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Presenter: Gordon Borrell, CEO Borrell and Associates
New Research: Big shifts in how SMBs are buying digital services and what they're spending.
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Upcoming Conference; Selling Digital Marketing Services 10/3-4 in Chicago
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Survey
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Presenter: Gordon Borrell, CEO Borrell and Associates
New Research: Big shifts in how SMBs are buying digital services and what they're spending.
![Page 9: Presenter: Gordon Borrell,€¦ · New Research: Big shifts in how SMBs are buying digital services and what they're spending. Upcoming Conference; Selling Digital Marketing Services](https://reader034.vdocuments.us/reader034/viewer/2022043003/5f844c4b475093577a7f5349/html5/thumbnails/9.jpg)
Jed Williams Chief Innovation Officer Local Media Association
Jack Zavoral Director of Member Development Local Media Association
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Selling digital marketing services is no easy task. How should local media companies structure and position themselves for future success?
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We know about bigger companies. But what about “the little guys” –
can they succeed, too?”
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How do you know if you’re actually making progress? What KPIs should
be prioritized?
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What about sales structure? Has anyone actually figured it out?
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Upcoming Conference; Selling Digital Marketing Services 10/3-4 in Chicago
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Upcoming Conference; Selling Digital Marketing Services 10/3-4 in Chicago
Early Bird Pricing Extended through Thursday 9/14!
$495 LMA Members and
Borrell Clients $595 non-Members
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2017Survey.APeekAtWhat’sHappeningWithDigitalServicesSeptember2017
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©2017BorrellInc.ALLRIGHTSRESERVED.
Observations
Ø Alotmoreisbeingspenton‘services’thanmostrealize
Ø SMBsspendinglargeamountsoftimeonmarketingtasks
Ø They’reveryinexperiencedindoingsoØ Afragmentedmarketisripeforashake-out
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©2017BorrellInc.ALLRIGHTSRESERVED.
Internal/Self3%
GoDaddy5%
CDKGlobal3%
Google,2%
Wix,1%
hibu,1%
wife
Son-in-law
Relative
Notables
FragmentedMarketplaceWhoHandlesDigitalServicesForLocalBusinesses?
Source:Borrell’sAnnualSurveyofLocalAdvertisers;April-June2017;N=1,460responses
DigitalServicesisahugelyfragmentedindustry,with97%oflocalbusinessesoutsourcing.Big-name
providerssuchasGoDaddy,Wix,Squarespace,CDKGlobal,andWeb.com
collectivelyholdonlyabout10%ofthemarket.
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©2017BorrellInc.ALLRIGHTSRESERVED.
TheGoldinDigitalServicesWhatLocalBusinessSpendAnnually
*Average annual expense for local businesses surveyed from April-July 2017 Source: Borrell’s 2017 Local Advertiser Survey; N = 3,551 responses from all advertisers, 250 responses by franchisees; 189 real estate agents; 354 health care providers; 194 restaurants/bars; 1,652 tiny businesses (10 or fewer employees)
*
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©2017BorrellInc.ALLRIGHTSRESERVED.
TheGoldinDigitalServicesWhatLocalBusinessSpendAnnually
*Average annual expense for local businesses surveyed from April-July 2017 Source: Borrell’s 2017 Local Advertiser Survey; N = 3,551 responses from all advertisers, 250 responses by franchisees; 189 real estate agents; 354 health care providers; 194 restaurants/bars; 1,652 tiny businesses (10 or fewer employees)
*
Realestateagentsspendhalfasmuchonadvertisingasthe
typicallocaladvertiserbutnearly2xthe
averageonmanagementfeesfortheirsocialmedia
pages.
Evenbusinesseswith10orfeweremployeesarespendinglarge
amountsofmoneyonsocialmediamanagement.
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©2017BorrellInc.ALLRIGHTSRESERVED.
64%ofFranchiseesOutsourceServices
Source: Borrell’s 2017 Local Advertiser Survey; N = 250 responses by franchisees
AverageAnnualSpending
WebsiteMaintenance:$22,017
SocialMediaManagement:$12,000
Percentageoffranchiseesanswering“yes”totheoutsourcingthefollowingwebservices.
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©2017BorrellInc.ALLRIGHTSRESERVED.
58%ofRealtyAgentsOutsourceServices
Source: Borrell’s 2017 Local Advertiser Survey; N = 250 responses by franchisees
AverageAnnualSpending
WebsiteMaintenance:$6,670
SocialMediaManagement:$31,817
Percentageofrealestateagentsanswering“yes”totheoutsourcingthefollowingwebservices.
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©2017BorrellInc.ALLRIGHTSRESERVED.
AHugeTimeSuckforSMBsInternalHours/WeekSpentonMarketing
*Average annual expense for local businesses surveyed from April-July 2017 Source: Borrell’s 2017 Local Advertiser Survey; N = 3,551 responses from all advertisers, 250 responses by franchisees; 189 real estate agents; 354 health care providers; 194 restaurants/bars; 1,652 tiny businesses (10 or fewer employees)
Theaveragelocalbusinessmanager
spendstheequivalentofnearly1½daysaweekonmarketingactivities.
Abusinesswith10orfeweremployeesspendsnearlyone
fulldayonmarketingactivities.
Imaginethat!
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©2017BorrellInc.ALLRIGHTSRESERVED.
70%AreLonersOfthosewiththeleastmarketingexpertise,70%makemarketingdecisionswithoutanyone’shelp.
Sources:Borrell’sAnnualSurveyofLocalAdvertisers;April-July2017;N=3,039responses;&Borrell’smonthlyadvertiserpanel,208responses
Ratingthemarketingexperienceof3,039localadvertisers
RookieMarketeersInexperiencedAdvertisersMakingTheirOwnDecisions