elevating the smb digital marketing industry, sharon rowlands, reachlocal ceo
DESCRIPTION
What do SMBs in today's digital marketing landscape need to know in order to succeed and grow their business? ReachLocal CEO Sharon Rowlands discusses the core concepts ReachLocal practices in order to elevate digital marketing for local SMBs in this 2014 BIA/Kelsey keynote presentation.TRANSCRIPT
1 ©ReachLocal, Inc.
DIGITAL MARKETING INDUSTRYSharon RowlandsCEO, ReachLocalNew Orleans, LA
Elevating the SMB
2 ©ReachLocal, Inc.
Companies Struggling to Win Customers for Life,
Says New Study by Forbes Insights and Sitecore
September 10, 2014September 9, 2014
Why Most Marketing Doesn’t Work
Stop Wasting Your Time on These Online Marketing TacticsAugust 4, 2014
Small Businesses Search in Vain for Web-Ad HelpApril 16, 2014
Marketing Automation’s Unhappy Users:
Trouble in Paradise?
October 15, 2013February 12, 2013
Advertisers Unhappy with AdWords’ Enhanced Campaigns’ Update
SMBs Don’t Trust Digital Marketing Companies
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1%IMPROVEMENT IN
CUSTOMER ATTRITION
=INCREASE
IN REVENUE
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50% 90%
TO
Churn Rates in Digital Marketing Range From
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OPTION 1
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WHAT DRIVES CHURN?Bad sales experience
Selling the wrong product
Poor customer service
Results perceived as expensive with poor ROI
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“COMPANY is the definition of Rip Off. The service sounds great in theory, but I lost 4 weeks of legitimate advertising to find this out. DO NOT USE THIS COMPANY!”
"Don't fall for this phony software company scam!!!!”
"Do not ever use COMPANY if you are a business owner. The sales reps intentionally lie to you promising that their marketing will result in 20+ calls minimum per month and when they write up the contract if you’re not careful they leave that out but tell you to give it about 2 months at most before it really starts happening. "
"MISTAKE! Big Time. From the day they got my money I was dropped. I spent hours upon hours trying to get a hold of my representative with no success."
"The sales people are all liars. My sales
rep signed me up using lies and empty
promises then promptly signed up all my competitors in the area by telling them I was using their service and
having great results. “
“COMPANY ”sucks.” Horrible customer service. Was never given disclosed terms of the initial offer. The people I talked to couldn’t remember my name and I could never get a clear answer from anyone. Sent several emails with no reply.”
What the Reviews Say About Digital Marketing Companies
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EDUCATEUSE DATA SCIENCE
BE TRANSPARENT
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We Can Elevate Our Industry
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EDUCATEUSE DATA SCIENCE
BE TRANSPARENT
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We Can Elevate Our Industry
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“At ReachLocal, I am putting a lot of focus on this issue. Identifying a way to give transparency into REAL leads, not just contacts. And helping the SMB convert leads and be able to evaluate performance based on real customers.”
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EDUCATEUSE DATA SCIENCE
BE TRANSPARENT
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We Can Elevate Our Industry
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Leveraging Data Science to be More Transparent
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EDUCATEUSE DATA SCIENCE
BE TRANSPARENT
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We Can Elevate Our Industry
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Transparency Embedded Into Solutions
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LET’S TALK ABOUT
sales education…
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GETTING SALES RIGHTTrain sales people better
Use analytics to establish a baseline
Prepare a joint marketing plan
Be prepared to say no to a customer
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SEO
Digital Marketing is Complex & Growing
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1 ReachLocal Client Survey (June 2014)
WORK WITH multiple marketing partners1
UTILIZING over 10 different media types2
73%
2 BIA Kelsey research 2014
LOCAL SMBS
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“total digital marketing system”
“we’re you’re one stop shop”
“all in one marketing software”
“Automated all in one sales and marketing built exclusively for small businesses”
“all in one marketing solution for busy small business owners”
We All Have the Same Message – Time to Differentiate
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CUSTOMER BENEFITSLocal business owners understand what they are getting
Vendors take on quality business they can service
Churn reduces
Overall industry reputation improves
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What a happy
customer looks like
I’ve experienced a double digit percentage increase in site visits and calls.”
Our call handling has improved with the use of call tracking.”
I’ve been able to increase my online presence, including being found on Google more often.”
My business has a 200% increase in leads from my digital campaigns.”
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Thank You