What type of marketing campaigns do you use?
Not surprisingly, the vast majority of small businesses (81% surveyed) are using email marketing. It’s cheap, personal and can be highly targeted. Slightly more than half of small businesses (54.3%) are using social marketing, which generally includes things like posting to Facebook, Twitter, and Instagram.
Significantly less (36.2%) are advertising on social networks. Interestingly though, more small businesses are buying ads on social than on search (21%).
Content marketing is still strong (38.1%) and video marketing is making its presence known (21.9%).
What conversions/results do you track from your marketing campaigns?
With such a strong focus on email marketing, it makes sense that most small businesses (72% surveyed) are keeping a close eye on their email subscription numbers. In comparison, only 53.8% of small businesses are tracking page visits from their marketing campaigns. Seems that growing and maintaining a strong email list is a big priority.
Small businesses are also tracking results such as sales (45.2%), appointments (36.6%), leads (33.3%), and event attendees (38.7%).
While social marketing is an important marketing tactic, not a ton of businesses are paying close attention to social engagement (29%). Press mentions also don’t seem to be a goal for the majority of small businesses, with just 17.2% tracking this metric closely.
Which tools do you use for your small business?
When it comes to tools that small businesses are using for marketing, it makes sense that there is heavy usage of Facebook Pages (73.6%) and Twitter (53.8%). These are the mammoths of social networks, and it makes little sense for most small businesses not to be involved. Instagram (36.8%) and Pinterest (20.8%) are also seeing a decent amount of use, but are perhaps a bit niche for some markets.
MailChimp is a heavy favorite (65.1%) for running email campaigns, with other tools like Active Campaign (8.5%) and Constant Contact (9.4%) not seeing nearly as wide adoption.
YouTube has a good adoption rate, with 43.4% of small businesses making some use of it. Video marketing, both in ads and content, looks to only continue to grow. It looks like many small businesses are figuring out how to make it work in their marketing mix.
Which Google apps do small businesses use?
Google has a wide suite of tools that are helpful to small businesses, so we wanted to break down which of them are being used the most. Not surprisingly, 83.3% of small businesses surveyed are using Gmail to manage their business email.
Google Calendar, with all it’s useful collaboration features, seems to be the calendar of choice for 68.6% of businesses, with an equal percent making use of Google Drive to manage all their files online.
While Google Analytics provides robust reporting tools for free, only 51% of businesses surveyed are making use of this tool. This perhaps relates to its complexity, as well as there being other tools available to measure the stats that are most important to small businesses, like subscribers, leads, and sales.