The following is an excerpt from my recent Forbes article “It’s Clear: Local Businesses Need More Transparency From Digital Marketing Providers.”
“The hard truth is that companies providing digital marketing to local businesses have come under fire lately. We’ve seen the articles, read the reviews, heard the customers’ complaints: ‘online marketing companies overpromise,’ ‘they lack transparency,’ ‘they’re expensive and don’t deliver ROI.’ Those statements reflect local businesses’ general distrust of online marketing and, in part, explain statistics like these: 73 percent of SMBs work with more than one digital marketing provider, and some in the industry think churn rates range from 50 percent to 90 percent. Let’s be honest: those numbers are unsustainable and unacceptable. I know that as an industry we can do better.
So what’s driving those sentiments and, most importantly, what can we do to change them?”