SMBs Seeking Help to Improve Their Websites

by | 2 minute read

Yes­ter­day, I blogged on the new Con­stant Con­tact sur­vey that described how small busi­ness­es are strug­gling to find enough time to man­age their mar­ket­ing activ­i­ties.  A new­ly released Dai­ly Deal Media Mer­chants Sur­vey cov­ers some of the same ter­ri­to­ry but it delves a lit­tle deep­er into the smallbusinessbutcherchal­lenges that SMBs face as they try to con­quer dig­i­tal mar­ket­ing.

The DDM sur­vey reviewed the dig­i­tal mar­ket­ing plans of over 13,000 SMBs and finds that about 2/3 spend less than $5,000 annu­al­ly on pro­mo­tion. For the most part, email rules as the top for­mat in terms of effec­tive­ness. Only 1/3 called dai­ly deals an effec­tive tool. Not sur­pris­ing­ly, over 80% are seek­ing inex­pen­sive ways to mar­ket their busi­ness­es.

The busi­ness web­site appears to be a sig­nif­i­cant prob­lem with 46% of SMBs say­ing it needs works and 24% say­ing they are only some­what sat­is­fied with their sites. These mer­chants are hes­i­tat­ing to make web­site improve­ments because of time involved (29%), invest­ment required (24%), or the dif­fi­cul­ty of choos­ing a ven­dor to do the work (34%).

The find­ings in this report close­ly mir­ror some of the data report­ed in the Small Busi­ness Mar­ket­ing Fore­cast released by Ad-ology Research ear­li­er this year. In that study, researchers not­ed that over 20% of SMBs would be increas­ing their bud­gets for web­site devel­op­ment and opti­miz­ing those sites for search engine activ­i­ty.

Social media is a grow­ing prob­lem for SMBs. The vast major­i­ty of these enter­pris­es can­not fig­ure out how to mea­sure the effec­tive­ness of the chan­nel. How­ev­er, at least 19% know that neg­a­tive reviews are impact­ing their rev­enue.

Over 40% of SMBs are also strug­gling to find trust­wor­thy busi­ness part­ners to help them with their online mar­ket­ing efforts. At the same time, they are being con­tact­ed every busi­ness day by at least one ven­dor try­ing to sell them  mar­ket­ing ser­vices. Enter­pris­es that offer mar­ket­ing ser­vices can cap­i­tal­ize on this oppor­tu­ni­ty but they must approach SMBs with con­crete plans about exact­ly how they’ll improve dig­i­tal for­mats such as web­sites and social media and how those changes will grow sales for their clients.


Kathy Crosett
Kathy is the Vice Pres­i­dent of Research for Sales­Fu­el. She holds a Mas­ters in Busi­ness Admin­is­tra­tion from the Uni­ver­si­ty of Ver­mont and over­sees a staff of researchers, writ­ers and con­tent providers for Sales­Fu­el. Pre­vi­ous­ly, she was co-owner of sev­er­al small busi­ness­es in the health care ser­vices sec­tor.