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Marketing has always been a challenge for
small businesses. Due to budgetary constraints and a limited workforce, small
business owners are forced to make tough decisions on what marketing ventures
are worth their time. And according to a new study by HigherVisibility, many
SMBs are turning their attention online.
The study asked 1,000 small business owners with a website for their business about how they handle their website, social media, online advertising, and more. And according to the study, 88% of respondents said that they believe having an online presence is important for the success of their business.
What’s
even more interesting, however, is how small businesses approach their online
efforts. Whether it’s managing social media pages, building a website, or
advertising online, small business owners would rather keep those tasks
in-house. According to the study, 57.4% of business owners handle their own
social media pages. 58.6% of owners either used a website builder or designed
their websites themselves. And even when it comes to online advertising, 44.4%
of business owners manage their paid search campaigns.
These
statistics are notable for a variety of reasons. For starters, it shows how
many hats an entrepreneur has to wear when starting a business. Not only does
it require financial expertise while starting a business, but it also requires
marketing know-how once your business is up and running. And according to the
study by HigherVisibility, many small business owners might be lacking the
knowledge to truly succeed online.
For
example, when asked for the primary goal of their website, 38.1% of respondents
said that their site was for “general brand awareness.” Another 3.7% didn’t
even have a true goal in mind when it came to their website. With such vague
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