When it comes to marketing, small business owners generally are self-taught and focus on relatively short-term goals, but do not consider themselves marketing experts. They consider themselves more team players than competitors, value their independence and are driven by passion.
That’s according to a survey by Constant Contact conducted in March. The email marketing company surveyed 1,005 business owners nationwide who employed 20 or fewer people.
“Small businesses are the lifeblood of our economy, and a vibrant, healthy small business community makes for a vibrant, healthy society,” says consultant Pamela Slim, who analyzed the findings for Constant Contact. “While small business owners are passionate about achieving their goals, they understand the importance of personal relationships and place great value on community.”
According to the survey, two-thirds of small businesses plan strategically just a year or less into the future. They are most likely to cite increasing revenue and sales or increasing new customers as their top business goals for 2018.
Email marketing is the most used tool, with 42 percent engaging in it, followed closely by online advertising and promotions on their business homepage (39 percent each), social media advertising (37 percent) and customer review collection (33 percent).
More traditional marketing methods are being employed less often, however, with 32 percent using print advertising, 26 percent using direct mail, and 22 percent using event sponsorship.