SinglePlatform (ConstantContact) has put out some new survey data (n=350), which I’ve discussed over at Search Engine Land. Conducted in December the survey offers two broad categories of findings: about business listings and mobile.
Business Listings Confusion
Almost half (49%) of the survey respondents said they’d never updated their online listings. Yet essentially the same number (50%) said that they’d seen inaccurate information about their businesses online.
The majority (70%) complained they didn’t have time to manage their listings across the multitude of sites and apps and 77% admitted they didn’t understand the relationship between listings and traffic to their websites and offline locations.
These findings are a metaphor for the confusion that most SMBs feel about online marketing. And listings are the most basic of the basics. We in the “local search industry” make assumptions about what SMBs are capable of that are often simply out of step with their reality and the “facts on the ground.”
Yext has data that confirm what ConstantContact found — nearly half or half of local business listings contain factual errors. And what these businesses are telling ConstantContact is that they don’t have time or knowledge about how to correct these errors.
Mobile Growing in Importance
The following are the mobile-related findings from the survey:
- 84% of SMBs believe that having a website that can easily be viewed on a mobile device is important to their business
- 25% of SMBs know how to create a mobile optimized web site
- 62% of SMBs think it is important to be seen on major mobile apps
- 85% of SMBs believe that in the future more people will be looking for their business on mobile sites
I would be skeptical even of the 25% who claim to “know how to create a mobile optimized web site.” What that probably means is that they know there are services out there that can create a mobile version of their sites.
Facebook the “Most Effective” Social Site
Last week I wrote about a Wall Street Journal survey that argued small businesses preferred LinkedIn to other social media sites in terms of utility. An SMB survey released last August by ConstantContact found something radically different than the WSJ survey.
Facebook was far and away the most effective social site for the SMB respondents. LinkedIn was deemed most effective by 25% of B2B respondents but it was a distant second or third to Facebook. All this begs the question: “What does ‘effective’ mean exactly?” (probably driving new business).