: http://www.marketingbitz.com/marketing/boot-camp.aspx

Small Business & Entrepreneurship

LSA stands for “local search association”
A trade association based in Michigan with
300+ members in 27 countries. Traditional
and digital providers of advertising and
marketing services and technology
Many work directly with local business owners
About LSA

SAN FRANCISCO (3.6) | DENVER (5.18)| DETROIT (6.1)| CHICAGO (8.16)
LSA Bootcamps 2016
Chicago, August 16

Our Agenda
• Elements of a successful digital marketing strategy
• Taking control of your online reputation
• Making the most of a limited marketing budget
• Digital presence and SEO fundamentals
• Email marketing best practices
• Mobile marketing: what you need to know
• Facebook: paid and organic social media strategies
• How to build a devoted customer base
• Giveaway drawing

6
2013
7.8
2016
Average number of media types/channels used by
local businesses to market themselves
Source: Thrive Analytics, “Local Pulse Survey” 2016, n=1,116 small businesses
More to Pay Attention To

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
Challenges: Time, Expertise

Source: LSA survey of SMBs, October 2015
Most Are ‘DIY-ing’
Do you work with an agency or marketing consultant?

Are our marketing efforts effective?
Source: InfusionSoft 2016, n=1,000 small businesses
62% say “no” or “don’t know”
Uncertain Whether It’s Working

What Are We Trying to Do?
Access to information/companies
Practical advice
Educational environment

“How to rise above local competition”
“Building our social media base”
“Getting more clients”
“Having the time to do it”
“Having a clear ROI”
Source: LSA survey of SMBs, October 2015
Attendee Wish List

• Engage: ask questions/challenge speakers
• Network: talk to each other
• Get business cards: follow up with people
• Stay for full day . . . and giveaway
• Keep in Touch: We’re here to help
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