News

40% of Small business marketing is out of synch with an increasingly mobile-centric world

While more than half of U.S. small businesses have optimized their websites and digital marketing efforts to fit the requirements needed for a mobile phone, at least 40 per cent of businesses have not.

In fact, according to research conducted of 400 companies with 25 employees or less by Yodle and Research Now, small and medium-sized businesses based in the U.S. still don't have a mobile-optimized website. However, ongoing research notes that 64 per cent of U.S. small and medium-sized business had a professional website for their business and an additional ten per cent planned to create one.

Although 40 per cent of small businesses do not have a mobile optimized website, the survey found that 36 per cent said they 'knew the basics" when it came to social media and content marketing with just six to eight per cent saying that they had expertise. When it comes to email marketing, 34 per cent of those surveyed said they knew the basics, while 40 per cent of small businesses surveyed said they 'don't know much" about pay per click ad campaigns.

When asked whether small businesses leverage social media to get customers and clients, only 11 per cent said yes, while 40 per cent said somewhat and 20 per cent used no social media at all. When asked how many hours they blogged, it appears there is a fairly major writer's block in small businesses with 68 per cent saying they do not have a blog, and 42 per cent of those surveyed who have blogs said that they do not really have the time to maintain them.

For small businesses, it appears that 36 per cent of those surveyed think that finding and targeting new leads is the most difficult aspect of acquiring customers or clients. As far as implementing a digital marketing strategy this year, 45 per cent said they want to implement a social campaign, and 17 per cent said they will work on an email campaign. Further, while 52 per cent of those surveyed said that their websites were mobile optimized, 40 per cent said that they saw no evidence that mobile phones affected their business.

Get the Newsletter

Keep up to date with the latest news and insights.

Subscribe

Laurie Fullerton

Laurie Fullerton is a writer based in Boston, MA with a background in business, sports, community, medical and travel writing. She has been a newspaper editor in the Boston-area, a sports writer covering yacht racing and a community reporter. She has been reporting for The Drum since October 2015.

All by Laurie