This document provides guidance for small businesses on developing an effective digital marketing strategy on a limited budget. It emphasizes the importance of being found online through search engine optimization of business pages and location-based listings. It also stresses the need to manage a business's digital presence by keeping information up-to-date, as data sources constantly change and a business's name, address, or phone number changes on average every 6 days. The document recommends collaborating with customers throughout their purchase process and providing an easy purchasing experience to be chosen. It includes a cost analysis comparing doing digital marketing oneself versus hiring a strategy firm.

1. Making the Most of a
Limited Marketing Budget

2. Marc Hawk
CEO | RevLocal

3. Our small business

4. I am here to help
your customers.

5. Brodie Mart Town of Hilsdale Dynasty Buffet Elmhurst Hospital
Digital Marketing Has Changed
No one looks up to search anymore… they look down!
at their mobile phone

6. My real customer story

7. .
Where do you start?
What are the basics that bring the highest value?

8. .
You have to be found.

9. be found.
optimize My Business page
99,965 views

10. be found.
local optimized website

11. be found.
optimize primary search engine place pages

12. be found.
optimize primary industry place pages

13. be found.
optimize secondary place pages
with Authoritative Database partners

14. .
Digital presence management matters
to be chosen.

15. be chosen.
I can’t fix this once?
 Data and Information about
businesses constantly
changes
 Business data changes for
tons of reasons:
• Government filings
• Bad data
• Data aggregators
• Old information
• Social posts
• Business moves
• Changed phone

16. Yahoo! User Review
Google Places User
Customer Facebook Post
Mobile Yelp User
Yahoo! Mobile User
Yelp App User Signal
Claimed Yahoo Listing
Regional Directory
Foursquare Check-in
Claimed Yelp Listing
Angie’s List Review
Twitter Post
Store Locator
DexKnows Page
News Article
Bing Local Listing
Government Filing
Tax State Forms
Bank Loan Data
Unstructured Forum
Phone Records
Trademark Application
Acxiom Database
Out of Biz Call Center
Lexis Nexis Directory
Infogroup Database
Patent Registration
Unique Biz ID Forms
Offshore Location Team
GigWalk Submit
Thomson Reuters
Nasdaq Filings
The Local Data Ecosystem
Twitter Post Phone Records
InfogroupYelp Crawl
?

39. If You Don’t Keep Up With This
The Average Business Studied:
Changed every
6
Which equals
61Core changes
per Year
This was only looking at Business Name, Address, and Phone
days for Name,
Address or Phone
be chosen.

40. .
I must be easy to work with.

41. .
be easy to work with.
collaborate your purchase path
DecisionValidationShow Up
Meet K Roderick
Columbus OH

42. cost analysis
DIY $300 $500
StrategyComplexity
Cost per Month

43. .
your digital marketing strategy