Posts Tagged 'Training'

Research makes compelling argument for the importance of educating small business owners about the online channel

Small Business Not Keeping Up With Online Presence

Research from Research Brief column on MediaPost

According to research from Webvisible and Nielsen, reported by Marketing Charts, though 63% of consumers and small business owners turn to the internet first for information about local companies and 82% use search engines to do so, only 44% of small businesses have a website and half spend
less than 10% of their marketing budget online.

My comment: This is not a sustainable business model in today’s digital economy.

The research finds an accelerating trend toward online media for local search. However, the report says the study uncovers a significant disconnect between the way small business owners act as consumers vs. the way they market their businesses online.
The survey found that search engines are the most popular source for finding local information:• 82% use search engines

57% use Yellow Pages directories.
53% use local newspapers
49% use Internet Yellow Pages
49% use TV
38% use direct mail
32% White Pages directories

Of those surveyed, 50% said search engines were the first place they looked when seeking a local business, while 24% chose the Yellow Pages directories.

92% of searchers say they are happy with the results they get when using search engines, though 39% report frequently not being able to locate a particular known business. This means, says the report, searchers don’t may choose to contact a similar business with a stronger online presence.

Webvisible found that online search and e-mail newsletters are the only forms of traditional media that are growing among consumers who wish to locate local products or services. Compared with two years ago, respondents report they use search engines and email newsletters more, while they use newspapers, magazines, direct mail and radio less.

Despite the growing use of online media for local searches, only 41% of small businesses report turning to online search engines first, and 31% turn to Yellow pages directories first. In addition, only 44% of small businesses have a website.

When using a search engine to find a business they know exists, only 19% of survey respondents report never or rarely encountering trouble locating that business online and 39% say they routinely have difficulty.

Though less than half of small businesses do have a website, the ones that do are not happy overall with their online marketing.  Among those small businesses that have a website:
• 51% believe both the quality and ability of their site to acquire new customers is only “fair” or
“poor”
• 30% of business owners feel that they typically do a better job of marketing than a close
competitor
• 78% believe they advertise in the same places as their competitors
• Only 7% of small business owners say their primary marketing goal is to get more visitors to
their website
• 61% spend less than three hours a week marketing their website
• 99% of small business owners are directly involved in the marketing
• 65% believe it is very important to know where their customers come from
• Only 9% are satisfied with their online marketing efforts
• 78% of small business owners dedicate 10% or less of their budget to marketing Of those,
30% do no Internet advertising

My Comment: eBizITPA Education and the eMarketing Learning Center are performing research to learn more about small businesses knowledge and interest in eBusiness, eCommerce and eMarketing  strategies Training.  Click to learn more about survey results.  Click to download a copy of the eBusiness, eCommerce and eMarketing eBook

Over the past two years, 43% of small businesses say they have increased use of search engines in their marketing efforts. In contrast, use of traditional small business advertising mediums is on the decline:
• 23% say they use the Yellow pages less
• 42% say they use the local newspaper less

For the purpose of this survey, the term “local business” refers to any retail business in a respondent’s local area, including restaurants, entertainment venues, places of recreation, etc. and services such as plumbers or accountants. The term “Internet Yellow Pages” refers to online Yellow Pages websites such as yellowpages.com, judysbook.com, superpages.com, etc.

Center for Media Research, February 13, 2009
MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001

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Search Marketing; One of the Triumvirate Three

Search Engine Marketing is one of three most essential online marketing strategies for businesses that are seriously committed to using the online channel to find new markets, build awareness, promote product and services, qualify and generate leads, acquire new customers and close a sale. The triumvirate three includes having a website and email marketing but I will cover those another time. 

New activities are emerging and becoming a significant influence on Search Engine Marketing.  This includes Web 2.0 activities commonly known as social media, social networks, and user generated content.  Sites like Facebook, Blogs, Video sites like YouTube and user reviewed sites like Digg all of have the ability to influence searcher behavior by generating valuable inbound links which are so important to a search optimization strategy. 

Effective online marketers are always looking for ways to enhance and improve website visibility in natural or organic search engine listings.  The primary goal for most is to increase the number of visitors and increase online conversions. 

Google Paid and Organic Search            

Optimizing your website involves a process of testing and tweaking website structure, search terms research, content creation and link equity. So understanding how to use Web 2.0 activities and linking strategies starts with understanding your particular audience and figuring out how they will benefit, if at all. 

However, Paid Search Marketing, also known as Pay Per Click (PPC,) is the fastest growing tactic used to drive relevant and qualified leads.  Google, MSN and Yahoo all have paid sponsor or advertising opportunities driving close to $6 billion dollars in 2006. One reason PPC is so compelling is because it delivers results almost immediately. Quick measurable results make PPC a smart way to plan your Search Engine Optimization (SEO) strategy. All the major search engines offer reporting and analytics tools so you can monitor and tack every click gaining valuable data to be used when planning your SEO strategy.  It makes sense to develop a combination of PPC and SEO strategies for driving traffic and generating leads.  

Search marketing is one of the tools you need to market in today’s digitally savvy world.  Search marketing is a long term strategic investment and marketers need to evaluate how it fits into their marketing plans. Start taking advantage of search and other tactics and technologies to grow your business and gain an edge.


sem2home.jpgBecome an eMarketing Rockstar! Attend the SEM II: Join the eVolution Conference. The web is outpacing all other media for user involvement.  This conference and other educational programs offered at the eMarketing Learning Center @ eBizITPA will help you understand, navigate and integrate Internet marketing strategies to support you business growth.  This evet is sponsored by the NWIRCErie Ad Club Members and Tech Council Members qualify for special rate.


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