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1ST EDITION
2013 Optimising
SBOM Report
The definitive Australian small business online marketing report
contents
introduction 1
summary 2
search engine optimisation 3
seo findings 4
google adwords 5
ppc findings 6
social media 7
social media findings 8
the rise of mobile 9
general findings 10
conclusion 11
key take aways 12
about the authors 13
introduction
The rise of online marketing in recent years has been well documented with traditional
media becoming less and less effective. With marketing budgets increasingly being shifted
to digital channels, it’s no surprise that a recent report by PricewaterhouseCoopers forecasts
online advertising to overtake free-to-air television by more than a billion dollars by 2017.
Online marketing allows businesses to cost-effectively target their potential customers with
real-time, measurable performance data.
For small businesses, the benefits are clear with online marketing leveling the playing field
and allowing small, suburban businesses to cost-effectively compete with larger competitors
on the national and international arena. In February 2013, Optimising launched the 2013
Small Business Online Marketing Survey to see whether and how Australian small
businesses were using online marketing to grow their business.
The survey received around 350 responses from small businesses across the country in
varying industries. The results showed that while small business owners were aware of the
various online marketing channels available with 68% of respondents planning to increase
their online marketing spend in 2013, a surprisingly low number of respondents were fully
utilising all available opportunities.

 1
summary

 2
survey response spread
by company size
1-4
5-9
10-29
30-50 2
17
34
289
CompanySize(#Staff)
WA
11%
VIC
26%
TAS
2%
SA
4%
QLD
20%
NT
10%
NSW
25%
ACT
1%
survey response spread by location
&
search engine optimisation
SEO is arguably the most valuable long-term investment a business can make. A well
planned and executed SEO campaign can generate a steady stream of cost-effective traffic.

 3
53%
did not know what percentage
of their overall traffic
was attributable
to SEO
of those who did
perform seo
OVER HALFSurprisingly
of all respondents had not
performed SEO on their website
seo findings

 4
do you perform seo on
your company
website?
what percentage of traffic is from seo?
No
52%
Previously
8%
Yes
40%
100% 75% 50% 25% > 25% Unknown
53%
19%
9%
11%
7%
2%
Percentage of Traffic from SEO
google adwords
Google AdWords works well in conjunction with a SEO campaign and allows businesses to
generate traffic for higher competition keywords while their natural rankings improve.
With Google AdWords, businesses can target potential customers as they search for
products or services. Advertisers can appear almost immediately in search results,
controlling exactly how much they wish to spend and adapting strategies based on real-time
performance statistics.
For small businesses, Google AdWords can be used to increase visibility and position
themselves at the forefront of their customers' minds.

 5
Interestingly,
71% of respondents have never
run a Google AdWords campaign
16%
have run
(but are no longer)
a Google AdWords
campaign
13%
are still running a
Google AdWords
campaign in
some form
ppc findings

 6
do you run a ppc
(Google AdWords)
campaign?
do you expect to increase or decrease online
marketing spend for 2013?
No
71%
Yes
13%
Previously
16%
Increase
Decrease
No Change 29%
3%
68%
social media
Of all available digital channels, social media has seen the highest growth in recent years
with businesses using Facebook, Twitter and other platforms to connect and communicate
with their customer base.
Social media can be used for both branding and generating additional sales through ads.
For example, Facebook offers a range of advertising options for small businesses to grow
their following and share new product information and special offers.

 7
70%
SOCIAL MEDIA PLATFORM OF CHOICE
11%
10%
of respondents
prefer Facebook
of respondents
prefer Google+
of respondents
prefer LinkedIn
Branding
Only
PRIMARY USE FOR SOCIAL MEDIA
73%
17%
7%
3%
Neither
Sales
Only
Branding
+ Sales
social media findings

 8
72
88
74
4045
3124
36
7091
50
39
20
3
66
55
60
57
45
29
5
59
45
28
48
63
64
6
52
2636
54
51
87
16
312919
52
6086
47
2125293337
24
239
1 2 3 4 5 6 7Ranking Key:
Recent research by
Google found that
79%
of smartphone users use
their smartphones both
before and during
purchase decisions
19%
of respondents have a
separate mobile-formatted
website
36%
of respondents have a
responsive website
of respondents
do not have
a mobile-friendly
website at all
45%
the rise of mobile
Consumers are now using their mobile devices during
purchase decisions more so than ever. Small businesses
must embrace the mobile revolution if they are to
remain competitive.

 9
general findings

 10
Google+ Authorship
verifies your identity with Google,
and helps content stand out in search results
16% of respondents had a Google+ Authorship account set up
33% have not set up Google+ Authorship
51% did not know if they had Google+ Authorship set up
eCommerce
35% of respondents sell directly
to customers via their website
Direct Email Marketing
35% of respondents send direct
email marketing to customers
35%
35%
which advertising methods have you used?
Website Sponsorship
Online Press Release
Paid Advertorials
Banner Advertising
Re-marketing
In Video Advertising
Online Classifieds
28%
3%
3%
14%
20%
13%
17%
conclusion
The results of the 2013 Small Business Online Marketing Survey paints an unimpressive
picture of the online marketing landscape. Australian small businesses are clearly aware of
the benefits of online marketing in improving revenue-growth and brand awareness yet
seem to grapple with the complexities of digital channels.
With overseas businesses continuing to make inroads into Australian markets, small
businesses must embrace online marketing channels in order to remain competitive moving
into 2014. 

 11
key take aways
So given that there is such a large portion of small businesses that don’t have a solid grasp
of online marketing, what are the key take aways from this?
do more research
Spend more time researching what your competitors are doing, how they are leveraging
online marketing for their own business gain - And then do it better! Research is your key to
getting a solid grasp on what online marketing can work for you, and how to make the most
of it.
engage more
Small businesses need to stay ahead of their competitors and the market is currently at that
young state where the go-getters are way ahead of the curve, and the majority are lagging
behind unsure whether to jump in or not. The question shouldn’t be whether to jump in
though, it’s how much time are you going to waste before you realise you are so far behind
the pack? Online marketing is a necessity, whether you sell gardening tools or killer
smartphone apps.
an early christmas present
We really didn’t think the small business landscape was
so drab, so we had an idea. To help businesses get
into online marketing and give them a bit of a head
start, we are offering savings to any businesses
who choose to start a new SEO, PPC or SMA
campaign with us. To take advantage of your
$100 off, simply mention that you have read
the 2013 SBOM Report when you sign up!
We have special savings available to those
businesses who really want to take their
business to the next level and engage in
more than one form of online marketing!

 12
about the authors
Optimising is a leader in online marketing solutions for small
to medium business. We are strong advocates of high quality,
high impact online marketing campaigns including search
engine optimisation, pay per click campaigns, and social
media advertising.
We can help your business take the next step online, through
cutting edge techniques, attention to detail, and full
transparency.
Optimising.com.au
Phone 1300 171 005
Email info@optimising.com.au
Visit 96 Cubitt Street, Cremorne VIC 3121

 13

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2013 Optimising Small Business Online Marketing (SBOM) Report

  • 1. 1ST EDITION 2013 Optimising SBOM Report The definitive Australian small business online marketing report
  • 2. contents introduction 1 summary 2 search engine optimisation 3 seo findings 4 google adwords 5 ppc findings 6 social media 7 social media findings 8 the rise of mobile 9 general findings 10 conclusion 11 key take aways 12 about the authors 13
  • 3. introduction The rise of online marketing in recent years has been well documented with traditional media becoming less and less effective. With marketing budgets increasingly being shifted to digital channels, it’s no surprise that a recent report by PricewaterhouseCoopers forecasts online advertising to overtake free-to-air television by more than a billion dollars by 2017. Online marketing allows businesses to cost-effectively target their potential customers with real-time, measurable performance data. For small businesses, the benefits are clear with online marketing leveling the playing field and allowing small, suburban businesses to cost-effectively compete with larger competitors on the national and international arena. In February 2013, Optimising launched the 2013 Small Business Online Marketing Survey to see whether and how Australian small businesses were using online marketing to grow their business. The survey received around 350 responses from small businesses across the country in varying industries. The results showed that while small business owners were aware of the various online marketing channels available with 68% of respondents planning to increase their online marketing spend in 2013, a surprisingly low number of respondents were fully utilising all available opportunities. 1
  • 4. summary 2 survey response spread by company size 1-4 5-9 10-29 30-50 2 17 34 289 CompanySize(#Staff) WA 11% VIC 26% TAS 2% SA 4% QLD 20% NT 10% NSW 25% ACT 1% survey response spread by location
  • 5. & search engine optimisation SEO is arguably the most valuable long-term investment a business can make. A well planned and executed SEO campaign can generate a steady stream of cost-effective traffic. 3 53% did not know what percentage of their overall traffic was attributable to SEO of those who did perform seo OVER HALFSurprisingly of all respondents had not performed SEO on their website
  • 6. seo findings 4 do you perform seo on your company website? what percentage of traffic is from seo? No 52% Previously 8% Yes 40% 100% 75% 50% 25% > 25% Unknown 53% 19% 9% 11% 7% 2% Percentage of Traffic from SEO
  • 7. google adwords Google AdWords works well in conjunction with a SEO campaign and allows businesses to generate traffic for higher competition keywords while their natural rankings improve. With Google AdWords, businesses can target potential customers as they search for products or services. Advertisers can appear almost immediately in search results, controlling exactly how much they wish to spend and adapting strategies based on real-time performance statistics. For small businesses, Google AdWords can be used to increase visibility and position themselves at the forefront of their customers' minds. 5 Interestingly, 71% of respondents have never run a Google AdWords campaign 16% have run (but are no longer) a Google AdWords campaign 13% are still running a Google AdWords campaign in some form
  • 8. ppc findings 6 do you run a ppc (Google AdWords) campaign? do you expect to increase or decrease online marketing spend for 2013? No 71% Yes 13% Previously 16% Increase Decrease No Change 29% 3% 68%
  • 9. social media Of all available digital channels, social media has seen the highest growth in recent years with businesses using Facebook, Twitter and other platforms to connect and communicate with their customer base. Social media can be used for both branding and generating additional sales through ads. For example, Facebook offers a range of advertising options for small businesses to grow their following and share new product information and special offers. 7 70% SOCIAL MEDIA PLATFORM OF CHOICE 11% 10% of respondents prefer Facebook of respondents prefer Google+ of respondents prefer LinkedIn Branding Only PRIMARY USE FOR SOCIAL MEDIA 73% 17% 7% 3% Neither Sales Only Branding + Sales
  • 10. social media findings 8 72 88 74 4045 3124 36 7091 50 39 20 3 66 55 60 57 45 29 5 59 45 28 48 63 64 6 52 2636 54 51 87 16 312919 52 6086 47 2125293337 24 239 1 2 3 4 5 6 7Ranking Key:
  • 11. Recent research by Google found that 79% of smartphone users use their smartphones both before and during purchase decisions 19% of respondents have a separate mobile-formatted website 36% of respondents have a responsive website of respondents do not have a mobile-friendly website at all 45% the rise of mobile Consumers are now using their mobile devices during purchase decisions more so than ever. Small businesses must embrace the mobile revolution if they are to remain competitive. 9
  • 12. general findings 10 Google+ Authorship verifies your identity with Google, and helps content stand out in search results 16% of respondents had a Google+ Authorship account set up 33% have not set up Google+ Authorship 51% did not know if they had Google+ Authorship set up eCommerce 35% of respondents sell directly to customers via their website Direct Email Marketing 35% of respondents send direct email marketing to customers 35% 35% which advertising methods have you used? Website Sponsorship Online Press Release Paid Advertorials Banner Advertising Re-marketing In Video Advertising Online Classifieds 28% 3% 3% 14% 20% 13% 17%
  • 13. conclusion The results of the 2013 Small Business Online Marketing Survey paints an unimpressive picture of the online marketing landscape. Australian small businesses are clearly aware of the benefits of online marketing in improving revenue-growth and brand awareness yet seem to grapple with the complexities of digital channels. With overseas businesses continuing to make inroads into Australian markets, small businesses must embrace online marketing channels in order to remain competitive moving into 2014.  11
  • 14. key take aways So given that there is such a large portion of small businesses that don’t have a solid grasp of online marketing, what are the key take aways from this? do more research Spend more time researching what your competitors are doing, how they are leveraging online marketing for their own business gain - And then do it better! Research is your key to getting a solid grasp on what online marketing can work for you, and how to make the most of it. engage more Small businesses need to stay ahead of their competitors and the market is currently at that young state where the go-getters are way ahead of the curve, and the majority are lagging behind unsure whether to jump in or not. The question shouldn’t be whether to jump in though, it’s how much time are you going to waste before you realise you are so far behind the pack? Online marketing is a necessity, whether you sell gardening tools or killer smartphone apps. an early christmas present We really didn’t think the small business landscape was so drab, so we had an idea. To help businesses get into online marketing and give them a bit of a head start, we are offering savings to any businesses who choose to start a new SEO, PPC or SMA campaign with us. To take advantage of your $100 off, simply mention that you have read the 2013 SBOM Report when you sign up! We have special savings available to those businesses who really want to take their business to the next level and engage in more than one form of online marketing! 12
  • 15. about the authors Optimising is a leader in online marketing solutions for small to medium business. We are strong advocates of high quality, high impact online marketing campaigns including search engine optimisation, pay per click campaigns, and social media advertising. We can help your business take the next step online, through cutting edge techniques, attention to detail, and full transparency. Optimising.com.au Phone 1300 171 005 Email info@optimising.com.au Visit 96 Cubitt Street, Cremorne VIC 3121 13