According to our recent report “Local Marketing Outlook by Business Segment”, home and emergency-based businesses continue to rely heavily on traditional forms of media (Yellow Pages, Newspapers, etc.) to drive leads. Businesses in this segment would include plumbers, roofers, locksmiths, etc. Survey results show they typically use an average of 4 promotional/marketing methods in their advertising mix with less than 50% having a website.
Yellow Pages Still Most Effective Media
When asked what media they view as the most effective marketing tool the number one response was Yellow Pages (38%) followed by Direct Mail (32%). This highlights the fact that Yellow Pages are still a great medium for reaching people “ready-to-buy”.
Digital Opportunities Exist
While the traditional media usage remains strong for these particular businesses, they are slowly migrating budget dollars (~18%) to digital forms of media over the next 12 months. Roughly, 50% of SMBs surveyed have websites, and other digital product penetrations ranged between 20%-40% indicating a huge opportunity for growth. Over 70% do not have optimized websites. Less than 40% use online service ratings and reviews. Less than 20% use tracking analytics to measure leads/performance. SMBs know they need to improve in these areas and need help.
[pullquote align=”left|center|right” textalign=”left|center|right” width=”28%”]Over 70% of SMBs would prefer to work with one trusted source that can help guide them through the digital ecosystem.[/pullquote]SMBs Need Help From A Trusted Source
When asked what areas they need the most help in, Websites (54%), SEO (23%), Social Media (15%), Business Listings Management (15%) and Reputation Monitoring and Review Generation (15%) were the top areas. Sixty-eight percent stated their biggest challenge with digital media was not having the expertise or time to manage their digital media. When asked what current providers could start and stop doing to better serve them they want someone that can embody a trusted source. In particular,SMBs want someone that is knowledgeable about their business, is prepared for meetings, as time is critical, make recommendations based on sound logic (i.e. no flavor of the month products), and someone that is accurate. Making mistakes takes up time they don’t have.