DAVE’S TOP 10…TAKE-AWAYS FROM THE 2018 SMB SURVEY

Time again for Dave’s Top 10! This time it’s the top 10 take-away’s from the new 2018 SMB Survey from Borrell Associates.

  1. Avg. SMB employs 7.7 types of marketing; half digital, half traditional
  2. Traditional media users: 22% plan to increase spending, 24% plan to cut
  3. Digital media users: 47% plan to increase spending, 10% plan to cut
  4. Top reason for cutting a particular type of media: too expensive
  5. Instagram now #2 social platform w/ 50% using it; 23% rate it very high
  6. 69% of digital ad-buyers use targeting; geotargeting is most prevalent
  7. 46% of SMBs are trying something new; video is leading choice
  8. Social media is No. 1 choice for video distribution
  9. 51% who use video marketing see it as highly effective
  10. Spending on traditional types of media averages 2.7x that of digital

What does this mean to me?

Overall, the tone of this year’s survey is similar to last year’s. But digging down deeper, there are some specifics that should define our focus, now and going forward.

  • We are not alone-many SMB’s are dealing with more than 7 other providers than me. How do I stand out? What’s my USP?
  • More businesses plan to cut traditional ad spending than increase it…deal with it!
  • Anyone reducing their digital spending with me, is spending it somewhere else. How can we become indispensable?
  • Instagram is popular, and it works. Do we recommend it to local businesses?
  • We need to recommend targeting to local businesses…and we should be geo-targeting newspaper.com campaigns.
  • Video works. Are we prepared to discuss this with local customers?

While we don’t have the detail for the entire survey in our hands, these take-aways clearly are telling us that local businesses are willing to change and are looking for new solutions. It’s time for a change.

(Note: the above 10 take-away’s are courtesy of Peter Krasilovsky, Localonliner.com. Check it out!)


Quote of the week

“The only place where success comes before work is the dictionary. “

— Vince Lombardi


Mom’s Library

What’s your mom been reading lately?

  • Yet another Google algorithm change…how did it affect local SMB websites? Frankly we don’t know, unless local businesses know. Google changes are frequent, there’s nothing to do to prepare other than have a great local site. In fact, that is Google’s advice. Read more about this latest change from SearchEngineLand.
  • Amazon and SMB’s, it’s looking like a match. You may be surprised to hear that Amazon is making inroads as a marketing services provider for SMB’s. Don’t be, their new Storefronts, offer plain ole’ local businesses, like the ones we want to work with daily, an opportunity to offer their products on the shopping giant’s website. Some of our own local customers may be working with Amazon Storefronts today. So why not catch up on what Amazon is up to on StreetFightMag.
  • Online mattress sales…a lesson about ecommerce to sleep on. You may have heard that Mattress Firm, one of the largest brick and mortar mattress retailers in the US, is filing bankruptcy. What caused this? A combination of growing number of online competitors, and a consumer market that was served better by these online websites. This is not the tale of every retail business, it’s more a lesson in listening to your customers than it is online vs brck-and-morter…still an interesting story. Check it out at CNN Business.
  • GateHouse Media continues to grow, purchasing the Oklahoman Media Company. The Daily Oklahoman, a 100,000+ circulation daily in Tulsa, Oklahoma has a long history of excellent service and sales. This is important news even for local NC customers, because our ability to grow provides stability and strength for the long-term in all GH markets. Spread the word! More here on NewsOK.com.

Your MOM Knows Best

    • Want to follow MOM to be the first to hear about weekly updates Just follow MOM and you’ll receive an email notification every time a new update of MOM is published. 
    • Give MOM some feedback, rate any post, or leave a comment.
    • And your MOM is everywhere, available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.

Your MOM Knows Best

    • Want to follow MOM to be the first to hear about weekly updates Just follow MOM and you’ll receive an email notification every time a new update of MOM is published. 
    • Give MOM some feedback, rate any post, or leave a comment.
    • And your MOM is everywhere, available on ALL devices…desktop, mobile (Android & iOS), and tablet.
This is your MOM, at least at work that is.

Author: David Prizer

Digital media executive and thought leader, emphasizing local and small business strategies. 20 years of experience in metro and community markets. Still watching Seinfeld reruns and holding out for a Cubs-White Sox subway series in my lifetime.

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