The Center for Media Research from MediaPost tells an interesting story about the state of Internet 
marketing in the small business world. Sadly I suspect this research wouldn’t look terribly different even with larger businesses. Makes one scratch your head but small business owners fail to make the connection between how they act and how their customers act.
In other words, while small business people use search engines for nearly every bit of research they do they must think they are the only ones doing it since they don’t work to make their business more visible to searchers. I don’t get that intellectually but I know it’s real. Here are some highlights.
- 82% of these small business folks use search engines
- 57% use Yellow Page directories (this one surprised me)
- 53% use local newspapers (since less people are advertising here what do they learn and do they realize that it is only luck that they find what they need when they need it?)
- 49% use Internet Yellow Pages (another surprise)
OK, so these folks are using the Internet to find information. Then please explain these numbers.
- Only 9% of small businesses are satisfied with their online marketing efforts.
- 78% of small business owners dedicate 10% or less of their budget to marketing Of those, 30% do no Internet advertising
So a simple question for any SMB who is still not optimizing their web presence. Do you actually think that you are the only one using search engines to get their business information from? If nearly EVERYONE uses this then wouldn’t you think it should be an integral part of your marketing strategy?
Now a simple question for Internet marketing providers. Are you truly evangelizing the benefits of the Internet to these folks who need it more than ever?
FT Takeaway: Good times. Bad times. The Internet has to be a part of your marketing strategy. The old ways are fading quickly whether you like it or not. Time to change. The economy? So what? Get over it and get over yourself. Make the move now for success in the future.
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How amazing is it that we seem to be so far along in many ways but we really aren’t.
Thank you for sharing this. It is some great information to think about as I am interested in two positions at two different internet marketing firms that work with small business. One interview is tomorrow. I’ll try to use this information!
It’s a story that my company’s sales reps hear over and over. “I’ll have you talk to my web guy,” or “I don’t spend money on Internet advertising.” It’s amazing to me. Especially in the service & construction industries, there are so many sole proprietors who just give their money to the phone book directory companies et al, without any sort of thought to how they should be leveraging the search engines. Amazing.
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