BY Kathy Crosett
Your small business accounts don’t have unlimited ad budgets. Every dollar they spend on marketing has to earn a return for them. Many of your accounts are likely looking for the best way to advertise small business. You can share information with them on the latest research about SMB ad campaigns.
What Ad Formats Do SMBs Prefer?
New research from Valpak, the 2025 Local Business Economic Study, provides some answers. The study offers a peek into the world of SMB owners. The study included 500 businesses representing a variety of retail and service categories.
The results show the willingness of these business owners to explore different types of media to connect with consumers. Here is what’s currently happening with SMB advertising.
On the digital front, SMB owners use:
- Social media 67%
- Email 57%
- SMS/text messaging 38%
- Mobile ads 35%
They also use traditional media as follows:
- Direct mail 24%
- Radio 22%
- Newspaper 21%
- TV 21%
- Out-of-home 18%
How Do SMBs Use Social Media?
Another survey, from Verizon and Morning Consult, considers the topic of the best way to advertise small business. This study reinforces the finding that social media is a mainstay of SMB marketing. That study, based on 600 slightly larger businesses, finds that 82% use Facebook. While 40% of SMBs sell directly to consumers through their social sites, many others use their social channel to build connections.
As businesses continue to expand their presence on additional social channels, they are faced with the need to create more content. In fact, 54% of SMBs admit that keeping up with content needs is a challenge.
Do Your Accounts Need a Social Media Lifeline?
If you’re selling social media management and content creation services, tap into the challenge facing your accounts. SMB owners often don’t have time to manage their social channels. They will be willing to listen to your pitch.
And you can provide competitive intelligence by running a Digital Audit on them. For example, you’ll see the top keywords used in the industry, along with their top organic competitors. The reputation management section of the Digital Audit shows where your account may need to do additional work to improve their appeal. The tool is available with a subscription to AdMall.
Which Ad Formats Are SMBs Willing to Try?
The Valpak survey also asked SMB owners which forms of marketing and advertising they would consider using in the future. Exploring alternatives is another way to expand the current thinking on the best way to advertise small business.
The answers to this question reveal selling opportunities for media reps. Here’s what the surveyed owners said they might explore.
- Event marketing 32%
- Paid search 31%
- Podcasts 42%
- Magazines 35%
Clearly, these businesspeople are well aware of the different media formats they could use. Consider approaching these prospects with a solid proposal and proof of success, think client referrals, and you may win new business.
What Are the Chief Business Concerns?
One way to present your case is to address the prospect’s business concerns. This year, over 50% of SMB owners are worried about rising costs and inflation. Around 40% want to focus on growth and expansion. And 38% are making existing customer retention and growth a priority.
With 59% of SMB owners expecting the economy to flounder in the next year, it’s easy to understand their focus on customer retention. Pitching your media space and services in this environment could be a tough sell. But if you can demonstrate a solid ROI on their expenditures, they’ll be more likely to consider your proposal.
Strategies for the Best Way to Advertise Small Business
Despite their worries, 52% of surveyed SMBs will boost ad spending this year, says ValPak. They realize they need to communicate with consumers, especially when they will likely be raising prices to cover their costs. In this situation, their campaigns will need to tout value to consumers.
They also plan to employ the following tactics
- Incentivize consumers 40%
- Use new marketing channels 40%
- Offer lower price points 36%
- Offer financing 22%
Summary
Your SMB accounts need to work every advantage they can find. This year, they face the usual business challenges such as fending off large competitors and hiring great team members. They must also contend with the potential for high tariffs and the need to raise prices. To succeed, help them find the best way to advertise small business by pitching superior ad campaigns.
