There is a gap between consumer behavior and what small businesses are doing to market their business. This gap is causing a problem which most small businesses don’t realize even exist. And worse, too many of these small businesses are not sure how to fix it. Too many small businesses are lost to what a web presence can do for them and their marketing efforts.
Small biz is missing a great opportunity to actually connect with their target market. That opportunity is missed because too many small businesses are still caught up in using marketing methods that don’t match up with how their consumers are finding what they need.
What consumers are using
Today’s consumers are not the same ones we marketed to 5 or 10 years ago. In fact, consumers are not the same as they were as little as a year or two ago. Our consumers are more sophisticated. They are using technology and they are connected. Our consumers are using search engines to find us. Today’s consumers are not using the same tools to find us as small biz is using to be found.
Consumer Data
Those small businesses not using the internet or not using it right, need to pay close attention.
Most commonly used small business information resources used by consumers:
- 82% Search engines
- 57% Print yellow pages
- 53% Local newspapers
- 49% Internet yellow pages
- 49% Television
- 38% Direct mail
- 32% White pages directories
The same research found that only 44% of small businesses have a website. And of those with a website:
- 61% spend less than three hours a week marketing it
- 51% believe their sites’ customer acquisition capability is “far” to “poor”
And if that isn’t bad enough
- 50% of small businesses spend less than 10% or less of their marketing budget on internet marketing, while 30% do no internet marketing at all
Compare these findings to the fact 82% of our consumers use search engines to find us and we should be scared, very scared. At the very least, those small businesses not utilizing the internet to its fullest potential should be worried.
What consumers are looking for
Your consumers are online and they are wanting you to:
- Communicate with them and give them an avenue to do the same with you
- They want to learn about your products and services
- Your consumers want to know what you are doing and they want to learn about your business
- They want you to tell them the good and the bad
- Your local consumers are looking for a reason to do business with you and not the “big guy”
- They want a place to go to get their questions answered and their problems solved
For the small business, using the internet as a marketing tool actually mirrors why your consumers are using it. As a local small business you should be using a blog and social media to meet these reasons too:
- Communicate with potential and current customers
- Promote your products and services
- Inform your market of news about your business
- Expand your market past the local level
- Compete with the “big guys”
The problem for most small businesses and the solution
For most small businesses I talk to, the problem is knowing how to even use the internet as a marketing tool. They don’t know where to start the process of blogging or using social media. And not knowing seems to be the key to stopping many from even getting started.
As a small business or for that matter, as a business of any kind, you have to seriously look at blogging and social media. You have to seriously look at it as a way to grow your market and expand your marketing influence. Best of all, you no longer have to go alone.
We have created something we feel gets small businesses past the not knowing to the doing stage. Start Blogging Today gives businesses of any size the tools and know-how they need to start taking advantage of the tools that “allows you to tell, talk and listen to your market, peers and competitors.” To grab our free report on how blogging and social can do this, please visit Start Blogging Today and use the form provided.
