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SMBs Still Favor Face-to-Face Marketing Tactics

November 30, 2012

Traditional, face-to-face tactics are still fundamental for SMB marketers: Personal relationships and networking (95%), tradeshows and industry events (89%), and in-person events (86%) rank as the most popular marketing tactics for finding new customers, according to a survey of small and midsized businesses conducted by Forrester Consulting for Act-On Software.

Among surveyed SMBs, content marketing (83%) is also a big part of the customer acquisition mix, followed by print advertising (77%), public relations (74%), and SEO (73%).

SMBs are using a variety of other digital tactics for customer acquisition efforts as well, such as email (72%), social media (69%), digital advertising (61%), webinars (58%), and PPC (50%).

Moreover, SMBs appear to be "doing it all" with small teams of marketing generalists. 

Among those 14 different marketing tactics (in the chart above), 50% of SMBs say they use 13 of the tactics and 70% say they use 8 of them.

Below, additional findings from the study titled "Driving SMB Revenue in a Tough Economy."

Social Marketing Yielding Mixed Results

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  • by John Hyman Fri Nov 30, 2012 via web

    Terrific post.

    It would be fascinating to align these results with the size of the business and their budgets. I often find SMB's more reluctant to spend and the top areas in this study (depending on how you classify a trade show/industry event) are less capital intensive.

    But,my biggest surprise: more utilize print advertising than email marketing.

  • by Sun Dec 2, 2012 via web

    This is a very interesting post, but I would like to see one marketing element added for future studies: Mobile Marketing. To not include mobile marketing will seem silly in a few years.

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