Marketing Statistics For Small Business – Digital marketing is important for small businesses in all industries. A marketing strategy can include a variety of tasks, including improving SEO (search engine optimization), increasing website traffic, maintaining social media pages, and tracking ROI. A question that is often asked is: How much do small business owners really know about online marketing and the best ways to use these efforts?
We surveyed 1,000 small business owners with at least one employee and a business website. The purpose of this survey was to learn how small business owners manage their online marketing efforts.
Marketing Statistics For Small Business
What we have found is that many small businesses do not have a full understanding of the various factors that influence marketing success.
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Before a business owner can design and implement a successful digital marketing strategy, they must first identify their business goals. For 38.1 percent of respondents, their website exists only to provide information or build brand awareness. If a business sells a product or service through its website, the main purpose of the site may be e-commerce or sales. Of the survey participants, 23.3 percent stated that the purpose of the site is e-commerce.
For 14.9 percent of respondents, the purpose of the website was to direct customers to visit a physical location or provide directions. Finally, 3.7 percent or 37 respondents did not know what the main purpose of their website was, which is particularly concerning from a marketing point of view. Without a clear purpose, the site is unlikely to have the direction and focus needed to attract visitors, and marketing efforts will not be tied together in any identifiable way.
When working on a marketing strategy, those involved must identify what they want to achieve before they can determine the best ways to achieve those goals. From there, business owners can review the most common digital marketing options, including website design, SEO, PPC, and social media. Spending money on a campaign that redirects to a website that doesn’t offer any related information or hasn’t been updated in years is unlikely to generate the same results as a marketing campaign that feels connected at every touchpoint.
Despite the benefits of good search engine rankings, many small businesses miss the mark when it comes to implementing strategies to improve their SEO. As a result, these businesses may not be driving the traffic they want to their website, which is often directly related to lead generation and other marketing activities. With 20 percent of respondents saying the primary purpose of their website is to generate phone calls and leads, the disconnect is especially concerning.
Search Engine Marketing Statistics 2022
Almost 7% of respondents said they don’t have a budget for digital marketing activities, which include SEO services, social ads, paid search and banner ads. Among business owners who budget for these activities, 44.3 percent said they only have $1 to $499 per month to spend on online marketing. Almost 23 percent of respondents have a budget of $500 to $999 per month, while 12.2 percent have a budget of $1,000 to $2,499 per month.
While most small business owners see the value of having an online presence, many do not associate that importance with tasks that could increase traffic to their websites. Digital marketing activities are essential to generate more traffic and increase awareness. A lack of investment in digital marketing may be the result of web traffic levels that seem satisfactory to the business owner.
Many small business marketers do not understand the value of investing in their web presence and SEO, while others have unrealistic expectations of how SEO works. 27 percent of surveyed small business owners expect to spend between $0 and $99 per month on an SEO campaign to see significant results. 30 percent expect to spend between $100 and $199 per month, while 18.5 percent expect to spend between $200 and $499 per month.
Paid search and pay-per-click (PPC) search engine advertising are also important aspects of online marketing efforts, especially for businesses trying to build greater brand awareness. The pay-per-click model is one of the most commonly used options, as it allows businesses to pay only when their ad is clicked, rather than paying per thousand impressions (CPM) or when their ad is shown.
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While paid search and implementing PPC into your marketing strategy are beneficial for small businesses, many business owners surveyed said they don’t understand the value or haven’t used these methods.
Among small business owners investing in paid search campaigns, 32 percent said they would expect to pay between $0 and $99 to see significant results, while 29.3 percent believed they would need to spend between $100 and $199 per month. Finally, 24.6% of respondents said they have an internal employee who manages paid search campaigns.
Of those surveyed, 4.4% of respondents said their online presence was somewhat or not at all important to business success, while 7.6% said they felt their online presence was neutral to its success. In this category, regional location made the difference, with nearly 70 percent of respondents in the Northeast believing that an online presence is extremely important to business success.
While many small businesses with a website see the value in regularly updating their website framework and content, there are still some who do not.
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Nearly 28 percent haven’t updated their website framework or design in more than a year, and 19 percent haven’t updated it in three or more years. It’s also interesting to note that 42.9% of small business owners used some form of template or online website building software to design their own site, while 15.7% used HTML/CSS for personal design on the page. Only 32.4% hired a professional web designer or an external company for this purpose. These statistics show that small business owners seem to be quite proficient when it comes to building websites and can handle this task on their own.
Among those who are not as proficient in web design, 31.6 percent would expect to pay $499 or less for a professionally designed website. At the opposite end of the spectrum, 1.7 percent, or 17 percent of respondents, believe they should spend $50,000 or more. The higher percentage of small business owners who expect to pay less is likely attributed to the availability and prevalence of website software and template builders online. As a result, the value of a website designed by a professional specifically for business appears to be less.
Although many do not update their online presence, those who do were more satisfied with their appearance in search rankings than those who did not.
Finally, 40.9% of respondents were satisfied with their site’s ranking, while 9.3% were somewhat dissatisfied or extremely dissatisfied.
Small Business Marketing Ideas
While most small business owners understand the importance of a social media presence, 5.5% of respondents said their businesses do not use social media. Among those who use social media for their businesses, 41.4 percent would expect to see significant results from a social media advertising campaign when paying between $0 and $99 per month. 268 of those surveyed believe they will need to spend between $100 and $199 per month to see results, while 13.3 percent expect to pay between $200 and $499 per month for a social media ad campaign. At the high end, 16 respondents believe they would need to spend $3,000 or more per month to see significant results from a social media advertising campaign.
A social media presence is part of a sound SEO strategy, but many businesses fail to implement this piece of the puzzle. While 82.7% of business owners surveyed said they consider social media very important or somewhat important to their business, 57.4% manage these social media pages. While this strategy may work for some organizations, others need marketing experts to manage posts, analytics and tracking to make sure what they’re sharing resonates with their audience and drives engagement.
As it stands, there is still some confusion and missed opportunities in how small businesses approach their online presence, SEO and marketing.
Although small business marketers seem to understand that SEO is something they should be using, many still fail to implement the correct strategies that will help them improve their search rankings. They may choose not to bother with social media, paid search campaigns, and other ways to increase awareness of their business, but that can make it nearly impossible to see results.
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The good news is that small businesses that prioritize their digital marketing efforts have the opportunity to stay ahead of the curve and differentiate themselves from their competitors who don’t see the potential.
Changing marketing strategy and tasks related to increasing web traffic can allow small businesses to take advantage of search, stay ahead of the competition and connect with customers where others fail to make an impression.
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