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Small Business Owners' Top Marketing Priorities and Challenges in 2016

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Nearly half (47%) of small business owners say they personally handle the bulk of their company's marketing efforts, according to a recent report from Infusionsoft.

The report was based on a survey conducted in December 2015 of 1,026 self-identified small business owners from across the United States. Respondents were polled on how they're tackling marketing and what changes they see coming in the year ahead.

Some 37.6% of respondents say they believe their current marketing efforts are effective, 13.9% say they are not effective, and 48.5% say they are not sure.

Below, additional key findings from the report.


2016 Marketing Priorities

More than half (51%) of small business owners plan to increase their spend this year on their websites, digital advertising, and social media efforts; 23% plan to increase their spend on print advertising and direct mail.

Digital Marketing Challenges

Some 19.6% of small business owners say turning leads into customers is one of the biggest digital marketing challenges they expect to face in 2016; 17.9% expect to struggle with generating Web traffic.

Content Marketing

More than half (57.8%) of small business owners say they post content on social media; 42.6% send emails and 36.4% publish blog posts.

About the research: The report was based on a survey conducted in December 2015 of 1,026 self-identified small business owners from across the United States.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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