More Related Content Similar to Constant Contact's State of Small Business Marketing Report Similar to Constant Contact's State of Small Business Marketing Report (20) More from Constant Contact More from Constant Contact (14) Constant Contact's State of Small Business Marketing Report2. 2
…50% fail within the first five years.
Viewed by many as the backbone
of the U.S. economy, small
businesses face an uphill battle...
Source: Small Business Association
© Constant Contact 2016
3. And the personal sacrifices are daunting.
More than half feel like they can
never be away from their business.
3
Source: Constant Contact Survey March 2015
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4. 4
Source: Constant Contact Survey March 2015
So why do they do it?
62% say it’s so they can pursue theirpassion.
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5. 5
Is enough?
What are their real
concerns and how are they
striving to succeed?
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6. 6
Here is a look at 3 key areas
affecting small businesses and their marketing.
© Constant Contact 2016
8. Economics
Then & now
1
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8
Small business optimism
has grown over the past 4 years.
Source: Constant Contact Surveys – 2013, 2014, 2015
9. Economics
Then & now
1
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% of B2Cs That Expected
2015 Revenues to Exceed
2014 Revenues
66% expected growth
18% did not
16% unsure
9
% of B2Bs That Expected
2015 Revenues to Exceed
2014 Revenues
70% expected growth
16% did not
15% unsure
Ending on a high note…
Source: Constant Contact Small Business Holiday Survey 2015
10. Economics
Then & now
1
© Constant Contact 2016
10
...but almost ½ say the economy is
taking a toll on their business.
Source: Constant Contact Small Business Holiday Survey 2015
11. Economics
Then & now
1
© Constant Contact 2016
11
71% say
The upside to a down economy is that external forces
like the economy and increased competition have
forced them to become better marketers.
Source: Constant Contact Small Business Holiday Survey 2015
12. Economics
Then & now
1
© Constant Contact 2016
12
Does that mean that they’re spending
more time or more money?
60% say
they’re spending more time
on marketing now than 2
years ago.
However…
Source: Constant Contact Small Business Holiday Survey 2015
13. Economics
Then & now
1
© Constant Contact 2016
13
…they are evenly divided on whether or not to
allocate more money to marketing in 2016.
34% will
spend more
35% won’t spend more
31% aren’t sure
Source: Constant Contact Small Business Holiday Survey 2015
14. Economics
Then & now
1
© Constant Contact 2016
14
They need to do both.
When asked, “Looking back, what would
you do differently?”
65% of small-business owners said…
“Spend more time and money
on marketing.
“
Source: QuickBooks Small Business Trends & Stats
15. Economics
Then & now
1
© Constant Contact 2016
15
But where should today’s small business start?
Where do they need to market?
16. Economics
Then & now
1
© Constant Contact 2016
16
of small businesses
don’t have a website.47%
97%
Websites should
be a top priority.
Source: Score.org – Making Your Website Work! When You're Online, You’re in Business
of consumers search for
products and services online.
Yet…
17. © Constant Contact 2016
17
But websites are only one component of a
much larger strategy…
18. Economics
Then & now
1
© Constant Contact 2016
18
Number of Different Media Used for Advertising or Promotion
Source: BIA/Kelsey – August 2015
22. Email
Where it fits
2
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22
What marketing strategies are they using to cope
with the challenging economy?
23. Email
Where it fits
2
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23
Marketers consistently ranked email as the single
most effective tactic for awareness, acquisition,
conversion, and customer retention.
Source: GigaOM/Extole Research Report
24. Email
Where it fits
2
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24
Rumors of
email’s death
are overblown.
© Constant Contact 2016
25. Email
Where it fits
2
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25
At which point, 2.5 billion
email users will be using
mobile devices to access their
email (up from 1.4 billion in
2015).
This figure is expected to
grow 3% per year, reaching
246 billion/day by 2019.
By 2019, 85% of email users
will access their email
accounts via a mobile device.
Source: Radicati Email and Mobile Statistics Reports
These are the facts!
The number of emails per day
sent/received will
surpass 205 BILLION in 2015.
26. Email
Where it fits
2
© Constant Contact 2016
26
Email. It’s not dead!
It’s alive and better then ever...
Consumers want it. Small businesses trust it.
It’s easier than ever and it drives results!
27. Email
Where it fits
2
© Constant Contact 2016
27
91%of U.S. adults said they like to receive
promotional emails.
Why email? Consumers want it!
Source: Marketing Sherpa
28. © Constant Contact 2016
28
And small businesses trust it.
They’re sending more emails every year.
Why are the numbers growing?
Because small businesses see that email works.
Source: Constant Contact Email Volume Data
29. Email
Where it fits
2
© Constant Contact 2016
29
307,829,296301,821,516
October 1 November 24
How do small businesses maximize
the busiest time of year? With email.
For the second year in a row, Cyber
Monday and Giving Tuesday were the
two busiest days in terms of emails
sent from Constant Contact’s servers.
Source: Constant Contact Blogs – Thanksgiving Weekend 2015 Part II:
#GivingTuesday and Top Subject Line Keywords
30. Email
Where it fits
2
© Constant Contact 2016
Small Business Thanksgiving Weekend 2015 Breakdown:
daily emails sent
30
6%
increase
2014 2015 % Increase
Wednesday 316,451,083 323,011,584 2%
Thursday (Thanksgiving) 196,965,949 209,789,628 7%
Friday (Black Friday) 256,652,991 277,942,176 8%
Saturday
(Small Business
Saturday)
119,948,001 137,154,363 14%
Sunday 113,155,976 115,436,034 2%
Monday (Cyber Monday) 365,306,439 375,360,099 3%
Tuesday (Giving Tuesday) 330,571,920 360,926,239 9%
Total 1,699,054,373 1,799,620,123 6%
Source: Constant Contact Blogs – Thanksgiving Weekend 2015 Part II:
#GivingTuesday and Top Subject Line Keywords
31. Email
Where it fits
2
© Constant Contact 2016
31
Retail Nonprofit Sports & Recreation Education Entertainment
Wednesday 17.8% 8.9% 4.0% 3.50% 3.10%
Thursday (Thanksgiving) 25.50% 7.50% 4.40% 2.50% 2.50%
Friday (Black Friday) 24.80% 5.70% 5.70% 1.90% 3.30%
Saturday
(Small Business Saturday)
26.40% 6.40% 5.70% 2.30% 3.30%
Sunday 25.70% 7.00% 5.10% 2.70% 2.60%
Monday (Cyber Monday) 20.60% 9.30% 5.00% 4.10% 2.10%
Tuesday (Giving Tuesday) 11.70% 19.50% 3.40% 4.70% 2.60%
Source: Constant Contact Blogs – Thanksgiving Weekend 2015 Part II:
#GivingTuesday and Top Subject Line Keywords
Small Business Thanksgiving Weekend 2015 Breakdown:
by industry, percentage of daily email volume sent
32. © Constant Contact 2016
32
The industry is still evolving, with the largest tech
companies reinvesting in their email platforms.
© Constant Contact 2016
34. Email
Where it fits
2
© Constant Contact 2016
Because of information overload and smaller screens,
emails should be shorter and more direct.
How short? About 20 lines of text and three or fewer images
get the best click-through rates.
34
Source: Constant Contact Newsroom – Constant Contact Data Reveals Direct Correlation
between Email Campaign Effectiveness and Number of Images and Text Lines Featured
35. Email
Where it fits
2
© Constant Contact 2016
Some industries are finding
their own sweet spots…
35
• Association click-through
rates remain consistent
between 20-30 lines of
text.
• Restaurants and
salons/spas both have
peak click-through rates
in emails with 15 images.
Source: Constant Contact Newsroom – Constant Contact Data Reveals Direct Correlation between Email
Campaign Effectiveness and Number of Images and Text Lines Featured
36. Email
Where it fits
2
© Constant Contact 2016
What “clicks” with email subscribers?
After 5-7 links, additional links result in minimal
additional click-throughs.
36
Source: Constant Contact Newsroom – The What, When, and Who of Successful Emails
37. Email
Where it fits
2
© Constant Contact 2016
Accountants &
Financial Advisors
Restaurants Hotels, Inns, B&Bs
Religious
Organizations
Arts & Crafts
37
When are subscribers most likely to open?
It depends what industry you’re in...
Tuesday Wednesday Thursday Friday
6am 7am 12pm 5am
Monday
7am
Source: Constant Contact Newsroom – The What, When, and Who of Successful Emails
38. Email
Where it fits
2
© Constant Contact 2016
Smaller, targeted – and more personal –
campaigns perform better.
38
Source: Constant Contact Newsroom – Subscriber Email Domain and Industry are
Major Factors in Email Open Rates, According to New Constant Contact Study
39. Email
Where it fits
2
© Constant Contact 2016
39
of all opens
come from
38%
of all opens
come from
5%
of openers
51%
10%
of openers
33%
of all
click-throughs
come from
5%
of clickers
44%
of all
click-throughs
come from
10%
of clickers
There are subscribers who open and
click-through most of their emails. In
essence, they’re “superfans”...
Source: Constant Contact Newsroom – The What, When, and Who of Successful Emails
44. Future
What’s ahead
3
© Constant Contact 2016
44
Small businesses understand the value of mobile,
yet they’re not taking full advantage.
55% agree
that mobile tools are
fundamentally changing
the nature of sales for
their business
78% do not
currently use
mobile tools or
solutions for their
business
Source: Endurance International Group– New Mobile Survey Data Shows That Small Business Owners
See Revenue And Growth Potential In Mobile Applications, Yet Less Than 10 Percent Have One
45. Future
What’s ahead
3
© Constant Contact 2016
45
Small businesses are using mobile devices largely in
the same ways they do for personal use.
Only 51% use smartphones to
promote and market their
business.
91% say the size of the screen impacts
what they are willing to do.
Time
Management
is top smartphone task
for small business
owners.
Source: MITX Blog
48. Future
What’s ahead
3
© Constant Contact 2016
48
The Email + Social Connection = Powerhouse Combination
Email + Social, the top 2 tools for...
Acquiring New Customers
Social
66%
Welcome!
Email
63%
Welcome!
Social
41%
Email
71%
Selling to Existing Customers
Social
66%
Email
85%
Engaging Customers
Source: Constant Contact Small Business Holiday Survey 2015
49. Future
What’s ahead
3
© Constant Contact 2016
49
Social media is a cost-effective
advertising channel for SMBs.
• More than half of all marketers plan to
increase their use of Facebook ads in 2016.
Why?
Source: Social Media Examiner
• Because 46% of all users will use their social
media platform of choice to make an online
purchase.
Source: Cloudswave
50. Future
What’s ahead
3
© Constant Contact 2016
Looking ahead, small businesses
predict these 3 technologies will
have the biggest impact on their
business in the next 2-3 years.
50
51%
Video
Streaming
43%
Internet of
Things
37%
Messaging
Apps
Source: Constant Contact Small Business Holiday Survey 2015
51. Future
What’s ahead
3
© Constant Contact 2016
51
Despite economic
challenges, small
business owners
are optimistic
about what lies
ahead.
Future
marketing plans
will include the
use of more
video and
messaging apps.
The time-tested
channels of
websites and
email, combined
with social
media, remain
the marketing
channels of
choice.
Email is the top
choice for
engaging and
selling to existing
customers; social
media and email
are a powerful
one-two punch
for acquiring new
customers.
Small business
passion and the
right mix of
marketing tools
fuels their rightful
place as a major
force in our
economy.
In summary…
52. Future
What’s ahead
3
© Constant Contact 2016
52
Learn more from Constant Contact today…
Visit us online
www.constantcontact.com
Constant Contact
Marketing Resources
blogs.constantcontact.com/library
Constant Contact
Newsroom
news.constantcontact.com
Editor's Notes https://www.sba.gov/sites/default/files/FAQ_Sept_2012.pdf http://news.constantcontact.com/press-release/small-business-owners-cite-personal-challenges-including-lack-time-themselves-and-fami http://news.constantcontact.com/press-release/small-business-owners-cite-personal-challenges-including-lack-time-themselves-and-fami 1. The economic state of small businesses
2. Where email fits
3. What’s next in small business technology
1. The economic state of small businesses
2. Where email fits
3. What’s next in small business technology
In 2013, 65% of SMBs expected 2013 revenues to exceed 2012
In 2014, 63% of SMBs expected 2014 annual revenues to exceed 2013
67% of small businesses anticipate 2015 revenue to exceed 2014 revenue
78% expect 2016 revenue to increase from 2015
http://news.constantcontact.com/research/ebook-constant-contact-small-business-holiday-survey-2015
B2B and B2C Breakdowns for 2016:
BtoC 66% say yes 2015 revenues will exceed 2014 revenues; 18% say no; 16% unsure
Increase 10% or more B2C: 42%
Increase less than 10% B2C: 35%
BtoB 70% say yes 2015 revenues will exceed 2014 revenues; 16% say no; 15% unsure
Increase 10% or more B2B: 48%
Increase 10% or less B2B: 31%
A majority (77%) say that external forces such as the economy and increased competition have forced them to become better marketers
They are spending more time but not necessarily more money on marketing:
http://quickbooks.intuit.com/r/trends-stats/know-small-businesses-start-10000-less https://www.score.org/resources/making-your-website-work-when-online-youre-in-business Small businesses are swamping the digital landscape, reaching customers wherever they are.
http://blog.biakelsey.com/index.php/2015/08/28/smbs-drastically-differ-in-number-of-media-used-for-advertising/
Small businesses are swamping the digital landscape, reaching customers wherever they are.
http://blog.biakelsey.com/index.php/2015/08/28/smbs-drastically-differ-in-number-of-media-used-for-advertising/
1. The economic state of small businesses
2. Where email fits
3. What’s next in small business technology
http://www.extole.com/wp-content/uploads/2015/03/Gigaom-and-Extole-Research.pdf TIME Magazine- “Email Killer” headline
http://www.radicati.com/wp/wp-content/uploads/2015/02/Email-Statistics-Report-2015-2019-Executive-Summary.pdf
http://www.radicati.com/wp/wp-content/uploads/2015/02/Mobile-Statistics-Report-2015-2019-Executive-Summary.pdf
It isn’t dead yet
Consumers want it
Small businesses trust it
It works…it drives results
It’s easier than ever
https://www.marketingsherpa.com/article/chart/how-often-customers-want-promo-emails
http://blogs.constantcontact.com/giving-tuesday-email-data/ http://blogs.constantcontact.com/giving-tuesday-email-data/
http://blogs.constantcontact.com/giving-tuesday-email-data/
http://www.businesswire.com/multimedia/home/20150303005297/en/ http://www.businesswire.com/multimedia/home/20150303005297/en/ http://news.constantcontact.com/image/infographic/what-when-and-who-successful-emails http://news.constantcontact.com/press-release/subscriber-email-domain-and-industry-are-major-factors-email-open-rates-according-new- http://news.constantcontact.com/image/infographic/what-when-and-who-successful-emails NOTE: this links to the “Buy” page for the report with the data
http://insight.venturebeat.com/report/buyers-guide-how-to-navigate-the-email-marketing-landscape?utm_source=vb&utm_medium=refer&utm_content=editorial-post&utm_campaign=email-report 1. The economic state of small businesses
2. Where email fits
3. What’s next in small business technology
51% mobile opens: http://news.constantcontact.com/press-release/subscriber-email-domain-and-industry-are-major-factors-email-open-rates-according-new-
Google searches: http://adwords.blogspot.com/2015/05/building-for-next-moment.html
Google penalties: http://mobilemarketingengine.com/google-demotion-with-no-mobile-website/
http://www.radicati.com/wp/wp-content/uploads/2014/01/Email-Statistics-Report-2014-2018-Executive-Summary.pdf http://www.prnewswire.com/news-releases/new-mobile-survey-data-shows-that-small-business-owners-see-revenue-and-growth-potential-in-mobile-applications-yet-less-than-10-percent-have-one-300048148.html http://blog.mitx.org/Blog/bid/105057/For-Business-Large-and-Small-Mobile-Remains-an-Opportunity http://news.constantcontact.com/press-release/small-businesses-are-marketing-more-wherever-and-whenever-they-can-according-new-const SOURCE: http://www.socialmediaexaminer.com/social-media-marketing-trends-for-small-business/
SOURCE: http://www.slideshare.net/redasedrati/social-media-facts-and-statistics-2015-you-should-know-50893097 http://news.constantcontact.com/research/ebook-constant-contact-small-business-holiday-survey-2015