Social media has become a crucial tool for small and medium-sized businesses (SMBs) to connect with consumers, as more than two-thirds of consumers prefer to learn about local businesses through social apps. A recent report by VistaPrint and Wix examines the current SMB landscape and how brands are utilizing digital marketing to attract attention in the modern digital world. The report, which includes responses from 1,000 small businesses and 1,000 consumers in the U.S., highlights key trends that can help businesses in their planning and strategizing.
One key takeaway from the report is the increasing investment in digital marketing by SMBs, with social media emerging as a key tactic for reaching consumers. Social apps have become the primary source of brand information for most people, and social media is the leading connector for consumers under 54 years old. This information can help businesses target their promotional efforts more effectively based on their target audience and demographic specific preferences.
While social media is a major driver of interest in local businesses, peer recommendations still hold significant influence. SMBs are adapting their marketing mix to align with these trends, with many experimenting with new approaches such as short-form video content. This willingness to innovate and explore new strategies demonstrates SMB owners’ commitment to maximizing their outreach beyond traditional means.
The report also delves into the top reasons why consumers choose SMBs over big brands, emphasizing product quality, craftsmanship, and the positive impact on the local community. By highlighting these aspects in their marketing efforts, businesses can tap into consumer preferences and generate more interest. These insights on consumer behavior and preferences can help SMBs tailor their marketing strategies to effectively differentiate themselves from larger competitors and attract a loyal customer base.
Overall, the report sheds light on the value of social media for SMBs and provides useful insights into emerging trends that can guide businesses in their promotional thinking. While the sample size of the study is relatively small, the data offers indicative measures of what resonates with consumers and can inform strategic decision-making for SMBs. Businesses can access the full VistaPrint/Wix Small Business Marketing Report for a more in-depth analysis of the findings and to gain further insights into the evolving SMB landscape.