Local Business Owners Plan Big Boost in Online Ads

The great local business digital migration continues.  Following up a year when small business pulled big bucks from print in favor of digital, biz owners are holding yet another digital bash in 2011 by increasing their online spending to market themselves by a stunning 29%, compared to a 4.5% increase for offline spending. So says a new report from the future-probing firm Borrell Associates, which feeds media titans with high-powered market research.

And you know all those sales calls you’ve been getting? Guess what.  Other small business get ‘em too – an average of 22 calls per month.  According to Cassino, small business owners answer or return less than 5 of those calls.

 “The pitches from online ad sales reps have built to a cacophony,” says Kip Cassino, principal author of the Borrell report.  “Business owners are being offered deals programs, online coupons, website banner ads, search engine optimization, splash pages, targeted Facebook ads, email ads, reputation management, online directory ads – all amounting to a totally new language bound to make their heads spin.”  About 84% of small businesses plan some kind of spending this year to market themselves online.

And for more than half of them, the amount spent will represent an increase over last year.  By comparison, while 88% still plan to advertise in local newspapers, the amount they’ll be spending is expected to drop.  Last year the average local business spent about $12,000 on advertising; about 20% online.

The Borrell study also confirms a major small business move toward social media, even among businesses that do not have their own website. Apparently many business owners see social media participation as more important than having a storefront on the web.  

Copyright © 2000-2011 BizBest® Media Corp.  All Rights Reserved.

Share and Enjoy:
  • Print
  • Digg
  • StumbleUpon
  • del.icio.us
  • Facebook
  • Twitter
  • LinkedIn
  • email

Filed Under: FeaturedMarketingTrends


About the Author: Daniel Kehrer, Founder and Chief Content Officer of BizBest Media, is a senior-level leader in digital media, content development and online marketing with special expertise in startups, SMB, social media and generating traffic, engagement and leads. He holds an MBA from UCLA/Anderson and is a passionate entrepreneur (started 4 businesses), syndicated columnist, blogger, thought leader and author of 7 business and financial books.

RSSComments (2)

Leave a Reply | Trackback URL

  1. These days, in the era of fast-growing and fierce competition, small businesses need to stand out from the crowd by attracting new customers, building their client base. However, many business-owners are afraid to step out and employ complex marketing techniques for fear of incurring significant expenditures or because of complex technological processes involved in boosting their trade. Not any more. For just a fraction of the costs they would normally pay (and which, so far, have been reserved to middle-sized or even large corporations), they can increase their client base by employing ideas and processes that have been around for a while but whose great business potential has been dormant so far. But this time is over. Now Mobile Helpers can help them achieve their goals faster and easier. All it takes is a mobile phone. Have your existing clients text a message to a specific number offering them a discount and a promotion, and, bingo, they receive all the information on their mobiles while the business gains loyal clients. The word spreads virally and soon the business has other people text in while building an expanding client base. What is more, Mobile Helpers can come useful not just for businesses but for individuals as well! Say you’re at a meeting and do not have your business card on you. Rather than apologising profusely or scribbling your data shamefully on a piece of paper, you ask all participants to text a message to a given number and within a second they will all have your name, address, phone number and whatever data they need on their mobiles, so all they have to do is to save your virtual business card in their mobile’s memory. Check this out, a brand new solution that can help your business grow and generate your income! Go to http://www.mobilehelpers.com/lmmoffers.html

  2. Great post! In addition to paid advertising, small businesses need to utilize all the free online marketing strategies at their disposal. This includes SEO, social media like Facebook, link building with intelligent blog commenting and article sharing, etc. Free website marketing is sometimes more effective than paid, if done correctly and consistently.

Leave a Reply