The marketing industry moves quickly and it’s often difficult to keep up with the shifts in technology, spending, effectiveness and consumer behavior. We have collected and curated the most compelling local and small business marketing statistics for you, from social media statistics and mobile marketing to SEO statistics and effective lead generation strategies.
We hope you find our centralized list of small business marketing stats helpful!
Marketing Statistics by Category
Click on the marketing statistic category to jump to that section
Advertising (whether print, digital, in-person, outdoor, TV, radio, sponsorships, etc.) can be an important part of your business’s marketing strategy. From pay-per-click (PPC) ads on Google to display ads in a local newspaper, advertising is one way that you can achieve immediate ROI. Other organic (or “earned”) marketing tactics, such as SEO and social media, build over time and will be the long-term elements of your marketing plans.
There is almost always a cost associated with advertising (unless you have some sort of partnership) because you are having a third-party agency promote your business to a targeted audience. Many businesses that are in the infant stages of marketing themselves choose to use advertising as a supplement to longer-term marketing tactics. The theory behind this strategy is that as long-term marketing efforts build over time, advertising fills in the short-term gap. By supplementing an organic marketing plan with paid advertising, businesses ensure that there is never a gap in their promotion.
80% of consumers using coupons prefer locally relevant advertising. (Source: Street Fight)
Digital ad spending for the U.S. retail industry will reach $12.91 billion in 2015 (and grow to $19.98 billion by 2019). (Source: eMarketer)
The U.S telecom and computing products + consumer electronics sectors will spend a total of $10.93 billion on digital advertising in 2015. (Source: eMarketer)
Digital video advertising is projected to make up 15% of the total digital advertising market by 2017. (Source: Journalism.org)
The U.S. automotive industry is the second-largest spender on digital advertising and was responsible for nearly 50% of U.S. audience-targeted mobile programmatic ad impressions in Q4 2014. (Source: eMarketer)
The financial services sector will be the third-biggest spender on U.S. digital advertising in 2015. (Source: eMarketer)
The average cost per impression (CPM)for a digital video advertisement is $24.60. (Source: Journalism.org)
In the display ad market, about half of all the ad dollars go to five companies: Facebook, Google, Yahoo, Microsoft and AOL (the remaining 50% is what’s left for news organizations and thousands of other publishers). (Source: Journalism.org)
Local television reaches 9 out of 10 U.S. adults. (Source: Journalism.org)
Digital advertising in the U.S. is a $43 billion market. (Source: Journalism.org)
By 2017, BIA/Kelsey expects native advertising to account for $4.6 billion in revenue. (Source: BIA/Kelsey)
An online display ad has an average click-through rate of 0.06%. (Source: Smart Insights)
A rich media ad has an average click-through rate of 0.27%. (Source: Smart Insights)
Digital advertising fraud (clicks from bots) is predicted to suck $6.3 billion from the media industry in 2015. (Source: Ad Week)
An estimated 31% of ad impressions can’t actually be viewed by people. (Source: ComScore)
8% of Internet users account for 85% of clicks (and some of them aren’t even humans). (Source: ComScore)
Online video advertising grew 33% in 2014, faster than any other digital category. (Source: Marketing Land)
Global Internet advertising is predicted to overtake television advertising by 2020. (Source: Marketing Land)
Print and offline promotion is the #1 paid platform for content marketing distribution (followed by search engine marketing and social ads). (Source: The Content Marketing Institute)
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” — The Content Marketing Institute
The goal of content marketing is to attract and retain customers by providing them with highly-relevant and valuable content, with the intention of influencing or changing their behavior. Content marketing provides businesses with long-term ROI by boosting your owned media assets (as opposed to “paid”).
By incorporating content into your overall marketing strategy, you increase the effectiveness of owned, earned and paid media channels.
70% of customers prefer to get information about a company from content rather than ads (Source: Content+)
Articles with images get 94% more views. (Source: Content+)
Blogs give websites 434% more indexed pages and 97% more indexed links. (Source: NewsCred)
90% of users listen to recommendations shared from friends. (Source: NewsCred)
Clicks from shared content are 5x more likely to result in a purchase. (Source: Voltier Digital)
Interesting content is one of the top 3 reasons why people follow a brand on social media. (Source: Content+)
Content creation is ranked the single most effective SEO technique by 53% (Marketing Sherpa 2013)
Content marketing costs 62% less than traditional marketing
Blog posts with 1,5000+ words receive 68.1% more tweets and 22.6% more Facebook likes than a blog post that is under 1,500 words. (Source: QuickSprout)
There is no arguing that content marketing is an extremely effective way to drive business, yet only 37% of marketers say that their content is effective (yikes!). If you need help with your content marketing, LocalVox has a dedicated team of professional writers who provide content for all types of businesses. To learn more, contact us.
“Life used to be easy when all I had to do was buy a yellow pages ad.” That’s what we hear from small businesses everywhere. Now there are dozens of important directories and even traditional Google search is dominated by it’s own directory, Google+ Local. Local search is booming and becoming a key part of any small business’ marketing strategy.
88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours. Google Mobile Movement Study, 2011 Tweet this stat!
50% of local searches do not occur on search engines, but on directories and apps Tweet this stat!
54 percent of Americans have substituted the Internet and local search for phone books (comScore) Tweet this stat!
70 percent of searches on a mobile device are followed up with an action within one hour (Bing) Tweet this stat!
SEO leads have a 15% close rate, on par with the close rate for direct traffic, and ahead of referrals (9%), paid search (7%), social media (4%), and outbound leads (2%) (Marketing Charts) Tweet this stat!
80% of traffic to a website begins with search query (Formstack) Tweet this stat!
Over 2.6 billion local searches are performed monthly and that number grows more than 50% each year (Small Business Community) Tweet this stat!
80% of unsuccessful searches are followed with keyword refinement (SERPS Behavior Study) Tweet this stat!
43% of internet searches performed today use a local keyword. 86% of those searches convert to a phone call or visit to the physical location (SE Leads) Tweet this stat!
20% of the searches made on Google are for local information (Social Media Today) Tweet this stat!
61% of searchers consider local results to be more relevant than standard search results (Resource.com) Tweet this stat!
To find out how your business is listed in major directories (Yahoo!, Bing, Yelp, Yellow Pages, Super Pages and more), run your free SEO report today.
Email marketing is so 1998 … and 2013. Despite the wealth of new technologies and marketing channels, email continues to be one of the most effective marketing channels for small businesses. Everyone has email and uses it daily from work accounts to checking their mobile phones. Email is pervasive, effective and can be easy.
Businesses return $40 for every $1 spent on email marketing – Constant Contact 2012 Tweet this stat!
Email is the most effective channel for direct marketing (Direct Marketing Association 2013 Study) Tweet this stat!
84% of respondents use desktops or laptops to access email; however, two-thirds of those under 30 use their smartphones or cell phones to access their email. (Source:Chadwick Martin Bailey, 2012) Tweet this stat!
64% of people say they open an email because of the subject line. (Source: Chadwick Martin Bailey) Tweet this stat!
“Latest” was the only benefit-related term to see above average clicks (8.8%) and click-to-opens (9%), while “special,” “exclusive,” and “innovate” — while performing about average in opens — fared far more poorly in clicks and click-to-opens. (Source: Adestra July 2012 Report)
The average clickthrough rate for triggered emails is more than double the rate for mass emails. (Source: Epsilon) Tweet this stat!
Customer acquisition via email has quadrupled in the last 4 years (Source: Custora 2013)
Customers who receive email marketing spend 83% more (iContact 2013)
Email opens on smartphones and tablets have increased 80% over the last six months (Litmus) Tweet this stat!
ExactTarget asked almost 1,500 US online consumers (age 15 and up) about how they prefer to get permission-based marketing messages and a whopping 77 percent said email. Tweet this stat!
67 percent of customers give their email addresses to companies to receive discounts and promotions (ClickZ) Tweet this stat!
36 percent of email messages across 12 key industries were opened on mobile devices (smartphones and tablets) in the first half of 2012 (Knotice) Tweet this stat!
E-newsletters make up the greatest number of emails in consumer inboxes (29 percent) (Return Path’s November 2012 Email Intelligence Report) Tweet this stat!
Email marketing produced above average lead conversions for 27% of marketers in 2013 (HubSpot) Tweet this stat!
Lead generation is a marketing strategy where your business makes contacts that may lead to a sale (or other conversion action). Businesses that use lead generation get their leads from a variety of sources, such as personal referrals, telephone calls, advertisements, events and list acquisitions, to name a few.
With a lead generation marketing strategy comes the need for a lead management process so that you can successfully move the lead down your business’s purchase funnel.
The #1 marketing concern of local businesses is getting new clients. But loyalty marketing is cost-effective and drives long term profitability. Many small businesses find loyalty marketing daunting, but it can be easy.
68% of Passbook users have used the app for coupons and discounts. (Source: Street Fight)
Households earning $100k + are twice as likely to use coupons vs. households earning less than $35k. (Source:Street Fight)
74% of consumers using coupons say they are more likely to act on location-specific messaging. (Source: Street Fight)
60% of consumers using coupons like to compete and feel like winners when getting better prices. (Source: Street Fight)
81% of consumers using coupons find it fun to see how much they can save. (Source: Street Fight)
80% of consumers using coupons feel smarter when using coupons. (Source: Street Fight)
60% of online consumers said they now make purchasing decisions faster because of online research now compared to a few years ago.
82% of small business owners have said their main source of new business is referrals – Constant Contact Tweet this stat!
It’s 8X more effective to bring back an existing customer than get a new customer – The LMC Group 2012 Tweet this stat!
Businesses that spend 5% on loyalty market are 25% more profitable – Constant Contact Tweet this stat!
People who receive $10 coupons have 38 percent higher Oxytocin levels, 32 percent calmer breathing rates, 5 percent slower heart rates, and 20x less sweaty palms. (The Neurophysiology of Coupons study by Dr. Paul Zak) Tweet this stat!
7 out of 10 consumers said they trust online reviews as much as personal recommendations (ReachLocal) Tweet this stat!
Reflecting the direct way in which the internet now influences in-store shopping the survey found that 91 percent of respondents “have gone into a store as a result of an online experience.” (Wanderful Media) Tweet this stat!
83% of buyers no longer trust advertising but most trust recommendations from users online (Formstack) Tweet this stat!
57% of businesses have acquired a customer through their company blog (HubSpot) Tweet this stat!
52% of all marketers have found a customer via Facebook in 2013 (HubSpot) Tweet this stat!
36% of all marketers have found a customer via Twitter in 2013 (HubSpot) Tweet this stat!
Mobile marketing allows you to send time-and location-specific messages to your audience via their mobile devices. Businesses that incorporate mobile marketing into their overall strategy drive growth and create stronger engagement with customers by connecting with them on a very personal device.
As you can see from the statistics below, mobile marketing is one of the most exciting and explosive areas of growth in the industry today, primarily because of its ability to provide users with highly-relevant products and services based on their location and device.
Of the $7.19 billion that financial marketers will invest, 48.5% will be dedicated to mobile advertising. Programmatic will play an increasingly significant role in digital media buying as well. (Source: eMarketer)
The majority of customer will abandon a mobile site if it takes more than 3 seconds to load yet 86% of responsive mobile sites weigh as much as their desktop versions – Akamai Tweet this stat!
By 2016, 88% of local advertising will be delivered on a mobile device. – Borell 2012 Tweet this stat!
The average consumer spends 127 minutes in mobile applications a day, responding to emails, browsing Facebook, and searching for places nearby. To give some perspective, that’s nearly an hour more than people spend on the web and 41 minutes shy of the 168 minutes Americans spend watching television. – Streetfight 2013 Hyperlocal: Targeting on the Mobile Platform Tweet this stat!
70m mobile coupons will be redeemed in 2013 with an aggregate value of $2.1b – Location Based Marketing Association 2013 Tweet this stat!
3 out of 5 consumers search for local businesses on their smartphone (ReachLocal) Tweet this stat!
4.8 billion people now own mobile phones. Just 4.2 billion own a toothbrush! (MingJumpers) Tweet this stat!
The average person checks their smartphone 34 times a day (Personal and Ubiquitous Computing) Tweet this stat!
64% of decision-makers read their email via mobile devices (Top Rank Blog) Tweet this stat!
57% of U.S. smartphone users see at least one mobile ad a day (Nielsen Study) Tweet this stat!
App usage (80% of time) dominates browsers in mobile usage (Smart Insights) Tweet this stat!
7.96% of all web use in the United States is via mobile browsing (Smart Insights) Tweet this stat!
45% of companies rely solely on desktop sites to showcase their content (Adobe) Tweet this stat!
Over one third of Facebook’s 600 million+ users use Facebook mobile (Smart Insights) Tweet this stat!
Mobile web browsing accounted for 30% of all web traffic in 2012 and is expected to account for 50% by 2014 (Nucleus Research) Tweet this stat!
By 2016, the number of mobile devices is expected to surpass the world’s population–an 18-fold increase between 2011 and 2016 (Cisco) Tweet this stat!
53% of American consumers use their smartphones to access search engines at least once a day (Online Marketing Institute) Tweet this stat!
91% of adults have their mobile phone within arms reach 24/7 (Nielsen Study) Tweet this stat!
46% of consumers will NOT return to a mobile site that is not working properly (Nielsen Study) Tweet this stat!
9 out of 10 mobile searches lead to action, over half leading to purchase. (Search Engine Land) Tweet this stat!
48% of mobile visitors who visit a site that is not mobile-friendly felt that the company just didn’t care about their business (Google Study) Tweet this stat!
Nearly one in three would like brands to send them promotions via mobile device (KO Marketing Associates) Tweet this stat!
Franchises + Multi-Locations
National retailers, QSRs and service providers of all types are shifting budgets to local Internet marketing because those digital dollars can drive physical sales. Over the next couple years, we see a vast increase in investment, more sophisticated technology and an integration with national marketing programs on a local level.
53 percent of marketers admit the lack of resources and bandwidth needed to stay on top of the constant content needs of their localization strategies is their primary challenge Tweet this stat!
58 percent of marketing executives say local marketing is essential to business growth and profitability.” -CMO Council Brand Automation for Local Activation Tweet this stat!
National brands miss 86% of the local consumer feedback published through social networks Tweet this stat!
36%) of national brand marketers say they are developing their campaigns and strategies to activate local audiences (CMO Council).Tweet this stat!
Large brands are using national assets for local messaging: 86% use corporate websites for local marketing, 72% use email, and 49% rely on corporate social media feed. Fewer national brands rely on local websites (33%) or locally-focused social media feed (27%). (CMO Council).Tweet this stat!
Though 30% of brand marketers execute local campaigns within 8 to 20 days of a national launch, 31% say they require 30+ days to distribute local marketing materials. However, 88% of marketers who have executed local national campaigns simultaneously say their brand gained a competitive advantage by doing so. (CMO Council).Tweet this stat!
National brands are missing the mobile opportunity. Only 8% of national brand marketers say mobile will be critical to further local connections, and only 12% view mobile as a successful ad channel but 33% are investigating it further. (CMO Council).Tweet this stat!
52% of marketers agree that comprehensive brand campaign automation could strengthen ties between the head office and local customer-facing resources and touch points. (CMO Council).Tweet this stat!
Ratings + Reviews
I don’t need to tell you how important online ratings and reviews are to the success of your business online. Multiple research studies have shown that online consumers trust online reviews as much as personal recommendations. In addition to how much trust consumers place in online ratings and reviews, the fact that Google and Facebook have jumped on the bandwagon should indicate that this platform will only continue to grow.
Many local businesses choose to bury their head in the sand when it comes to online ratings and reviews. They are worried about what people are saying about their business online and, instead of proactively addressing any negative reviews, they pretend they don’t exist — which is not an ideal strategy. What these businesses don’t know, is that by simply responding to a negative review, they actually have a 33% chance of turning it into a positive one.
87% of potential customers won’t consider businesses with low ratings. (Source: Search Engine Land)
73% of consumers read online reviews about a local business from their desktop computer, indicating that reviews are used during the initial research phase of the customer journey. (Source: Search Engine Land)
38% of customers read online reviews for a local business from their mobile device. (Source: Search Engine Land)
73% of consumers form an opinion about a local business by reading 1-6 reviews. (Source: Search Engine Land)
69% of consumers believe that reviews older than 3 months are no longer relevant. (Source: Search Engine Land)
Only 13% of consumers will consider using a business that has a 1 or 2-star rating. (Source: Search Engine Land)
80% of consumers trust online reviews as much as personal recommendations. (Source: Search Engine Land)
86% of consumers said that search engines allowed them to learn something new or important that increased their knowledge. (Source: Pew Research Center)
91% of search engine users say they always (or most of the time) find the information they are seeking when they use search engines. (Source: Pew Research Center)
66% of search engine users say search engines are a fair and unbiased source of information. (Source: Pew Research Center)
55% of search engine users say that, in their experience, the quality of search results is getting better over time. (Source: Pew Research Center)
83% of search users say Google is the search engine they use most often. (Source: Pew Research Center)
This section gives a general overview of small business marketing stats, although all the stats on this page pertain to small businesses. It gives a sense of what small businesses are currently spending their marketing dollars on and where those dollars are heading. Here’s a list of compelling small business marketing stats.
70 percent of U.S. households now use the Internet when shopping locally for products and services (The Kelsey Group; ConStat). Tweet this stat!
60% of local businesses don’t have their phone number on their website – BIA Kelsey Tweet this stat!
11% of local business’ next hire will be a social media manager – Streetfight 2011 Tweet this stat!
66% of small businesses are maintaining or increasing spend on digital marketing – AT&T Small Business Technology Poll 2013 Tweet this stat!
70% of small business are using social media to improve their SEO (SEO.com) Tweet this stat!
72% of marketers see the importance of online personalization but don’t know how to incorporate it (Realities of Online Personalization) Tweet this stat!
50% of businesses will use marketing automation by 2015 (Compare Business Products) Tweet this stat!
Only 25 percent of small businesses know how to create a mobile optimized web site (Constant Contact) Tweet this stat!
50 percent of small businesses have seen listings for their business that are not accurate (Constant Contact) Tweet this stat!
84 percent of people say that the biggest difference in small businesses between now and 5 years ago is the use of more online marketing tools (Constant Contact) Tweet this stat!
Social media and reputation management is becoming more and more crucial to small businesses and it is becoming one of the key ways that small businesses communicate with customers and social reputation has become an increasingly important factor in how local businesses.
46% of online users count on social media when making a purchase decision. (Source: Business2Community)
Social media advertising is forecasted to grow to $11 billion 2017. (Source: BIA/Kelsey)
Social media is the primary distribution channel used for content marketing, followed by e-newsletters and websites. (Source: The Content Marketing Institute)
Facebook is the most popular (and most-effective) social media platform used to distribute content, followed by Twitter and YouTube. (Source: The Content Marketing Institute)
Among 259.7 million US internet users in 2015, 60.5% will use Facebook, 29.9% will use Instagram, 20.4% will use Twitter, 18.1% will use Pinterest and 7.7% will use Tumblr. More and more, these users are primarily accessing these sites via mobile. (Source: eMarketer)
Seven out of ten consumers are more likely to use a local business if it has information available on a social media site (comScore Networks/TMP Directional Marketing) Tweet this stat!
Restaurants with 3.5 stars on Yelp are 63% more likely to be full then those with just 3 stars – a half star difference! (UK Guardian 2012) Tweet this stat!
11% of local business’ next hire will be a Social Media Manager – Streetfight 2011 Tweet this stat!
60% of people say that they’d willing to post about products/services on Facebook if they were offered a deal or discount. (Beyond) Tweet this stat!
42 Percent of Consumers Complaining in Social Media Expect 60 Minute Response Time (Edison Research) Tweet this stat!
72% of consumers trust online reviews as much as personal recommendations from real people – Search Engine Land, 2012 Tweet this stat!
36 percent of such businesses saying they use LinkedIn for various reasons, including engaging with others in their industry and extending awareness of their business, a 16 percent increase over last year – AT&T Small Business Technology Poll 2013 Tweet this stat!
80 percent of small businesses polled will also use word-of-mouth marketing to increase awareness and visibility – AT&T Small Business Technology Poll 2013 Tweet this stat!
Facebook participation among small businesses polled decreased from 44 percent to 41 percent over the past year. Use of location-based social media also decreased. For example, Foursquare use decreased from 9 percent to 6 percent year over year – AT&T Small Business Technology Poll 2013 Tweet this stat!
LinkedIn generates more leads for B2B companies than Facebook, Twitter or blogs individually. Yet only 47% of B2B marketers say they are actively using LinkedIn vs. 90% on Facebook. – InboundWriter.comTweet this stat!
Yelp suppresses about 20% of all reviews through the Yelp filter – Yelp
The average of value of a Facebook “Like” by $147 – Synapse
90% percent of adults age 18 to 24 trust medical information shared by others in their social media networks (PwC Health Research Institute) Tweet this stat!
80% of US social network users prefer to connect to brands through Facebook (State of Inbound Marketing 2012) Tweet this stat!
On average, companies respond to only 30% of social media fans’ feedback (Factbrowser) Tweet this stat!
20% of Facebook users have purchased something because of ads or comments they saw there (Ipsos) Tweet this stat!
34% of marketers have generated leads using Twitter (Mindjumper) Tweet this stat!
Social media has a 100% higher lead-to-close rate than outbound marketing (State of Inbound Marketing 2012) Tweet this stat!
Social is set to account for around 8% of all local online revenues by 2016 — more than double its share in 2011 (BIA Kelsey) Tweet this stat!
27% of total internet time is spent on social networking sites (Experian) Tweet this stat!
Every minute there are 347,000 tweets and 510,000 Facebook comments (Evsdrop) Tweet this stat!
23% of marketers are investing in blogging and social media this year, a 9% increase from 2012 (Hubspot) Tweet this stat!
68% of consumers go to social networking sites to read product reviews (Vocus) Tweet this stat!
52% of consumers stop following a business’ page because of boring and repetitive content (Small Business Can) Tweet this stat!
85% of customers expect businesses to be active in social media (Vocus) Tweet this stat!
83% of social media customer service users have walked away from a purchse after a bad experience, compared to 49% of non-users (Creotivo) Tweet this stat!
59% of social media users think companies who use or are active in social media seem to be more approachable (Small Business Can) Tweet this stat!
A one-star rating hike on Yelp can mean a 5% to 9% rise in restaurant revenue (Harvard Business Review 2011) Tweet this stat!
Your website is your home base, your digital signage and your opportunity to connect all the pieces: search engine optimization, social media, review sites, video, etc. The goal is to create an asset that helps converts new visitors (strong calls to action to call, connect via social or email, redeem deals and offers, all with great branding) and give existing customers a reason to come back via new content or that update on social media or email. Your website is crucial linchpin of your online strategy.
Ensure that you have a mobile-optimized site as consumers will visit your site 6x in the purchase process. (Source: Google/Neilsen) Tweet this stat
60% of local business websites don’t have their phone number on them! – BIA Kelsey 2012
49% of sites fail to comply with basic usability principles, and 50% of online sales are lost because visitors can’t find content. – Forrester 2012
93.3 percent of SMB websites are not mobile compatible and will not render successfully on mobile devices or smartphones. – BIA Kelsey 2012
15% of SMBs will build mobile optimized websites in 2013 – Borrell 2013
A blog webpage that ranks in the top 10 for search results has an average word count of 2,000. (Source: Quick Sprout)
We continually update this list and encourage you to add in your own marketing statistics in the comments section so we can incorporate them into the next version of this guide.
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