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Small Business Search Marketing Survey

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March 22, 2011

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More than half of small business owners say they need help with search engine marketing.

Fifty-six percent of small businesses who will spend on search or social media advertising in 2011 indicate they will need help with some aspect of the campaigns, according to the American Express OPEN Small Business Search Marketing Survey, a survey of small business owners utilizing some type of online marketing for their business. Despite their need for assistance, only 25 percent are using search engine marketing (SEM) tools to manage their campaigns.

Search engine campaign management is generally handled internally (73%), with almost half of respondents indicating that they do it themselves (47%). One-in-five (22%) indicated that they have a staff member that handles SEM in addition to other responsibilities.

Three-quarters of small businesses plan to add some form of online marketing in 2011. Roughly three-in-ten will add a company website (36%) or social media strategy (29%). About one-in-five plan to add search engine optimization strategies (23%), mass email campaigns (22%) or search advertising campaigns (16%).

The most common online marketing techniques currently being utilized by small businesses are a company website (86%) followed by social media (44%). One-in-five (21%) small businesses report they are utilizing search advertising.

For key findings from the survey, download the American Express OPEN Small Business Search Marketing Survey Fact Sheet.

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    Dzintars Leja

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