Results of Online Marketing Survey for Small Businesses


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Results of recent online marketing survey by the Arkansas State University Small Business and Technology Development Center conducted in December 2012 to determine level of online marketing use by area small businesses based on subscribers to our email list. The responses were used to determine the direction for small business training workshops for 1st and 2nd Quarter 2013.

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Results of Online Marketing Survey for Small Businesses

  1. 1. 2012 On-Line Marketing Survey Results From 181 Respondents in Northeast & North-Central Arkansas
  2. 2. Online Marketing Survey 2012In early December 2012 subscribers to the ASU SBTDCConstant Contact Email list received a survey consisting of: 15 Questions about their use of Online Marketing Tools 4 Questions about the respondent’s demographics 1 Question to determine location of business.In all 181 individuals responded to the surveyData used to determine appropriate marketing relatedworkshops for 2013
  3. 3. Survey Topics3 Questions were related to Local Search Tools (whetherhad claimed Google Places, updated their Google Places orwere subscribed to review sites)2 Questions related to Online Brand ReputationManagement (had Googled business, had Alerts in place)5 Questions related to Websites (knew what keywordswere, understood SEO, could manage their website, etc.)4 Questions related to Social Media and other Onlinemarketing tools (how to use social media, whetherbusiness had a blog, whether business used Email )
  4. 4. Error with Demographics Finally the last question was:“Whether they had a WRITTEN Marketing Plan”Demographic questions were intended to be used tocross reference to determine if there was anycorrelation between responses and certaindemographic factors…unfortunately questions werenot set up in Constant Contact Survey tool correctly andcannot perform correlation review
  5. 5. Have YOU Claimed Google Places for Local Search? 9.3% 24.3% 38.1% 28.1% YES NO Dont Know How Not Applicable
  6. 6. Follow On Questions Local Search I Update Google Places Page Regularly I Have Claimed my Business on Relevant Review Sites YES NO Dont Know How Does Not Apply40.0% 36.3% 35.3% 32.9% 35.3%35.0% 40.0%30.0% 30.0% 23.4% 9.3%25.0% 20.0% 18.2%20.0% 10.0%15.0% 11.1%10.0% 0.0% 5.0% 0.0% YES NO Dont Know How Does Not Apply
  7. 7. I have “Googled” myself, my business, my competitors AND followed links to any websites that mention me or my businessAdditional workshops about Does Not Apply Dont Know How NO YESLocal Search, Claiming LocalSites, etc. should include asection on not just “Googlingyourself” but what to do 2.2%once you are there!• See what websites appear 3.3% on the search: • Follow them to see what is said, 28.1% • See if Correct, • How to Correct Incorrect sites. 64.0% 0.0% 20.0% 40.0% 60.0% 80.0%
  8. 8. 50.0% 45.0%I use Google Alerts 40.0% 45.8%Relatively few small businesses 35.0%in the survey are aware of thesefree tools, how to set them 30.0%up, or what to do with them. 25.0% 29.8% 20.0%Key piece to include in either:Local Search workshops, 15.0% 18.7%Website Marketing and Design 10.0%A special workshop on Google 5.0%Tools 3.3% 2.2% 0.0% YES NO Dont Know How Does Not Apply No Response
  9. 9. Website Information Have a Website THAT I Can Update MyselfYES NO Dont Know How Dont Have Website No Response 1.1% 12.7% 8.2% 49.1% 28.7%
  10. 10. More on Website Management I Own my URL I Know How to Add New Content I Know all Passwords to my Website and Do SoI Know My Hosting Company Regularly YES NO Don’t Know How Don’t Have Website 16.5% 14.3% 8.8% 9.3% 50.8% 53.0% 22.6% 23.2%YES NO don’t Know How Dont Have Website
  11. 11. Basic SEO Knowledge I Know KEYWORD Phrases Understand SEO and potential customers use Optimization45.0% YES NO 40.3%40.0% Dont Know How don’t Have Website 35.9%35.0%30.0% 35.0%25.0% 30.0%20.0% 18.2% 29.2% 25.0% 32.0%15.0% 20.0% 25.9%10.0% 4.4% 5.0% 1.1% 15.0% 0.0% 10.0% 11.6% 5.0% YES NO Dont Know How Does Not Apply 0.0%
  12. 12. I Have a Blog on my website andunderstand HOW TO use it toconnect with Customers 1.1% May indicate opportunity to 23.2% 17.6% offer seminars on fundamentals of blogging or at least why blogging should be part of the 8.2% overall marketing mix 49.7% YES NO What is Blog? Dont Have a Blog No Response
  13. 13. 60.0% 56.9%I use EMAIL Marketing with 50.0%an Email Marketing Service Continued need to provide 40.0% workshops on fundamentals of Email marketing as part of overall online marketing 30.0% strategy 24.3% 20.0% 10.0% 10.4% 7.1% 1.1% 0.0% YES NO Dont Know How Dont Use Email No Response
  14. 14. I Use Social Media (Facebook, Twitter, LinkedIn, YouTub e, etc.)I know the platformspreferred by Target Market 7.7% 6.0% 24.3% 61.3% YES NO Dont Know How Dont Use Social
  15. 15. I have the necessary SKILLS to use social media platformsefficiently (Tools, Analytics, etc.) Social Media Skill Set 4.9% Respondents overall were more 16.5% likely to answer “YES” to survey questions concerning social media which may mean: 51.9% 1. Less emphasis needed on 25.4% basics, 2. Opportunity to provide “advanced” social media workshops, especially those that center on Content Creation, Tools, Analytics, etc . YES NO Dont Know What Skills I Need Dont Use Social Media
  16. 16. I have a WRITTEN Marketing Plan that helps meexecute my Online Marketing StrategiesIn a recent online survey 70.0%78% of small businessowners said Good 60.0% 62.4%Marketing was CRITICALto success… yet… in our 50.0%survey of 181 areabusinesses..73% had NO 40.0%PLAN! 30.0% 20.0% 22.0% 10.0% 11.0% 3.8% 0.0% YES NO Dont Know How Dont Use Online Marketing
  17. 17. Gender of RespondentsMALE 75 or 41.4%FEMALE 96 OR 53%Prefered not to respond 10 or 5.4%
  18. 18. Age Range of Respondents 8no reponse 1165 or older 3555-64 5345-54 4535-44 2425-34 518-24Under 18 0 10 20 30 40 50 60