Netsertive Survey Finds Small Businesses Falling Short On Social Media Marketing

A survey by Netsertive, a digital marketing technology company, has found that many small businesses in the United States have not come up with a solid social media marketing strategy.

According to a press release, nearly half (49 percent) of small businesses reported that they don’t have a formal social media marketing strategy in place. In addition, the respondents’ ability to execute social media campaigns is falling short, as only 26 percent admit to having “advanced” knowledge of social media marketing, while 24 percent call themselves “novice” and 30 percent say they’re “intermediate.”

The survey also found that 42 percent of respondents believe Facebook is the best social channel for driving sales, but that same number isn’t able to tie their social media marketing efforts directly to in-store traffic. And while Instagram has become a valuable marketing tool, small businesses have been slow to catch on, with only one-third of respondents currently using the site.

“With Netsertive’s help, we’ve recently added social media to our local marketing efforts and can already see the profound impact Facebook is having on our store,” said Elizabeth Ingraldi of Hampton Major Appliance of Garden City, NY, a Netsertive client. “We now have a more holistic digital approach with increased online visibility that’s not only engaging our social media followers, but allowing us to drive customers into our store.”

Using Google Consumer Surveys, Netsertive surveyed 250 U.S. small businesses on their challenges with social media marketing the week prior to Small Business Week, which occurs from April 30 to May 6, 2017.

“Social media is constantly evolving, and we understand the challenges both brands and small businesses face when it comes to leveraging these mediums to drive online audiences to brick-and-mortar locations,” said Brendan Morrissey, CEO and co-founder of Netsertive. “At Netsertive, we’re committed to helping small businesses navigate these channels by connecting them with their brands to facilitate streamlined co-op marketing campaigns with consistent and engaging touchpoints along the entire path to purchase.”



The How We Shop Report, a PYMNTS collaboration with PayPal, aims to understand how consumers of all ages and incomes are shifting to shopping and paying online in the midst of the COVID-19 pandemic. Our research builds on a series of studies conducted since March, surveying more than 16,000 consumers on how their shopping habits and payments preferences are changing as the crisis continues. This report focuses on our latest survey of 2,163 respondents and examines how their increased appetite for online commerce and digital touchless methods, such as QR codes, contactless cards and digital wallets, is poised to shape the post-pandemic economy.

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