How To Make A Successful Site

How Do Small Businesses Find New Customers Using The Web ??

Survery Of Current (small business) Website Owners

(American Express Open Forum)

Here are some key findings:

Among small businesses who conduct some form of online marketing, two-thirds (66%) say that new customers find them through search engines/Internet, compared to 82% who say word of mouth is still the main source where new customers find them.

The most common online marketing techniques currently being utilized by small businesses are a company website (86%) followed by social media (44%).

One-in-five (21%) small businesses report that they are utilizing search advertising.

Small businesses currently conducting online marketing plan to spend an average of $5,260 on search or social media advertising.

Fewer than one-in-five (19%) said that they were not planning any spending in this area.

Three quarters of small businesses plan to add some form of online marketing in 2011.

Roughly three-in-ten will add a company website (36%) or social media (29%). About one-in-five plan to add search engine optimization (23%), mass email (22%) or search advertising (16%).

Nearly 56% of small businesses who will spend on search or social media advertising in 2011 indicate they will need help with some aspect of their search engine marketing.

Despite their need for assistance, only 25% of these businesses are using SEM tools to manage their campaigns.

Search engine campaign management is generally handled internally (73%), with almost half of respondents indicating that they do it themselves, personally (47%).

One in five (22%) indicated that they have a staff member that handles SEM, in addition to their other responsibilities.

When adding any new marketing channels, areas taken into consideration by small businesses most often are the channel’s effectiveness (62%) and the cost to implement(60%) and management (57%).

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Survey Methodology

American Express OPEN and SEMPO conducted a survey among a random sample of 400 U.S. small businesses that currently utilize some type of online marketing for their business.

Interviewing was conducted by Echo Research between March 14 and 17, 2011. The overall results have a margin of error of +/- 4.9 percentage points at the 95% level of confidence.

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