I empathize: Most US small business (SMB) owners are overworked and not getting enough sleep. That’s according to a new Manta ”wellness” survey of more than 1,300 business owners.
The survey asked a range of questions about SMB attitudes and outlook:
- How the fiscal crisis had impact their businesses
- What was causing them the most stress
- What were their hiring plans
- Whether their outlook was optimistic or not
Generally most respondents said that 2012 was a good year and that they anticipate growth this year. However most business owners were not planning on any new hiring for now.
What struck me the most were the following data about work hours and sleep.
Most business owners are working more than 50 hours per week (probably closer to 70). Only 24% are working 40 hours or less. So much for the notion that a lot of SMBs are “lifestyle” businesses. Accordingly only a third (32%) are getting eight or more hours hours of sleep nightly. (I’d like to meet the people who get more than 8 hours of sleep a night.)
Most SMB owners are probably pretty cranky, not getting enough sleep and working harder than they would like. But most are also too cautious and uncertain about the economy to bring in additional help.
This adds some context and color to the otherwise dry statements about SMBs being “overwhelmed” and unable to master digital marketing self-service. There’s just no time or bandwidth to become an expert (or even marginally competent) at an ever increasing number of digital channels.
Those companies and publishers that are asking SMBs to understake self-service digital marketing (including social media) are literally asking them to take time away from running their businesses or from sleep.
January 24th, 2013 at 6:40 pm
Greg,
Most marketers today are simply out of touch with what it takes to run a small business. My dad typically came home after 7 PM, then would nod off at the dinner table when he finished eating. Although he had a better grasp of marketing than most small business owners, there is no way he could have done even half of what’s required to market a business in this day and age, if he were still in business.
There was a lively discussion on a LinkedIn group about “why every business ought to trade their outbound marketing for inbound/content marketing.” The example cited was how well an HVAC company did generating leads with blogging.
My contention is that, although content marketing works well for companies whose customer base typically conducts research before making a buying decision, what about the lone plumber? When does he have time to blog and “create content” after 10+ hours of unclogging drains? And why would his customers even want to read his content? That plumber would be better served by doing some traditional marketing, maybe even taking out a **gasp** Yellow Page ad.
January 24th, 2013 at 6:47 pm
John:
These are really valid points. In the future the SMB has to get involved at some level with their marketing but can outsource certain functions. The challenge is finding a trusted partner that is delivering value. That’s particularly difficult for these businesses.
January 25th, 2013 at 11:40 pm
I would like to expand on John’s “……the lone plumber? When does he/She have time to blog……”
Supplying a foundation for my opinion, assume the plumber purchases raw material from a manufacturer/distributor it would be my suggestion that they provide the “Marketing” expertise to make the phone ring at the plumbers place of business? I hope that all would agree that there would be a per-centage increase in this marketing/partnership?
And Greg, it should not be difficult if there is a partnering? And consider this option if there is an avenue that the SEO guru’s can pinpoint to increased revenue let the SEO get paid on that increase at an agreed upon per-centage and if that is not acceptable have the SEO negotiate with the Plumbers material manufacturer/supplier for the marketing success formula. The foundation for all this verbage is that all agree that most Brick/Mortar business (SMB’s) do not have time/money/experience…………they do their own thing for a living. A new term…………..DIFT……………….Do It For Them should be the word for e-positioning in the future?? Thank you for the platform.
joe underwood
January 26th, 2013 at 12:05 am
Vendasta has coined a term: Do It With Me. There are lots of ways that third parties can help SMBs, including in the area of social media. Ultimately, however, they many not be able to supply the “voice” for the business. But there are lots of other things that can be done.
Other problems: whom to trust and how to know what kinds of time/resources to allocate to which channels.
February 1st, 2013 at 8:06 am
Lots of great comments. First I’ve got to comment on the issue of sleep. It’s not just SMB’s not getting enough sleep it’s really the majority of the US population and a growing percentage of the world population.
I happened upon a book in my local library two weeks ago by Dr. Sara Mednick called Take a Nap Change Your Life. The book was of interest to me because I was chronically tired. My entire life I slept only 4 to 5 hours each night.
Since reading the book I’ve committed to sleeping 8 hours each night and taking 1 nap a day. I’ve notice an increase in mental clarity, creativity, and energy. I recommend the book for everyone. You can read my post on my experience on my blog at http://rodneygoldston.com/how-to-take-a-nap/
Regarding John’s comment on why would a plumbers clients would want to read their blog. It’s a good point, and I really would not be one interested in reading a plumbing blog.
But why should a plumber be limited to blogging about plumbing? His clients are likely home owners. Why not blog about things in general home owners are interested in?
We all know the time it takes to run our blogs. The plumber (and other SMB’s ) should find a good outsource partner to provide the content for them.
I’ve worked with many auto dealers and that’s one thing I’m always trying to get across to them. Their customers don’t really want a blog or newsletter about cars. Figure out what a good portion of your customer base is interested in and provide them a great resource.
February 1st, 2013 at 8:12 am
Like you Rodney I’m also trying to commit to more sleep. I find that when I am rested I do perform much better.
February 1st, 2013 at 12:41 pm
Greg, thank you for providing the link to Vend ASTA. I found it interesting and of value. In this day of marketing it would be refreshing to see that assisted marketing provided by the Vend ASTA types to promote their fee’s based upon results vs an up front charge? Another observation from my view is that this site and similar sites take time and a certain amount of understanding from the SMB? And across the board most SMB’s again would not have the time (maybe the funds) to digest and put to a valued use?
joe underwood
February 1st, 2013 at 1:12 pm
Thanks Joe for your comments.