Key Insights
Essential data points from our research
93% of small business owners use Facebook for marketing, making it the most widely used platform
64% of small businesses use social media for their marketing strategy
73% of marketers believe that their efforts through social media marketing have been somewhat effective or very effective for their business
Email marketing has an average ROI of $36 for every $1 spent
81% of small businesses rely on email as their primary customer acquisition channel
Welcome emails have an average open rate of 82%
Email & Content Marketing
- 1Email marketing has an average ROI of $36 for every $1 spent
- 281% of small businesses rely on email as their primary customer acquisition channel
- 3Welcome emails have an average open rate of 82%
- 4Companies that blog get 55% more traffic to their websites
- 570% of businesses are actively investing in content marketing
- 6Marketers who prioritize blogging efforts are 13 times more likely to see positive ROI
- 747% of buyers view three to five pieces of content before engaging with a sales rep
- 8Video is the #1 form of media used in content strategy, overtaking blogs and infographics
- 987% of video marketers say that video has increased traffic to their website
- 10Small businesses that send newsletters on a consistent basis stay top-of-mind with 60% of their customers
- 11Segmented email campaigns have an open rate that is 14.31% higher than non-segmented campaigns
- 12Adding videos to your email can increase click rates by 300%
Interpretation
Email is your cash cow for customer acquisition, returning about thirty-six dollars for every dollar spent and relied on by eighty-one percent of small businesses; welcome emails average an eighty-two percent open rate, segmented campaigns lift opens by about fourteen percent, consistent newsletters keep sixty percent of customers top of mind, and adding video to emails can triple click rates, while blogging drives fifty-five percent more traffic and makes marketers thirteen times more likely to see positive ROI as video becomes the dominant medium that eighty-seven percent of video marketers say increases site traffic and helps prospects who typically consume three to five pieces of content before talking to sales, so prioritize email, content, and video or get left behind.
Social Media Marketing
- 193% of small business owners use Facebook for marketing, making it the most widely used platform
- 264% of small businesses use social media for their marketing strategy
- 373% of marketers believe that their efforts through social media marketing have been somewhat effective or very effective for their business
- 4LinkedIn is the top paid functional social media platform used by B2B marketers with 79% using it to distribute content
- 5Video posts on social media get 48% more views than image posts
- 690% of Instagram users follow at least one business on the platform
- 7User-generated content usually generates 6.9 times higher engagement than brand-generated content on Facebook
- 883% of B2B marketers use social media primarily for brand awareness
- 9Visual content is more than 40 times more likely to get shared on social media than other types of content
- 10Over 50% of small businesses post on social media daily
- 1124% of businesses plan to invest more in TikTok marketing in the coming year
- 1244% of local businesses said they depend on social media to generate brand awareness
- 1396% of small business owners say they use social media in their marketing strategy
- 1454% of social browsers use consumers use social media to research products
- 15Tweets with hashtags get 100% more engagement than those without
- 1671% of consumers who have had a good social media service experience with a brand are likely to recommend it to others
- 17Stories on Instagram are used by 500 million users every day, offering high visibility for small businesses
- 18Pinterest drives 3.8 times more sales than other platforms and 87% of Pinners have purchased a product because of Pinterest
- 1980% of B2B social media leads come from LinkedIn
- 20The average engagement rate for Facebook posts is 0.18%
Interpretation
Nearly every small business is already on social media and Facebook still dominates, so be where your customers are but do it wisely: prioritize video and eye-catching visuals and user-generated content for far higher engagement, lean on LinkedIn and paid distribution for B2B leads while using Pinterest for conversions and Instagram Stories for visibility, experiment with rising TikTok investment, use hashtags to boost tweet interactions, and remember that posting daily won’t cut through on its own—exceptional service and genuinely shareable content are essential when average organic engagement can be as low as 0.18%.
