results of online marketing survey for small businesses
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Post on 11-May-2015
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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.TRANSCRIPT
2012 On-Line Marketing Survey Results
From 181 Respondents in Northeast & North-Central Arkansas
In early December 2012 subscribers to the ASU SBTDC Constant 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 survey Data used to determine appropriate marketing
related workshops for 2013
Online Marketing Survey 2012
3 Questions were related to Local Search Tools (whether had claimed Google Places, updated their Google Places or were subscribed to review sites)
2 Questions related to Online Brand Reputation Management (had Googled business, had Alerts in place)
5 Questions related to Websites (knew what keywords were, understood SEO, could manage their website, etc.)
4 Questions related to Social Media and other Online marketing tools (how to use social media, whether business had a blog, whether business used Email )
Survey Topics
Finally the last question was:“Whether they had a WRITTEN Marketing Plan”
Demographic questions were intended to be used to cross reference to determine if there was any correlation between responses and certain demographic factors…unfortunately questions were not set up in Constant Contact Survey tool correctly and cannot perform correlation review
Error with Demographics
24.3%
28.1%
38.1%
9.3%
YES NODon't Know How Not Applicable
Have YOU Claimed Google Places for Local Search?
Follow On Questions Local Search
I Update Google Places Page Regularly
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
23.4%
32.9%
36.3%
11.1%
YES
I Have Claimed my Business on Relevant
Review Sites
0.0%
10.0%
20.0%
30.0%
40.0%
18.2%
35.3%35.3%
9.3%
YES
Additional workshops about Local Search, Claiming Local Sites, etc. should include a section on not just “Googling yourself” but what to do once you are there!
• See what websites appear on the search:• Follow them to see what is
said,• See if Correct,• How to Correct Incorrect
sites.
I have “Googled” myself, my business, my competitors AND followed links to any websites that mention me or my business
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
64.0%
28.1%
3.3%
2.2%
Does Not Apply Don't Know HowNO YES
Relatively few small businesses in the survey are aware of these free tools, how to set them up, or what to do with them.
Key piece to include in either:
Local Search workshops,
Website Marketing and Design
A special workshop on Google Tools
I use Google Alerts
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
18.7%
45.8%
29.8%
3.3% 2.2%
YES NODon't Know How Does Not ApplyNo Response
49.1%
28.7%
8.2%
12.7%1.1%
Have a Website THAT I Can Update Myself
YES NO Don't Know HowDon't Have Website No Response
Website Information
More on Website Management
I Own my URL I Know all PasswordsI Know My Hosting
Company
50.8%
23.2%
8.8%
16.5%
YES NO don’t Know HowDon't Have Website
I Know How to Add New Content to my Website
and Do So Regularly
53.0%
22.6%
9.3%
14.3%
YES NODon’t Know How Don’t Have Website
Basic SEO KnowledgeI Know KEYWORD Phrases potential customers use
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%40.3%
35.9%
18.2%
4.4%
1.1%
YES NODon't Know How Does Not Apply
Understand SEO and Optimization
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
29.2%
32.0%
25.9%
11.6%
YESNODon't Know Howdon’t' Have Website
May indicate opportunity to offer seminars on fundamentals of blogging or at least why blogging should be part of the overall marketing mix
I Have a Blog on my website and understand HOW TO use it to connect with Customers
17.6%
49.7%
8.2%
23.2%
1.1%
YES NOWhat is Blog? Don't Have a BlogNo Response
Continued need to provide workshops on fundamentals of Email marketing as part of overall online marketing strategy
I use EMAIL Marketing with an Email Marketing Service
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
24.3%
56.9%
10.4%7.1% 1.1%
YES NODon't Know How Don't Use EmailNo Response
61.3%
24.3%
6.0%7.7%
YES NO Don't Know How Don't Use Social
I Use Social Media (Facebook, Twitter, LinkedIn, YouTube, etc.)
I know the platforms preferred by Target Market
Respondents overall were more likely to answer “YES” to survey questions concerning social media which may mean:
1. Less emphasis needed on basics,
2. Opportunity to provide “advanced” social media workshops, especially those that center on Content Creation, Tools, Analytics, etc.
Social Media Skill Set
51.9%
25.4%
16.5%
4.9%
YES
NO
Don't Know What Skills I Need
Don't Use Social Media
I have the necessary SKILLS to use social media platforms efficiently (Tools, Analytics, etc.)
In a recent online survey 78% of small business owners said Good Marketing was CRITICAL to success… yet… in our survey of 181 area businesses..73%
had NO PLAN!
I have a WRITTEN Marketing Plan that helps me execute my Online Marketing Strategies
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
22.0%
62.4%
11.0% 3.8%
YESNODon't Know HowDon't Use Online Marketing
MALE 75 or 41.4%
FEMALE 96 OR 53%
Prefered not to respond 10 or 5.4%
Gender of Respondents
0 10 20 30 40 50 60
524
4553
3511
8
no reponse65 or older 55-6445-5435-4425-3418-24Under 18
Age Range of Respondents