For Small-Business Marketers, Are Fewer Channels Better? - eMarketer
What do small business owners use for marketing? A recent study showed:
85.8% use a their website; 73.4% use email offers; 74% use search marketing; and 65.2% use Facebook.
What works best for small business marketing? Share a story or a comment!
Prior to my current position, I spent three years working for a small business that catered to a fairly wealthy clientele. I found it interesting that you mentioned in class last night that certain "luxury goods" eschew the concept of social media marketing. Not only did my company avoid Facebook, Twitter, etc., their website was extremely rudimentary. They relied entirely on word-of-mouth marketing, which actually worked-- until the effects of the recession were felt.
ReplyDeleteIn my final year with the company, they brought in someone to redesign their website-- an important first step. In addition to creating a vibrant, picture-heavy site, the designer included the meta tags necessary for optimization. The directors were pleased to find that the company now ranked much higher in search results.
Though they have "reserved" a Facebook page and Twitter name, they have yet to use either. Their feeling is that unless they have the time and manpower to monitor these and other social media sites very carefully, they should not use them. As we all know, managing multiple profiles and accounts can be very time-consuming. Most small businesses cannot afford to hire a social media manager, or even a marketing manager. This highlights the importance of learning these skills, no matter what your field or career goal-- companies, and small businesses in particular, will need individuals with these skills to move forward.
Most recently, I have worked in large companies such as Mullen, Arnold Worldwide and Hyatt Regency Hotels, all of which have their own marketing team. However, when I was in high school I worked for a small, family-owned restaurant. They would advertise and market in the local newspaper, support local school and sports teams, but there best marketing tool was word-of-mouth.
ReplyDeleteIt's difficult, I believe for small businesses to grow and prosper in a world of franchises and big names. Many people are skeptic of a new, small place and sometimes doubt it unless they have heard good reviews.
The restaurant I worked for does have a facebook page and they send email alerts with new drinks, meals or special events, but this use of marketing is for their repetitive customers. Therefore, I believe that word-of-mouth is the strongest, best fit of marketing for a small business.
Small businesses should use as many free social media sites that they can keep up with. Facebook and Twitter are free and a great way to publicize. Not everyone uses the same social outlets. I think it's best to use what they feel comfortable with while taking advantage of free marketing.
ReplyDeleteAll very true, yet, I don't think all small businesses need social media. It is free yes, but as you mentioned upkeep is key and if they can't maintain their website then why bother.
DeleteI think small businesses should utilize any and all avenues they can! Social media, email offers, websites and search marketing. A few years ago I worked for a privately owned restaurant group, the owner would use any marketing and emarketing tools he could. Email offers, upcoming events on the website, Facebook status and recently I learned he now has a Twitter for his restaurants. He has been very successful so I think any medium could only be beneficial for small businesses
ReplyDeleteI believe small businesses should focus on using fast and effect types of social media. In other words, what is going to get to their 'small' or 'local' target audience as fast as possible. Making use of Twitter, Facebook, emails and a company website is what is going to get "the word out" and make them successful. The easy access to these sources is going to create a reputation of their services and mission. I have no job experience in a small companies, but making use of these mediums and investing less is eventually going to be more worthwhile.
ReplyDeleteI would have to agree to janel, i believe that small businesses should utilize each and every aspect of social media. Each small business is different in there own way and I think that once that a particular business determines what aspect of social media works best for there company, they should stick with that. A few years back I worked at a country club in my home town, which is a very small town in Rhode Island. The club just recently opened their own facebook page to inform people of special offers as well as post photos of weddings that happen in the prior week. They have also been updating their website regularly, keeping the public and their members informed of upcoming events as well as other news at the club. Since I have worked there they have expanded their dining room as well as added a large room for cocktail receptions. Needless to say, whatever the owner is doing to this small town country club is working.
ReplyDeleteI can't say I have recently worked for a small business, but as a consumer I am a huge yelp user & really rely on peer reviews. I find it frustrating when I cannot look up a company I would like more information. With the use of social media I have friends recommend shops and restaurants that I may never have gone to in the first place. It is to the advantage of the small business to use social media especially with the younger generations.
ReplyDeleteAs has been previously mentioned word of mouth is a very effective communication of advertising or marketing of any company. And I disagree with the first comment because I believe word of mouth has no correlation to the recent reccesion, or any economic boom or bust for that matter. This is because of the fact that if word of mouth is effective for small businesses it's usually because they have a great product, and people will want to tell others about their over the top experience. Yes for small business tough times can be well, tough, but word of mouth is a free and very effective means of communication.
ReplyDeleteSmall businesses should utilize the internet and the emerging power house of social media, but they need to be careful. For example, it makes perfect sense for a company to have their own website, a Facebook page to drive traffic to that website, an organically built email list, and search engine management and optimization. When one starts to dive into the actual product or service being sold is where social media and other forms of marketing get tricky. A local pizza place may be willing to use a Twitter handle to voice discounts and promotions, but in reality and as perviously mentioned, word of mouth would require zero dollars and zero upkeep. Furthermore, how big of a following can a local pizza place really have?
Yes America and largely the world are becoming more of a competitive place in the business world, but if these small businesses market themselves right, they will have no problem finding success. Hard work and a product or service made with love and attention are still two things that are respected in the business world, regardless of the size of the firm.