 |
|
The most recent Signs of the Times national survey finds that:
- Small business owners optimism is growing -- Six in ten (63%) small business owners are confident in the long-term success of their business, compared to a little more than half (54%) in 2010.
- Younger business owners are even more assured about the future - The vast majority of small business owners age 18-35 (85%) are confident in the long-term success of their business compared to other age groups (35-54 at 56%; 55 and above at 63%).
- While many small business owners plan to reach existing and potential customers online and through social media, more than half (53%) will turn to more traditional channels like newsletters and direct mail.
- Tactics to Reach Potential and Existing Customers:
- > Plan to increase communication via newsletters, direct mail, etc. 53%
- > Plan to create or improve company's online presence (website, banner ads, SEO) 52%
- > Plan to utilize social media and networking websites (e.g., Twitter, Facebook, LinkedIn) 45%
- Traditional advertising/marketing tools continue to be popular with small business owners:
- > Business cards 78%
- > Yellow pages 54%
- > Brochures 50%
- > Flyers 44%
- > Direct Mailers 44%
- > Newspaper ads 42%
- > Out-of-store signs/banners/posters 30%
- > In-store signs/banners/posters 28%
- > Coupons 28%
- The majority of small business owners (91%) believe that the quality of a company's marketing/advertising materials reflects the quality of its products and services. Despite this connection, nearly a quarter (23%) say their own marketing/advertising materials do not reflect the quality of their products and services.
- Just over a third (35%) of small business owners plan to split their resources evenly between Web-based marketing and traditional advertising materials, while another third (36%) will focus the most resources on Web-based marketing/advertising opportunities. Nearly three in 10 (29%) plan to focus the most resources on traditional marketing and advertising.
- Two in ten small business owners (22%) say social media is a critical tool for marketing their business and half (50%) have experimented with it for that purpose. Younger small business owners (ages 18-35) are more likely to use social media than their older counterparts. A full third (33%) say social media is a critical tool for marketing their business, compared to owners overall. Share &/or Comment Γû║
|
|