More than half of small business owners say that generating new customers is a challenge for them, yet nearly two-thirds say they do not use outside support for marketing assistance, according to a survey of US small businesses from the Yellow Pages Association (YPA).
The recently released “Small Business Marketing Poll,” was conducted by research firm Issues and Answers and undertaken to better understand the marketing preferences of small business owners. It found that the smallest of businesses – those with one to five employees – are most likely (70%) not to consult with anyone when making advertising/marketing selections.
On the other hand, half (51%) of businesses with six to 10 employees and only one-third (34%) of those with more than 11 employees do not consult with outside sources.
Additional study highlights are listed below.
Finding New Customers is Hardest
Most Use ROI to Measure Success
Most Know Why Customers Purchase
About the study: The results are based on a telephone and online survey of 400 small business owners conducted by Issues and Answers. Some 200 interviews were conducted over the phone and 200 were conducted online. The sample of participating companies was drawn from Dun and Bradstreet’s business list of companies. Each company was screened to include only those that have between one and 50 employees (full- and part-time).
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