""Small businesses are under real pressure to see positive results from their marketing, but many feel like they are doing more without getting more back. They are working harder than ever, but without the time, expertise, or data to guide them, many are still guessing about what will resonate with their customers." -- Smita Wadhawan, chief marketing officer at Constant Contact"
"Small businesses are feeling economic pressure - 44% cite the rising costs of goods, 62% report a negative impact from tariffs. Confidence is down - just 18% of small businesses feel confident in their marketing results, down from 27% in 2024. Yet, small businesses continue to increase marketing efforts, with AI and video growing in importance."
"Ask customers how they heard about you. This can be asked at the point of sale, or if you have a longer selling cycle, include this question in the initial consultation. If customers are willing, schedule a longer discussion with them to hear about their decision-making process. What else did they consider? Your competition is not just other businesses like yours, but could include technology solutions, free options or doing nothing. You want to understand as many aspects as possible about how your customers decided to buy, so you can speak to those options and make a targeted case in your marketing."
Small businesses face significant economic pressure, with 44% citing rising goods costs and 62% reporting negative impacts from tariffs. Marketing confidence has declined to 18% from 27% in 2024 even as businesses increase marketing efforts and embrace AI and video. A survey of 2,500 small business decision-makers across the US, ANZ, Canada, and the UK shows owners doing more work but feeling less certain about results. Recommended marketing actions include interviewing current customers about their buying process to learn alternatives considered and revisiting past customers about their results to demonstrate outcomes.
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