Presenter: Gordon Borrell, CEO Borrell and Associates

New Research: Big shifts in how SMBs are buying digital services and what they're spending.

Upcoming Conference; Selling Digital Marketing Services 10/3-4 in Chicago

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Survey

Presenter: Gordon Borrell, CEO Borrell and Associates

New Research: Big shifts in how SMBs are buying digital services and what they're spending.

Jed Williams Chief Innovation Officer Local Media Association

Jack Zavoral Director of Member Development Local Media Association

Selling digital marketing services is no easy task. How should local media companies structure and position themselves for future success?

We know about bigger companies. But what about “the little guys” –

can they succeed, too?”

How do you know if you’re actually making progress? What KPIs should

be prioritized?

What about sales structure? Has anyone actually figured it out?

Upcoming Conference; Selling Digital Marketing Services 10/3-4 in Chicago

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

2017Survey.APeekAtWhat’sHappeningWithDigitalServicesSeptember2017

©2017BorrellInc.ALLRIGHTSRESERVED.

Observations

Ø Alotmoreisbeingspenton‘services’thanmostrealize

Ø SMBsspendinglargeamountsoftimeonmarketingtasks

Ø They’reveryinexperiencedindoingsoØ Afragmentedmarketisripeforashake-out

©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.

©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)

*

©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.

©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.

©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.

©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!

©2017BorrellInc.ALLRIGHTSRESERVED.

70%AreLonersOfthosewiththeleastmarketingexpertise,70%makemarketingdecisionswithoutanyone’shelp.

Sources:Borrell’sAnnualSurveyofLocalAdvertisers;April-July2017;N=3,039responses;&Borrell’smonthlyadvertiserpanel,208responses

Ratingthemarketingexperienceof3,039localadvertisers

RookieMarketeersInexperiencedAdvertisersMakingTheirOwnDecisions