《Taradel:2023年小企业营销调查报告(英文版)(22页).pdf》由会员分享,可在线阅读,更多相关《Taradel:2023年小企业营销调查报告(英文版)(22页).pdf(22页珍藏版)》请在三个皮匠报告上搜索。
1、2023 Small BusinessMarketing Survey ReportCopyright 2023 Taradel,LLC.All rights reserved.AboutTaradels mission is to empowerbusinesses by making multichannelmarketing easy,affordable,and effective.Launched in 2003 by Founder and CEO,Jim Fitzgerald,Taradel has helped 20,000+organizations successfully
2、 deliver over 1 billion pieces of direct mail and500M+digital ad impressions.Headquartered in Richmond,Virginia,Taradel has 40 full-time employees and isa 12-time Inc.5000 company.Learn more at TTable of Contentsa quick glance into this report1.Methodology2.SMB Current Challenges3.SMB Marketing Goal
3、s4.Multichannel Marketing5.Digital Ads6.Direct Mail7.Campaign Planning&Budgeting8.Performance Analytics&Reporting9.Creating&Managing Campaigns10.Conclusionsaid they are the primary decision-maker(the majority)were between the ages of 45&64In November 2022,Taradel conducted a twenty-five question sur
4、vey of 218 business professionals and advertisers with the purpose of generating feedback on small businesses marketing practices,preferences,and overall efficacy.This survey was administered through an online SurveyMonkey questionnaire.88.01%Methodology47.71%This report provides an overview of surv
5、ey response data with illustrations depicting current marketing trends.Although not every respondent answered every question,we received at least 210 responses per question.68.35%Lets dive inof respondents identified as owners/foundersOtherBudgetLead-GenerationROIKnow-howCompetitionBudgetLead Genera
6、tion29.7%23.3%22.8%9.6%8.7%5.9%What are the biggestchallenges facing SMBs?As SMBs rebound from pandemic-related challenges,they encounter two major marketing hurdles:Improve AnalysisReduce CostsIncrease SalesOtherLaunch/Grow EcommerceRetain CustomersBuild Brand AwarenessIncrease LeadsWhat are SMBmar
7、keting goals?Considering budget and lead-generation are key challenges for SMBs,its unsurprising that their main marketing goals focus on boosting sales and generating leads.58.9%15.5%10.5%4.1%0.9%0.5%4.6%5.0%Lead Generation:The method of drawing in and transforming prospects into individuals who ha
8、ve shown interest in a companys offerings.Social Media FollowerForm SubmissionReferralIn-Person ConsultationOnline Account CreationVirtual ConsultationOtherPhone Call25.7%22.5%22.0%8.7%7.8%5.5%4.6%3.2%What type of lead is mostvaluable to your business?With the exception of referrals,in-person consul
9、tations(22.5%)and phone calls(22%)are the most valuable lead type among SMBsLeads also help SMBsCreate valuable databasesDiscover“lookalike”audiencesUnderstand customer personasBuild segmented marketing listsIncrease the value and investability of the businessThe rise of multichannelmarketingTodays
10、SMBs utilize various marketing channels to achieve their objectives.In 2022,only 24%of SMBs relied on a single marketing channel,underscoring the ongoing shift towards multichannel marketing tactics among these businesses.use at least 2 marketing channels75.78%How many marketing channels does your b
11、usiness currently use?Response01234511.57%12.50%19.44%19.91%16.20%20.37%It takes 7 impressions to influenceconsumer purchasing decisions.*Multichannel Marketing,Direct Mail&ROI,PLF 2019.*Multichannel Marketing,The Rule of 7,Marketing Illumination 2022.The marketingchannels of SMBsTo meet their sales
12、 and marketing goals,SMBs are utilizing a broad spectrum of advertising channels.Facebook Ads,Email,&Direct Mail are top channelsFacebook AdsEmailDirect Mail68.49%66.21%60.27%45.66%39.66%37.44%35.62%30.59%21.46%21%21%16.89%13.24%8.22%8.22%6.85%Local/EventPaid Search/Google AdsInstagram AdsOrganic Se
13、arch/SEOContent MarketingDigital Banner AdsYouTube AdsNewspaper/Local PublicationsTikTok AdsTraditional TV/RadioStreaming TV AdsLocal Shared Mail/Coupon PaksStreaming Radio AdsWhat marketing tactics do you plan to use over the next year?ResponseAccording to arecent study,multichannelcampaignswhich i
14、ncludedirect mail havea 20%higherROI thancampaigns thatdo not.*Digital marketing for SMBsIn todays digital world,it is crucial for SMBs todevelop a digital presence in order to generate sales and keep up with the competition.of respondents say social media performs excellent,good,or break-even for t
15、heir business.plan to increase or maintain their investment into digital marketing.94%54.6%of survey respondentsplan to use Facebook over the next yearof SMBs use FacebookLets talk about Social MediaSocial media is an indispensable tool when it comes to brand awareness,lead generation,and sales.68%8
16、3.25%Which social media platforms does your business use regularly?ResponseFacebookInstagramLinkedInYoutubeTwitterNextDoorTikTok83.26%47.91%29.77%18.14%13.96%11.63%10.70%*Facebook Marketing,Facebook Statistics,Statista 2023.Why Facebook?Facebook is the largest social media platform with over 2.9 bil
17、lion users.*The majority of Facebook users access the platform through mobile devices.*The average American adult spends 33 minutes per day on Facebook*In the past year,18.3%of adults have purchased something on Facebook*Survey respondents statedthat Facebook Ads deliver thehighest ROI for their bus
18、inessDirect mail for SMBsDue to its tangible and personable nature,direct mail remains a top results-driverfor SMBs.of respondents plan toincrease or maintain directmail efforts over the next year81.7%Which marketing channeldelivers the highest ROIfor your business?ResponseFacebookDirect MailEmailPa
19、id Search/Google AdsOrganic Search/SEOLocal/EventInstagram Adst28.97%23.36%19.16%16.36%13.08%11.21%10.75%advertise as needed withno prior campaign planning29.4%None:Advertise as NeededOne WeekOne YearSeveral MonthsSeveral WeeksOne Month13.8%34.1%10.6%12.9%4.2%24.4%Planning for successThe majority of
20、 small businesses plantheir marketing campaigns weeks,months,or even a year ahead.However,a significant number of SMBs tend to beless strategic and instead adopt areactive approach to their marketingefforts.SMBs make every dollar countUnlike their larger counterparts,smallbusinesses operate on limit
21、ed budgets,making every advertising dollar aprecious resource.SMBs reportedthat their biggestmarketing challenge is budget$0 to$499$500 to$999$1000 to$2,499$2,500 to$4,999$5,000 to$9,999$10,000 to$24,999$25,000 to$49,000$25,000 to$49,000$100,000 or more*Per month1020304050Room for improvementMost SM
22、Bs say their marketing campaigns are somewhat effective(37%)or not effective(22%).Only 1 1%say their marketing is highly effective.say their marketingis highly effective11%say their marketingis break-even19%say their marketingis not effective22%Audience Targeting is the biggest painpoint in marketin
23、g strategy execution.71%24%6%Somewhat ImportantExtremely ImportantNot ImportantTracking campaignsEffective tracking of marketing efforts is crucial for SMBs to determine the most worthwhile allocation of their marketing dollars.say access to performance tracking is extremely important.71%When choosi
24、ng a marketing service,how important is access to performance analytics and reporting?prefer to use a self-service platform to manage their campaigns.The adoption of self-service platforms by SMBs has increased by 12%from 202266.2%20.8%13%Hire a Marketing AgencySelf-service PlatformGo Directly to Ve
25、ndorThe rise of theself-service platformMany SMBs are opting for self-service platforms to streamline the creation,launch,and tracking of their marketing campaigns.As the online landscape evolves and integrates various tools,platforms,and media buying processes,we can expect this trend to gain even
26、more momentum.66.2%How do you prefer to create andmanage marketing campaigns?63.22%36.74%I prefer todesign my adsI prefer to design my ownads(online design tool)The DIY methodIn addition to SMBs preference for maintaining control over their campaigns through self-service platforms,they also embrace
27、the opportunity to create their own ads using online design tools!10%more of respondents this year prefer the DIY ad design method compared to the previous year!53%63%20232022ConclusionInvesting in both offline channels like direct mail,and online channels such as Facebook ads,is beneficial for busi
28、nesses,as both have been proven effective in driving results.Moreover,when these channels are used in combination,they create a synergy where the total impact is greater than the sum of its parts.Need to reach new customers?Start your campaignClick the button below to view local marketing options in your area.