WALTHAM, Mass., Aug. 19, 2021 /PRNewswire/ -- Constant Contact, an established leader in online marketing, today released its inaugural Small Business Now report, which evaluates how well small businesses are engaging with consumers online. With insights from over 2,000 consumers and small business leaders, the report indicates that the two sides are often on different pages about what content, communication methods and online experiences are most valuable.
After navigating the effects of COVID-19 for more than a year, 84 percent of small businesses feel confident that they know what their customers are looking for. However, Constant Contact's study reveals that consumers often disagree. This disconnect presents an opportunity for small businesses to better understand exactly what consumers want, and ultimately, drive more results for their business.
"Our findings show that small businesses still have some work to do when it comes to understanding what's most important to their customers, and how to efficiently deliver value through their marketing efforts," said Laura Goldberg, Chief Marketing Officer at Constant Contact. "Consumer behavior is going to keep changing, but there are clear and realistic ways small businesses can keep pace and make their marketing work for them. Small Business Now provides small business leaders with data-backed recommendations for how to close that gap and develop more meaningful relationships with their customers."
The four areas of opportunity for small businesses to better align with consumer preferences include:
A Social Disconnect: Small businesses are relying heavily on social media to drive financial results, but consumers say that channel isn't where they typically buy.
Mixed Messages: Small businesses feel confident in knowing their customers, but most are not communicating what, or how, those customers prefer.
Modernizing Marketing: Small businesses could be leveraging cutting-edge technologies to save time and give consumers the content they expect: fewer, more personalized emails.
The Ecommerce Transformation: Brick-and-mortar is thriving today, but ecommerce is the new baseline for shoppers.
Constant Contact's Small Business Now report analyzes over 2,000 survey responses from small business leaders and consumers across the U.S. The 1,000 small business respondents all had a job title of "Manager" or above and represented U.S. businesses with 100 employees or less. We also polled over 1,000 U.S. consumers, all of which were 18 years or older and had made at least one purchase online since March 1, 2021. Both surveys were fielded from June 23 - July 2, 2021. Research was conducted by WiseWorks.
About Constant Contact
Constant Contact, an established leader in online marketing, simplifies the complex task of marketing your business, so you can achieve real results and sell more online. Whether it's setting up an online store, leveraging social and search features to get new customers, or sending great-looking emails with the power to drive more sales, we combine the right tools and advice to help get the results you want. Plus, our award-winning team of marketing advisors is there for each customer, every step of the way. For more information, visit: www.constantcontact.com.
SOURCE Constant Contact