New LSA Digital Media Certification Program Seeks to Identify Ethical Sellers

How many small business owners have received telemarketing calls from marketing companies making spurious claims about a guaranteed ranking on Google? The SMB-digital marketing services arena is full of noise with almost limited transparency.

Business owners receive a barrage of calls per month soliciting their marketing dollars. The process of “vetting” these firms is very difficult; and finding a company that can be trusted is near the top of the list of challenges.

Top SMB challenges in finding a marketing service provider (multiple responses permitted)

Source: Thrive Analytics, November 2016. N=200 SMBs

LSA has decided to enter the market with a new certification program that seeks to point SMBs to ethical marketing firms. This isn’t a guarantee of performance. Rather it signifies that certified companies have agreed to abide by a set of guidelines and ethical business practices surrounding:

  • Sales practices and representations made to prospective clients
  • Service standards and accountability
  • Hiring and training practices
  • Service agreements and contracts
  • Transparency
  • Security and privacy of information

This program was developed over a roughly two-year period with a great deal of consultation with key constituencies. LSA also surveyed small business owners, which supported the idea: 80% said that such a certification would impact their choice of a marketing partner.

Our hope and belief is that over time the certified firms will rise above the noise and deliver genuinely better service to SMBs. Learn more or apply here.

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2 Responses to “New LSA Digital Media Certification Program Seeks to Identify Ethical Sellers”

  1. David Mihm says at

    I certainly applaud the attempt, even if I think it’s unlikely to make a dent in the scam-artist problem. LSA will REALLY have to get the word out that this program exists to impact most of the victims of overly aggressive and deceptive sales practices. Regardless, looking forward to hearing more about it in San Diego next month.

  2. Greg Sterling says at

    Yes. Awareness is key. We’ll be marketing it heavily.

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