Small businesses play a crucial role in the U.S. economy, employing around 50% of the private-sector workforce and generating 91% of U.S. sales. While they recognize the value of digital marketing and use an average of 7.8 channels, many lack the resources and knowledge to effectively market online, with only 48% of websites being mobile-ready. Common marketing objectives include building awareness, differentiating from competitors, and driving traffic to their sites or social media pages.

1. Small businesses
value digital marketing
but opportunity remains
Small businesses
want help marketing
online
Small business is
critical to the U.S.
economy
OF U.S. BUSINESSES
HAVE 4 EMPLOYEES
OR LESS
91%
OF U.S.
SALES
HAPPEN
AT SMALL
BUSINESSES
54%
/Small
businesses
employ roughly
50%
of the US
private-sector
workforce
Small businesses
have created
8 million jobs
since 1990
Source: U.S. Census Data
Source: SBA
Source: US Government DataSource: SBA
Only 44%
monitor
social media feedback
about their businesses
“How did you hear about us?”
is most common way small
biz measures marketing ROI
of small businesses
manage digital marketing
internally71%
Only
48%
of small business
websites are
mobile-ready
Source: InfusionSoft
Small businesses use 7.8
marketing channels to
promote themselves
Source: Thrive Analytics
Source: Thrive Analytics
Source: Buzzboard
1. Facebook/social media
2. SEO
3. Website development/e-commerce
4. Listings management/content creation
5. Paid search
Top Channels Small
Business Wants Help With:
Source: Thrive Analytics
Small businesses want
results from their
marketing efforts
54%
Build general awareness/advertise existing
services or products
36%
Differentiate from competitors
34%
Get customers
31%
Drive customers to site/Facebook Page
9%
Other
Key Small Business
Marketing Objectives:
Source: Thrive Analytics
Small Business Marketing
t h e 2 0 1 6 S tat e o f
Local Search Association (LSA) is a not-for-profit
association of companies engaged in local and
location-based marketing.
MarketingBitz.com is a resource for small
businesses to learn the fundamentals of
digital marketing.